The course aims at educating professionals who will enter the wide and diversified world of communication with high theoretical-methodological competences enabling them to analyse trends, styles and consumption, to identify critical issues in various types of communication contexts, to elaborate strategies, to design and produce professional communication artifacts, and to manage effective communication campaigns in traditional media as well as in digital ones.
Course teachings aim at providing advanced knowledge with respect to the management of communication in companies, institutions, political parties, local and national administrations, public bodies, and non-profit organisations.
Particular attention is paid to branding and digital marketing, providing the relevant theoretical and methodological tools, as well as the practical skills for analysing communication fluxes, ideating strategies, carrying out advertising campaigns, organising and promoting events, designing commercial identities, producing and disseminating messages for the web, producing press contents and carrying out public relations activities.
Communication is studied with respect to the needs of public and private companies, public administration and third sector organisations, with a specific attention to the function of the various media involved and to their respective interactions.
Among the activities for which the course prepares: the management of communication in public, private and third sector organizations, the activity of advertising agencies, the definition and management of corporate image, the management of identity and presence on digital media.
The educational programme is divided into different areas of knowledge:
- semiotic-communication area, providing teachings in brand semiotics, exhibition space semiotics, philosophy of experience.
- anthropological and social area, providing teachings related to advanced techniques for social research, sociology of consumption and lifestyles, sociology of political phenomena, organized crime and political violence, laboratory of computational social sciences, laboratory of polling theories and techniques.
- legal area, providing courses such as History of political parties.
- economic-tourism and marketing area, providing courses in Digital Marketing, Management of Cultural Heritage and Food and Wine, Organization and Management of Human Resources, Economics of Digital Innovation.
- linguistic-literary and historical-artistic area, with teachings in Literary Communication, Contrastive Linguistics, Cinema and Photography, Analysis of Public Texts, Theory and Techniques of Seriality.
- creative and planning area, providing: Virtual Archaeology Laboratory, Communication Campaign Creation Laboratory, Exhibit Design Laboratory, Service Design Laboratory, Cultural Heritage Digitization Laboratory, Food Design and Packaging.
During the first year, students acquire the skills necessary to understand the social, communicative, and cultural aspects characterising the life of brands, political phenomena, digital marketing and exhibition and consumption spaces. Of relevance in the training are the advanced techniques for social research which, combined with the Computational Social Sciences Laboratory, provide the tools to carry out effective analyses of the big data on the web.
Through the choice of two laboratories, in fact, students can acquire practical skills related to the creation of communication campaigns, market research and sociological analysis, the design of services, the digitization of cultural heritage and the construction of relevant virtual models, to the design of exhibition spaces and installations. In this way, in addition to personalizing their own training path, students characterize their professional profile in a specific way. Through three elective courses, they can decide to deepen different traits of the many issues related to different sectors of communication.
The second year provides skills and tools to organize and manage human resources in various fields, to analyse consumption and lifestyles, to understand the phenomena related to crime and political violence. Finally, through the internship, students can put into practice what they have learned and possibly develop specific thesis projects together with companies.
The credits in terms of competences related to the labour market will be provided through the creation of a program of seminars with companies and professionals operating in various fields.