Brand Strategy Experience: a professional approach

The course provides an immersive experience in which students can approach the communication world as professionals, but in the comfort zone of a University course.

The first week will prepare the students to approach the successive real experience of one communication brief and communication roles simulations. In this week, group assignments on essays and surveys, and company visit will introduce the immersive experience. The course will provide also an overview of the latest trends in the brand communication scenario and the role experience, emotions, and entertainment play in building consumer-brand relationships. On this section, they will do a midterm theoretical exam on two open ended questions.

Then they will receive a complete and real communication brief: a traditional or digital communication job to be done on market analysis, strategic goals, creative proposals for one or more of this following communication fields: adv, PR, events, tvc or viral videos for socials, below the line campaigns. They will do their brainstorming with the agency professionals. Then they will have two days - followed by professor Vitulli (who has been a creative copywriter senior and strategist for 20 years and now is a creative consultant) – and supported by one or more of the agency creatives, to prepare the final presentation. So, they will work also on the effectiveness of a presentation: how to prepare it in a “wow effect” way to support the creative contents.

They will present their job to the agency/company and they will receive an immediate feedback on the presentation and in a follow up a detailed, professional qualitative evaluation (what the agency really will do to answer to this real brief and a check about which one of their ideas could be really “used”) together with the final grade.