Web Communication Theories and Techniques
A.Y. 2023/2024
Learning objectives
To provide knowledge regarding the main communication theories and techniques, particularly using technological and digital tools, applied to scientific, environmental and territorial issues for the dissemination and promotion of specificieties and uniquiness of mountains.
Expected learning outcomes
Students will be able to effectively translate technical-scientific contents into messages for dissemination, teaching and communication in a traditional way but also throughout different media and digital channels; tehy know how to use the main tools to create communication campaigns (eg website, CRM, software for e-mail marketing).
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
In the general part, the following topics are planned to be covered: the concept of Branding: from communicating products to communicating experiences. Planning a digital communication strategy. Building an editorial plan. Web 2.0. Social networks: history, evolution, and features (with a focus on LinkedIn, Facebook, and Instagram). Communicating on social networks: theories, techniques, and strategies. Fundamentals of coding: HTML5 and CSS3; introduction to XML. Creating a website: the CMS. Search Engine Optimization (SEO) for digital communication and marketing, with a particular focus on the Google search engine. Introduction to Data Visualization with Tableau. Upcoming novelties: Web3 technologies and their impact on digital communication. Technical concepts related to Blockchain and NFTs and the hardware needed for virtual reality will be explored, the concept of the metaverse will be defined, and its opportunities for communication and digital marketing will be evaluated.
In the monographic part (whose duration will be determined based on the learning levels of the class), the topic 'Communicating sustainability in the mountain environment: theories, techniques, and case studies' will be addressed. Students will be invited to collaborate in the creation of a Blog, taking care of all phases, from planning, writing, and content uploading, to web publishing.
In the monographic part (whose duration will be determined based on the learning levels of the class), the topic 'Communicating sustainability in the mountain environment: theories, techniques, and case studies' will be addressed. Students will be invited to collaborate in the creation of a Blog, taking care of all phases, from planning, writing, and content uploading, to web publishing.
Prerequisites for admission
There are no prerequisites. 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.
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 are required to have a thorough understanding of the topics covered during the course lectures and to study:
01. A. Crestodina, "Content Chemistry: The Illustrated Handbook for Content Marketing (A Practical Guide to Digital Marketing Strategy, SEO, Social Media, Email Marketing, & Analytics), 6th Edition", Orbit Media Studios, 2022.
02. J. Pulizzi, "Content Inc., Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money)", McGraw Hill, 2nd Edition, 2021.
03. D. C. Holmes and L. M. Richardson, Research Handbook on Communicating Climate Change, Edward Elgar Publishing, 2020.
Non-attending students are invited to contact the lecturer for a personalized program.
Attending students are required to have a thorough understanding of the topics covered during the course lectures and to study:
01. A. Crestodina, "Content Chemistry: The Illustrated Handbook for Content Marketing (A Practical Guide to Digital Marketing Strategy, SEO, Social Media, Email Marketing, & Analytics), 6th Edition", Orbit Media Studios, 2022.
02. J. Pulizzi, "Content Inc., Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money)", McGraw Hill, 2nd Edition, 2021.
03. D. C. Holmes and L. M. Richardson, Research Handbook on Communicating Climate Change, Edward Elgar Publishing, 2020.
Non-attending students are invited to contact the lecturer for a personalized program.
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 vote will be expressed in thirtieths.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 6
Lessons: 48 hours
Professor:
Tissoni Francesco
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