1) to understand the basic operating mechanisms of communication, also referring to digital communications;
2) to give a complete picture of how the different online communication activities run, including their functions related to the specific firm marketing and communications objectives.
The course objective is to introduce students to the mechanisms of communication from the perspective of the brands that communicate, and the recipients of the message, all in the context of online communication. In addition, the course aims to provide a complete overview of the several digital marketing and communication tools currently available, their theoretical and practical use with respect to the various marketing and communication objectives that the brand has set itself. Central part of the course is also a Workshop activity where students put into practice what they have learned through the opening of social communication channels aimed at generating content and measuring the results obtained, after which the students are invited to present own results to the class.
Lectures, case studies, group works.
Considering the interactive activity that will be played during the lessons, attendance is mandatory and verified.
Part I: How Communication works (basics on theoretical and operational studies and models)
Part II: Internet Network
Part III: Web Marketing
Part IV: Social Media Marketing
Handouts (PDF) prepared by the teacher.
Ricevimento: diana.buzzo@economia.unige.it
DIANA BUZZO (President)
NICOLETTA BURATTI
DIGITAL COMMUNICATION
oral examination
The suitability is achieved on the basis of the lessons frequency and of the teacher's evaluation regarding the activities carried out in the classroom, individual work and group work.
There is no exam, nor a final vote, but only a judgment of suitability.
In case of negative evaluation of suitability, activities and manner to undergo a new evaluation will be indicated.
It is a pre-requisite to have passed the Marketing exam.
• Communicative Skills: students must acquire the technical language of the discipline to communicate in a clear and unambiguous manner with specialist and non-specialist interlocutors;
• Learning Skills: students must develop good basic skills that enable them to continue to deepen the discipline autonomously, especially in the work contexts in which they will be operating in the future.
