Course
|
Credits
|
Scientific Disciplinary Sector Code
|
Contact Hours
|
Exercise Hours
|
Laboratory Hours
|
Personal Study Hours
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Type of Activity
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Language
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20704075 -
MARKETING FOR PUBLISHING
(objectives)
The course aims to provide theoretical knowledge on key techniques of promotion and communication of a text by analyzing all the steps and strategies that bring the book from publishing company to readers. The course aims to provide practical tools and knowledge to work in marketing and communication of a publishing house (area sales and marketing, media relations and events) and to develop of acommunication plan for the launch of a book.
-
CECCONI VALENTINA
( syllabus)
1. INTRODUZIONE AL PROCESSO DI MARKETING EDITORIALE
2. L’EDITORIA LIBRARIA IN ITALIA
2.1 LA FILIERA DEL LIBRO
2.2 LA STRUTTURA E LE REGOLE DEL SETTORE
2.3 LA CATENA DEL VALORE
2.4 I CRITERI DI SEGMENTAZIONE DEL MERCATO
3. LA SEGMENTAZIONE DEL MERCATO E IL COMPORTAMENTO DI ACQUISTO DEL LETTORE
3.1 PRINCIPALI VARIABILI DI SEGMENTAZIONE
3.2 MACRO E MICRO SEGMENTAZIONE
3.3 IL MERCATO DEI LETTORI POTENZIALI E DI QUELLO DEI LETTORI REALI
4. IL PROCESSO STRATEGICO DI UN’IMPRESA EDITORIALE MARKETING ORIENTED
4.1 OBIETTIVI E STRATEGIE AZIENDALI
4.2 OBIETTIVI E STRATEGIE DI MARKETING
6. IL PRODOTTO
6.1 LE POLITICHE DEL PRODOTTO
6.2 LE TIPOLOGIE
6.3 LA COPERTINA, IL TITOLO, IL BRAND
7. LA DISTRIBUZIONE
7.1 LA STRUTTURA E L’EVOLUZIONE DEI CANALI DISTRIBUTIVI
7.2 IL MARKETING DELLA “LIBRERIA”
8. LA COMUNICAZIONE
9. LE SALES PROMOTION
9.1 LA PUBBLICITÀ
9.2 GLI ASPETTI INNOVATIVI DELL’ADVERTISING EDITORIALE
10. L’UFFICIO STAMPA
( reference books)
DISPENSE
P.DUBINI “VOLTARE PAGINA”, ETAS 2002
- L’EDITORIA LIBRARIA IN ITALIA PAG 1-77
- LE ALTERNATIVE STRATEGICHE A LIVELLO AZIENDALE PAG 92-108
- LA CATENA DEL VALORE PAG 109 – 134
- I CANALI DISTRIBUTIVI PAG 160 – 220
P.S. CAVALLI “ILL MARKETING LIBRARIO”, EDITRICE BIBLIOGRAFICA, 1999
- IL PRODOTTO PAG 65-76
- LA CONFEZIONE PAG 77- 92
- LA COMUNICAZIONE PAG 101 – 114
- L’ORGANIZZAZIONE COMMERCIALE PAG 115-128
|
6
|
SECS-P/08
|
36
|
-
|
-
|
-
|
Related or supplementary learning activities
|
ITA |
20704305 -
CONTEMPORARY HISTORY 1 - POSTGRADUATE
(objectives)
The course aims to give students chance of acquiring analytical skills in order to identify the many factors involved in the dynamics of historical processes and understand their interconnections. The students will also develop a research method and investigation abilities in order to discover the inner complexity of the present age in its historical depth; they will be educated on how to understand otherness disclosing in the study of human events that constitute historical development.
-
ROCCUCCI ADRIANO
( syllabus)
CRISTAINESIMO E MODERNITÀ NELL’EUROPA DEL NOVECENTO IL CORSO INTENDE ANALIZZARE I DIVERSI ASPETTI DEL RAPPORTO TRA CRISTIANESIMO E MODERNITÀ IN CONTESTI SPECIFICI DELLA STORIA EUROPEA DEL NOVECENTO, CON UNA PARTICOLARE ATTENZIONE ALLA VICENDA DEL PONTIFICATO DI GIOVANNI PAOLO II.
