Augusto Valeriani is Associate Professor of Communication Sociology in the Department of Political and Social Sciences at the University of Bologna. He is Director of the Master in New Media and Marketing Communication at the Bologna Business School. His research interests include digital media and society, political communication and political marketing, public diplomacy and nation branding. On these topics he has extensively published in several international journals including New Media & Society, Information Communication and Society, Journal of Computer-Mediated Communication, International Journal of Press-Politics, Social Media + Society, Middle East Journal of Culture and Communication. He serves on the Editorial Board of Comunicazione Politica (the flagship journal of the Italian Association of Political Communication) and Problemi dell’Informazione (the oldest Italian academic journal focusing on media studies). He was a Visiting Assistant Professor at the Bing Center in Florence of Stanford University and a Visiting Scholar at the Annenberg School of Communication, University of Pennsylvania (Philadelphia, USA) and at the University of Westminster (London, UK).
The course is aimed in first place at acquiring a full understanding of storytelling as a communication practice by addressing it through the theoretical lenses of sociology, psychology, and semiotics. Our main focus will be digital storytelling as we will consider how technical affordances of different social media platforms, patterns of attention economy online, and dynamics of digital celebrity affect the way different narrative techniques can be employed to develop marketing strategies. Case histories of digital storytelling employed in corporate, institutional and political marketing will be presented and analyzed.Digital Marketing and Communication
The course provides a comprehensive overview of the various advertising tools that companies can use to communicate across several different media, and shows how they can be integrated within a unique communication plan. Furthermore, the course explores the various structures and competencies involved in the communication process, from creatives to advertising agencies. By mixing the marketing and the communication perspectives, this course will enable students to develop a good understanding of both communication contents and strategies.Marketing Management