Alfonso SIANO | PUBLISHING AND DIGITAL CONTENT MANAGEMENT
Alfonso SIANO PUBLISHING AND DIGITAL CONTENT MANAGEMENT
cod. 0312200131
PUBLISHING AND DIGITAL CONTENT MANAGEMENT
| 0312200131 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF6 | |
| COMMUNICATION SCIENCES | |
| 2023/2024 |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2019 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 9 | 60 | LESSONS |
| Objectives | |
|---|---|
| THE COURSE AIMS TO PROVIDE STUDENTS WITH THE THEORETICAL-CONCEPTUAL BASIS FOR PLANNING AND IMPLEMENTING MANAGEMENT AND MARKETING PROCESSES FOR PUBLISHING ENTERPRISES, WITH SPECIFIC REFERENCE TO THE ACTIVITIES OF CREATING AND USING DIGITAL CONTENT FOR THE PROMOTION OF PUBLISHING PRODUCTS. KNOWLEDGE AND ABILITY TO UNDERSTAND THE STUDENT: - WILL UNDERSTAND THE LOGIC OF THE TRANSITION TO DIGITAL PUBLISHING, DELVING INTO THE SHIFT TO NEW TECHNIQUES OF PRODUCTION, COMMUNICATION, DISTRIBUTION AND MARKETING; - WILL KNOW THE PRINCIPLES AND MECHANISMS OF MANAGING A MODERN PUBLISHING ENTERPRISE; - WILL GAIN AWARENESS OF ISSUES RELATED TO THE MANAGEMENT OF THE ONLINE PUBLISHING PRODUCT. ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING THE STUDENT WILL BE ABLE TO: - INTERCEPT THE TRANSFORMATION OF PUBLISHING PRODUCT CONSUMPTION PATTERNS RESULTING FROM THE SPREAD OF NEW TOOLS, SUCH AS E-BOOKS, BLOGS AND SOCIAL NETWORKS; - ANALYZE THE PUBLISHING MARKET TO OPTIMIZE SUPPLY CHAIN PROCESSES; - DEVELOP EDITORIAL MARKETING PLANS TO IMPLEMENT PROMOTION AND BRANDING STRATEGIES; - PROPERLY EMPLOY DIGITAL CONTENT CREATION TECHNIQUES AND TOOLS FOR PUBLISHING PRODUCTS. AUTONOMY OF JUDGMENT THE STUDENT WILL BE ABLE TO: - ASSESS THE IMPACT OF NEW TECHNOLOGIES ON THE MANAGEMENT OF PUBLISHING ENTERPRISES; - SELECT APPROPRIATE CONTENT MANAGEMENT TECHNIQUES ACCORDING TO THE RELEVANT INDUSTRY; - RECOGNIZE THE FACTORS OF EFFECTIVENESS OF EDITORIAL CONTENT FOR OTHER AREAS OF COMMUNICATION. COMMUNICATION SKILLS THE STUDENT WILL BE ABLE TO: - COMMUNICATE EDITORIAL MANAGEMENT GOALS AND DECISIONS; - DEVELOP AND PRESENT EDITORIAL MARKETING PLANS; - PRESENT THE RESULTS OF PERFORMANCE ANALYSIS OF ACTIVITIES RELATED TO THE USE OF DIGITAL CONTENT LEARNING SKILLS THE STUDENT WILL KNOW HOW TO: - OPERATE IN THE DIGITAL SPHERE THROUGH CONTENT CREATION AND APPLY HIS/HER EXPERTISE RELATED TO THE MAIN OPERATIONAL TOOLS IN OTHER LEARNING AND PROFESSIONAL CONTEXTS; - DEVELOP AN INNOVATIVE WORKING METHOD INVOLVING THE CROSS-CUTTING USE OF PUBLISHING TOOLS. |
| Prerequisites | |
|---|---|
| NO PRIOR KNOWLEDGE OR SKILL IS NECESSARY |
