37306 - New Media

Learning outcomes

At the end of the course, students will be able to understand and use communication models for new media, in particular those related to internet technologies and telecommunications, and the student is able to evaluate a media plan and set up business communications with new technologies.

Course contents

The course is divided into two parts, which are closely linked and integrated. The first part aims to examine the innovations that characterize the network society and to identify changes that affect media and technological systems. In this section we will highlight the potential of digital communication and identifying the specific language of new media. A space will be reserved for specific analysis of the media industry, both with respect to the offer and the industry players, both in relation to public markets and the different types of media. The second part of the course is devoted to the analysis of corporate communications made ​​using tools and digital media. The activities of today's communications are made through the use of new media. For example, external communication and promotion are designed using social networks and mobile communications. Or you can redefine the organization's internal communications using intranets based on the principles of web 2.0. During the course will be presented studies and analysis that contain useful projects to develop innovative management of corporate communication and marketing plans focused on digital communications.

Readings/Bibliography

M. Cavallo, Oltre la società della comunicazione, Milano, Angeli, 2012.  

B. Zambardino, L'Industria della Comunicazione in Italia, XIV Rapporto IEM Istituto di Economia dei Media, Milano, Guerini, 2012.

G. Di Fraia, Social Media Marketing, Hoepli, Milano, 2012.

Students not attending lessons must prepare an additional text to identify among the following (additional choices can be agreed with the professor): 

C. Accoto, G. Mandelli, Social Mobile Marketing, Milano, Egea, 2012.   

M. Castells, Galassia Internet, Milano, Feltrinelli, 2006.   

G. Richeri, Economia dei media, Roma-Bari, Laterza, 2012.

G. Lovink, Ossessioni collettive. Critica dei social media, Milano, EGEA, 2012.

Teaching methods

There are lessons and discussions with students about course topics. There will be adequate opportunity for discussion of case studies and to design innovative services.

Assessment methods

The Learning assessment consists of an interview to verify the level of knowledge of the subject by the student and his understanding of the content.

Teaching tools

Projector, computer, photocopy.

Office hours

See the website of Marino Cavallo