Educational objectives The teaching, aimed at students of the Master's Degree courses, aims to provide an overview of the ways in which the digital age is changing the relationship between supply and demand on the market, making it necessary to change the "classic" marketing approaches.
The course aims to provide advanced knowledge and skills in marketing to understand and manage the new market paradigm, in which consumers are becoming an active part, not only in purchasing processes, but also in communication processes and even in the production processes of goods and services. Starting from this evolution in the relationship between supply and demand, it deepens how organizations, profit and non profit, can contact, acquire and retain customers. How they can develop an attractive offer, sustainable competitive advantage, high brand value, integration between online and offline marketing.
In this sense, during the course, particular attention will be devoted to the study of strategies, tools and metrics of digital marketing, also through the study of case histories, company testimonies and innovative strategies.
In detail, in line with the objectives indicated, the course aims to provide the following learning outcomes.
- In general terms, transfer a wealth of knowledge and advanced skills in marketing by ensuring that the student arrives to possess:
1- an in-depth knowledge and understanding of the processes and contents of marketing in the digital age;
2 - knowledge and skills necessary for the planning, planning and management of integrated offline and online marketing processes;
3 - knowledge and skills necessary to create brand value, from the role of brands in the digital age, to brand identity, to actions and branding metrics;
4 - adequate methodological knowledge aimed at analyzing the needs and behavior of consumers, purchasing and consumption processes to segment the consumer market;
5 - knowledge and methodological skills to manage the various areas of social media marketing from content management, to communities, to social entertainment and social commerce;
6 - adequate methodological knowledge aimed at developing measurements and analysis of the results of marketing actions.
- In terms of applications, at the end of the course, students must:
1 - know how to conceive, design and manage marketing and branding strategies in the consumer markets of the digital age;
2- know how to organize, design and manage integrated marketing plans online and offline;
3- possess appropriate methodological skills for the management of marketing and branding processes for the creation of value in the digital age;
4-possess the skills necessary for the use of digital technologies in the marketing perspective for the purpose of communicating with the various target groups of potential and actual users, from consumers, to the supply network;
5 - be able to evaluate the effectiveness and efficiency of the actions and make the related "adjustments" during the course of the work and face the "unexpected events" (crisis management).
- The course aims to allow the development of an autonomy of judgment. In particular, develop capacity for:
1 - critical reading of the transformations and processes that define the evolution of the market relations between supply and demand in the "digital distruption" era;
2 - collection and evaluation of the information to be examined, evaluated and monitored to estimate the feasibility and effectiveness levels of the actions envisaged and undertaken;
3 - evaluation of the effectiveness of corporate business models and of marketing and branding processes for the creation of market value;
4 - estimate the effectiveness and efficiency of marketing and branding strategies to identify the most suitable processes, techniques and tools;
5- know how to take decisions for the implementation of marketing projects.
- Among the main communication skills developed during the course are:
1 - to communicate effectively, with appropriate language, objectives, strategies and results of analysis, actions and marketing projects;
2 - know how to discuss problems and solutions, apply negotiation techniques and problem solving;
3 - know how to present and promote marketing projects;
4 - know how to package marketing content in formal documents;
5 - know how to listen to customers, partners, colleagues, competitors and stakeholders to optimize the development of the strategy and the achievement of the expected results.
- Finally, the course aims to contribute to developing the autonomous learning capacity, especially for:
1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and for their own updating;
2 - have the ability to increase their knowledge, as a form of continuous updating, through observation and listening skills and consequent moments of group experimentation and autonomous areas of study, research and planning;
3 - know how to consult bibliographic sources, to update their skills;
4 - be able to identify the most advanced tools for measuring and evaluating digital marketing actions, continuously updated;
5 - have the ability to refine the relational and negotiation techniques based on experience and trough a comparison.
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Educational objectives The course provides the concepts, theories and research techniques for the sociological analysis of networks and lifestyles
Knowledge and understanding: the first objective of the course is to provide adequate knowledge of the conceptual and theoretical framework of reference for the sociological analysis of networks and lifestyles, and a methodological preparation aimed both at information gathering techniques and at those of analysis more suitable in this field of study.
