Organization and Marketing for Corporate Communication

EXAM PROGRAM FOR ATTENDING STUDENTS
 For attending students, the program is agreed upon with the teachers. The material provided is an integral part of the exam program.
 EXAM PROGRAM FOR NON ATTENDING STUDENTS
 PROGRAMMA D’ESAME PER GLI STUDENTI FREQUENTANTI
 Per gli studenti frequentanti, il programma viene concordato con i docenti. Le dispense del corso e il materiale didattico fornito sono comunque parte integrante del programma d’esame
 PROGRAMMA D’ESAME PER GLI STUDENTI NON FREQUENTANTI 1. Kotler P., Hollensen S., Opresnik M. O., Social Media Marketing: Marketer dal phygital al metaverso, Hoepli, Milano 2022 2. De Baggis, Puliafito, In principio era ChatGPT, Apogeo, 2024 3. Un volume a scelta dello studente, selezionato tra i seguenti: - Veronica Barassi, "I figli dell'algoritmo", Luiss University Press, 2021 - Kate Crawford, "Né intelligente né artificiale. Il lato oscuro dell'IA", il Mulino, 2021 - Massimo Airoldi, Machine Habitus. Sociologia degli algoritmi, Luiss University Press, 2024 - Tiziano Bonini, Emiliano Treré, Algorithms of resistance, MIT Press 2024 (disponibile gratuitamente in open access sul sito dell'editore); si segnala che il volume è in fase di traduzione in italiano - Emily Hund, L'industria degli influencer, Einaudi, 2024 - Stefano Brilli, YouTube Freak Show. Fama e derisione alle soglie dell'influencer culture, Angeli, 2023 4. Slides

No preconditions are requested

PROGRAMMA D’ESAME PER GLI STUDENTI FREQUENTANTI
 Per gli studenti frequentanti, il programma viene concordato con i docenti. Le dispense del corso e il materiale didattico fornito sono comunque parte integrante del programma d’esame
 PROGRAMMA D’ESAME PER GLI STUDENTI NON FREQUENTANTI 1. Kotler P., Hollensen S., Opresnik M. O., Social Media Marketing: Marketer dal phygital al metaverso, Hoepli, Milano 2022 2. De Baggis, Puliafito, In principio era ChatGPT, Apogeo, 2024 3. Un volume a scelta dello studente, selezionato tra i seguenti: - Veronica Barassi, "I figli dell'algoritmo", Luiss University Press, 2021 - Kate Crawford, "Né intelligente né artificiale. Il lato oscuro dell'IA", il Mulino, 2021 - Massimo Airoldi, Machine Habitus. Sociologia degli algoritmi, Luiss University Press, 2024 - Tiziano Bonini, Emiliano Treré, Algorithms of resistance, MIT Press 2024 (disponibile gratuitamente in open access sul sito dell'editore); si segnala che il volume è in fase di traduzione in italiano - Emily Hund, L'industria degli influencer, Einaudi, 2024 - Stefano Brilli, YouTube Freak Show. Fama e derisione alle soglie dell'influencer culture, Angeli, 2023 - Slides

The course consists of lectures in which the key concepts of the discipline and the scenario in which social media and social networks have established themselves will be illustrated. Case studies, testimonials and projects group will also be presented and realized.

Class attendance is strongly recommended

For non-attending students, the exam will be oral and will consist of the evaluation of knowledge acquired from the study of handbooks and a book chosen among those proposed in the program For attending students, the exam will consist of the creation of a social media plan and an effective oral presentation of the project work related to the social media plan created for a client.

Teaching will be characterized by: -theoretical lectures - presentation of case studies - testimonials from experts in the field of social media strategies -contests relating to the program.

The segment dedicated to digital communication aims to provide comprehensive interdisciplinary knowledge and skills, with a specific focus on the most current trends in theoretical contemplation and empirical research, both recognized on an international scale. The section on Social Media Management aims to equip individuals with the strategic and operational competencies required for proficiently navigating professional social media management.   The program's component centered around an in-depth exploration of digital communication will analyze the relational dynamics brought into play in the wake of technology-mediated networks. This analysis serves as a foundational step towards contextualizing the cultural and technological landscape into which the subsequent operational in-depth study concerning the utilization of social media for corporate communication and promotional endeavors will be integrated.   The section of the program devoted to Social Media Management will examine the theoretical and practical dimensions indispensable for constructing an integrated communication strategy. From this vantage point, a comprehensive evaluation of primary techniques for leveraging and overseeing social networking platforms will be conducted within a broader survey of concepts such as e-reputation, brand storytelling, and web marketing.   EXAMINATION PROGRAM FOR ATTENDING STUDENTS:   The program will be tailored in collaboration with the lecturers for students in attendance. The course materials, including the provided educational resources, will remain integral to the examination program.   EXAMINATION PROGRAM FOR NON-ATTENDING STUDENTS:   1. Kotler P., Hollensen S., Opresnik M. O., Social Media Marketing: Marketer nella rivoluzione digitale, Hoepli, Milano 2019 

