Alfonso SIANO | PUBLISHING MARKETING AND DIGITAL CONTENT MANAGEMENT
Alfonso SIANO PUBLISHING MARKETING AND DIGITAL CONTENT MANAGEMENT
cod. 0312200139
PUBLISHING MARKETING AND DIGITAL CONTENT MANAGEMENT
| 0312200139 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF6 | |
| COMMUNICATION SCIENCES | |
| 2025/2026 |
| 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 FOUNDATIONS FOR PLANNING AND IMPLEMENTING MANAGEMENT AND MARKETING PROCESSES FOR PUBLISHING COMPANIES, WITH SPECIFIC REFERENCE TO THE ACTIVITIES OF CREATING AND USING DIGITAL CONTENT FOR PROMOTING PUBLISHING PRODUCTS. KNOWLEDGE AND UNDERSTANDING STUDENTS WILL: - UNDERSTAND THE LOGIC OF THE TRANSITION TO DIGITAL PUBLISHING, DEEPENING THE PASSAGE TO NEW PRODUCTION, COMMUNICATION, DISTRIBUTION, AND MARKETING TECHNIQUES; - KNOW THE PRINCIPLES AND MECHANISMS OF MANAGING A MODERN PUBLISHING COMPANY; -ACQUIRE AWARENESS OF THE ISSUES RELATED TO THE MANAGEMENT OF THE ONLINE PUBLISHING PRODUCT. APPLYING KNOWLEDGE AND UNDERSTANDING STUDENTS WILL BE ABLE TO: - INTERCEPT THE TRANSFORMATION OF PUBLISHING PRODUCT CONSUMPTION MODELS, RESULTING FROM THE DIFFUSION OF NEW TOOLS, SUCH AS E-BOOKS, BLOGS, AND SOCIAL NETWORKS; - ANALYZE THE PUBLISHING MARKET TO OPTIMIZE SUPPLY CHAIN PROCESSES; - DEVELOP EDITORIAL MARKETING PLANS FOR THE IMPLEMENTATION OF PROMOTION AND BRANDING STRATEGIES; - CORRECTLY EMPLOY THE TECHNIQUES AND TOOLS FOR CREATING DIGITAL CONTENT FOR PUBLISHING PRODUCTS. AUTONOMY OF JUDGMENT STUDENTS WILL BE ABLE TO: - EVALUATE THE IMPACT OF NEW TECHNOLOGIES ON THE MANAGEMENT OF PUBLISHING COMPANIES; - SELECT APPROPRIATE CONTENT MANAGEMENT TECHNIQUES ACCORDING TO THE REFERENCE SECTOR; - RECOGNIZE THE EFFECTIVENESS FACTORS OF EDITORIAL CONTENT FOR OTHER COMMUNICATION AREAS. COMMUNICATION SKILLS STUDENTS WILL BE ABLE TO: - COMMUNICATE EDITORIAL MANAGEMENT GOALS AND DECISIONS; - DEVELOP AND PRESENT EDITORIAL MARKETING PLANS; - PRESENT THE RESULTS OF PERFORMANCE ANALYZES OF ACTIVITIES RELATED TO THE USE OF DIGITAL CONTENT. LEARNING SKILLS STUDENTS WILL BE ABLE TO: - OPERATE IN THE DIGITAL FIELD THROUGH THE CREATION OF CONTENT AND APPLY THEIR EXPERTISE IN THE MAIN OPERATIONAL TOOLS IN OTHER LEARNING AND PROFESSIONAL CONTEXTS; - DEVELOP AN INNOVATIVE WORKING METHOD THAT INVOLVES THE TRANSVERSAL USE OF EDITORIAL TOOLS. |
| Prerequisites | |
|---|---|
| NO PRIOR KNOWLEDGE REQUIRED |
| Contents | |
|---|---|
| MARKETING MANAGEMENT OF PUBLISHING COMPANIES (25H + 4H EXERCISE) DEFINITION OF THE SECTOR, INDUSTRIES, AND PUBLISHING COMPANIES: PECULIARITIES AND DIFFERENCES BETWEEN BOOK, FILM, RADIO-TELEVISION, AND AUDIOVISUAL PUBLISHING; HISTORY AND EVOLUTION OF THE PUBLISHING INDUSTRY; ANALYSIS OF THE ITALIAN PUBLISHING MARKET THE PUBLISHING HOUSE AS A BUSINESS: GOALS AND ORGANIZATION, SUPPLY CHAIN, PUBLISHERS, CONTRACTS, CONSULTANCY AND