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 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 is delivered through interactive lectures enriched with practical examples and exercises. Each session provides ample opportunity for student questions, comments, and discussion. The instructor makes use of digital tools (both hardware and software) during lessons, demonstrating the use of relevant platforms and applications in real time; whenever possible, open-source or free/freemium software is preferred.
Innovative teaching methods are also introduced: for example, an initial online survey helps assess students' prior knowledge and expectations (including their familiarity with AI tools), allowing the instructor to tailor certain course contents accordingly. In the second part of the course, a group exercise (project work) based on a real-world case study is planned, aimed at fostering creativity, teamwork, and the practical application of acquired skills.
Active participation is strongly recommended, given the practical nature of the course and the activities involved. Students are considered to be attending if they are present at least two-thirds of the sessions. Non-attending students are required to complement their individual study with all the course materials and readings indicated, and are encouraged to contact the instructor to agree on the exam program.
Innovative teaching methods are also introduced: for example, an initial online survey helps assess students' prior knowledge and expectations (including their familiarity with AI tools), allowing the instructor to tailor certain course contents accordingly. In the second part of the course, a group exercise (project work) based on a real-world case study is planned, aimed at fostering creativity, teamwork, and the practical application of acquired skills.
Active participation is strongly recommended, given the practical nature of the course and the activities involved. Students are considered to be attending if they are present at least two-thirds of the sessions. Non-attending students are required to complement their individual study with all the course materials and readings indicated, and are encouraged to contact the instructor to agree on the exam program.
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
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
Professor:
Tissoni Francesco
Professor(s)