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  • What are Uninettuno Massive Open Online Courses (MOOC)
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    Thanks to the UNINETTUNO MOOCs you will be able to freely follow the lectures of the best Italian and international lecturers drawn from a selection of the best courses of UNINETTUNO, in Italian, English and Arabic; you will have at your disposal digitised and indexed on-demand video lectures, usable on a PC as well as on smart phone and tablet, including hypertextual links to more-in-depth study materials (books and articles, practice work, slides, bibliographical references, lists of websites). You will also have at your disposal a collaborative discussion environment, a thematic forum by means of which you will be able to exchange views with your colleagues on the issues dealt with in the lectures, discuss the practice work done, cooperatively create new knowledge in a process that will see you active players of your own learning process.

  • How to get Credits (European Credits Transfer System) with Uninettuno MOOC
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    If you have enjoyed the MOOCs experience, you can transform it into an actual asset for your academic and professional career: by enrolling in the corresponding UNINETTUNO university course, you will be included into a class and have the support of a tutor who will guide you along your learning path; you will be able to participate in a course delivery cycle, interact with professors and tutors in real time in UNINETTUNO virtual classrooms on the Web (on live streaming) or in UNINETTUNO Island of Knowledge on Second Life; the tracking of your activities on the MOOCs will be recorded and you will be acknowledged as an attending student and will be able to sit for the exam that will allow UNINETTUNO to officially assign you – in case of success – the university study credits corresponding to the selected courses, based on the Credits (European Credits Transfer System) - European Credit Transfer System, recognised by the Italian and by EU universities.

The course # of Uninettuno allows you to get # university credits according with the European System ECTS (European Credits Transfer System) and legally recognized by European and International Universities.
In order to get credits you need to study online following the Uninettuno model until the final exam.
The certification fee of the course # is # Euros that you can pay by Bank transfer to:

Università Telematica Internazionale UNINETTUNO
IBAN: IT46 G030 6905 0201 0000 0070 068
BIC BCITITMM (only for bank transfers from abroad)
(Istituto Bancario: IntesaSanPaolo SpA
Via del Corso, n. 226 00186 Roma)

Once you have paid the registration fee for the single course you will be contacted by our student secretariat to arrange your online studies.
If you prefer you can contact our student secretariat by email at info@uninettunouniversity.net to be driven into the path of registration.

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Communications, Media and Advertising (running until all currently enrolled students will have completed their studies) (Academic Year 2013/2014)

Creativity and advertising


Credits: 7
Available languages: IT
Content language:Italian
Course description
The course in Creativity and Advertising Communication offers an insight into the methods used in professional advertising providing a deeper analysis of the role of the copyrighter, of editor of promotional messages. It analyses customers’ behaviours, market dynamics, strategic systems to design and spread promotional messages through the purchase of spaces and time-slots on mass media putting advertising at the centre of a communication mix and analysing the main features of sales promotion, public relations and of every new aspects of non-conventional communication. Finally, it illustrates the most effective techniques with the purpose of stimulating creativity and the development of new ideas.
Prerequisites
For those interested in the activity of the copywriter it is essential to be interested in written communication, to have a sound literary background and a special aptitude towards creativity. A good command of the English language and, as in all communication current activities, and master the Internet and the main software packages.
Objectives
The main objective is that of supplying knowledge about the strategic process translating the marketing and communication objectives into effective and creative solution for advertising campaigns.
Program
The course illustrateS the role, functions, production processes of the advertising system, analysing the strategies guiding the creative realisation of messages and their modulation according to the specificities of the various mass media of which it analyses the characteristics. It also presents some of the components that make the creative process more targeted and effective: how a briefing is written and decoded, how a creative proposal is analysed, how the budget is allocated, how the effectiveness of a message is measure to conclude with an analysis of the techniques that are useful to develop the creativeness potentials of everybody.
Book
Enrico Cogno – Il talento del comunicatore – Collana Trend - Franco Angeli. Enrico Cogno – Come risolvere i problemi – Collana Trend - Franco Angeli. Luigi Bassat, Giancarlo Livraghi - Il nuovo libro della pubblicità - Edizioni IL SOLE 24 ORE.
Exercises
The exercises, aimed at training the student in practical work, are drawn from the professional field: inventing names, writing advertisements, conceiving claims, scripts for sequences of storyboards for realising a book as a copywriter. The exercises consist in reviewing advertisements, in writing copy strategies and in creating headlines, body copies and pay-offs for advertising campaigns. The assessment system of the basic knowledge of the advertising sector is based on the check of the learning progress reached thanks to the videolessons and the suggested texts; the assessment of the exercises, instead, reproduces the same system being used in the professional field. Solutions are judges according to clear criteria: consistency with the proposal with the set objectives, appropriateness to the target and how far the persuading/information aspect of the message can be considered good in professional terms.
Professor
Enrico Cogno
List of lessons
Enrico Cogno
Enrico Cogno
    •  Lesson n. 3: Copy strategy  Go to this lesson
Enrico Cogno
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Davide Borrelli
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Enrico Cogno