OVERVIEW

The RAISE Citizenship Training Digital Courses are carried out as part of the P4|Basic AI & Robotics Skills at University Level project that is developed in the Training program of RAISE Liguria.

The project is aimed at students at all university courses, but is also open to interested citizens, to increase awareness and autonomy in the use of advanced digital skills.

At the end of the course an open badge will be issued to everyone and, to Unige students, also 1 CFU.

The acquired CFU will result as an additional CFU (free) in the Supplement Diploma.

The CFU can also be recognised by the study course as curricular CFU, mainly as other activities, where they are considered important for the achievement of the stated educational goals: in this case, the student must request it to their One-Stop Shop via mail, attaching ID. The study course will decide whether to accept the request and vary the study plan.

AIMS AND CONTENT

LEARNING OUTCOMES

The goal of the training courses on the topics of AI and Robotics is to increase the level of awareness and boost the ability to use advanced digital skills, ensuring, regardless of the sector of specialization, the acquisition of sensitivity, culture and basic skills in Artificial Intelligence (AI) and Robotics.

AIMS AND LEARNING OUTCOMES

Intermediate level course.

Providing a theoretical and managerial foundation for understanding the impact of Generative Artificial Intelligence (GenAI) on marketing content creation, by analyzing corporate adoption processes and managerial perspectives.

By the end of the course, students will be able to:

• Describe the main applications of GenAI in marketing content creation.
• Recognize the impact of GenAI on corporate marketing strategies and operations, including aspects related to content personalization, campaign optimization, and marketing automation.
• Describe key theoretical models of innovation management for the adoption of new technologies.
• Identify the factors influencing the acceptance and adoption of new technologies.
• Recognize the main challenges and opportunities associated with the adoption of GenAI in marketing content creation.
• Describe managerial attitudes and perceptions toward GenAI through case study analysis.

PREREQUISITES

Basic knowledge of management and marketing.

TEACHING METHODS

Teaching is provided through interactive videos on the platform RAISE Aulaweb that can be followed autonomously and in asynchronous mode.

The Course has a total duration of 25 hours, divided into modules of about 30 minutes. The teaching, designed by experienced teachers aided by educational innovation experts, is divided into:

• Distributed didactic (4 hours)
• Quizzes, games, and exercises (4 hours)
• Self-learning: reading and use of in-depth materials such as articles, videos, sites, etc. recommended by the teacher (17 hours).

At the end of the course, a questionnaire will be available to determine the degree of satisfaction of the course.

The training courses will be accessible without limitation.

SYLLABUS/CONTENT

The course is structured around three main modules:

1. The Impact of Generative Artificial Intelligence on Marketing: this module explores the influence of Generative AI on the creation of marketing content, examining both academic perspectives and early business applications. Students will learn how this groundbreaking technology is transforming the marketing sector and its potential future implications.
2. Technology Adoption and Innovation Management Models: this module focuses on the adoption of new technologies through major innovation management frameworks, such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The module explores the factors that shape user attitudes and openness toward the use of Generative AI.
3. Applied Case Study and Managerial Analysis: the third module presents a practical case study applying the models introduced in the previous modules. The aim is to understand the attitude of managers involved in marketing content creation toward the use of Generative AI. This part of the course will provide a detailed analysis of the challenges and opportunities encountered by industry professionals.

TEACHERS AND EXAM BOARD

Exam Board

CIDATMA-FRANCESCO VITELLARO (President)

GIORGIA PROFUMO

NICOLETTA BURATTI (President Substitute)

LESSONS

EXAMS

Exam schedule

FURTHER INFORMATION

All course and teaching details are available on the specif platform RAISE Aulaweb of the course.

Upon passing the final verification, once the satisfaction questionnaire is completed, you get an Open Badge, which certifies the acquisition of the Training to citizenship competence.

Unige students wanting to obtain the open badge and view the CFU in their career must include the citizenship training course with its code in their study plan, at the page formazione alla cittadinanza.

The CFU and the Open Badge will be available only after the registration of the final verification is done by the teacher in charge of the course.

That's all for now...

• If you want to enroll, click here: adozione e utilizzo della GenAI per la creazione di contenuti di marketing

• For more information, contact us at: formazione.raise@unige.it