Corso Vittorio Emanuele II, 39 - Roma 0669207671

Communication Sciences (Academic Year 2019/2020) - Digital Corporate Communication

Institutional Communication in the Digital Era

Credits: 10
Content language:Italian
Course description

The module of “Institutional communication in the Digital Era” fits into the training path as a basic course aimed at the acquisition of the required preliminary competences of a professional of communication and of a public manager.



No specific prerequisites are needed for this course.


The course aims at supplying the student in Communication Sciences with the needed skills in the sector of political communication directly from a professional working in the field. At the end of the course, the student will be able to analyze and interpret the communication elements of Italian and foreign political-institutional campaigns.


The videolessons deal with the following issues:

  • Communication in political-institutional context
  • The impact of digital techniques and of the new communication techniques on political-institutional communication
  • Outstanding examples of political communication
  • Outstanding examples of institutional communication
  • Players in political-institutional communication
  • Communicating with the institutions: public affairs and advocacy
  • Developing messages and storytelling
  • Traditional communication channels
  • Digital communication channels (Part 1): the phenomenon of Social Media
  • Digital communication channels (Part 2): Twitter, Facebook and Instagram
  • The importance of public speaking in political-institutional communication
  • Construction of an integrated communication campaign
  • Techniques for an effective political-institutional communication

O. Ambroso, A. Beulcke, Click propaganda. Come sfruttare il potere dei dati nella comunicazione politica, Edizioni LSWR 2019.

A. Palmieri, Internet e comunicazione politica. Strategie, tattiche, esperienze e prospettive, Franco Angeli 2016.


As regards practice work, the course is supplemented by:

  • Self-assessment exercises: at the end of each issue treated in each videolesson, in the “Exercises” section of the learning environment a set of recap exercises are submitted to the students in which they are invited, not compulsorily, to apply what they learnt after reading an artwork of the period under study. The aim of this practice is that of helping the student to develop a critical appreciation of what was presented by the Video Professor, and, if necessary, integrating it with the topics treated during the sessions of interactive classroom, more-in-depth study materials, forum discussions and tutoring sessions. The exercise aims at helping the student to memorize and learn the lessons’ contents, elaborating them while taking into account their wider historical-cultural context.
  • During and at the end of this path, the student must submit at least one exercise (he can do as many exercises he deems necessary; each exercise must not exceed a maximum of two pages). In addition, the student will have, compulsorily, submit a short essay, agreed with his teacher, treating a case study in which he must prove that he has acquired the theoretical paradigms discussed during the course and be able to use them in critical way.

The exercises and the short essay require to the student an overall workload of 100 hours approximately.


The assessment of the control exercises and of the interactions with the students is performed through a qualitative assessment system and represents a part of the criteria for admission to the exam.

Federico Fabretti
List of lessons
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti
Federico Fabretti