Workshop: Writing On the Web
A.Y. 2020/2021
Learning objectives
The aim of the workshop is to analyze, in the first phase, the changes that have taken place in the field of publishing and corporate communication on the internet and the various aspects that characterize its use. This permits, with a base of the students' humanistic skills, the acquisition of tools for writing web content of various kinds, while also outlining what are the characteristics of the figures operating in the communication agencies, in the press offices and in companies. The main training objectives are to provide the student with a knowledge on how to write quality content for the various containers that the internet provides, with special attention to press releases, blog articles, posts for social platforms, landing pages, emails; as well as providing a good knowledge about the use of multimedia content such as images, videos, and infographics.
Expected learning outcomes
By the end of the workshop, participants will be able to manage the various phases of corporate communication, from the creation of an editorial plan, to the design and writing of the content, to the insertion and sharing of the same on social networking sites or platforms, to the monitoring of the progress of what has been achieved. Students will also be able to use tools like WordPress, Facebook Business Manager, email marketing platforms, and Instagram for Business.
Lesson period: Second semester
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Lectures will be delivered remotely, principally in asynchronous format via Ariel and Teams.
On the course page of Ariel, students will be able to find all the information on the lectures and any changes to the programme and its related document in case of lockdown.
On the course page of Ariel, students will be able to find all the information on the lectures and any changes to the programme and its related document in case of lockdown.
Course syllabus
The Workshop intends to analyze, in a first phase, the changes that have taken place in the publishing and corporate communication fields on the web and the various aspects that characterize its use. In the second phase, it allows the acquisition of tools for writing web content of various kinds, such us press releases, articles for blogs, posts for social platforms, landing pages, emails; as well as providing a good understanding of the use of multimedia content such as images, videos, and infographics.
Prerequisites for admission
Adeguate humanistic skills are assumed.
Teaching methods
Each lesson consists of a short presentation, followed by an individual or collective practical activity.
Attendance to the lessons is mandatory (it is possible to skip one lesson out of ten).
Attendance to the lessons is mandatory (it is possible to skip one lesson out of ten).
Teaching Resources
The following pubblications are to be considered recommended readings:
- Carrada L., (2008), Il mestiere di scrivere. Le parole al lavoro, tra carta e web, Apogeo, Milano
- Chieffi D., (2011), On line media relation. L'ufficio stampa su Internet ovvero il web raccontato ai comunicatori, Il Sole 24 Ore, Milano
- Chieffi D., (2012) Social media relation. comunicatori e Communities, influencers e dinamiche sociali nel Web. Le P.R. Online nell'era di Facebook, Twitter e blogger, Il Sole 24 Ore, Milano
- Di Fraia G., (2015), Social Media Marketing. Strategia e tecniche per aziende B2B e B2C, Hoepli, Milano
- Fontana A., (2016), Storytelling d'impresa, la guida definitiva, Hoepli, Milano
- Fortis D., (2013), Scrivere per il web, Apogeo, Milano
- Matteuzzi J., (2014), Inbound marketing. Le nuove regole dell'era digitale, Flaccovio, Palermo
- Romualdi G., Tissoni F., (2019), Comunicare in rete. Web writing e SEO copywriting, Ledizioni, Milano
- Tissoni F., (2014), Social network. Comunicazione e marketing, Apogeo, Milano
- Carrada L., (2008), Il mestiere di scrivere. Le parole al lavoro, tra carta e web, Apogeo, Milano
- Chieffi D., (2011), On line media relation. L'ufficio stampa su Internet ovvero il web raccontato ai comunicatori, Il Sole 24 Ore, Milano
- Chieffi D., (2012) Social media relation. comunicatori e Communities, influencers e dinamiche sociali nel Web. Le P.R. Online nell'era di Facebook, Twitter e blogger, Il Sole 24 Ore, Milano
- Di Fraia G., (2015), Social Media Marketing. Strategia e tecniche per aziende B2B e B2C, Hoepli, Milano
- Fontana A., (2016), Storytelling d'impresa, la guida definitiva, Hoepli, Milano
- Fortis D., (2013), Scrivere per il web, Apogeo, Milano
- Matteuzzi J., (2014), Inbound marketing. Le nuove regole dell'era digitale, Flaccovio, Palermo
- Romualdi G., Tissoni F., (2019), Comunicare in rete. Web writing e SEO copywriting, Ledizioni, Milano
- Tissoni F., (2014), Social network. Comunicazione e marketing, Apogeo, Milano
Assessment methods and Criteria
The verification exam consists in designing and presenting papers on the various web marketing formats such us press releases, blog articles, posts for social platforms, landing pages, emails.
This being a workshop, grades are not to be assigned.
This being a workshop, grades are not to be assigned.
Professor(s)