Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


A.Y. Credits
2022/2023 6
Lecturer Email Office hours for students
Elisabetta Zurovac Thursday 11-13. Appointments must be made by email with [RECEPTION] in the subject line.
Teaching in foreign languages
Course with optional materials in a foreign language English
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Advertising and Organizations Communication (LM-59)
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

  • Providing skills to gain in-depth knowledge of key digital environments
  • Providing tools for analyzing online audiences
  • Developing skills for planning communication strategies with reference to the digital area


WEEK 1: 

1.1. Introduction to the course: geographies and languages of social media 
1.2. Game-based learning activities: the development of a creative idea through the use of visual content
1.2.2 Underrated territories: Pinterest
1.3 The 10 steps of strategic planning

WEEK 2: 

2.1 Evolution of InstaGrammatics: the Insta site.
2.2 Learning by doing: developing an Insta site proposal for a local business.


3.1 Multi-platform influencers: planning digital PR actions
3.2 Cooperative learning activity: research and analysis of influencers linked to specific areas
3.3 Learning by doing activities: planning multi-platform influencer marketing actions linked to specific organisations (commercial or non-profit)


4.1 Memetic marketing: the power of entertainment in social-media based communication campaigns
4.1.2 Brainstorming activities: what marketing through memes means
4.2 TikTok: entertainment, algorithm, virality from niche to mainstream
4.2.1 Cooperative learning: analysis activities from FYPs on practices, niches and content


5.1 Setting up the final social media strategy project
5.1.1 Learning by doing activity: designing and developing a social media strategy


Project presentation and class discussion

Learning Achievements (Dublin Descriptors)

Students must achieve:

1. Knowledge and ability to understand: the evolutionary dynamics of digital environments, with particular reference to social media.
1.1. Students achieve this basic knowledge through attending lectures and studying the materials provided in class.

2. Ability to apply knowledge and understanding: through the ability to analyse case studies related to digital communication campaigns (with particular reference to strategic online communication and emerging communication practices) and apply this knowledge in the creation of strategic communication plans on social media
2.1. Skills acquired through classroom practice.

3. Judgement skills: critical reflection on the evolving dynamics of the relationship between new technologies and target audiences, together with the evaluation of communication strategies and practices taking place in social web spaces.
3.1. This capacity for judgement is to be applied in the classroom discussion with the lecturer and colleagues, during the exercises and in the preparation of the final examination.

4. Communication skills: students are expected to interact in the classroom through questions, exchanges with fellow students, group work and the writing of short presentations during exercises.
4.1. Skills practised in the classroom by organising discussion and practice sessions.

5. Learning ability: Students are required to adopt a critical learning method capable of connecting theoretical skills and empirical analysis, moving towards the specification of autonomous thinking.
5.1. Skills to be enhanced through argumentation with the lecturer and fellow students.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching, Attendance, Course Books and Assessment


Classroom lectures alternated with innovative teaching methods (brainstorming, cooperative learning, learning by doing, game-based learning) conducted in the classroom.

Innovative teaching methods

The course makes use of teaching methods that go beyond the exclusive use of face-to-face teaching, which specifically are:

Brainstorming: a method in which solutions, choices and decisions are made through intensive discussion and debate sessions between participants. Students are actively involved in expressing their ideas, knowledge, thoughts and proposals, facilitating the learning process and improving collaboration.
Cooperative Learning: students are divided into small groups and learning is promoted through mutual help.
Learning by doing: the workshop nature of the course is based on the learning mode whereby knowledge and skills are acquired through their use in classroom exercises. 
Game-based learning: the development of critical thinking and purpose-oriented creativity are stimulated through the use of didactic games. 


There is an obligation to attend ¾ of the lecture hours and participate in exercises.

Course books
  • Zurovac, E. (2023). Screenshot society: come le fotografie dello schermo raccontano il nostro stare online. FrancoAngeli.
  • Handouts and other materials provided by the lecturer.
  • Assessment

    Learning will be assessed by means of an individual oral interview based on the discussion of the exercises carried out.

    The following will be assessed as excellent: the student's possession of good critical and in-depth knowledge; the ability to link together the main topics addressed in the course; the use of appropriate language with respect to the specific nature of the discipline.

    The following will result in fair marks: the student's possession of a fair knowledge of the contents; a relative critical capacity and the ability to connect the topics dealt with; the use of appropriate language.

    Sufficient marks will be awarded for: the student's attainment of a minimum level of knowledge of the topics dealt with, despite some formative gaps; the use of inappropriate language.

    Negative assessments will give rise to negative evaluations: difficulty in the student's orientation with regard to the topics addressed; training gaps; the use of inappropriate language.

    Specifically, the final assessment is structured as follows: Group work (50%), oral interview (50%). 

    Additional Information for Non-Attending Students

    Course books
  • Zurovac, E. (2023). Screenshot society: come le fotografie dello schermo raccontano il nostro stare online. FrancoAngeli.
  • Handouts and other materials provided by the lecturer.
  • Notes

    Attendance is obligatory for a minimum of 3/4s of the lessons. It is not possible to take the exam as a non-attending student.

    « back Last update: 30/01/2023


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