Web Communication Theory and Techniques
A.Y. 2025/2026
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).
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).
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
The course consists of 20 lessons, each lasting two hours. In the first part of the course, students will be introduced to the key concepts of digital communication. Topics will include the transformations brought about by the transition from Web 1.0 to Web 2.0, the central role of the website within the digital ecosystem, the rise and evolution of social media, and the main dynamics of online information and marketing. Subsequent lessons will focus on how to build an editorial plan and set up a communication campaign on social networks, with attention to goal setting, platform and language selection, content creation, and community engagement. A substantial section will be devoted to influencer marketing and the analysis of the creator economy.
The course will then address technical and operational aspects: designing and publishing a website using WordPress, the fundamentals of HTML, an introduction to SEO, and web copywriting techniques.
The second module will be dedicated to emerging technologies and their communicative implications. It will cover the concepts of Web3, immersive environments (VR/AR), blockchain, and NFTs, highlighting their potential in communication and branding. Special attention will be given to generative artificial intelligence and its uses in marketing, content production, and SEO optimization.
The course includes a group project reserved for attending students: each group will freely choose a topic related to the course and develop a digital communication project, applying both theoretical knowledge and practical tools acquired throughout the course.
The course will then address technical and operational aspects: designing and publishing a website using WordPress, the fundamentals of HTML, an introduction to SEO, and web copywriting techniques.
The second module will be dedicated to emerging technologies and their communicative implications. It will cover the concepts of Web3, immersive environments (VR/AR), blockchain, and NFTs, highlighting their potential in communication and branding. Special attention will be given to generative artificial intelligence and its uses in marketing, content production, and SEO optimization.
The course includes a group project reserved for attending students: each group will freely choose a topic related to the course and develop a digital communication project, applying both theoretical knowledge and practical tools acquired throughout the course.
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 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
EXAM SYLLABUS FOR ATTENDING STUDENTS
Attending students are required to have a solid understanding of the topics covered during the course and to study the following texts:
01. F. Tissoni, The Web of Data between Artificial Intelligence and Semantics. Changes in Digital Communication and Publishing, Milan, Unicopli, 2022
02. F. Tissoni, Social Networks: Communication and Marketing, SECOND REVISED AND UPDATED EDITION, Milan, Apogeo Maggioli, 2022
03. M. Pometti - F. Tissoni, Communicating with Data, Milan, Ledizioni, 2018
04. G. Rossi, Web 3.0 for Luxury. Digital Technologies for Luxury Brands, Monduzzi Editore, 2024
EXAM SYLLABUS FOR NON-ATTENDING STUDENTS
Non-attending students are strongly advised to contact the instructor before taking the exam.
01. F. Tissoni, The Web of Data between Artificial Intelligence and Semantics. Changes in Digital Communication and Publishing, Milan, Unicopli, 2022
02. F. Tissoni, Social Networks: Communication and Marketing, SECOND REVISED AND UPDATED EDITION, Milan, Apogeo Maggioli, 2022
03. M. Pometti - F. Tissoni, Communicating with Data, Milan, Ledizioni, 2018
04. G. Rossi, Web 3.0 for Luxury. Digital Technologies for Luxury Brands, Monduzzi Editore, 2024
05. A. Crestodina, Content and Inbound Marketing, Flaccovio Editore (Flakowski), 2020
Attending students are required to have a solid understanding of the topics covered during the course and to study the following texts:
01. F. Tissoni, The Web of Data between Artificial Intelligence and Semantics. Changes in Digital Communication and Publishing, Milan, Unicopli, 2022
02. F. Tissoni, Social Networks: Communication and Marketing, SECOND REVISED AND UPDATED EDITION, Milan, Apogeo Maggioli, 2022
03. M. Pometti - F. Tissoni, Communicating with Data, Milan, Ledizioni, 2018
04. G. Rossi, Web 3.0 for Luxury. Digital Technologies for Luxury Brands, Monduzzi Editore, 2024
EXAM SYLLABUS FOR NON-ATTENDING STUDENTS
Non-attending students are strongly advised to contact the instructor before taking the exam.
01. F. Tissoni, The Web of Data between Artificial Intelligence and Semantics. Changes in Digital Communication and Publishing, Milan, Unicopli, 2022
02. F. Tissoni, Social Networks: Communication and Marketing, SECOND REVISED AND UPDATED EDITION, Milan, Apogeo Maggioli, 2022
03. M. Pometti - F. Tissoni, Communicating with Data, Milan, Ledizioni, 2018
04. G. Rossi, Web 3.0 for Luxury. Digital Technologies for Luxury Brands, Monduzzi Editore, 2024
05. A. Crestodina, Content and Inbound Marketing, Flaccovio Editore (Flakowski), 2020
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.
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.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 6
Lessons: 40 hours
Professor:
Tissoni Francesco
Professor(s)