| Contents | |
|---|---|
| PUBLISHING INDUSTRY EVOLUTION AND MARKET CHALLENGES. - THE NEW NEEDS OF SCREEN-ADDICTED READERS: THE DIGITIZATION OF THE BOOK AND THE IMPLICATIONS FOR PRODUCTION, DISTRIBUTION, AND PROMOTION. - CURRENT TRENDS IN THE PUBLISHING MARKET: THE IMPACT OF DIGITAL TECHNOLOGIES ON THE PRODUCTION OF EDITORIAL CONTENT, FROM WRITING TO PROOFREADING, AND NEW OPPORTUNITIES FOR PUBLISHERS. - THE EDITORIAL PROCESS FROM DESIGN TO REQUIRED SKILLS: MANAGING EDITORIAL TEAMS AND RELATIONSHIPS WITH EXTERNAL CONTRIBUTORS (AUTHORS, TRANSLATORS, EDITORS, GRAPHIC DESIGNERS, ETC.). - EDITORIAL MARKETING: PRODUCT CUSTOMIZATION, LAUNCH AND DISTRIBUTION (ONLINE AND OFFLINE), PROMOTION IN STORE AND THROUGH THE DIGITAL ENVIRONMENT, AND THE MANAGEMENT OF MEDIA RELATIONS. DIGITAL CONTENT MANAGEMENT IN PUBLISHING - SOCIAL WEB AND CONTENT MARKETING FOR PUBLISHING COMPANIES: BUILDING AND CONSOLIDATING ONLINE CORPORATE REPUTATION AND NEW DIGITAL MARKETING LOGICS; - DIGITAL CONTENT PROCESS AND CONSTITUENT ELEMENTS OF CONTENT STRATEGY: GOALS, AUDIENCE AND STAKEHOLDER ENGAGEMENT, CONTENT LIFECYCLE; - DIGITAL PUBLISHING: CATEGORIES OF ONLINE MEDIA FOR DISSEMINATION OF EDITORIAL PRODUCTS, TECHNIQUES AND DEVICES FOR PROCESSING SOCIAL MEDIA CONTENT, PECULIARITIES AND FUNCTIONS OF CORPORATE WEBSITES, BLOGS AND SOCIAL NETWORKS, TYPES OF DIGITAL CONTENT FUNCTIONAL TO THE PUBLISHING INDUSTRY; - SOCIAL MEDIA CONTENT MANAGEMENT: A FRAMEWORK OF SOCIAL MEDIA CONTENT GOVERNANCE AND MANAGEMENT; - INDUSTRY CASE STUDIES OF APPLICATION OF THE SOCIAL MEDIA CONTENT MANAGEMENT FRAMEWORK |
| Teaching Methods | |
|---|---|
| THE COURSE IS ORGANIZED IN LECTURES WITH EXAMPLES DRAWN FROM CASE STUDIES AND THE ANALYSIS OF BEST PRACTICES IN ITALIAN AND INTERNATIONAL LANDSCAPE OF PUBLISHING ENTERPRISES. |
| Verification of learning | |
|---|---|
| ORAL EXAM. THE EXAM CONSISTS OF AN ORAL ASSESSMENT, WHICH MAY BE PRECEDED BY A WRITTEN TEST LASTING 30 MINUTES. THE EXAM AIMS TO VERIFY THAT STUDENTS HAVE DEVELOPED CRITICAL ATTITUDES AND AUTONOMY OF JUDGMENT, AS WELL AS AN ADEQUATE MASTERY OF THE MANAGEMENT TECHNIQUES AND TOOLS PROPOSED TO THEM THROUGH TEACHING. |
| Texts | |
|---|---|
| R. CICALA (2021), I MECCANISMI DELL'EDITORIA. IL MONDO DEI LIBRI DALL'AUTORE AL LETTORE, IL MULINO. M.G. CONFETTO (2015), SOCIAL MEDIA CONTENT. UNA PROSPETTIVA MANAGERIALE, GIAPPICHELLI EDITORE |
| More Information | |
|---|---|
| FOR STUDENT RECEPTION, PLEASE EMAIL TO ARRANGE DAY AND TIME AT MCONFETTO@UNISA.IT |
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