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 IERACITANO FRANCESCA IERACITANO   Teacher profile

Programme

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




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

2. Cosenza V., Marketing aumentato, Apogeo, 2021

3. one book to choose among the following:
- Veronica Barassi, "I figli dell'algoritmo", Luiss University Press, 2021
- Kate Crawford, "Né intelligente né artificiale. Il lato oscuro dell'IA", il Mulino, 2021
- Simone Mulargia, "Videogiochi. Effetti sociali speciali", Guerini, 2016

4. Slides

Adopted texts

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", il Mulino, 2021
- Simone Mulargia, "Videogiochi. Effetti sociali speciali", Guerini, 2016

Slides

Prerequisites

No preconditions are requested

Study modes

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.

Exam modes

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.

Exam reservation date start Exam reservation date end Exam date
06/05/2022 01/06/2022 07/06/2022
21/05/2022 14/06/2022 21/06/2022
06/06/2022 30/06/2022 06/07/2022
14/08/2022 08/09/2022 15/09/2022
17/09/2022 10/10/2022 17/10/2022
17/12/2022 10/01/2023 17/01/2023

2

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)

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
20/11/2021 06/01/2022 17/01/2022
04/12/2021 21/01/2022 31/01/2022
04/12/2021 27/01/2022 08/02/2022
04/12/2021 27/01/2022 08/02/2022
24/12/2021 23/03/2022 05/04/2022
24/04/2022 26/05/2022 07/06/2022
24/04/2022 26/05/2022 07/06/2022
24/04/2022 09/06/2022 21/06/2022
24/04/2022 09/06/2022 21/06/2022
24/04/2021 25/06/2022 06/07/2022
24/04/2021 25/06/2022 06/07/2022
24/05/2022 03/09/2022 15/09/2022
24/06/2022 04/10/2022 17/10/2022
24/11/2022 04/01/2023 17/01/2023

MARIACRISTINA SCIANNAMBLO MARIACRISTINA SCIANNAMBLO   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
20/11/2021 06/01/2022 17/01/2022
04/12/2021 21/01/2022 31/01/2022
04/12/2021 27/01/2022 08/02/2022
04/12/2021 27/01/2022 08/02/2022
24/12/2021 23/03/2022 05/04/2022
24/04/2022 26/05/2022 07/06/2022
24/04/2022 26/05/2022 07/06/2022
24/04/2022 09/06/2022 21/06/2022
24/04/2022 09/06/2022 21/06/2022
24/04/2021 25/06/2022 06/07/2022
24/04/2021 25/06/2022 06/07/2022
24/05/2022 03/09/2022 15/09/2022
24/06/2022 04/10/2022 17/10/2022
24/11/2022 04/01/2023 17/01/2023
Course sheet
  • Academic year: 2021/2022
  • Curriculum: Curriculum unico
  • Year: First year
  • Semester: Second semester
  • SSD: SPS/08
  • CFU: 9
Activities
  • Attività formative caratterizzanti
  • Ambito disciplinare: Discipline della comunicazione pubblica e d'impresa
  • Lecture (Hours): 72
  • CFU: 9
  • SSD: SPS/08