COLLABORATIONS FUNDAMENTALS OF MARKETING: THE ROLE OF MARKETING IN THE PUBLISHING INDUSTRY; MARKET AND COMPETITOR ANALYSIS, SEGMENTATION AND TARGETING, POSITIONING; MARKETING MIX IN PUBLISHING: PRODUCT, PRICE, DISTRIBUTION, AND COMMUNICATION DIGITAL CONTENT MANAGEMENT (25H + 2H EXERCISE) DIGITIZATION AND CHANGES IN THE INDUSTRY: ONLINE PUBLISHING: ROLE OF THE WEB AND SOCIAL MEDIA. SOCIAL MEDIA AREAS: SOCIAL COMMUNITIES (E.G., BOOK INFLUENCER PHENOMENON AND #BOOKTOK); SOCIAL PUBLISHING (E.G., WEBSITES, BLOGS/MICROBLOGS, LINKEDIN, X, WATTPAD); SOCIAL ENTERTAINMENT (INFOTAINMENT, EDUTAINMENT E.G.: YOUTUBE, SPOTIFY, SPREAKER, STORYTEL AND AUDIBLE); SOCIAL COMMERCE (FROM THE ROLE OF MARKETPLACES LIKE AMAZON TO THE PHENOMENON OF SECOND HAND). NEW TECHNOLOGIES IN PUBLISHING: GENERATIVE AI, AR AND VR. CREATION AND MANAGEMENT OF DIGITAL CONTENT: THE SOCIAL MEDIA CONTENT MANAGEMENT FRAMEWORK; BEST PRACTICES IN PUBLISHING SECTOR PROJECT WORK (4 H EXERCISE) |
| Teaching Methods | |
|---|---|
| THE COURSE CONSISTS OF 60 HOURS, INCLUDING 50 HOURS OF FACE-TO-FACE TEACHING AND 10 HOURS OF PRACTICE. PARTICIPATION IN FACE-TO-FACE TEACHING IS STRONGLY RECOMMENDED FOR THE PROPER ACQUISITION OF THEORETICAL FUNDAMENTALS AND THE DEVELOPMENT OF ADEQUATE MASTERY OF THE TOOLS AND TECHNIQUES OF PUBLISHING MARKETING AND DIGITAL CONTENT MANAGEMENT. TEACHING INCLUDES THE CONDUCT OF A PROJECT WORK, WHICH STUDENTS CAN WORK ON INDIVIDUALLY OR IN GROUPS. |
| Verification of learning | |
|---|---|
| THE PROFIT EXAM AIMS TO VERIFY THAT STUDENTS HAVE ACHIEVED A GOOD LEVEL OF KNOWLEDGE AND UNDERSTANDING OF THE THEORETICAL FOUNDATIONS OF THE DISCIPLINE, AS WELL AS AN ADEQUATE MASTERY OF THE MANAGEMENT TECHNIQUES AND TOOLS PROPOSED TO THEM THROUGH TEACHING. FOR NON-COURSE STUDENTS, THE EXAM CONSISTS OF AN ORAL INTERVIEW WITH QUESTIONS AND DISCUSSION OF TOPICS RELATED TO THE CONTENT OF BOTH TEXTS ADOPTED FOR THE COURSE. THE EXAM IS CONSIDERED PASSED WITH A MINIMUM GRADE OF 18/30. THE EVALUATION TAKES INTO ACCOUNT BOTH THE LEVEL OF DEPTH OF THE TOPICS AND THE ABILITY TO EXPOUND CLEARLY AND EFFECTIVELY. FOR COURSE STUDENTS, THE ORAL TEST MAY BE PRECEDED BY A WRITTEN TEST WITH A 40-MINUTE MULTIPLE-CHOICE TEST. THE TEST CONSISTS OF 15 QUESTIONS RELATED TO THE CONTENT OF THE COURSE MATERIAL PROVIDED. STUDENTS WHO HAVE ACHIEVED A MINIMUM SCORE OF 18/30 ARE ADMITTED TO THE ORAL TEST. PARTICIPATION IN GROUP PROJECT WORK, DURING THE COURSE, GUARANTEES THE AWARD OF A BONUS SCORE. |
| Texts | |
|---|---|
| D. CAPRIATI (2022), MANAGEMENT DELL'EDITORIA. MIMESIS EDIZIONI M.G. CONFETTO (2015), SOCIAL MEDIA CONTENT. UNA PROSPETTIVA MANAGERIALE, GIAPPICHELLI EDITORE |
| More Information | |
|---|---|
| FOR STUDENT RECEPTION, PLEASE EMAIL AT MCONFETTO@UNISA.IT TO ARRANGE AN APPOINTMENT |
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