Academic Year 2023-2024

DIGITAL COMMUNICATION DESIGN

Teachers

Masha Fedele
Unit Credits
6
Teaching Period
First Period
Course Type
Characterizing
Prerequisites. To fully understand the contents of the course, a good knowledge of the use of computers, the use of the internet and its communication dynamics is recommended, as well as knowledge of the main social platforms.
Teaching Methods. The course is organized in theoretical lessons and practical applications (operation illustrated by the teacher through video projections in the classroom). Students will also be given the opportunity to participate in a * Project Work whose realization will contribute to the evaluation and therefore to the score for the final grade.

* The Project Work consists of a single or group activity (max 2 people) for the development of a Website with the help of the CMS Wordpress platform in order to be able to use the tools and skills in an ad hoc environment gradually acquired during the course, as well as applying a Mktg strategy for the digital media environment.

The student can decide whether to buy the domain from any provider or whether to use the free blog.wordpress.com extension (or other providers).

Within the website / blog, content will be published in line with the types of functionality and business attributed to the site, according to specific SEO and SEM rules, and links, share buttons, follow buttons, inserted media galleries, videos, will be activated. geolocation maps etc.

During the examination, the student will present the project specifying its peculiarities and motivating the communication and / or promotion / advertising choices adopted.

[The * Project Work will be an activity that can be spent in terms of professional references and therefore of personal branding on your CV online within the Linkedin social platform in the “Projects” section]

Verification of Learning. The exam will take place in oral form and will cover the lessons learned during the lessons, study the textbook and discussing the practical activity related to * Project Work.
Objectives
The Digital Communication Design Course will enable students to know and deepen from a practical point of view all the digital scenarios and their interaction mode through the major online platforms. The aim of the course is to learn how to use knowledgeable and appropriate digital channels to interact intelligently and efficiently with responsive and mobile tools.

In particular, the course will give students the opportunity to:

• Acquire fundamental web concepts and tools

• Understand relational methods between users and businesses

• Acquire the correct modes for writing texts for digital use

• Understand the importance of web reputations and personal branding

• Create web advertising and social media marketing strategies

Judgment autonomy

• Know how to evaluate communication strategies and choose the most suitable for building a digital communication plan.

• Know how to evaluate the structural and communicative effectiveness of a website aimed at communicative and commercial goals of an enterprise activity.

• Know how to evaluate communication errors in a website or social campaign.

Communicative Skills

• know how to demonstrate critically and constructively the fitness, validity and effectiveness of a digital communication strategy.

Learning ability

• Be able to evaluate the functionality and effectiveness of a digital strategy.

• be able to independently carry out the analysis and strategic planning of

web and social communication, consistent with the objectives, type of managed projects, company or institution values based on the characteristics of the public.

• Be able to manage the business publishing business autonomously.

• develop and strengthen the digital skills acquired to build their own web reputation in

profitable and in line with the expectations of the professional / working area of reference.

Contents
The course aims to provide the keys to develope and enhance the modern web skills in communication, in order to be able to handle their dynamics in a professional and effective way, with reference to any digital strategy.

Detailed plan:

• Digital media. The web and its evolution, the communicative models, the entertainment, the personal communication.

• Innovation-related scenarios: the effects of globalization in B2B and B2C relations.

The main networking platforms: from the website, to portals, to social media.

• Analysis and role of major social platforms

• Usability, User Experience and Accessibility. Fundamentals.

• Writing for the web. Main techniques and features of digital writing, analysis and editing (copywriting + editing).

• Brand awareness, brand reputation and personal branding: brand enhancement and online identity building.

• The evolution of online advertising.

• Social media strategy.

• Introduction to video making, photo editing, web & graphic design

• Web marketing, retargeting / remarketing, basic SEO and SEM concepts.

• Social media marketing. Fundamentals and basics of social networking. Tools, environments, phases and roles. How to design and manage a social media campaign.

• Professional ADV: Facebook Business Manager, Facebook Pixel and cookies usage, difference between CPM campaigns and CPC campaigns, Instagram promotion and strategy to capture the digital audience. • Insights and Analytics.

• Newsletter and DEM: Use Guide with MailChimp.

• Mobile technology.

• Mobile communication. The basic concepts of mobility, application cases (mobile web, applications).

• Network management: objections and complaints.

• Building a corporate communication strategy: the marketing plan, from editorial to results analysis.

Texts
The essential (mandatory):

[1] – Principi di Marketing, di P.Kotler, Gary Armstrong, Fabio Ancarani e Michele Costabile – Pearson – 17th edition – THE CHAPTERS TO BE STUDIED FOR THE EXAM ARE: 1; 2; 3; 6; 10; 11; 12

Further reading:

[2] – Chap. IV and V of the volume Sociology of Communication in the digital age, Luciano Paccagnella, Il Mulino, Bologna, 2020