• Providing skills to gain in-depth knowledge of key digital environments
• Providing tools for analyzing online audiences
• Developing skills for planning communication strategies with reference to the digital area

WEEK 1: 

1.1. Introduction to the course: geographies and languages of social media 
1.2. Game-based learning activities: the development of a creative idea through the use of visual content
1.2.2 Underrated territories: Pinterest
1.3 The 10 steps of strategic planning

WEEK 2: 

2.1 Evolution of InstaGrammatics: the Insta site.
2.2 Learning by doing: developing an Insta site proposal for a local business.

WEEK 3:

3.1 Multi-platform influencers: planning digital PR actions
3.2 Cooperative learning activity: research and analysis of influencers linked to specific areas
3.3 Learning by doing activities: planning multi-platform influencer marketing actions linked to specific organisations (commercial or non-profit)

WEEK 4:

4.1 Memetic marketing: the power of entertainment in social-media based communication campaigns
4.1.2 Brainstorming activities: what marketing through memes means
4.2 TikTok: entertainment, algorithm, virality from niche to mainstream
4.2.1 Cooperative learning: analysis activities from FYPs on practices, niches and content

WEEK 5:

5.1 Setting up the final social media strategy project
5.1.1 Learning by doing activity: designing and developing a social media strategy

WEEK 6

Project presentation and class discussion

Students must achieve:

1. Knowledge and ability to understand: the evolutionary dynamics of digital environments, with particular reference to social media.
1.1. Students achieve this basic knowledge through attending lectures and studying the materials provided in class.

2. Ability to apply knowledge and understanding: through the ability to analyse case studies related to digital communication campaigns (with particular reference to strategic online communication and emerging communication practices) and apply this knowledge in the creation of strategic communication plans on social media
2.1. Skills acquired through classroom practice.

3. Judgement skills: critical reflection on the evolving dynamics of the relationship between new technologies and target audiences, together with the evaluation of communication strategies and practices taking place in social web spaces.
3.1. This capacity for judgement is to be applied in the classroom discussion with the lecturer and colleagues, during the exercises and in the preparation of the final examination.

4. Communication skills: students are expected to interact in the classroom through questions, exchanges with fellow students, group work and the writing of short presentations during exercises.
4.1. Skills practised in the classroom by organising discussion and practice sessions.

5. Learning ability: Students are required to adopt a critical learning method capable of connecting theoretical skills and empirical analysis, moving towards the specification of autonomous thinking.
5.1. Skills to be enhanced through argumentation with the lecturer and fellow students.

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

Classroom lectures alternated with innovative teaching methods (brainstorming, cooperative learning, learning by doing, game-based learning) conducted in the classroom.

Innovative teaching methods

Attendance

Attendance is obligatory for a minimum of 3/4s of the lessons. It is not possible to take the exam as a non-attending student.

Course books

Zurovac, E. (2023). Screenshot society: come le fotografie dello schermo raccontano il nostro stare online. FrancoAngeli.

Handouts and other materials provided by the lecturer.

Assessment

Learning will be assessed by means of an individual oral interview based on the discussion of the exercises carried out.

The following will be assessed as excellent: the student's possession of good critical and in-depth knowledge; the ability to link together the main topics addressed in the course; the use of appropriate language with respect to the specific nature of the discipline.

The following will result in fair marks: the student's possession of a fair knowledge of the contents; a relative critical capacity and the ability to connect the topics dealt with; the use of appropriate language.

Sufficient marks will be awarded for: the student's attainment of a minimum level of knowledge of the topics dealt with, despite some formative gaps; the use of inappropriate language.

Negative assessments will give rise to negative evaluations: difficulty in the student's orientation with regard to the topics addressed; training gaps; the use of inappropriate language.

Specifically, the final assessment is structured as follows: Group work (50%), oral interview (50%). 

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.

Attendance is obligatory for a minimum of 3/4s of the lessons. It is not possible to take the exam as a non-attending student.