Ability to apply knowledge and understanding: The second objective of the course is to provide the ability to use the acquired knowledge taking into account the specificities of the different areas in which the analysis of networks and lifestyles is applied. The course will allow to acquire logical-analytical skills through the realization of the project work; improve communicative skills through the exhibition of the work carried out in the classroom, also through the use of specially designed supports (slides, audiovisuals, infographics, etc.); initiate students to experiment with methods of peer cooperation (group work); improve writing skills (presentation of a short written report of the project).
Making judgments: A further specific objective of the course concerns the ability of analysis and reflection in an autonomous form, through the critical reading of the debate and interpretative models, the analysis and discussion in class of Italian and international empirical research on networks and styles of life, the realization of group projects with the aim of applying the acquired knowledge, paying particular attention to the role played by communication within social dynamics.
Communication skills: the course also aims to develop communication skills through the presentation and discussion in class of group work and through participation in debates with external guests.
Ability to continue the study autonomously in the course of life: through the analysis and reflection on the theoretical and methodological framework and the realization of targeted projects, the course aims to provide skills and mastery of the vocabulary and specific techniques of the discipline to put the student in the condition to continue his training project.
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Educational objectives The course provides the concepts, theories and research techniques for the sociological analysis of networks and lifestyles
Knowledge and understanding: the first objective of the course is to provide adequate knowledge of the conceptual and theoretical framework of reference for the sociological analysis of networks and lifestyles, and a methodological preparation aimed both at information gathering techniques and at those of analysis more suitable in this field of study.
Ability to apply knowledge and understanding: The second objective of the course is to provide the ability to use the acquired knowledge taking into account the specificities of the different areas in which the analysis of networks and lifestyles is applied. The course will allow to acquire logical-analytical skills through the realization of the project work; improve communicative skills through the exhibition of the work carried out in the classroom, also through the use of specially designed supports (slides, audiovisuals, infographics, etc.); initiate students to experiment with methods of peer cooperation (group work); improve writing skills (presentation of a short written report of the project).
Making judgments: A further specific objective of the course concerns the ability of analysis and reflection in an autonomous form, through the critical reading of the debate and interpretative models, the analysis and discussion in class of Italian and international empirical research on networks and styles of life, the realization of group projects with the aim of applying the acquired knowledge, paying particular attention to the role played by communication within social dynamics.
Communication skills: the course also aims to develop communication skills through the presentation and discussion in class of group work and through participation in debates with external guests.
Ability to continue the study autonomously in the course of life: through the analysis and reflection on the theoretical and methodological framework and the realization of targeted projects, the course aims to provide skills and mastery of the vocabulary and specific techniques of the discipline to put the student in the condition to continue his training project.
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Educational objectives The course provides the concepts, theories and research techniques for the sociological analysis of networks and lifestyles.
Knowledge and ability to understand: The first objective of the workshop is to provide an adequate knowledge of the conceptual and theoretical framework of reference for the sociological analysis of networks and lifestyles, and a methodological preparation aimed at both information gathering techniques and the most suitable analysis techniques in this field of study.
Ability to apply knowledge and understanding: The second objective of the workshop is to provide the ability to use the knowledge acquired, taking into account the specificities of the different fields in which the analysis of networks and lifestyles is applied. The Workshop will enable students to acquire logical-analytical skills through the realisation of project work; improve communication skills through the classroom presentation of the work realised, also with the aid of specially designed supports (slides, audiovisuals, infographics, etc.); initiate students into experimenting with modes of cooperation among peers (group work); improve writing skills (presentation of a brief written account of the project).
Autonomy of judgement: A further specific objective of the course concerns the ability to analyse and reflect autonomously, through the critical reading of the debate and interpretative models, the analysis and discussion in class of Italian and international empirical research on networks and lifestyles, and the realisation of group projects with the aim of applying the knowledge acquired, paying particular attention to the role played by communication within social dynamics.
Communication skills: the workshop also aims to develop communication skills through the presentation and classroom discussion of group work and through participation in debates with external guests.
