1. Providing a theorical background in order to define and understand contemporary advertising communication context, related to the evolution of media languages and to the convergence culture;

2. Providing a theorical background and a methodology in order to analyze emergent shapes of advertising communication starting from the evolution of media language, the rise of User Generated/Distributed content and of the Web 2.0, focusing on: produsage, curation, content circulation e transmedia storytelling.

1. From Marketing to societing:

1.1 Post modernity and the fall of the great narrations

1.2 Media and modern consuption

1.3 Dilogue with customers in the New Media age

1.4 Brand communication: from advertising to responasibility awareness

2. From audience to networked publics:

2.1 Media and reflexivity

2.2 Social Media and networked reflexivity

2.3 Networked publics: information seeking, consumption and enterteinment

2.4 Fans and brands: different moral economies

2.5 From online communities to networked publics

3. Tribes and spreadable media

3.1 Basics of etnography

3.2 Netnographic approach

3.3 Brand Tribe Analysis

3.4 Transmedia Storytelling

4. Existential marketing and storytelling;

4.1 Connecting with the evolved customer: Existential Marketing approach

4.2 Brand narratives: value and values

4.3 Basic of Digital Storytelling

5. Social Media areas:

5.1 Social Commerce

5.2 Social Community

5.3 Social Publishing

5.4 Social Enterteinment

6. Basics of Social Media marketing:

6.1 Goals, roles and organization of a Social Media Team

6.2 Planning a Social Media campaign

6.3 Managing a Social Media campaign

6.4 Mesuring results of a Social Media campaign

6.5 Contextualizing an “Epic Fail”: a planned mistake or an error?

Students have to reach these goals:

1. Knowledge and understanding of: advertising communication theories and evolution, focusing on dynamics and transformations of the cultural industry, of the media and of the publics.
1.1. Students reach these basic knowledge attending lessons and studying mentioned textbooks.

2. Use of knowledge and understanding skills: analyzing contemporary advertising communication contents and new tribes (focusing on guerrilla, viral and UGC languages) with proper methodology.
2.1. Students reach these skills by laboratory activities during class hours.

3. Judging skills: critical approach on the evolving dynamics of the relation between new media technologies, the evolution of the publics and advertising.
3.1. Students reach and demonstrate these skills during debates with the Professor and with the class, during tests and during the preparation of the final exam.

4. Communication ability: students have to interact during the lesson asking questions, exchanging ideas with the collegues during the group workshop and organizing keynotes while tested.
4.1. Students reach these skills organizing discussions and excercises.

5. Learning skills: students have to adopt a critical approach while studying in order to connect theoretical knowledge with empirical analysis, obtaining a personal point of view on the subject.
5.1. Students strengthen these skills debating with the Professor and the rest of the class.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Introductional lessons, tests, on topic keynotes.

Attendance

It will be a compulsory attendance 50% of the lesson time.

Course books

1. Gnasso S., Iabichino P., Existential marketing, Hoepli, Milano, 2014.
2. Boccia Artieri G. et al., Fenomenologia dei social network. Presenza, relazioni e consumi mediali degli italiani online, Guerini e Associati, Milano 2017;
3. Tuten T., Solomon M., Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson, Torino, 2015;
4. danah b., "Social Network Sites as Networked Publics: Affordances, Dynamics, and Implications.", in Papacharissi Z. (ed.), Networked Self: Identity, Community, and Culture on Social Network Sites, 2010, pp. 39-58.

Green J ., Jenkins H., “Spreadable Media How Audiences Create Value and Meaning in a Networked Economy”, in Nightingale V. (ed.), The Handbook of Media Audiences, Blackwell Publishing Ltd 2011, pp. 109-127;

Marwick, A., “You May Know Me From YouTube: (Micro)-Celebrity in Social Media.”, in A Companion to Celebrity, Marshall, P.D. and Redmond, S., Eds. Hoboken, NJ: John Wiley & Sons Inc., 2016, pp. 333-350.

Hearn A.,  Schoenhoff S., “From Celebrity to Influencer: Tracing the Diffusion of Celebrity Value across the Data Stream”, in A Companion to Celebrity, Marshall, P.D. and Redmond, S., Eds. Hoboken, NJ: John Wiley & Sons Inc., 2016, pp. 194-212.

Le voci Wikipedia: Contenuto generato dagli utenti, Intelligenza collettiva, Cultura partecipativa, Disintermediazione, Narrazione transmediale, Social Tv. 

Assessment

Learning verification will take place through a written test. The test will include open questions through which the student must demonstrate that he/she is able to articulate in a short essay some of the topics covered by the course.

Grading modality

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; knowing how to link the main subjects addressed during the course; the use of an appropriate  language.

Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of an appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Study of exam books.

Course books

1. Gnasso S., Iabichino P., Existential marketing, Hoepli, Milano, 2014.
2. Boccia Artieri G. et al., Fenomenologia dei social network. Presenza, relazioni e consumi mediali degli italiani online, Guerini e Associati, Milano 2017;
3. Tuten T., Solomon M., Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson, Torino, 2015;
4. danah b., "Social Network Sites as Networked Publics: Affordances, Dynamics, and Implications.", in Papacharissi Z. (ed.), Networked Self: Identity, Community, and Culture on Social Network Sites, 2010, pp. 39-58.

Green J ., Jenkins H., “Spreadable Media How Audiences Create Value and Meaning in a Networked Economy”, in Nightingale V. (ed.), The Handbook of Media Audiences, Blackwell Publishing Ltd 2011, pp. 109-127;

Marwick, A., “You May Know Me From YouTube: (Micro)-Celebrity in Social Media.”, in A Companion to Celebrity, Marshall, P.D. and Redmond, S., Eds. Hoboken, NJ: John Wiley & Sons Inc., 2016, pp. 333-350.

Hearn A.,  Schoenhoff S., “From Celebrity to Influencer: Tracing the Diffusion of Celebrity Value across the Data Stream”, in A Companion to Celebrity, Marshall, P.D. and Redmond, S., Eds. Hoboken, NJ: John Wiley & Sons Inc., 2016, pp. 194-212.

Le voci Wikipedia: Contenuto generato dagli utenti, Intelligenza collettiva, Cultura partecipativa, Disintermediazione, Narrazione transmediale, Social Tv. 

Assessment

Learning verification will take place through a written test. The test will include open questions through which the student must demonstrate that he/she is able to articulate in a short essay some of the topics covered by the course.

Grading modality

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; knowing how to link the main subjects addressed during the course; the use of an appropriate  language.

Good grades will be given in presence of: good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of an appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.