( reference books)
1. R. MOROZZO DELLA ROCCA, PASSAGGIO A ORIENTE. LA MODERNITÀ E L’EUROPA ORTODOSSA, MORCELLIANA, BRESCIA, IN CORSO DI PUBBLICAZIONE 2. A. RICCARDI, GIOVANNI PAOLO II. LA BIOGRAFIA, SAN PAOLO, CINISELLO BALSAMO 2011; 3. M. GRAZIANO, IL SECOLO CATTOLICO. LA STRATEGIA GEOPOLITICA DELLA CHIESA, LATERZA, ROMA-BARI 2010.
|
6
|
M-STO/04
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
Optional group:
comune Orientamento unico CARATTERIZZANTI-DISCIPLINE STORICO-SOCIALI, GIURIDICO-ECONOMICHE, POLIT. E DELLE REL. INTERNAZ. - (show)
|
|
|
|
|
|
|
|
|
20702730 -
ELEMENTS OF PUBLIC LAW
(objectives)
THE AIMS ARE BASED ON THE STYDIES OF THE STRUCTURE OF COSTITUTIONAL DEMOCRACIES AND THE CATALOGUE OF THE PUBLIC AND PRIVATE RIGHTS, THE RELATIONSHIP BETWEEN THE CITIZIENS AND PUBLIC POWER.
|
6
|
IUS/09
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico ATTIVITA' CONSIGLIATE - (show)
|
18
|
|
|
|
|
|
|
|
20702730 -
ELEMENTS OF PUBLIC LAW
(objectives)
THE AIMS ARE BASED ON THE STYDIES OF THE STRUCTURE OF COSTITUTIONAL DEMOCRACIES AND THE CATALOGUE OF THE PUBLIC AND PRIVATE RIGHTS, THE RELATIONSHIP BETWEEN THE CITIZIENS AND PUBLIC POWER.
|
6
|
IUS/09
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702735 -
MORAL PHILOSOPHY - POSTGRADUATE
(objectives)
Giving an orientation as to the most debated moral questions, with a particular attention for the ways of communicating what is at stake in the ethical discussions.
|
|
20702741 -
ENGLISH LANGUAGE - ADVANCED COURSE
(objectives)
The aim of the course in "English - Advanced level" is to make students develop their ability to analyze and understand a gamut of complex texts produced by different mass media. The main focus is on what characterizes social communication through the language of journalism, advertisements, TV broadcasts and film scripts.
|
6
|
L-LIN/12
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702742 -
COMPUTATIONAL JOURNALISM
(objectives)
The course aims at introducing aspects of information technology that we expect to be of greatest impact for information professionals. Automated information processing allows analysis and manipulation of sources provided awareness of its potential and limits. New editors are creating new media and a completely new discipline has emerged: computational journalism. In this course we aim at providing basic computer skills necessary for understanding the issues related to the new media, addressing the following points: consolidate the basic knowledge of computer technology and of the methods of information science; consider specific solutions related to the automatic flow of information; to become familiar with the technologies currently in use
|
6
|
INF/01
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702743 -
CONTEMPORARY ITALIAN LITERATURE - POSTGRADUATE
|
6
|
L-FIL-LET/11
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702745 -
HISTORY AND LANGUAGES OF RADIO AND TELEVISION - POSTGRADUATE
(objectives)
The study program includes the acquisition of historical, cultural and lifestyle determined by the advent of radio and television and the effects on the level of supply and the various forms of consumption by different users.
Also, will be explored: the elements of the history of radio as a medium of mass of the adio; private listening to the radio, the formation of the public, the role of the fascist regime; war and postwar period, the birth of television, educational television; genres and schedules of generalist television, the question of pluralism and reform of RAI; from the paleo neotelevisione, public television and private networks, the language of TV, the TV as a source for the story; public time and private time television, the program schedule; the audience and the public TV, internet and TV convergence and parallel, post television.
|
6
|
L-ART/06
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702877 -
FORMS AND GENRES OF DIGITAL TEXTUALITY
(objectives)
- AMPLIARE LA CONOSCENZA DELL'USO DELLA LINGUA ITALIANA CONTEMPORANEA CONSIDERATA SOTTO IL PROFILO DIATOPICO, DIAFASICO, DIAMESICO E DIASTRATICO. - ATTIVARE LE CAPACITÀ DI UTILIZZARE LE VARIETÀ D'ITALIANO, PARLATO, SCRITTO, TRASMESSO, IN RIFERIMENTO AI DIVERSI CONTESTI E AMBITI D'USO. - SVILUPPARE LE CAPACITÀ COMUNICATIVE IN LINGUA ITALIANA PROPONENDO PERCORSI DI ESPOSIZIONE ORALE PUBBLICA, DI LETTURA E SCRITTURA DI TESTI DI TIPO PROFESSIONALE
|
12
|
L-LIN/01
|
72
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704071 -
ONLINE PUBLISHING
(objectives)
The aim of this course is to introduce students to the theory and practice of the digital scholarly edition
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704072 -
COMMUNICATION IN ADVERTSISING
(objectives)
This course is aimed in the first instance to analyze the profiles of the advertising phenomenon, in terms of culture, social, economic and ethical. Then, taking the practices and organizational structures of the industry by providing a concrete vision of the phenomenon and updated.
