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 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 content marketing: Definition and channels

Implementing a content marketing strategy

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

A global overview of socila media

Case history

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. 

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

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

Teaching

Lectures

Exercises

Classroom discussions

Innovative teaching methods

• Debate
• Learning by doing

Attendance

To be counted as "attending”, students must participate in at least 75% of the lessons and/or, for example, have completed any classwork, exercises or other such activities organised by the lecturer during the course.

Course books

Specific bibliographical indications will be provided during the lessons.

Content Now: Manuale pratico di content marketing - Valentina Turchetti - pubblicato da Flacowski 

Content strategy per il web - Pearson Editore

MARKETING 5.0. Tecnologie per l'umanità. Philip Kotler - Hoepli

L'inglese per il web. La comunicazione professionale online : Vivarelli, Irene, Spavieri, Jasmine Nicole, Conti, Luca - Hoepli

Assessment

Oral examination, with presentation of the final project.

The expected learning outcomes will be assessed through an oral test and the delivery of a project work, to be agreed with the lecturer.

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.

 The chosen mode is justified by the need to understand the level of learning of both theoretical foundations and students' reasoning skills.

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.