Study plan

Each student will acquire the fundamental skills to understand the different components of a digital marketing plan: they will be able to work within a context with a structured plan, to deal with specific sections also operationally, to organize the basic structure of a marketing project based on digital media.

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At the end of the course the student will acquire the ability to consciously control the critical variables of oral presentation in public, both linguistic and extralinguistic, functional to producing clear, lively and concrete messages. Particular emphasis will be given to the architectural criteria of the narrative thread, the governance of vocal dynamics and the operational methods of managing the audience's attention.

At the end of the course, students will know the fundamental logic of online writing and will be able to design and create texts that respect the principles of usability, readability and comprehensibility typical of the web. They will also be able to vary their written production based on the objective, the recipient and the context, with particular attention to social environments. Finally, they will be able to produce textual content that meets the basic criteria of Search Engine Optimization.

At the end of the course each student will have acquired the ability to produce creative ideas - that is, interesting, engaging, effective - which are at the service of the brand that commissions them, each fit within the scope of the brief proposed by the client, and can be used on the means that the better they reach their target audiences: print, radio, TV, BTL, data driven websites, social media.

At the end of the course each student will have acquired the ability to analyze and understand the meanings and visual organization of an image, acquiring the basic skills of visual culture, as well as some elements of visual semiotics.

The student is able to understand the principles of reputation management and digital public relations, teach them to colleagues in a team, prepare a detailed reputation management plan and put it into concrete practice

At the end of the course, male and female students will have acquired the fundamental concepts and basic methodology of narrative semiotics, which will serve to recognize and critically analyze the stories on which the most effective products of contemporary mass communication are based.

At the end of the course, the student will know the main theoretical models and the main techniques of effective communication in interpersonal relationships, i.e. he will acquire tools for self and other awareness, for managing aggression and passivity in communication, building assertiveness and emotional centering.

The course intends to guide the student in learning the basic theoretical concepts of computer science with a look also at recent technological developments (Generative Artificial Intelligence, metaverse and extended reality); will acquire and know the methods of digital representation and the principles that regulate the production chain of digital objects in the humanistic field, with special attention to the world of the Web. In particular, the student will acquire skills relating to the complex process of conception, design and creation of a site web.

Following the guidelines on learning a foreign language dictated by the CEFR (Common European Framework of Reference for Languages), the knowledge and skills required for the B1 level required by the English 1 course are as follows. Be able to understand the key points of speeches that concern everyday, family and work topics. Knowing how to express experiences, events and future projects in a fluent and understandable way. Know how to briefly argue your opinions. Know how to write a simple text relating to familiar topics or of personal interest.

At the end of the course – which is thought of as a deepening and integration of the course Writing for the web – male and female students will have acquired full awareness of the writing process intended for integrated corporate communication, online and offline, and will have learned the techniques useful for optimizing the various phases. They will also have deepened the principles of correctness, adequacy and effectiveness that regulate the functional writing that is practiced today in the communication professions.

Semiotic organization of: brands and logos; advertising; commercial spaces; goods and packs; traditional media and new media; sites and social networks; fashion

Each student will acquire the fundamental skills to consciously approach the world of Social Media Marketing. After a brief theoretical introduction, the phases of an integrated campaign with social media, planning, execution and monitoring of the same will be explored. Having learned the fundamental knowledge, the students will put them into practice with exercises during the lessons.

At the end of the course, students acquire the knowledge and legal tools to understand the fundamental principles and rules of freedom of information in our political and institutional system.

At the beginning the course focuses on the analysis of the legal method and the study of our constitutional system.

Subsequently, also through case studies, students learn the rights, duties and limits of providing information and communication with particular attention to the transition from traditional forms to dynamics in digital media (network rights and online rights).

At the end of the course each student will have the interpretative tools to appreciate the scope and criticalities of the digital revolution, and in particular of automation, in the editorial and journalistic world. Skills and knowledge that will be developed concern a basic literacy in artificial intelligence, its meaning, history and functioning, in a preparatory way for understanding the profound dynamics of the changes it introduces in the world of editorial content production, in the computation and in the choice of business models, and in the debates on the ethics and deontology of those who carry out cultural and communication-related professions.

The internship or curricular internship is a training period at a company or a private or public body. The internship has the purpose of creating moments of alternation between study and work in the context of training processes and to facilitate professional choices through direct knowledge of the world of work.

The course is proposed as a deepening, integration and advancement of that of Advertising 2.0, present in the first year of the three-year course in Communication and Digital Media. At the end of the course each student will have acquired the ability to produce creative ideas - that is, interesting, engaging, effective - that are functional for the brand that commissions them, with particular attention to digital campaigns (social media, viral audiovisuals, augmented reality , etc.).

The course aims to provide students with an overall view of the digital scenario and its socio-economic implications in relation to the world of communication and marketing. Particular attention will be paid to the social aspects of digitization and their effects on marketing strategies, with an all-round opening on the most current topics in industry conferences.

At the end of the course the students will have explored the principles of correctness, adequacy and effectiveness that regulate the functional writing that is practiced today in the communication professions. They will also have strengthened their writing process and learned lexical, syntactic and textual solutions useful in drafting texts intended for internal and external corporate communication, both online and offline.

At the end of the course the student will acquire the ability to analyze the linguistic and extralinguistic variables of oral presentation in public and to plan a targeted intervention in front of an audience.

Particular emphasis is dedicated to the criteria for discourse organization and the governance of vocality.

Each student will acquire in-depth skills to approach the world of Social Media Marketing in a professional way. After a theoretical study that starts from the basics of the second year course, the phases of a campaign integrated with social media, planning, execution and monitoring will be simulated.

At the end of the course, students acquire the knowledge and legal tools to understand and operate within the world of the media.

This course addresses the intersection of media, gender, and celebrity through an examination of the Italian and American media system. After introducing students to key approaches to studying gender and media, the course will cover topics in four subunits: (1). Representations of gender and sexuality in celebrity culture; (2). Representations of gender violence and gender identities in international TV crime productions; (3). Gender equality and the EU; and (4). Gender, audience and identity in the digital mediascape.

During the graduation exam, the final exam of the course of study, the student will be evaluated for the disciplinary competence and the acquired autonomous elaboration and research skills.