78365 - Web Communication

Learning outcomes

The course is aimed to transfer knowledge and techniques required to be able to define, manage and verify tourism business activity on the web in order to achieve a proper communication strategy and online promotion. To that end the course will focus on the performance and use of the main platforms of online communication and will treat about editing, social media, corporate website, brand reputation and everything to do with web communication, with practical examples and best practices. At the end of course students will be able to organize the content of web sites and portals, manage brand reputation and soical media accounts, track and share information about online traffic.

Course contents

The course is aimed to transfer knowledge and techniques required to be able to define, manage and verify tourism business activity on the web in order to achieve a proper communication strategy and online promotion. To that end the course will focus on the performance and use of the main platforms of online communication and will treat about editing, social media, corporate website, brand reputation and everything to do with web communication, with practical examples and best practices. At the end of course students will be able to organize the content of web sites and portals, manage brand reputation and soical media accounts, track and share information about online traffic.

 

1. 15/09 (Lun) – 9:30-12:30 – Introduzione & fondamenti (3h)

2. 17/09 (Mer) – 13:00-17:00 – Target Audience & UX (4h)

3. 24/09 (Mer) – 9:30-12:30 – SEO & Content Strategy (3h)

4. 29/09 (Lun) – 9:30-12:30 – Social Media & Branding non verbale (3h)

5. 07/10 (Mar) – 9:30-12:30 – Content Creation & Storytelling (3h)

6. 15/10 (Mer) – 9:30-12:30 – Advertising & Campaign Design – Guest: D. Bertozzi (3h)

7. 21/10 (Mar) – 9:30-12:30 – UGC & Influencer Marketing (3h)

8. 12/11 (Mer) – 13:00-17:00 – Social ADV & Performance – Guest: A. Fischetti (4h)

9. 18/11 (Mar) – 16:00-19:00 – Reputation & Crisis Mgmt (I) (3h)

10. 19/11 (Mer) – 9:30-12:30 – Reputation & Crisis Mgmt (II) – Guest: V. Vellucci (3h)

11. 26/11 (Mer) – 13:00-17:00 – Analisi del mercato, con focus sull’analisi comparativa per lo sviluppo di strategie di comunicazione – Guest: M. Brunetti (4h)

12. 02/12 (Mar) – 16:00-19:00 – Analytics & Measurement (3h)

13. 03/12 (Mer) – 9:30-12:30 – AI & Tourism Digital Marketing (3h)

14. 10/12 (Mer) – 13:00-17:00 – Ripasso & Exam Prep (3h)

Readings/Bibliography

ppt.

Teaching methods

Each lesson follows a structured approach:

• Teaching: In-depth lectures, presentations, and interactive discussions to build theoretical understanding.
• Workshop: Hands-on activities, case studies, role-playing, and practical exercises to apply concepts learned.

This combination ensures that students not only grasp theoretical concepts but also develop practical skills essential for effective web communication in the tourism industry.

The course will be held mainly in Italian.

Assessment methods

In-class written paper.

Office hours

See the website of Carlotta Carucci