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704073 -
PUBLIC COMMUNICATION
(objectives)
The course will introduce the basic concepts in relation to the public communication, and it will provide to the students the analytical tools for analyzing how the public discourse is produced. A special focus will be devoted to the impact of medial texts in the process of formation of the public opinion.
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico I ANNO - 1 A SCELTA TRA 2 - (show)
|
|
|
|
|
|
|
|
|
20702730 -
ELEMENTS OF PUBLIC LAW
(objectives)
THE AIMS ARE BASED ON THE STYDIES OF THE STRUCTURE OF COSTITUTIONAL DEMOCRACIES AND THE CATALOGUE OF THE PUBLIC AND PRIVATE RIGHTS, THE RELATIONSHIP BETWEEN THE CITIZIENS AND PUBLIC POWER.
|
6
|
IUS/09
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico CARATTERIZZANTI-DISCIPLINE METODOLOGICHE, INFORMATICHE E DEI LINGUAGGI - (show)
|
|
|
|
|
|
|
|
|
20702735 -
MORAL PHILOSOPHY - POSTGRADUATE
(objectives)
Giving an orientation as to the most debated moral questions, with a particular attention for the ways of communicating what is at stake in the ethical discussions.
|
|
20702741 -
ENGLISH LANGUAGE - ADVANCED COURSE
(objectives)
The aim of the course in "English - Advanced level" is to make students develop their ability to analyze and understand a gamut of complex texts produced by different mass media. The main focus is on what characterizes social communication through the language of journalism, advertisements, TV broadcasts and film scripts.
|
6
|
L-LIN/12
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702742 -
COMPUTATIONAL JOURNALISM
(objectives)
The course aims at introducing aspects of information technology that we expect to be of greatest impact for information professionals. Automated information processing allows analysis and manipulation of sources provided awareness of its potential and limits. New editors are creating new media and a completely new discipline has emerged: computational journalism. In this course we aim at providing basic computer skills necessary for understanding the issues related to the new media, addressing the following points: consolidate the basic knowledge of computer technology and of the methods of information science; consider specific solutions related to the automatic flow of information; to become familiar with the technologies currently in use
|
6
|
INF/01
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702743 -
CONTEMPORARY ITALIAN LITERATURE - POSTGRADUATE
|
6
|
L-FIL-LET/11
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702877 -
FORMS AND GENRES OF DIGITAL TEXTUALITY
(objectives)
- AMPLIARE LA CONOSCENZA DELL'USO DELLA LINGUA ITALIANA CONTEMPORANEA CONSIDERATA SOTTO IL PROFILO DIATOPICO, DIAFASICO, DIAMESICO E DIASTRATICO. - ATTIVARE LE CAPACITÀ DI UTILIZZARE LE VARIETÀ D'ITALIANO, PARLATO, SCRITTO, TRASMESSO, IN RIFERIMENTO AI DIVERSI CONTESTI E AMBITI D'USO. - SVILUPPARE LE CAPACITÀ COMUNICATIVE IN LINGUA ITALIANA PROPONENDO PERCORSI DI ESPOSIZIONE ORALE PUBBLICA, DI LETTURA E SCRITTURA DI TESTI DI TIPO PROFESSIONALE
|
12
|
L-LIN/01
|
72
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico I ANNO - OBBLIG - (show)
|
12
|
|
|
|
|
|
|
|
20702735 -
MORAL PHILOSOPHY - POSTGRADUATE
(objectives)
Giving an orientation as to the most debated moral questions, with a particular attention for the ways of communicating what is at stake in the ethical discussions.
|
|
20702877 -
FORMS AND GENRES OF DIGITAL TEXTUALITY
(objectives)
- AMPLIARE LA CONOSCENZA DELL'USO DELLA LINGUA ITALIANA CONTEMPORANEA CONSIDERATA SOTTO IL PROFILO DIATOPICO, DIAFASICO, DIAMESICO E DIASTRATICO. - ATTIVARE LE CAPACITÀ DI UTILIZZARE LE VARIETÀ D'ITALIANO, PARLATO, SCRITTO, TRASMESSO, IN RIFERIMENTO AI DIVERSI CONTESTI E AMBITI D'USO. - SVILUPPARE LE CAPACITÀ COMUNICATIVE IN LINGUA ITALIANA PROPONENDO PERCORSI DI ESPOSIZIONE ORALE PUBBLICA, DI LETTURA E SCRITTURA DI TESTI DI TIPO PROFESSIONALE
|
12
|
L-LIN/01
|
72
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico I ANNO - OBBLIG - (show)
|
12
|
|
|
|
|
|
|
|
20702741 -
ENGLISH LANGUAGE - ADVANCED COURSE
(objectives)
The aim of the course in "English - Advanced level" is to make students develop their ability to analyze and understand a gamut of complex texts produced by different mass media. The main focus is on what characterizes social communication through the language of journalism, advertisements, TV broadcasts and film scripts.
