Objectives

The course is intended to be for students enrolled in the first year of the Degree Course Organisation and marketing for corporate communication.

The aim of the course is to offer students theoretical knowledge and practical tools for effective analysis, monitoring and management of digital and social media.

Through a multidisciplinary approach, comprising marketing, sociology of communication, Transmedia brand storytelling, and the analysis of the imaginary, the course aims to analyze the main areas of research and the most recent technological developments necessary to understand challenges and opportunities, risks and threats of our current medial system. Particular attention will be paid to the analysis of social networking platforms, in order to highlight both the evolution in the management of communication and social ties, and the potentiality in the applied use of social media.


1. Knowledge and understanding: The course aims to deepen the knowledge of Internet Studies, with attention to the most current lines of theoretical reflection and empirical research also affirmed in the international arena. The course is designed to provide students with specific knowledge of social media, and to integrate theoretical knowledge with practical social media understanding.


2. The course aims to translate the knowledge learned in relation to Internet Studies and the logic of operation of Digital and Social Media, in specific skills compared to social media management. Attending students will be invited to design and realize a project work where they will design and manage a set of digital communication tools (ranging from blog, to different social media platforms). All these communication tolls will be organized within a communication plan, designed in order to put together strategic planning, and a detailed and practical application of different communication activities.


3 – 4 – 5. Transversal skills: The course aims to transfer transversal skills that can be applied to contemporary job market, with a special attention to digital and social media. Through the analysis of business case studies and in-depth analysis dedicated to the use of digital and social media, students will acquire tools to be used within the communication sector.

Channels

1

FRANCESCA COMUNELLO FRANCESCA COMUNELLO   Teacher profile

Programme

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.

Adopted texts

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

Bibliography

See above

Prerequisites

None

Study modes

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

Exam modes

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

Exam reservation date start Exam reservation date end Exam date
10/11/2020 05/01/2021 14/01/2021
10/11/2020 05/01/2021 14/01/2021
10/11/2020 20/01/2021 28/01/2021
10/11/2020 20/01/2021 28/01/2021
10/11/2020 10/02/2021 11/02/2021
10/11/2020 10/02/2021 11/02/2021
10/11/2020 13/04/2021 21/04/2021
10/11/2020 13/04/2021 21/04/2021
10/04/2021 01/06/2021 09/06/2021
10/04/2021 01/06/2021 09/06/2021
10/05/2020 15/06/2021 23/06/2021
10/05/2020 15/06/2021 23/06/2021
01/05/2021 29/06/2021 07/07/2021
01/05/2021 29/06/2021 07/07/2021
09/06/2020 07/09/2021 15/09/2021
09/06/2020 07/09/2021 15/09/2021
10/09/2021 19/10/2021 27/10/2021
10/09/2021 19/10/2021 27/10/2021
20/11/2021 06/01/2022 17/01/2022
20/11/2021 06/01/2022 17/01/2022

SIMONE MULARGIA SIMONE MULARGIA   Teacher profile

Programme

The course is articulated into two separated but complementary phases.
The Internet Studies section is devoted to the study of Internet, and to the analysis of the multidisciplinary field of the so called “Internet Studies”. The most relevant theoretical and empirical research line will be discussed, according to national and international debates.
The Social Media Management section is devoted to provide strategic and operational skills needed to use social media in a professional context.

The program of the course dedicated to Internet Studies will analyze the main relational patterns enabled by digital networking technologies. Such an analysis is preparatory to the contextual understanding of cultural and technological social changes. These knowledges will be applied to the professional use of social media.

The program of the course dedicated to Social Media Management will provide students with a set of theoretical and practical tools needed to build a integrated communication strategy. Under this respect, the most relevant communication techniques will be applied to the management of social media, also considering concepts such as e-reputation, brand storytelling, and web marketing.

More specifically, the following themes will be presented and examined:

1. The ages of Internet Studies. In relation to Internet Studies as a meta-filed of research, the most relevant theoretical turning points will be discussed.
2. Web 2.0. The most important characteristics of contemporary digital communication will be analyzed, with a focus on Convergence Culture, User Generated Content, Content Management, and So.Mo.Lo.
3. Origins and evolution of Social Network Sites. The contemporary digital communication environment will be analized. Consumers, technologies, and media logics need to understand social media, will also be observed.
4. Social Network Analysis. The most relevant Social Network Analysis concepts will be discussed.
5. Desing and management of a multi-platform communication strategy. A social media strategy will be applied to personal branding, and to public and business communication.

