MARKETING AND NEW MEDIA
Academic year and teacher
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- Versione italiana
- Academic year
- 2019/2020
- Teacher
- ANNALISA CATTANI
- Credits
- 12
- Didactic period
- Primo Semestre
- SSD
- SPS/08
Training objectives
- The course in Marketing and New Media aims to provide methodological expertise appropriate to the study, interpretation and use of new media.
It will start with the historical methodological introduction to the world of communication and marketing showing the key developments and the protagonists and also the stratification of the methods that is now history and practice. Later will be introduced concepts and theories from the Internet to the new frontiers of the convergence of various media underlining their impact on social reality as well as on its representation and construction in various fields.
Furthermore It will be offered a methodological and rhetorical discussion, highlighting the urgent need to deal dialectically in this moment where te so called "media of the interruption" are being almost overcome by the "participatory ones" Prerequisites
- There is no specific prerequisite.
Course programme
- Understanding scenarios of socio-cultural change within which are inserted the production processes and consumption of digital content;
Deepen communication models and the codes of the different channels (internet, mobile, web 2.0, social media, etc.) of communication as well as the relational "space" that through them is generated;
Creative use and aimed to corporate strategies (brand, product, etc.) of digital and Web 2.0 environments average for the realization of communication activities and planning strategies that integrate the use of the old and new media. Didactic methods
- The course will consist of lectures with examples of analysis and listening to visual and audiovisual examples. The practical nature of the course and seminar makes it highly recommended frequency.
Learning assessment procedures
- The final exam will be an interview on at least three topics related to the program carried out in class, in which both the critical knowledge of the topics and the expository capacity will be evaluated. Attending students will be able to produce a term paper of no more than 10 pages on a topic chosen or shared with the teacher in which the method illustrated in the classroom will be applied. To take the exam, the paper must be delivered at least a week before to allow the correction.
Reference texts
- Texts for students attending and not attending:
Di Fraia Guido (a cura di), Social media marketing. Strategie e tecniche per aziende B2B e B2C, Hoepli, Milano, 2015
Cattani Annalisa, Pubblicità e Retorica, Lupetti, Milano, 2009
For attending students are also providing for the establishment of a paper of ten pages as an alternative to the term paper you can add a text among those found in the bibliography.
For students NOT attending, in addition to those required, two books among those present in the bibliography
BIBLIOGRAFIA:
Bourriaud Nicolas, Postproduction, Milano, Postmedia, 2004
Caiazzo Dario, Febbraio Andrea, Lisiero Umberto, Viral video. Content is king, distribution is queen, Bologna, Lupetti, 201
Cosenza Giovanna, Spotpolitik. Perché la casta non sa comunicare, Roma-Bari, GLF editori Laterza, 2012
D'Ascenzo Ramona, Il marketing esperienziale, Greenbooks Editore, 2013
De Liso Geppi, Creatività e Pubblicità, Milano, Franco Angeli, 2006
Ferrandina Antonio, Zarriello Roberto, Social media marketing. Una guida per i nuovi comunicatori digitali, Milano, Franco Angeli, 2014
Ferraresi Mauro, Schmitt Bernd H., Marketing esperienziale. Come sviluppare l'esperienza di consumo, Milano, Angeli, 2006
Foglio Antonio, I marketing della moda. Politiche e strategie di fashion marketing, Milano, Franco Angeli, 2015
Fontana Andrea, Sassoon Joseph, Soranzo Ramon, Marketing narrativo, Usare lo storytelling nel marketing contemporaneo, Milano, Angeli, 2011
Frausin Andrea, Guerrilla time. Più tempo nella tua vita, più vita nel tuo tempo, Milano, Franco Angeli, 2015
Groys Boris, In the flow, Milano, Postmediabook, 2018
Guida Cecilia, Spatial practices. Funzione pubblica e politica dellarte nella società delle reti, Milano, Angeli, 2012
Handley Ann, Chapman C.C., Content marketing. Fare business con i contenuti per il web, Milano, Hoepli, 2012
Lovink Geert, Ossessioni collettive. Critica dei social media, Milano, Università Bocconi, 2016
Meneghelli Agata, Il risveglio dei sensi. Verso un'esperienza di gioco corporea, Milano, Unicopli, 2011
Meneghelli Agata, Time out. Come i videogiochi distorcono il tempo, Padova, Libreriauniversitaria.it, 2013
Migliore Tiziana, a cura di, Rimediazioni. Immagini interattive, Ariccia, Aracne, 2016
Montagna Lorenzo, Realtà virtuale e Realtà Aumentata. Nuovi media per nuovi scenari di business, Milano, Hoepli, 2018
Morozov Evgeny, L' ingenuità della rete. Il lato oscuro della libertà di internet, Torino, Codice, 2018
Nussbaum Martha C., Creare capacità, Bologna, Il Mulino, 2012
Nussbaum Martha C., Non per profitto. Perchè le democrazie hanno bisogno della cultura umanistica, Bologna, Il Mulino, 2011
Pioselli Alessandra, Larte nello spazio urbano. Lesperienza italiana dal 1968 a oggi, Monza, Johan & Levi Editore, 2015
Polesana Maria Angela, La pubblicità intelligente, Milano, Franco Angeli, 2006
Polesana Maria Angela, Pubblicità e valori. Nuovi consumi e nuovi messaggi per una società che cambia, Milano, Angeli, 2016
Riva Giuseppe, I social network, Bologna, Il Mulino, 2010
Rondinelli Roberto, Bresciani Riccardo, Nice to brand you. Perchè funziona quando funziona la comunicazione pubblicitaria all'epoca dello storytelling, Milano, Angeli, 2019
Russo Salvatore, Agostini Ale, SEO & content. Content marketing efficace e strategie SEO vincenti, Milano, Hoepli, 2017
Salmon Christian, La politica nell'era dello storytelling, Roma, Fazi, 2014
Sassoon Joseph, Web Storytelling, Costruire storie di marca nei social media, Milano, Franco Angeli, 2014
Scardi Gabi, Paesaggio con figura. Arte, sfera pubblica, trasformazione sociale, Torino, Allemandi & C., 2011
Trasforini Maria Antonietta, Carla Lunghi (a cura di), La precarietà degli oggetti. Estetica e povertà, Roma, Donzelli, 2010
