Unit Internet-based Communication Strategies
- Course
- Public, digital and corporate communication
- Study-unit Code
- GP003288
- Curriculum
- Media digitali
- Teacher
- Luca Garosi
- Teachers
-
- Luca Garosi
- Hours
- 42 ore - Luca Garosi
- CFU
- 6
- Course Regulation
- Coorte 2020
- Offered
- 2021/22
- Learning activities
- Caratterizzante
- Area
- Discipline della comunicazione pubblica e d'impresa
- Academic discipline
- SPS/08
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- Language of instruction
- Italian.
- Contents
- The course will provide - in the first part - some basic tools for those who want to make strategies online. Free or freemium tools for creating content on the net will be presented. In the second part of the course some tools such as CMS will be deepened. Above all we will analyze the use of WordPress. The third part is dedicated to the strategic aspects of communication, to the relationship between it and marketing, to the use of social media. Finally, in the special part, students will be asked to create a public event and to communicate it online.
- Reference texts
- For the attending students:
Garosi L., Comunicare (bene) in rete, Dario Flaccovio Editore, Palermo, 2017
Lecture notes - edited by the teacher - with current and scientific articles on the course topics
For not attending students:
Garosi L., Comunicare (bene) in rete, Dario Flaccovio Editore, Palermo, 2017
Garosi L., Green Branding, Dario Flaccovio Editore, Palermo, 2018
Epifani S., Sostenibilità digitale, Digital Transformation Institute, Roma, 2020
Lecture notes - edited by the teacher - with current and scientific articles on the course topics.
Non-attending students are invited to contact the teacher by e-mail (luca.garosi@unipg.it) at least one month before the date on which they want to take the exam to request the electronic submission of the dispensation. - Educational objectives
- At the end of the course the student will have acquired the ability to create multimedia content (text, audio, video, photos); he will be able to place them within the "right" social network according to the chosen online communication strategy.
In addition, he will be able to manage communication campaigns for customers and for himself.
He will come into contact with new professional figures linked to the world of digitalization. - Prerequisites
- None.
- Teaching methods
- Theoretical lessons and technical-practical exercises. Attending students will also carry out project work by working in groups.
Some seminars with online communication professionals are planned. - Other information
- Luca Garosi receives on Teams platform.
Appointment to be agreed by e-mail (luca.garosi@unipg.it). - Learning verification modality
- The course includes - for those who attend - some intermediate tests, the methods of which will be communicated by the teacher in class. However, there is a final interview on a topic chosen by the student which will be presented in a written essay.
For those who do not attend, there will be a written test (with open-ended questions) and an oral interview - Extended program
- First part - The Network
• Characteristics of web communication: hypertextuality, multimedia and interactivity
• Communication and Web 2.0
• Innovation and the Network (blockchain; IoT; omnichannel; etc.)
Second part - Contents for the Net
• Write for the web; web-specific titling elements; writing and titling exercises
• The creation of content in graphic form: free tools for infographics
• Pictures
• The videos
• The audios
Third part - The tools for the Net
• The main CMS (Content Management System): WordPress, Joomla and Drupal
• The blog
• Fact checking tools
Fourth part - The strategies on the Net
• Communication and Marketing: affinities and differences
• Communication that helps Marketing: social media marketing, inbound marketing, content marketing, influencer marketing
• Personal branding: techniques and strategies to promote yourself on the Net
• Brand Awareness: techniques and strategies to promote the brand on the Internet
• Events and online communication: theories and techniques compared
• Working through the Internet: the main professional profiles related to online communication
Special part - Participation in the "Young Journalists for Europe" project
Students, both individually and in small groups, will be involved in the communication campaign linked to the "Young Journalists for Europe" project. They will have to write articles for the website www.giovanigiornalistiperleuropa.eu and “animate” the social networks of the project by applying a communication strategy agreed with the teacher.
NB: For non-attending students, the special part is replaced by the study of texts on eco-sustainable communication and on the relationship between digitization and sustainability (see Reference Texts section).