Instructional goals
Inspire interest in knowledge (about communication) and free discussion, cultivate relation as a value. Knowledge and practical skills concerning strategic integrate Communications and its processes, tools and players. Knowledge of media and audiovisual system.
Prerequisites
Passion. Basic communication background
Intended learning outcomes
Be open mindend, analytical and strategic skills, ability to realize original contents and strategic plans also suitable for the current needs of market and sustainability goals.
Course Contents
Genres, media and languages
of integrated and multimedia communication. Players and techniques, media and strategic communication, debate
Reference Books
Slides.
Readings (only recommended)
Teaching Methods
Lessons, testimonies of well known communication protagonists, debates, analysis of tv & radio format, newspapers articles, press reviews, case histories, workshops.
Assessment Method
Oral exam + optional project work by student's choice
Thesis assignment criteria
Passione
Week 1
Media, strategies and languages
Week 2
Languages, communication managers, authors, spakers, journalist and lobbysts: influencing and creating the product
Week 3
Media & information: a real “deal”. The needs of editors and newsrooms.
Contents, the impact of strategy and languages. From the press release to the post.
Public, communities: from talk to people’s participation
Week 4
Transparency
News
the sources, the raliability
Web: the algorithm, the “informative bubbles”
Fake news: how to discover and hadle
Week 5
New roles: from the “5W” ones to new spurces and languages
The public broadcaster
Week 6
The rules of "media" mix communication
Week 7
The channels of strategy: how to communicate
Tv, radio, web: importance of tools and effective languages. Stakeholders and audience
Week 8
Medi between strategic communication, entertainment and social influence
Week 9
Social influence: the analysis of a phenomenon
(influencers)
Effective communication: from strategic plan to presentation and storytelling
Week 10
The editorial market: roles and processes
Week 11
Advertising: the base of market. From traditional to modern tools and strategies. The branded contents
Week 12
Media relations: web, press agencies, roles and processes
Events, we, social media management, internal communication
Digital media: new media, new languages
Communication processes and languages.
Basis of writing skills, "micronarrative" and Public Speaking