Course Unit Page

  • Teacher Michela Zingone

  • Credits 4

  • Teaching Mode Traditional lectures

  • Language Italian

  • Campus of Bologna

  • Degree Programme Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)

  • Course Timetable from Feb 23, 2022 to Apr 27, 2022


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Quality education

Academic Year 2021/2022

Learning outcomes

The workshop intends to present the tools for the production of effective content for different media contexts, with particular attention to digital environments. At the end of the workshop the student knows how to use the main storytelling techniques; will be able to evaluate how the specific affordances of digital platforms affect the possibility of using narrative styles and practices; will be able to plan communication strategies based on a multimedia or transmedia approach to storytelling; is familiar with case histories relating to storytelling campaigns and initiatives for businesses, institutions and the third sector.

Course contents

The Laboratory represents an opportunity for practical and reflective learning of some of the skills required in the various areas of multimedia communication and digital marketing. Specifically, it explores experiences and practices of multimedia storytelling with reference to four areas:

- business and corporate communication

- public and social communication campaigns

- promotion and enhancement of cultural heritage and institutions

- event content marketing

Through the presentation and collective discussion of concrete case histories, selected from the national and international context, some types of contemporary digital storytelling will be explored (i.e. social media storytelling, visual storytelling, videogame storytelling).

We will proceed with the creation of working groups, in order to encourage interaction and involvement by all components and allow students to acquire and strengthen transversal soft skills such as the ability to work in a group (team working).

Participants will in fact be involved in the various stages of development and implementation of multimedia storytelling projects: design, strategy definition, implementation, distribution, and promotion from a cross-media perspective.

The formats and products created will be published on the official digital platforms of the degree program.


Suggested readings:

Bonacini, E. (2020) Museums and forms of digital storytelling, Aracne editrice, RM

Cannavacciuolo, A. (2020), Copywriting and writing manual for social media, Hoepli, Milan

Falcinelli, V. (2018) Texts that speak, Franco Cesati Editore, Florence

Fontana, A. (2020) Corporate storytelling, Hoepli, Milan

Salmon, C. (2008) Storytelling. La fabbrica delle stories, Fazi editore, Roma

During the meetings, further bibliographic ideas and a list of websites will be shared.

Teaching methods

The Laboratory will be structured in ten meetings lasting 2 hours. Attendance is mandatory for at least 70% of the meetings.

The teaching will be organized in:

• frontal lessons

• case analysis and discussion

• practise

• development and implementation of project work with the support of the equipment of the VisualLab Multimedia Laboratory of the Department of Political and Social Sciences.

Assessment methods

For the final evaluation we'll consider:

- frequency of meetings
- participation in group activities and exercises
- realization of a project work in a group or individual (the methods of carrying out the project will be illustrated in the classroom)

Teaching tools

Presentations with slides, videos, websites, social networking and blogging platforms, podcasts, digital equipment of the VisuaLab Laboratory.

Office hours

See the website of Michela Zingone