Study plan

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

Students will acquire entry-level skills to develop an Instagram content strategy for personal brands, using artificial intelligence tools such as ChatGPT and other applications. They will learn how to define brand positioning, identify target audiences, create buyer personas, develop the basics of a visual brand identity, build content, and use automation and basic metrics to optimize the strategy.

At the end of the course, male and female students will have acquired the basic notions to understand the evolution of the contemporary media ecosystem and the main methods of analysis for the study of media in the era of convergence and digital plenitude.

Particular attention will be paid to critically analyzing the role of the media in the construction of celebrity.

During the course, each student will be able to practice analyzing concrete case studies from cinema, TV series and social media (GIFs, web series, video games etc).

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 understand the fundamental principles of online writing and will be able to design and produce texts that comply with the principles of usability, readability, and comprehensibility typical of the web. They will also be able to vary their written output according to the objective, audience, and context, with particular attention to social media platforms and search engines. Finally, they will be able to use artificial intelligence tools to produce written content.

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 analyse and understand the meanings and visual organisation of an image, acquiring the basic skills of visual culture through semiotic methodology.

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 aims to guide the student in learning the basic theoretical concepts of computer science, with an eye also to recent technological developments (Generative Artificial Intelligence, the metaverse, and extended reality). The student will grasp and become familiar with the methods of digital representation and the principles governing the production chain of digital objects in the humanities, with special attention to the world of the Web. In particular, the student will gain skills related to the complex process of conceiving, designing, and creating a website.

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: Understanding the key points of speeches that concern everyday, family and work topics. Expressing experiences, events and future projects in a fluent and understandable way. Expressing personal opinions. Writing a simple text related 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 Web writing – 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

Every student will acquire the fundamental skills to approach the world of Social Media Marketing consciously. After a brief theoretical introduction, the phases of an integrated social media campaign, planning, execution, and monitoring will be explored. Once the fundamental knowledge is acquired, students will put it into practice through 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).

The course aims to provide students with a critical understanding of the cultural dimension of globalization processes, enabling them, in particular, to acquire the theoretical and practical tools needed to understand and analyze how digital media influence the communication of NGOs, international organizations, and global social movements.

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.

This course is intended to deepen, complement, and advance the Advertising 2.0 course, offered in the first year of the three-year program in Communication and Digital Media. Upon completion of the course, each student will have acquired the ability to produce creative ideas—that is, interesting, engaging, and effective—that are functional for the brand commissioning them, with a particular focus on digital campaigns.

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.

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.