Adopted texts

Attending Students

The program will be discussed with teachers (also considering the project work)

Non-attending students

1. Kotler P., Hollensen S., Opresnik M. O., Social Media Marketing: Marketer nella rivoluzione digitale, Hoepli, Milano 2019

One book among them

2a. F. Comunello "Networked sociability. Riflessioni e analisi sulle relazioni sociali (anche mediate dalle tecnologie", Guerini, 2010 (Dallo studio di questo libro vanno escluse le pagine 136-156; 171-177; 183-188)

2b. S. Mulargia "Videogiochi. Effetti (sociali) speciali", Guerini, 2016 (capp. 1-2 e 4).

2c. Ulteriori testi a scelta potranno essere comunicati prima dell'inizio del corso


3. Didactic material shared during the course (see classroom)

Additional materials (i. e. books, papers, etc.) will be communicated during the course

Prerequisites

No prerequisites

Study modes

The course is characterized by a manifold didactic model which applies traditional frontal lessons, simulations, group works, Case Study Analysis. Theoretical lessons are traditional frontal lessons taught using slides and common technological materials (i.e. videos, web site). During the course, students will be invited to read and publicly discuss scientific papers. The Laboratory module will mix traditional frontal lessons with simulations of research tools needed to design and manage a social media strategy During the course, high-level professionals will be invited in order to share their opinions about relevant case-studies. Lessons and seminars will be organized jointly with other courses.

Exam modes

The final mark is unique, but it will merge the assessments related to 2 specific dimensions (theoretical and practical knowledge).

Attending students will be evaluated according to their presentation and discussion of project work, and in relation to the final oral exam. They will be also evaluated in relation to their participation in the project work.

Non-attending students will be evaluated in relation to a project-work to be planned with teachers, and according to their performance in the final oral exam.

2

MARCO LAUDONIO MARCO LAUDONIO   Teacher profile

Exam reservation date start Exam reservation date end Exam date
16/05/2021 03/06/2021 10/06/2021
16/05/2021 16/06/2021 23/06/2021
16/05/2021 30/06/2021 07/07/2021
21/06/2021 14/09/2021 22/09/2021
10/09/2021 19/10/2021 27/10/2021
20/11/2021 04/01/2022 17/01/2022

FRANCESCA IERACITANO FRANCESCA IERACITANO   Teacher profile

3

FRANCESCA COMUNELLO FRANCESCA COMUNELLO   Teacher profile

Programme

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.

Adopted texts

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

Bibliography

see above

Prerequisites

None

Study modes

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

Exam modes

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

Exam reservation date start Exam reservation date end Exam date
10/11/2020 05/01/2021 14/01/2021
10/11/2020 05/01/2021 14/01/2021
10/11/2020 20/01/2021 28/01/2021
10/11/2020 20/01/2021 28/01/2021
10/11/2020 10/02/2021 11/02/2021
10/11/2020 10/02/2021 11/02/2021
10/11/2020 13/04/2021 21/04/2021
10/11/2020 13/04/2021 21/04/2021
10/04/2021 01/06/2021 09/06/2021
10/04/2021 01/06/2021 09/06/2021
10/05/2020 15/06/2021 23/06/2021
10/05/2020 15/06/2021 23/06/2021
01/05/2021 29/06/2021 07/07/2021
01/05/2021 29/06/2021 07/07/2021
09/06/2020 07/09/2021 15/09/2021
09/06/2020 07/09/2021 15/09/2021
10/09/2021 19/10/2021 27/10/2021
10/09/2021 19/10/2021 27/10/2021
20/11/2021 06/01/2022 17/01/2022
20/11/2021 06/01/2022 17/01/2022

RICCARDO LUNA RICCARDO LUNA  

Course sheet
  • Academic year: 2020/2021
  • Curriculum: Curriculum unico
  • Year: First year
  • Semester: Second semester
  • SSD: SPS/08
  • CFU: 9
Activities
  • Attività formative affini ed integrative
  • Ambito disciplinare: Attività formative affini o integrative
  • Lecture (Hours): 72
  • CFU: 9
  • SSD: SPS/08