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.
Il corso si propone di fornire agli studenti i fondamenti dei meccanismi di funzionamento della comunicazione, applicabili anche alla comunicazione digitale, e un panorama completo delle modalità di comunicazione on-line, nonché delle loro funzioni correlate agli specifici obiettivi di marketing/comunicazione dell’impresa. Si propone inoltre di formare, attraverso lavori di gruppo e approfondimenti con esperti del settore, le competenze di base utili per affrontare, in modo corretto e funzionale agli obiettivi aziendali, la scelta del mix di strumenti digitali di comunicazione e i relativi criteri di pianificazione.
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 (Presidente)
NICOLETTA BURATTI
DIGITAL COMMUNICATION
Orale
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.
