1. Providing a theorical background in order to define and understand contemporary advertising communication context, related to the evolution of media languages (convergence, hybridisation, platformisation);
2. Providing a theorical background and a methodology in order to analyze emergent shapes of advertising communication starting from the evolution of media language (digital ethnography, data stories);
3. Providing advanced skills in social media strategies

1. From Marketing to societing:
1.1 Post-modernity and the fall of the great narrations
1.2 Media and modern consumption
1.3 Dialogue with customers in the New Media age
1.4 Brand communication: from advertising to responsibility 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 entertainment
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 ethnography
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 Entertainment

6. Basics of Social Media strategy:
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 Measuring results of a Social Media campaign

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

The course includes:

• introductory lectures;
• teamwork,
• in-depth seminars on media/advertising concepts,
• theoretical-practical workshop on communication and digital.

Innovative teaching methods

The course makes use of teaching methods that go beyond the exclusive use of face-to-face teaching, which specifically are:

·  Brainstorming: students are actively involved in expressing their ideas, knowledge, thoughts and proposals, facilitating the learning process and improving collaboration.

·  Learning by doing: the learning mode whereby knowledge and skills are acquired through their use in classroom exercises. 

·  Game-based learning: the development of critical thinking and purpose-oriented creativity are stimulated through the use of didactic games

Attendance

Attendance is obligatory for a minimum of 50% of the lessons. It is not possible to take the exam as a non-attending student, with the only exception of those students who are studying part-time

Course books

1. Boccia Artieri G., Zurovac E., "Networked brand narratives e transmedia storytelling", in Bertetti P., Segreto G. (ed.), Transmedia branding. Narrazione, esperienza, partecipazione, Edizioni ETS, Pisa, 2020, pp. 55-75.
2. Iabichino, P., Scrivere Civile. Pubblicità e brand al servizio della società, Luiss University Press, Roma, 2022.
3. Tuten T., Solomon M., Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson, Torino, 2020 (Terza edizione);
4. Avallone, A., #Datastories. Seguire le impronte umane sul digitale, Hoepli, Milano, 2021.

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

This course does not differentiate between “attending” and “non-attending” students with regard to teaching methods, attendance obligations, course books or assessment.