C9446 - 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

Web Communications

Course format. The course combines concise theoretical inputs, real-world tourism communication cases, guest talks and practical work. Tuesday sessions include the main lab activity; Wednesday sessions are dedicated to presentations, feedback, case studies and guest lectures, with no additional lab work.

1, 15 settembre 2026

Tourism Communication in the Digital Era

How digital has reshaped tourism communication; digital ecosystems; owned, paid and earned media; key touchpoints.

Case comparison + Lab: Digital Destination Audit

2, 22 settembre 2026

The Digital Tourist: Behaviours & Customer Journey

How travellers discover, evaluate, book, experience and share destinations; inspiration, search, comparison and booking touchpoints.

Student presentations + guided discussion

3, 23 settembre 2026

Tourism Branding & Destination Identity

Brand identity, positioning, target audience, brand personality, tone of voice and differentiation.

Case study + Lab: Build the Destination Brand

4, 29 settembre 2026

Guest Talk — Giulia Amicucci: Content That Works

How to create effective, recognisable and consistent content; social formats, visual content, short video and UGC.

guest talk

5, 30 settembre 2026

Social Media & Content for Tourism

The role of social media in tourism; content pillars, formats, storytelling, UGC, organic vs paid content and essential KPIs.

Case analysis + Lab: Social Content Strategy

6, 6 ottobre 2026

Online Reviews, E-WOM & Digital Reputation

Reviews, social proof, electronic word of mouth, responding to criticism, reputation management and basic crisis handling.

Real review cases + practical reputation lab

7, 7 ottobre 2026

Guest Talk - Nicola Giorgetti: a real Case Study

A real communication project explored from client brief and strategic thinking to creative concept, execution and key learnings.

Student presentations + Vanilla Marketing case study

8, 13 ottobre 2026

Digital Tools & Measuring What Works

An essential toolbox for tourism communication: Google Trends, search and social insights, monitoring tools and basic KPIs.

Student presentations + live tool walkthroughs

9, 19 ottobre 2026

Guest Talk — Davide Bertozzi: AI for Communication

AI for research, insight generation, ideation, copy and content creation; prompting, limits, verification and human judgement.

Guest talk + live examples

10, 21 ottobre 2026

From Strategy to Communication: Recap & Final Exercise

A concise recap of the full course: tourist, brand, content, social media, reputation, tools and AI.

Final integrative exercise + course wrap-up

 

Teaching approach: The course is designed for students with limited prior knowledge of digital communication. The emphasis is therefore on clear frameworks, practical examples and applied learning rather than technical depth.

Office hours

See the website of Carlotta Carucci