Web communication theory and techniques

A.Y. 2019/2020
6
Max ECTS
40
Overall hours
SSD
SPS/08
Language
Italian
Learning objectives
The course is divided into two parts, one institutional, aimed at providing the student with an introduction to the discipline considered in its fundamental aspects, and another monographic, which will be dedicated each year to a different topic, chosen among those of greater interest and relevance to the discipline. On the one hand, the sociological, technical-informatics and humanistic aspects of the discipline, which are dealt with in Unit A, are decisive; on the other hand, an all-round study of a single topic, with the support of projects or activities carried out by the teacher. Both modules aim to offer the student an articulated, multidisciplinary, comprehensive and up-to-date view of the discipline: which, by its peculiar characteristic, is particularly subject to change.
Expected learning outcomes
By the end of the course the student will have to have an adequate measure of Knowledge and Skills and will be able to use some work tools, no considered essential in the discipline:
Knowledge: the evolution of the internet (from 2.0 to the data web). History of social networks. HTML, XML, and CSS encoding basics; Social media marketing fundamentals. How to communicate on social networks. Digital Story telling. How the Google search engine works through its main algorithms and writing techniques for the web.
Skills: design and implement static and dynamic HTML pages and websites; use of major social networks (especially LinkedIn to make a digital CV); writing search engine-optimized web pages.
Tools: WordPress (for creating websites, with classroom tutorials); HTML and CSS editors (with tutorials); Google Search Console, Google Trends (for SEO).
Course syllabus and organization

Single session

Responsible
Lesson period
Second semester
Course syllabus
In the general part (Unit A) it is planned to deal with the following topics: Web 2.0. Social networks: history, evolution and features (with an overview on LinkedIn, Facebook and Instagram). Communicating on social networks: technical theories and strategies. Markup Languages: HTML5 and CSS3; introduction to XML. Create a website with a CMS.
In the monographic part (Unit B) will be treated the topic of Search Engine Optimization (SEO) for digital communication and marketing, with a particular focus on the Google search engine. The topic has a strong practical character: therefore, numerous keyword search and SEO Audit tools will be used, real case studies and exercises will be examined.
Prerequisites for admission
There are no prerequisites, because the course is aimed at an audience of humanities students. What is required is the desire to develop one's own attitude towards digital (Digital Attitude) which consists in using consciously the digital hardware and software tools. The knowledge of the main coding languages (HTML and XML) is preferential.
Teaching methods
The course consists of lectures, within which a specific space is regularly dedicated to soliciting comments, observations and questions from the students. For the lessons, the teacher uses digital tools, hardware and software, which in some cases will be illustrated to the class. The chosen software will be free, open source or freemium.
Given the technical nature of this course, attendance is particularly recommended. Students who attend at least two thirds of the lessons are considered attending students.
Teaching Resources
EXAMINATION PROGRAM FOR ATTENDING STUDENTS

Attending students will have to know adequately the topics covered during the lectures and study:

01. F. Tissoni, L'editoria multimediale nel nuovo web, Milano, Unicopli 2010

02. F. Tissoni, Social Network: comunicazione e marketing, Milano, Apogeo, 2013

03. M. Pometti - F. Tissoni, Comunicare con i dati, Milano, Ledizioni, 2018

04. G. Romualdi, F. Tissoni, Comunicare in rete. Web Writing e SEO Copywriting, Milano, Ledizioni, 2020 (in press)

EXAMINATION PROGRAM FOR NON-ATTENDING STUDENTS

Non-attending students are invited to contact the teacher before taking the exam.

01. F. Tissoni, L'editoria multimediale nel nuovo web, Milano, Unicopli 2010

02. F. Tissoni, Social Network: comunicazione e marketing, Milano, Apogeo, 2013

03. M. Pometti - F. Tissoni, Comunicare con i dati, Milano, Ledizioni, 2018

04. G. Romualdi, F. Tissoni, Comunicare in rete. Web Writing e SEO Copywriting, Milano, Ledizioni, 2020 (in press)

05.E.Enge, S.Spencer, J. Stricchiola, The Art of SEO, traduzione italiana aggiornata a cura di J. Matteuzzi - F. Mazzanti, Flakowski Editore, 2019: chapters: 1, 2, 3, 4, 5 e 6
Assessment methods and Criteria
The oral exam consists of an interview on the program topics, aimed at ascertaining the knowledge acquired both from a theoretical and a technical point of view.
The vote will be expressed in thirtieths.

The incoming Erasmus students will have the opportunity, if they so request, to take the exam in English, according to a program to be agreed with the teacher.
Chinese students are invited to contact the teacher before taking the exam.
The examination procedures for students with disabilities and / or with DSA must be agreed with the teacher, in agreement with the competent Office.
Unita' didattica A
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 3
Lessons: 20 hours
Unita' didattica B
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 3
Lessons: 20 hours
Professor(s)