81579 - Digital Media Content Production (1) (LM)

Learning outcomes

The course aims at acquiring the fundamental knowledge related to the conception, planning and management of contents for digital media. At the end of the course, students: - acquire skills related to the production and distribution structure of the media landscape; - know the forms of collaborative production of Web 2.0; - know the main tools for content creation in the context of digital media and social environments.

Course contents

The course aims to provide students with both theoretical knowledge and practical skills for digital content production, with a focus on the use of generative artificial intelligence tools.

Course syllabus:

• Content Marketing
• Structure of a content marketing plan
• Website and Blog
• Email Marketing and Newsletters
• Writing for the Web: writing techniques and SEO Optimization
• Digital platforms: usage and differences among major platforms
• Content creation tools: tools for digital content creation
• Using Generative Artificial Intelligence tools: how to support and optimise the content marketing process with GenA
• The Future of Digital Media: ideas and inspiration to anticipate the future.

Students with SLD or temporary or permanent disabilities. It is suggested that they get in touch as soon as possible with the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en ) and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.

Readings/Bibliography

Materials for attending and non-attending students

 Lecture slides, available in the online teaching area.

Additional documents that will be made available during the course.

One in-depth text of your choice from:

• Conti - Carriero, Content Marketing, Hoepli
• Alfonso Cannavacciuolo, Manuale di copywriting e scrittura per i social, Hoepli
• Alfonso Cannavacciuolo, Manuale di copywriting e scrittura per il web, Hoepli
• Luisa Carrada, Lavoro, dunque scrivo!, Zanichelli
• Valentina Falcinelli, Testi che parlano. Il tono di voce nei testi aziendali, Cesati Editore
• Federico Guerrini, Content Curation, Hoepli.

Teaching methods

Classes will alternate between theory and practical activities in groups of 3-4 students. The practical activities in the classroom will be aimed at preparing the project required for the final examination.

The working groups will be able to present the project along with the other required reading as examination material.

Attendance is not mandatory, but is strongly encouraged in order to take advantage of class time to prepare examination material.

For practical activities, free registration is required to use some of the proposed content creation tools.

Students who intend to actively participate in the course are advised to:

• Attend the first lecture on Tuesday, February 11, 2025 at 9:00 a.m. where the program, teaching methods and examination procedures will be explained in detail.
• Bring their PC to class to test some of the content creation tools along with the lecturer.

Assessment methods

Attending and Non-Attending Students in the 2024/25 Academic Year

For the exam, it is required to:

• Create a content marketing plan
• Prepare examples of the content mentioned in the plan
• Set up a web or social channel related to the plan
• Present the plan in an oral interview.

The content marketing plan will consist of the promotion of a commercial or non-commercial activity, real or hypothetical, which is to be pre-approved by the lecturer.

It is also required:

• to use of GenAI tools to create the Plan or parts of it, and examples of digital content
• to identify the parts developed with the assistance of GenAI tools
• to include in the material the prompts used and summaries of conversations with ChatGPT (or similar).

For attending students, the Plan should be developed in groups of 3-4 and presented in the same examination session. The final evaluation will be the same for the entire group, unless special situations arise.

The materials produced must be sent to the teacher one week before the date of the examination session.

The oral discussion will consist of a brief presentation of the content marketing plan and associated content/channel (max. 20 minutes), followed by some questions from the lecturer.

The first two calls are reserved for attending students.

In order to take the exam,

, it is necessary to register on the list through the AlmaEsami website. Students who are not registered will not be admitted to the exam. It is also necessary to be present at the roll call with your own UniBo badge and an identity document.

The competent application of such knowledge and skills, the use of specialised language, and the original application of the concepts learned during the course will lead to excellent ratings.

Manualistic knowledge of the subject, a weak capacity for synthesis and analysis, correct but not always appropriate language and a superficial understanding of the discipline will lead to satisfactory marks. Formative gaps or inappropriate language, as well as a lack of knowledge of historical and methodological tools, will lead to barely adequate marks.

Educational deficits, inappropriate language, lack of orientation within the bibliography and the inability to reconstruct historiography are assessed negatively.

Students with SLD or temporary or permanent disabilities. It is necessary to contact the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en ) with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

Teaching tools

Classroom lectures supported by slides, online browsing of websites, social platforms and content producing tools, classroom exercises.

Office hours

See the website of Roberto Cobianchi