Prof. Yaman Nassereddine

• The program for attending and non-attending students is the SAME. All the students are required to study all the slides, handouts and other materials provided during the course and available on the eLearning platform.

Argomenti del programma: Course topics: • From Marketing Mix to Communications Mix; • Integrated marketing Communication planning process; • How to define a communication target group and buyer personas; • Communication objectives; • Customer journey and touchpoints; • Paid, Owned and Earned Media: main characteristics; • Key media planning metrics (online and offline); • How to plan and buy offline and online media (focusing on digital…

Argomenti del programma: The course aims to develop students’ abilities to understand: • Planning process, marketing strategies’ analysis and definition – referring to the trilogy segmentation – targeting –positioning in an advanced perspective. • The management of products, brands, distribution channels, marketing communication and pricing policies. • Models and processes of marketing planning and performance measurement.