81579 - Digital Media Content Production (1) (LM)

Learning outcomes

The course aims at acquiring the fundamental knowledge related to the conception, planning and management of contents for digital media. At the end of the course, students: - acquire skills related to the production and distribution structure of the media landscape; - know the forms of collaborative production of Web 2.0; - know the main tools for content creation in the context of digital media and social environments.

Course contents

The course aims to provide the student with theoretical knowledge and practical skills for web content production.

Program:

• Web 2.0
• Content Marketing
• Website and Blog
• Email marketing and Newsletters
• Writing for the Web
• Digital platforms
• Content production tools
• The Future of Digital Media.

Readings/Bibliography

Required materials for attending and non-attending students

Lecture slides, available in the online teaching area.

Lecturer's handout, available in the online teaching area.

Additional documents that will be made available during the course.

One text of your choice from:

- Conti - Carriero, Content Marketing, Hoepli

- Alfonso Cannavacciuolo, Manuale di Copywriting e Scrittura per i Social, Hoepli

- Alfonso Cannavacciuolo, Manuale di copywriting e scrittura per il web, Hoepli

- Luisa Carrada, Lavoro, dunque scrivo!, Zanichelli

- Valentina Falcinelli, Testi che parlano. Il tono di voce nei testi aziendali, Cesati Editore

- Federico Guerrini, Content Curation, Hoepli.

Teaching methods

Classes will alternate between theory and practical activities in groups of 3-4 people. The practical activities in the classroom will follow the structure of the material required for the final exam.

Working groups will be able to bring the project developed in the classroom completed with the other required content as exam material.

Attendance is not compulsory, but is strongly recommended in order to take advantage of classroom time to prepare exam materials.

Students who intend to actively participate in the course are advised to:

• be present at the first lecture on Tuesday, Jan. 31, 2023 at 9 a.m. where the syllabus, teaching methods and examination procedures will be explained
• bring their pc to class.

 

PLEASE NOTE: Due to the fluidity of the emergency situation we are experiencing and since this program is published in July 2022, it is possible that the teaching delivery methods may change in the coming months. If this is the case, timely notice will be given through an update of this schedule, as well as through appropriate notices posted on the usual institutional channels namely: notices posted on the faculty page (https://www.unibo.it/sitoweb/roberto.cobianchi), on the CITEM Degree Course website (https://corsi.unibo.it/magistrale/Cinema ) and on the official FB page of the CITEM Degree Course (https://www.facebook.com/Unibo.Citem/ ) which all students are encouraged to consult periodically.

Assessment methods

- Students in examination debt as of September 30, 2022

The last available call for taking the exam with the syllabus and in the modes defined for the courses of the 2020/21 and 2021/22 academic years will be December 15, 2022, with Prof. Rocchi.

After that date, students still owing an exam will have to take the exam with the syllabus and in the manner defined for the course of the 2022/23 academic year described below on this page.

Students are advised to check the notices on the faculty page for further announcements.

- Attending and non-attending students in the 2022/23 academic year.

The exam requires: writing a Content Marketing Plan, preparing examples of the content mentioned in the Plan, preparing a web or social channel from those mentioned in the Plan, and taking an oral interview.

The Content Marketing Plan will relate to the promotion through content of a real or hypothetical commercial or noncommercial activity to be checked in advance with the lecturer.

The Plan is to be developed in groups of 3-4 people. The final evaluation, unless special situations arise, will be the same for the entire group.

The materials produced should be sent to the lecturer one week before the date of the call.

The oral interview will include a summary presentation of the Content Marketing Plan and associated content/channel (max 15 minutes), followed by some questions from the lecturer.

 

The first two exam sessions will be reserved for attending students.

To take the exam, you must register for the list through the AlmaEsami service. Students who are not registered will not be allowed to take the exam. You are also reminded that you must show up for the roll call with your UniBo credentials and carry identification.

 

Evaluation Criteria.

The oral test is used to assess whether the student has achieved the following learning objectives:

• knowledge of the web and social landscape
• knowledge of the evolutionary trends of the Internet
• knowledge of the characteristics of the main social networks
• knowledge of digital content types, characteristics, constraints, opportunities
• knowledge of key metrics and measurement tools
• ability on the part of the student to rework the texts in the syllabus in a personal way and to make connections between the basics of the course and the insights gained in class and the proposed supplementary readings.

The confident possession of such knowledge and skills, the use of language appropriate to the discipline, and the original reworking of the notions learned in the course will lead to evaluations of excellence.

Manualistic knowledge of the subject, an unarticulated ability to synthesize and analyze, or language that is correct but not always appropriate, as well as a scholastic command of the discipline will lead to fair evaluations. Formative gaps or inappropriate language, as well as a lack of knowledge of historical and methodological tools result in grades that are on the threshold of sufficiency.

Formative gaps, inappropriate language, lack of orientation within the bibliography as well as inability to reconstruct historiography are rated negatively. Translated with www.DeepL.com/Translator (free version)

Teaching tools

Lectures with slide support, online browsing of sites, social platforms and production tools, classroom exercises.

Office hours

See the website of Roberto Cobianchi