The course intends to guide students to the analysis and deepening of the web content management in an international context and the new ways emerged with internet. Particular attention will be put to the understanding of the intercultural marketing communication, fundamental presupposition to develop competitive strategies in the nowadays globalized economic systems.

·  Strategy and communication for the international development of companies

·  Understanding the digital scenario: trend of the sector

·  The main dynamics in the online communication

·  The tools in the online communication

·  The main channels in the online communication

·  The definition the communication plan for the foreign market

·  The centricity of the website, seo and sem strategies

·  The life cycle of the online content, its dynamics and phases

·  The multimedia treatment of the content

·  The usage of the main social networking tools

Knowledge and understanding (knowledge and understanding): the student must acquire a general knowledge of the concepts and basic methodologies of web content management strategies in foreign markets. In detail, he must know and understand the needs of companies in the international arena and propose appropriate solutions to improve business results.

Knowledge and comprehension skills applied (applying knowledge and understanding): the student must know how to apply international issues during the preparation of web strategies in foreign markets. The development of analytical skills and skills will be facilitated by classroom discussions of business examples, group work and in-depth seminars.

Making judgments: the student must be able to independently assess the most appropriate approach to be adopted in the various application contexts and to assess the strengths and weaknesses of the market strategies that can be adopted. The methods of educational work with which these results will be achieved will consist mainly in the discussion of business cases, group work, the production of short reports and interaction with corporate representatives called to testify in the classroom.

- Communication skills: the learners will be able to develop a clear communication of the acquired competences and of the solutions autonomously identified through specific languages ??and appropriate to the scope of development of the themes of the course.

This will be pursued through simulations of company presentations and oral presentation of group work and papers.

- Ability to learn: Students must develop good learning skills, which allow them to deepen the knowledge acquired during the course also in subsequent learning paths (masters) or in future insertion paths within companies or other organizations.

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

Students will listen to business cases to optimize the learning processes of the topic.

Active involvement of learners will be required.

Teaching

Lecturers;

team works;

Seminar lessons.

Course books

Gianluca Gregori, Silvio Cardinali e Federica Pascucci (2016), Internazionalizzazione digitale, Franco Angeli

materials provided by the professor

Assessment

A written test consisting of open questions.

The evaluation criteria are the following: the level of mastery of knowledge, the degree of completeness of the answer, as well as its contextualization within the general program of the course, and the degree of explanatory adequacy. Notably, each of these criteria will be evaluated and based on a scale of assessments. Within this scale, particular weight will be assigned to the level of mastery of knowledge, and the degree of adequacy, completeness, and articulation of the answers. This adopted method is justified by the need to understand the level of learning of both the theoretical basis and reasoning skills of students.

In particular, the attending students must demonstrate to have acquired full knowledge of the concepts (corresponding to 60% of the overall assessment), to have achieved an adequate degree of completeness and articulation of the answers (corresponding to 20% of the overall assessment), to be able to elaborate and provide proper answers by applying the concepts acquired during the analysis and the critical evaluation of case studies and workgroups (corresponding to 20% of the overall assessment).

The time available to answer the proposed questions is 1 hour and 30 minutes and the mark of the written test is expressed in thirtieths.

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.

Course books

Gianluca Gregori, Silvio Cardinali e Federica Pascucci (2016), Internazionalizzazione digitale, Franco Angeli

materials provided by the professor

Assessment

A written test consisting of open questions.

The evaluation criteria are the following: the level of mastery of knowledge, the degree of completeness of the answer, as well as its contextualization within the general program of the course, and the degree of explanatory adequacy. Notably, each of these criteria will be evaluated and based on a scale of assessments. Within this scale, particular weight will be assigned to the level of mastery of knowledge, and the degree of adequacy, completeness, and articulation of the answers. This adopted method is justified by the need to understand the level of learning of both the theoretical basis and reasoning skills of students.

In particular, the attending students must demonstrate to have acquired full knowledge of the concepts (corresponding to 60% of the overall assessment), to have achieved an adequate degree of completeness and articulation of the answers (corresponding to 20% of the overall assessment), to be able to elaborate and provide proper answers by applying the concepts acquired during the analysis and the critical evaluation of case studies and workgroups (corresponding to 20% of the overall assessment).

The time available to answer the proposed questions is 1 hour and 30 minutes and the mark of the written test is expressed in thirtieths.

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.