Ability to pursue study autonomously in life: through analysis and reflection on the theoretical and methodological framework and the realisation of targeted projects, the course aims to provide skills and mastery of the lexicon and techniques specific to the discipline in order to put the student in a position to pursue his or her educational project.
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Educational objectives The course is intended for students enrolled in the first year of the Master's Degree in MEDIA, DIGITAL COMMUNICATION AND JOURNALISM.
The objective of the course is to provide students with the historical, theoretical and empirical frameworks of digital media studies, adopting a perspective traceable to the field of sociology and media studies and a transdisciplinary approach based on the contribution of communication disciplines.
Specifically, it will promote learning about established approaches to the study of digital media and web environments; the main research conducted in recent decades and their interpretive frameworks, up to the most recent applications of this knowledge to evolving fields of research (from algorithm studies to AI); the sociocultural cultures and practices of the internet and user production/consumption of content; the phenomena of participation and activism emerging in the web sphere; and the logics and practices of operation and use/consumption related to digital platforms and Social Network Sites.
The achievement of these objectives is functional both for the continuation of studies and thus for the development of research-oriented skills (academic and market-oriented), and for application to professional fields related to the media system and creative industries, and more generally to communication applied to different sectors of the public sphere.
Knowledge and ability to understand: the student will learn the main theories that constitute the framework of digital media studies, with particular reference to the macro- and micro-sociological dimensions involved and the cultural and technological logics and practices that are structured in digital environments.
Ability to apply knowledge and understanding: the student will be able to produce independent reflections and analyses applicable to specific digital communication contexts and phenomena.
Critical thinking and judgment skills: the student will develop the ability to understand the authority of a source and the quality of research and will be able to produce critical readings of sociocultural and consumer phenomena referable to the field of digital media.
Ability to communicate what has been learned: the student, through the promotion of collegial classroom discussion and video-writing initiatives, will develop oral and written communication skills, learning a style of profile dissemination appropriate to the educational level of the LM.
Ability to pursue study independently in life: through examples of organizing materials and sources, and supporting the completion of projects and reports, the student/student, will learn knowledge and skills functional to the acquisition of autonomy in future study.
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Educational objectives The main aim of the course is to help students to acquire a sufficiently broad knowledge of the lexis of business and marketing. Such knowledge is acquired by consolidating the students’ abilities in all four language skills in English (Speaking, Listening, Reading and Writing). This allows students to cope with specialized texts in various contexts, to become autonomous learners and to improve their communication skills. These tools will be particularly useful to students in their future work environment.
1. Knowledge and Learning: The course will start at a general English B2 upper-intermediate level and should reach a C1 level, especially as regards the analysis of specialised texts and materials. Students are therefore expected to have an intermediate level of English at the beginning of the course.
2. Ability to apply knowledge acquired: Students are encouraged to study the theoretical aspects of the language and do various types of exercises. This allows them to apply their theoretical knowledge through the use of specific study techniques and exercises.
3. Students’ ability to evaluate texts: Students are particularly encouraged to become autonomous learners and to develop their critical abilities in the analysis of various types of texts and their content. They should be able to assess their own performance and that of their colleagues.
4. Communicative ability: Through an interactive didactic approach, students are encouraged to actively participate in class activities through the use of presentations and discussions. This will help to improve their communication skills in English and to develop and apply what they have learnt during the course.
5. Student learning autonomy: By the end of the course, students will be expected to have acquired a good level of specialized language. This knowledge will allow them to understand specialized texts, to produce texts and to communicate efficiently by using appropriate English forms. These tools are also intended to encourage students to become autonomous learners so that they can progress in the acquisition of specialized English lexis on their own. Moreover, these tools will be particularly useful to students in their future work environment.
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Educational objectives Didactic Regulations 270 provide, within each degree course, for a specific number of credits to be allocated to 'student-choice activities'. The number of credits envisaged for this course is 12.
These activities consist solely of examinations relating to modules activated in both three-year and five-year degree courses of the Department, Faculty or other Faculties of La Sapienza. The booking and marking procedures for examinations taken as optional activities are the same as for the other examinations compulsorily included in the curriculum; the grade obtained in these examinations contributes to the definition of the grade average.
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