The Department of Convergence Media and Broadcasting�addresses the diversified tools, techniques, and platforms of the industries that employ media and broadcasting. Courses consider news from both reporting and editorial perspectives, focusing on the velocity and immediacy required by evolving trends, target publics, and multi-platform and multimedia approaches to collecting, creating, and sharing news.
3 semester credits. Italian destination cities immediately conjure up images of the art, food, fashion, wine, and culture in which their fame lies: fashion shows and La Scala in Milan, Renaissance art in Florence, Brunello wine in Montalcino, the Biennale and Carnevale in Venice. This course will explore how creative advertising strategies have been produced and implemented, their effect on city branding, and the proliferation of creative areas in destination cities. Additionally, students will gain an understanding of media planning and buying, including target audience identification, media strategy development, and evaluation of media options. Case studies of both well-established metropolises and developing destinations will be examined to provide practical insights into successful advertising campaigns.
3 semester credits. 20th and 21st century development has witnessed the evolution and revolution in business communication. The birth of the web was the inspiration that led to a different form of interaction and engagement between companies and customers, such as a growing customer participation in the creation and development of the business image. This course features web marketing that is based on practices and principles applicable to all sectors and is also suitable for the small and medium-sized enterprises who were previously cut off from traditional mass media promotion for budget reasons. The web will be considered beyond the concept of sites and focus substantially on the social networks. The social aspect of marketing communication online is a striking feature of the web today, where engagement and conversations occur not only between customers but also between companies and customers to stimulate the most powerful communication tool: word of mouth. Prerequisites: Introduction to Marketing.