Educational objectives General Object
1.1 Object
The aim of the course is to equip the students with the knowledge necessary to analyze and understand consumer markets and to know how to conceive, define and draw up a complete marketing project. Ultimately, the course aims to make each student acquire the theoretical and practical knowledge necessary to dominate marketing methodology.
The marketing plan is drawn up on the basis of an original case history on which a national competition among university students is based: the Prize for the University of the Italian Marketing Society (www.premiomarketing.com). Participation in this competition is highly motivating for students and at the same time allows you to work on a real and significant market case, selected and drafted by the Italian scientific society of the discipline -which guarantees the high quality level of the reference teaching case.
1.2 Specific Object
1.2.1 Knowledge and understanding
Students will consolidate their knowledge of marketing basics, enriching it with further theoretical elements (e.g. the paradigm change induced by digitization). Any student will acquire the knowledge and skills necessary to create a complete Marketing Plan, write it and present it, simulating a real case in all.
These objectives are accurately reflected in the bipartition of the course in two great moments: the first, aimed at consolidating and aligning the knowledge of the learners; the second, to the guided application of the planning method.
Great care, throughout the course, is given to the acquisition of the technical language of the discipline and the rigorous application of the working method.
1.2.2 Applying knowledge and understanding
It is the main purpose of the course.
After consolidating and enriching their knowledge base on the basics of the discipline, the student is guided to concretely apply what has been learned. He will then know in detail: setting up a relevant market analysis structure, extracting the relevant competitive conclusions, setting a strategy on them and articulating them in terms of time and operation. After all, the student will be able to draw up the economic budget of the necessary activities.
1.2.3 Making judgements
The field activity students will carry out during the course and the constant confrontation in the classroom with the teacher and his collaborators of teaching, well answer the ultimate purpose of providing the student with an independent judgment, based on data and facts.
1.2.4 Communication skills
Public speaking moments will be organized to make students able to present their work with the support of slides and any product analysis reports.
The teacher will dedicate a training session to public speaking and to the ability to write support materials.
1.2.5 Learning skills
The main information resources on markets are introduced (official data sources, specialized websites and / or focused on marketing, etc.) and, at the end of the course, the best ways to undertake higher-level studies on marketing will be detailed
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Educational objectives The aim of the course is to deepen the theories and methods, processes, and techniques of Event Management, as an essential foundation for managing the communication of an event for-profit and non-profit organizations. The course provides knowledge and skills to operate in all the organizational phases of an event: conception, planning, promotion, sponsoring, fundraising, monitoring, and evaluation, etc. In detail, the expected learning outcomes, consistent with the objectives indicated, intend:
- provide a wealth of knowledge and understanding in the field of Event Communication Management by ensuring that the student arrives to possess: 1- knowledge of management and communication models that characterize Event Management (theories and methods); 2 - knowledge and skills necessary for carrying out planning of communication processes in the field of events for-profit and non-profit organizations; 3 - adequate knowledge for the analysis and measurement of the effectiveness of the event in terms of economic, organizational, and communicative returns, both offline and online (Customer Base Event Equity); 4 - adequate methodological knowledge aimed at developing tools for collecting and analyzing data regarding the needs and behavior of institutions, stakeholders, and users; 5 - knowledge and methodological and technical-operational skills for event
communication planning; 6 - advanced knowledge and skills for the promotion and sponsorship and integrated communication campaigns; 7 - basic knowledge of marketing and promotion of the territory
- In terms of applying knowledge and understanding, at the end of the course, students must: 1 - be able to organize, coordinate and manage operational staff and be able to negotiate and manage relationships with event commissions, public administration, and profit and non-profit organizations at local, national, and international levels; 2- to know how to conceive, design and manage integrated communication plans and campaigns; 3- possess appropriate methodological skills for managing internal and external communication flows; 4-possess the skills necessary for the use of digital communication technologies to communicate with the various potential and actual user targets; 5 - possess the skills for coordinating, organizing, and managing relationships and communication with stakeholders; 5 - know how to set up and manage sponsorship plans; 6 - know how to set up, read and interpret economic, logistical, structural, and communicative feasibility plans; 7 - be able to evaluate the effectiveness of the actions and make the related "adjustments" in progress and face the "unexpected events"; 8 - knowing how to manage the crisis management of an event; 9 - know how to manage the monitoring and evaluation phases and know how to package the related reports for stakeholders, sponsors, and the media; 10 - Know how to
write targeted texts for the various communication and promotional needs of the event.
- The course aims to allow the making of judgments. In particular, develop capacity for: 1 - critical reading of the transformations and the processes that define the context and the feasibility of an event; 2 - collection and
evaluation of the information to be examined, evaluated, and monitored to estimate the feasibility and effectiveness levels of the actions envisaged and undertaken; 3 - formulate opinions on the effectiveness of management models and communication processes typical of the promotion of an event; 4 - estimate the effectiveness of marketing, advertising, and promotion actions to identify the most suitable processes, techniques, and instruments; 5- know
how to make decisions for the implementation of integrated communication projects.
- Among the main communication skills developed during the course are: 1 - to know how to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual clients, stakeholders, institutions and government, etc.; 2 - know how to discuss problems and solutions, apply negotiation techniques and problem-solving; 3 - know how to present and promote the event; 4 - know how to package reporting; 5 - know how to listen to partners, competitors, and stakeholders to optimize the collaboration with the various stakeholders.
- Finally, the course aims to contribute to developing the learning skills, especially for: 1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and
updating; 2 - have the ability to increase their knowledge, as a form of continuous updating; 3 - know how to consult bibliographic sources, both in Italian and in English, to update their skills; 4 - be able to identify the most advanced tools for measuring and evaluating the event, starting from the knowledge of the most current models and techniques; 5 - have the ability to refine the relational and negotiation techniques based on experience and comparison in the field.
Through the study of case histories and the creation of a dedicated laboratory, students will be able to combine the acquisition of theoretical knowledge, with the experimentation of knowledge, methods, and techniques. They provide for the realization of projects, exercises, and comparisons in the classroom with witnesses.
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