Teaching

Teaching Statement

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At Lehigh University

Principles of Marketing, MKT111

Fall 2019 - sections 010, 013, 015

Fall 2018 - sections 010, 013, 015

At the Wharton School

Advertising Management, MBA course, MKTG724

Spring 2018 - sections 001, 003

Spring 2017 - section 002

Spring 2016 - sections 001, 002

The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, theories, current research findings, principles and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should not only be familiar with a large body of advertising knowledge, but should also be able to apply this information to create and evaluate effective advertising strategies and tactics. The emphasis will be on: 1) understanding the psychology of customer motivation and persuasion; 2) crafting effective and creative messages; 3) making efficient selections and use of media; and 4) understanding metrics, all within the broader Integrated Marketing Communications perspective. The course will incorporate presentations of key concepts and frameworks, in-class exercises and analysis of advertisements, case discussions, and guest lectures by marketing professionals. Throughout the term, students will work in groups to develop a marketing communications campaign.

Industry partners for ad campaign projects:

Spring 2018 - Burlington stores

Spring 2017 - Dove chocolate

Spring 2016 - Gap Fit; AT&T

Industry guest speakers:

Spring 2018 - Facebook, Google, R/GA, Untitled LLC, comScore

Spring 2017 - Google, comScore, Untitled LLC, Mars

Spring 2016 - comScore, Untitled LLC, Gap, Intertrend, AT&T, Matt & Marie's

Advertising Management, MBA course, MKTG724

Spring 2018 - sections 001, 003

Spring 2017 - section 002

Spring 2016 - sections 001, 002

The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, theories, current research findings, principles and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should not only be familiar with a large body of advertising knowledge, but should also be able to apply this information to create and evaluate effective advertising strategies and tactics. The emphasis will be on: 1) understanding the psychology of customer motivation and persuasion; 2) crafting effective and creative messages; 3) making efficient selections and use of media; and 4) understanding metrics, all within the broader Integrated Marketing Communications perspective. The course will incorporate presentations of key concepts and frameworks, in-class exercises and analysis of advertisements, case discussions, and guest lectures by marketing professionals. Throughout the term, students will work in groups to develop a marketing communications campaign.

Industry partners for ad campaign projects:

Spring 2018 - Burlington stores

Spring 2017 - Dove chocolate

Spring 2016 - Gap Fit; AT&T

Industry guest speakers:

Spring 2018 - Facebook, Google, R/GA, Untitled LLC, comScore

Spring 2017 - Google, comScore, Untitled LLC, Mars

Spring 2016 - comScore, Untitled LLC, Gap, Intertrend, AT&T, Matt & Marie's

Intro to Marketing, Undergraduate course, MKTG101

 

Spring 2017 - Head Teaching Assistant, sections 210, 220 (honors)

​Fall 2016 - Head Teaching Assistant, sections 202, 220 (honors)

Spring 2016 - Teaching assistant, sections 209, 212

Fall 2015 - Teaching assistant, sections 202, 209

The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis.

Strategic Marketing Simulation, MBA course, MKTG613 (teaching assistant)

 

January 2017, 2016

Luxury Retailing in Italy and Beyond, MBA global module, MKTG897 (teaching assistant)

 

May 2016

Other Teaching Experiences

Integrated Marketing Communications, Intensive Undergraduate Summer course

Lorenzo de' Medici - the Italian International Institute, Rome Campus

Summer 2014, 2013

Integrated Marketing Communications (IMC) is one of the most exciting and stimulating areas in modern marketing. Its importance has grown dramatically in the recent decades. The means through which we communicate all around the world have been affected by new technological advances. These advances, for instance the Internet, have enabled and eased interaction on a global scale. Therefore, marketers are looking for new means of communication that can better gain the attention of customers. This course will examine the theory and techniques applicable today to all the major marketing communication functions: advertising, direct marketing, sales promotion, public relations and personal selling. It will allow students to research and evaluate a company’s marketing and promotional situation and use this information to develop effective communication strategies and programs.

Teaching Assistant, Sapienza University of Rome

Fall 2011 - Spring 2015

Undergraduate courses: Marketing; Marketing Strategy; Management; Business Organization

Graduate courses: Advanced Marketing; Corporate and Marketing Communication; Strategic Management; Advanced Business Organization; Business Game (Markstrat module)

© 2019 by Ludovica Cesareo

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