The course aims to study the main theories and techniques inherent in the models of content marketing, Native advertising and Brand storytelling. These are disciplinary fields with respect to which the methods of creation, distribution and transformation of so-called branded contents are central. In fact, the entire analytical trajectory will be developed by interweaving the peculiarities of branding processes and the opportunities related to the enhancement of the foundational elements of corporate storytelling, especially as a procedure and narrative science. All this will be done by analyzing the characteristics of the digital revolution and the ongoing forms of hybridization between marketing, communication and journalism (intended here as an established technique, and production process of information or light entertainment content). Students will be given the opportunity to contextualize Content Marketing and Brand Storytelling first and foremost with respect to new marketing models (conversational marketing, inbound marketing, permission marketing, real time marketing, newsjacking marketing) but also with respect to different types of business communication as they have developed within the paradigm of postmodernity. At first, the characteristics of the post-industrial society will be examined as well as the different communication relationships of the firm, Kotler's models, digital marketing and the journey that takes the consumer from brand awareness to brand advocacy and brand community. Highlighting the main drivers of change in a marketing that is now based on the 'logic of community relationship' rather than that of content alone, the Professor will also examine some of the theories and techniques of newsmaking, in order for students to acquire the most suitable solutions for the creation and distribution of content aimed at implementing perceived value. The four phases of newsmaking (selection, hierarchization, processing, thematization) will be examined, always imagining their expendability in the context of conversational marketing (a compulsory choice in the era of Web 2.0 and 3.0, and AI marketing). Conceptual bridge between newsmaking and these new marketing models will be the examination of the brand journalism model. “Content” becomes, according to this inductional approach, the useful tool for facilitating the consolidation of marketing/societing, brand stretching and brand extension phenomena.

Knowledge of new marketing models, learning theories and techniques of Content Marketing, General Storytelling and Brand Storytelling.

What characteristics of postmodernity represent the cause of the evolution of marketing and what represent its effects? What are the most obvious manifestations of the ongoing hybridization between mass communication models and personal communication models? What role do social networks play in contemporary times? How are communicative relationships developing inside/outside, inside/outside, outside/inside the enterprise? What is the relationship between content and community? How is content marketing developed? What does branded content consist of? How are branded content created, where is it created, why is it created, and when is it created? What is the strategy of native advertising and what is it used for? What are the techniques of storytelling? What are the techniques of newsmaking? Is it fair to speak of an autonomous model of journalism in reference to brand journalism? Has the line between journalism and marketing become more blurred? What happens when representation coincides with the experience of storytelling? In what does virality consist? All these questions will be answered by Professor Francesco Giorgino in this course, whose intent is to connect the communication and information system to the main marketing models through the use of the interpretative keys typical of the Sociology of Communication, and of the use of the communication lever for marketing purposes. And this is to investigate the most relevant contiguity profiles from the point of view of platforms, languages and contents without neglecting the most complex aspects in the era of digital transformation and brand activism.

Giorgino F. (2024) Manuale di Comunicazione e Marketing. Luiss University Press Giorgino F. & Mazzù M. F. (edizione 2024). BrandTelling. Egea.

Frontal lessons.

Oral exams

Excellent exam and attendinded the course during semester.