Web Communication Theories and Techniques
A.Y. 2025/2026
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 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
Course syllabus
The course aims to explore the following fundamental themes:
- Digital Communication Strategy: Develop an effective strategy by analyzing the audience, the marketing funnel, customer personas, and the brand.
- Planning and Content: Elaborate a strategic marketing plan, including an editorial calendar and project, with a focus on targeted social media use and related strategies.
- Web Development and Platforms: Acquire skills in coding languages such as HTML, CSS, and Vibe Coding for website creation, and understand the features and advantages of web platforms and CMS (Content Management Systems).
- Visibility and Lead Generation: Define and apply content marketing, SEO (Search Engine Optimization), and GEO (Generative Engine Optimization) techniques to enhance online visibility and generate leads. Digital Advertising Techniques: Search Ads, Display Ads, remarketing, and Social Media Ads.
These topics will be integrated with the analysis and application of Artificial Intelligence tools, which are essential for optimizing and effectively implementing any digital communication strategy.
- Digital Communication Strategy: Develop an effective strategy by analyzing the audience, the marketing funnel, customer personas, and the brand.
- Planning and Content: Elaborate a strategic marketing plan, including an editorial calendar and project, with a focus on targeted social media use and related strategies.
- Web Development and Platforms: Acquire skills in coding languages such as HTML, CSS, and Vibe Coding for website creation, and understand the features and advantages of web platforms and CMS (Content Management Systems).
- Visibility and Lead Generation: Define and apply content marketing, SEO (Search Engine Optimization), and GEO (Generative Engine Optimization) techniques to enhance online visibility and generate leads. Digital Advertising Techniques: Search Ads, Display Ads, remarketing, and Social Media Ads.
These topics will be integrated with the analysis and application of Artificial Intelligence tools, which are essential for optimizing and effectively implementing any digital communication strategy.
Prerequisites for admission
Here is the translation into English:
There are no specific prerequisites, other than a familiarity with digital tools. Students interested in learning how to use digital tools consciously and effectively will benefit particularly from this course. A basic knowledge of coding languages such as HTML is useful, but not required.
There are no specific prerequisites, other than a familiarity with digital tools. Students interested in learning how to use digital tools consciously and effectively will benefit particularly from this course. A basic knowledge of coding languages such as HTML is useful, but not required.
Teaching methods
The course consists of in-person lectures that feature constant interaction between the instructor and students through comments, observations, and questions to foster a constructive learning environment. Teaching activities will alternate between theoretical sessions and moments dedicated to analyzing real-world communication and marketing case studies.
During the lessons, the instructor will use specific software tools, which will be demonstrated to the class. Preference will be given to free, open-source, or freemium tools.
Due to the technical nature of the subject matter, attendance is strongly recommended. Students who attend at least two-thirds of the lessons will be considered "attending students."
During the lessons, the instructor will use specific software tools, which will be demonstrated to the class. Preference will be given to free, open-source, or freemium tools.
Due to the technical nature of the subject matter, attendance is strongly recommended. Students who attend at least two-thirds of the lessons will be considered "attending students."
Teaching Resources
EXAMINATION SYLLABUS FOR ATTENDING STUDENTS
Attending students are expected to have a thorough knowledge of the topics covered during the course lectures. All slides used during the lessons will be made available to students on the MyAriel (Moodle) site immediately following each lecture.
For further study, the following text is recommended:
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.
Non-attending students are requested to contact the instructor to arrange a personalized syllabus.
Attending students are expected to have a thorough knowledge of the topics covered during the course lectures. All slides used during the lessons will be made available to students on the MyAriel (Moodle) site immediately following each lecture.
For further study, the following text is recommended:
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.
Non-attending students are requested to contact the instructor to arrange a personalized syllabus.
Assessment methods and Criteria
A new mixed-mode assessment method is introduced, consisting of a written midterm test and a final oral examination. The written test will include open-ended questions and/or exercises covering topics from the first part of the course and will be held mid-semester; if passed, it will contribute to the final exam grade. The final oral exam is a discussion covering the entire course content (with particular focus on the second part and any additional topics addressed after the midterm) and is designed to assess both theoretical knowledge and practical skills.
Throughout the course, group project work will be assigned, which will also be considered in the final evaluation. The final grade, expressed out of thirty, will be based on both the written and oral assessments, according to the evaluation criteria shared by the instructor.
Incoming Erasmus students may, upon request, take the exam in English, following a program to be agreed upon with the instructor.
Chinese students are invited to contact the instructor before taking the exam.
Exam procedures for students with disabilities and/or specific learning disorders (SLD) must be arranged with the instructor in accordance with the relevant university office.
Students with SLD or disability certifications are kindly requested to contact the teacher at least 15 days before the date of the exam session to agree on individual exam requirements. In the email please make sure to add in cc the competent offices: [email protected] (for students with SLD) o [email protected] (for students with disability).
Throughout the course, group project work will be assigned, which will also be considered in the final evaluation. The final grade, expressed out of thirty, will be based on both the written and oral assessments, according to the evaluation criteria shared by the instructor.
Incoming Erasmus students may, upon request, take the exam in English, following a program to be agreed upon with the instructor.
Chinese students are invited to contact the instructor before taking the exam.
Exam procedures for students with disabilities and/or specific learning disorders (SLD) must be arranged with the instructor in accordance with the relevant university office.
Students with SLD or disability certifications are kindly requested to contact the teacher at least 15 days before the date of the exam session to agree on individual exam requirements. In the email please make sure to add in cc the competent offices: [email protected] (for students with SLD) o [email protected] (for students with disability).
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 6
Lessons: 48 hours
Professors:
Bernardi Massimo, Folini Franco
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