Augusto Valeriani is Associate Professor in Sociology of Culture and Communication at the Political and Social Sciences Department of the University of Bologna and Director of the Program in Digital Marketing and Communication at Bologna Business School. He is also a member of the Academic Board of the Phd Program in “Political and Social Sciences” of the University of Bologna.
Valeriani was a visiting fellow at the University of Westminster, London (2005-2006) and at the Annenberg School for Communication at the University of Pennsylvania (2009-2010). He was also a Visiting Assistant Professor at the Bing Center in Florence of Stanford University (2016-2018).
Valeriani’s teaching expertise and research interests focus on digital media and social networking platforms from the point of view of political and corporate communication, citizens’ engagement, journalism studies, and storytelling practices. He is currently the co-investigator of the project “I-POLHYS, Investigating polarization in hybrid media systems” (2019-2022) funded by the Italian Ministry of University and Research under the PRIN 2017 scheme. His research work has appeared in several international journals including: Journal of Computer Mediated Communication; New Media and Society; Information, Communication, and Society; Social Media and Society; European Journal of Communication; International Journal of Press/Politics. Augusto sits in the editorial board of Compol – Rivista Italiana di Comunicazione Politica, Problemi dell’Informazione, and CyberOrient. Valeriani’s latest monograph, “Outside the bubble”, a comparative study on social media and citizens’ participation, co-authored with Cristian Vaccari, is forthcoming (summer 2021) with Oxford University Press. He received prizes and grants from the International Communication Association, the American Political Science Association, and the Italian Society of Political Science. Valeriani got a degree in communication from Bologna University in 2004 and a PhD in “Communication, media and Public Sphere” from Siena University in 2008.
He is an outdoor enthusiast and a passionate sport climber.
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