Public, digital and corporate communication
Study-unit Code
Comunicazione d'impresa
Giuseppina Bonerba
  • Giuseppina Bonerba
  • 63 ore - Giuseppina Bonerba
Course Regulation
Coorte 2023
Learning activities
Discipline sociali, informatiche e dei linguaggi
Academic discipline
Type of study-unit
Obbligatorio (Required)
Type of learning activities
Attività formativa monodisciplinare
Language of instruction
Italian. International students and Erasmus students are invited to attend the course. Books, articles and other teaching materials are also available in English and French; Written and / or oral examinations, as indicated in the program of teaching, can be conducted in English or French. Contact the lecturer for an appointment in the first week of lessons.
Particular attention will be given to the strategies of brand management and to the criteria needed in the elaboration of copy strategy, following advertising theory and various models of brand identity representation.
Reference texts
CODELUPPI V., Leggere la pubblicità, Carocci, Roma, 2021.
Other reading material will be indicated during the course.

Texts for Non-Attending Students:
CODELUPPI V., Leggere la pubblicità, Carocci, Roma, 2021.
FERRARESI M. (a cura di), Pubblicità: teorie e tecniche, Carocci, Roma, 2017.
SALMON Ch., Storytelling. La fabbrica delle storie, Fazi, Roma, 2008.
Educational objectives
This teaching is the first test that the student face in advertising that is proposed as a main target to provide basic knowledge and technical to produce an effective advertising.
The main skills that students will acquire are:
- Theoris of advertising
- Basic features of the production process of an advertising campaign.
In order to be able to tackle the course, students must understand the basic principles of marketing and semiotics; these are principles that the student should have already acquired in his/her school curriculum. This is a prerequisite both for attending and non-attending students.
Teaching methods
The course is organized as follows: lessons that will cover the themes indicated in the program; guest speakers ; Movie clips and examples related to the main topics discussed that will integrate lessons providing various perspectives of the same problem.
Other information
Attendance at all lessons is strongly recommended.
Learning verification modality
The final exam consists of an oral test comprising a discussion-interview on the topics covered during the course and examined in-depth through recommended texts. The test aims to assess the level of knowledge and understanding, as well as synthesis, achieved by the student. Moreover, this interview will verify that the student is able to communicate effectively, using a methodical approach and appropriate language, to demonstrate what he has learned. The duration of the test varies depending on the performance of the student during the test itself. It begins, as a rule, with a subject of the student's choice.
Extended program
Theories on the functioning and the effects of advertising. Positioning and strategic choices. Brand: definitions, identities and values. The characteristics of the postmodern brand. The creation of the advertising message. Writing advertising. Relationship between the visual and verbal, and the role of music in advertising. Definition, history and prospects of social advertising.
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