|
6
|
L-LIN/12
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702742 -
COMPUTATIONAL JOURNALISM
(objectives)
The course aims at introducing aspects of information technology that we expect to be of greatest impact for information professionals. Automated information processing allows analysis and manipulation of sources provided awareness of its potential and limits. New editors are creating new media and a completely new discipline has emerged: computational journalism. In this course we aim at providing basic computer skills necessary for understanding the issues related to the new media, addressing the following points: consolidate the basic knowledge of computer technology and of the methods of information science; consider specific solutions related to the automatic flow of information; to become familiar with the technologies currently in use
|
6
|
INF/01
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20702743 -
CONTEMPORARY ITALIAN LITERATURE - POSTGRADUATE
|
6
|
L-FIL-LET/11
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico CARATTERIZZANTI -DISCIPLINE TECNICHE DELL'INFORMAZIONE E DELLA COMUNICAZIONE - (show)
|
|
|
|
|
|
|
|
|
20702745 -
HISTORY AND LANGUAGES OF RADIO AND TELEVISION - POSTGRADUATE
(objectives)
The study program includes the acquisition of historical, cultural and lifestyle determined by the advent of radio and television and the effects on the level of supply and the various forms of consumption by different users.
Also, will be explored: the elements of the history of radio as a medium of mass of the adio; private listening to the radio, the formation of the public, the role of the fascist regime; war and postwar period, the birth of television, educational television; genres and schedules of generalist television, the question of pluralism and reform of RAI; from the paleo neotelevisione, public television and private networks, the language of TV, the TV as a source for the story; public time and private time television, the program schedule; the audience and the public TV, internet and TV convergence and parallel, post television.
|
6
|
L-ART/06
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704071 -
ONLINE PUBLISHING
(objectives)
The aim of this course is to introduce students to the theory and practice of the digital scholarly edition
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704072 -
COMMUNICATION IN ADVERTSISING
(objectives)
This course is aimed in the first instance to analyze the profiles of the advertising phenomenon, in terms of culture, social, economic and ethical. Then, taking the practices and organizational structures of the industry by providing a concrete vision of the phenomenon and updated.
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704073 -
PUBLIC COMMUNICATION
(objectives)
The course will introduce the basic concepts in relation to the public communication, and it will provide to the students the analytical tools for analyzing how the public discourse is produced. A special focus will be devoted to the impact of medial texts in the process of formation of the public opinion.
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|
Optional group:
comune Orientamento unico I ANNO - OBBLIG - (show)
|
|
|
|
|
|
|
|
|
20702745 -
HISTORY AND LANGUAGES OF RADIO AND TELEVISION - POSTGRADUATE
(objectives)
The study program includes the acquisition of historical, cultural and lifestyle determined by the advent of radio and television and the effects on the level of supply and the various forms of consumption by different users.
Also, will be explored: the elements of the history of radio as a medium of mass of the adio; private listening to the radio, the formation of the public, the role of the fascist regime; war and postwar period, the birth of television, educational television; genres and schedules of generalist television, the question of pluralism and reform of RAI; from the paleo neotelevisione, public television and private networks, the language of TV, the TV as a source for the story; public time and private time television, the program schedule; the audience and the public TV, internet and TV convergence and parallel, post television.
|
6
|
L-ART/06
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704071 -
ONLINE PUBLISHING
(objectives)
The aim of this course is to introduce students to the theory and practice of the digital scholarly edition
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704072 -
COMMUNICATION IN ADVERTSISING
(objectives)
This course is aimed in the first instance to analyze the profiles of the advertising phenomenon, in terms of culture, social, economic and ethical. Then, taking the practices and organizational structures of the industry by providing a concrete vision of the phenomenon and updated.
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
20704073 -
PUBLIC COMMUNICATION
(objectives)
The course will introduce the basic concepts in relation to the public communication, and it will provide to the students the analytical tools for analyzing how the public discourse is produced. A special focus will be devoted to the impact of medial texts in the process of formation of the public opinion.
|
6
|
SPS/08
|
36
|
-
|
-
|
-
|
Core compulsory activities
|
ITA |
|