Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


A.Y. Credits
2022/2023 6
Lecturer Email Office hours for students
Chiara Cassinerio By appointment. interested students can send an e-mail to: chiara.cassinerio@uniurb.it
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Information, media and advertisement (L-20)
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

Great content is the foundation of a successful digital marketing strategy. Tools for the production of web content, to communicate through text and visual production.

Content is king: today we are all producers and publishers and this scenario requires ever new skills, both in the production of quality content and in its distribution. You’ll learn the value of delivering the right message to the right audience at the right time, and consider the importance of tone, style, and format.


The evolution of language and storytelling

Digital communication: development and numbers

Digital Strategy: objectives and target. Market analysis

Omnichannel and communication tools

Editorial plan

Case history

Learning Achievements (Dublin Descriptors)

Knowledge and ability to understand: the student will have to show that he/she possesses the basic knowledge related to the production of web contents.

Applied knowledge and understanding: the student will have the necessary skills to: identify the main components of a communication plan; recognise the appropriate tools according to the specific type of communication.

Autonomy of judgement: the student will have to show possession of the ability to create valid and effective contents, as well as to develop connections between the different knowledge covered by the course.

Communication skills: the student will be able to communicate clearly the acquired knowledge, using in a pertinent way the language and the terminology of the sector.

Ability to learn: students are required to adopt a critical learning method capable of connecting theoretical competences and empirical analysis, moving towards the specification of autonomous thinking. The learning outcomes described above will be pursued through the teaching methods specified below. 

Teaching Material

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

Supporting Activities

The lessons include exercises leading up to the realisation of a project.

Teaching, Attendance, Course Books and Assessment




Classroom discussions


Participation in at least 3/4 of the lesson hours.

Course books

Specific bibliographical indications will be provided during the lessons.

Content Now: Manuale pratico di content marketing - Flacowski 
Social Media Marketing - Paerson


Oral examination, with presentation of the final project.

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.

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