2. Mafe de Baggis, Alberto Puliafito. In principio era ChatGPT. Intelligenze artificiali per testi, immagini, video e quel che verrà. Apogeo, 2023 3. One volume, selected from the following: Veronica Barassi, "I figli dell'algoritmo", Luiss University Press, 2021 - Kate Crawford, "Né intelligente né artificiale. Il lato oscuro dell'IA", Bologna, il Mulino, 2021 - Massimo Airoldi, "Machine Abitus. Sociologia degli algoritmi". Luiss University Press, 2024 - Tiziano Bonini, Emiliano Treré, "Algorithms of resistance. The everyday fight against platform power". MIT Press, 2024 - Emily Hund, "L'industria degli influencer. La ricerca dell'autenticità sui social media". Einaudi, 2024. - Stefano Brilli, "YouTube Freak Show. Fama e derisione alle soglie dell'influencer culture". Franco Angeli, 2024.   4. Teaching materials

No prerequisites are required

EXAMINATION PROGRAM FOR ATTENDING STUDENTS:   The program will be tailored in collaboration with the lecturers for students in attendance. The course materials, including the provided educational resources, will remain integral to the examination program.   EXAMINATION PROGRAM FOR NON-ATTENDING STUDENTS:   1. Kotler P., Hollensen S., Opresnik M. O., Social Media Marketing: Marketer nella rivoluzione digitale, Hoepli, Milano 2019 

2. Mafe de Baggis, Alberto Puliafito. In principio era ChatGPT. Intelligenze artificiali per testi, immagini, video e quel che verrà. Apogeo, 2023 3. One volume, selected from the following: Veronica Barassi, "I figli dell'algoritmo", Luiss University Press, 2021 - Kate Crawford, "Né intelligente né artificiale. Il lato oscuro dell'IA", Bologna, il Mulino, 2021 - Massimo Airoldi, "Machine Habitus. Sociologia degli algoritmi". Luiss University Press, 2024 - Tiziano Bonini, Emiliano Treré, "Algorithms of resistance. The everyday fight against platform power". MIT Press, 2024 - Emily Hund, "L'industria degli influencer. La ricerca dell'autenticità sui social media". Einaudi, 2024. - Stefano Brilli, "YouTube Freak Show. Fama e derisione alle soglie dell'influencer culture". Franco Angeli, 2024.   4. Teaching materials

Attendance is not mandatory but highly recommended. Examination methods differ for attending and non-attending students.

Assessment Method: For Attending Students: The exam includes presenting the project work and collectively discussing the results. Additional ongoing project work outcomes will contribute to the final grade. For Non-attending Students: The exam is oral and involves discussing reference texts. Non-attending students can also coordinate with the lecturer to delve into a project, which will be discussed during the exam. The assessment encompasses: a) Evaluation of acquired knowledge; b) Assessment of the ability to apply acquired knowledge (either through project work or concrete case studies); c) Assessment of the ability to communicate work results (particularly concerning project work presentations)

-Kotler P., Hollensen S., Opresnik M. O., Social Media Marketing: Marketer nella rivoluzione digitale, Hoepli, Milano 2019 - Cosenza V., Marketing aumentato, Apogeo, 2021 - Veronica Barassi, "I figli dell'algoritmo", Luiss University Press, 2021 - Kate Crawford, "Né intelligente né artificiale. Il lato oscuro dell'IA", Bologna, il Mulino, 2021 - Simone Mulargia, "Videogiochi. Effetti sociali speciali", Roma, Guerini, 2016 - Claudia Di Fabio, "Piccolo Manuale per Influencer. Come creare contenuti digitali di successo," Maggioli Editore, 2021.

The teaching approach will involve: - Theoretical frontal lectures - Presentation of case studies - Insights from communication experts - Contests and group assignments related to the program

The course aims at providing a multidisciplinary theoretical framework in the field of new media, including digitalization, languages and formats, digital media environments, network society and networked sociability. A special focus will be devoted to social media strategy and social media management.

None. If the student has never studied any topic related to digital media, he/she can ask some readings to the teacher

Students attending the class: project work + class slides and material (to be found on Classroom)

The course will adopt an integrated approach combining interactive lectures with group work, case studies, project work and student presentations.

Attendance is not mandatory, but strongly advised. Students attending classes will be involved in workshops and project works

Oral exam (project work presentation and/or oral discussion concerning the books).

Lectures, seminars by social media professionals, and lab activities (to be carried out in the classroom and online)