• To provide skills in order to obtain an in-depth knowledge of the main theories and tools of marketing, with particular reference to digital environments
• To develop knowledge and understanding of the theoretical principles underlying the discipline of public relations
• To develop the knowledge and understanding of the main theoretical and management models in the digital area

1. Introduction to public relations

• 1.1. Origins of public relations
• 1.2. Theoretical models
• 1.3. The role of public relations

2. Impact of digital technologies

• 2.1. Platforms
• 2.2. Conversations, influencers, and crisis management
• 2.3. E-commerce

3. Marketing and public relations

• 3.1. From sales to relationships
• 3.2. Advertising and public relations
• 3.3. Relational marketing

4. Digital marketing

• 4.1. Evolution of the marketing concept
• 4.2. Evolution of digital marketing
• 4.3. Consumer's evolution

5. Digital pr

• 5.1. New Stakeholders
• 5.2. New professionals
• 5.3. New tools

6. How to plan a public relations campaign

• 6.1. Context analysis 
• 6.2. Publics' identification and listening 
• 6.3. Definition of objectives, strategy, and messages

7. How to implement a public relations campaign

• 7.1. Tools
• 7.2. Action planning
• 7.3. Monitoring, measurement, and evaluation

8. Exercise: PR campaign

• 8.1. Context analysis
• 8.2. Identification of tools
• 8.3. Action planning

None.

Students must achieve:

1. Knowledge and understanding: of the theoretical and practical evolutions of marketing and public relations.
1.1. Students achieve this basic knowledge by attending lectures and studying the texts discussed in the classroom.

2. Ability to apply knowledge and understanding: through the ability to analyze case studies related to digital communication campaigns (with particular reference to online strategic communication, emerging communication practices, and crisis management) and apply this knowledge in the creation of a PR plan
2.1. Skills acquired through in-class projects.

3. Judgment skills: critical reflection on the evolutionary dynamics of the relationship between new technologies, publics, and public relations professionals.
3.1. These skills will be applied during in-class discussions with the teacher and colleagues, during in-class projects, and in the preparation for the final exam.

4. Communication skills: students are asked to interact through questions, exchanges with fellow students, group work, and writing short presentations during the project phase.
4.1. These skills are practiced by organizing discussions and during the project work.

5. Learning skills: students are required to adopt a critical learning method capable of connecting theoretical skills and empirical analysis, oriented to the specification of autonomous thinking.
5.1. Skills to be enhanced by in-class discussions with the teacher and classmates.

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 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

Lectures, in-depth seminars, classroom projects.

Innovative teaching methods

Learning by doing, problem-based learning.

Attendance

Participation in at least three-quarters of the lesson hours.

Course books

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

Vecchiato, G. (2016). Manuale operativo di relazioni pubbliche. Metodologia e case history. FrancoAngeli.

Assessment

Verification of learning will take place through a written test. The written test includes multiple-choice questions and open questions, through which the student will have to demonstrate that he/she can articulate some of the topics covered by the course in a short text. The exam lasts 1h.  The evaluation criteria are: the level of mastery of knowledge, the degree of articulation of the answer, and the mastery of specific language.

Evaluations of excellence: the possession by the student of good critical and in-depth skills; knowing how to connect the main issues addressed in the course; the use of an appropriate language concerning the specificity of the discipline.
Discrete evaluations: the possession by the student of a mnemonic knowledge of the contents; a relative critical and connecting capacity between the topics covered: the use of appropriate language.
Sufficient assessments: the achievement of a minimal amount of knowledge on the topics covered by the student, even in the presence of some training gaps; the use of inappropriate language.
Negative evaluations: difficulty in the orientation of the student concerning the topics addressed in the exam texts; training gaps; the use of inappropriate 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.