May 8

Students will gain insights and knowledge about the different elements within a marketing communication plan and how to integrate these elements within the marketing mix. By using international examples of winning business cases, insights are gained into the well-balanced design of a communication strategy and content plan in order to achieve the best business results. Particular attention will be given to how the different communication elements work together to create a coherent and effective marketing approach.

In today’s media environment, the convergence of multimedia formats and artificial intelligence is reshaping how news is produced, delivered, and consumed. This lecture explores how visual language, platform-specific storytelling, and emerging AI tools are transforming the presentation of news for young audiences. Through examples from television, digital-native outlets, and social media, students will see how journalists combine video, audio, graphics, and interactive elements to create engaging narratives. The lecture also examines how news presenters adapt their communication style across platforms and how technology shapes newsroom workflows and audience expectations. 

This lecture explores the growing role of technology in contemporary communication and advertising practices. It examines how data tracking, artificial intelligence, and emerging tools such as Generative Engine Optimization can support the optimization of advertising and communication strategies. The session discusses current trends, best practices, and ethical and legal considerations, including regulations such as GDPR and the Digital Markets Act. Through examples and short interactive moments, students will reflect on practical ways technology can be applied in communication work. The lecture also addresses the evolving role of communication professionals in a technology-driven environment and reflects on how these developments may shape future career opportunities in the field.

Artificial intelligence (AI) is reshaping influencer marketing, from campaign optimization to the rise of virtual influencers. This lecture explores strategic opportunities and ethical considerations of AI in influencer campaigns. Through case studies and the lecturer’s professional experience, it shows how brands use AI in planning, execution, and performance analysis. It also examines the potential and challenges of virtual influencers, particularly regarding authenticity and brand perception. By the end, students will understand how to design and evaluate AI-powered influencer campaigns and assess the role of virtual influencers in marketing strategies.

The tourism sector has grown exponentially in recent years. This growth has had a significant economic impact on tourist destinations, particularly on employment. But, at the same time, however, this growth has led to the emergence of significant externalities or negative impacts generated by tourism. These include environmental and social impacts. This seminar will analyze and detail the main environmental impacts generated by tourism, with a special focus on pollution, waste generation, and the depletion of natural resources. In particular, it will analyze the impact of the tourism sector on water in tourist destinations. Water scarcity problems are increasingly affecting a significant number of tourist destinations around the world. In addition, the social impacts of tourism, which have worsened significantly in recent years, will also be analyzed. Special attention will be paid to phenomena such as gentrification, the problem of access to housing, and tourismophobia.

In today’s digital environment, authenticity has become the key quality indicator for effective communication. This lecture explores how authenticity can be created in order to attract and engage target audiences, which current trends in digital communication need to be taken into account, and how communicators can compete with the growing presence of artificial intelligence. Particular attention will be given to the role of content as a central element in attracting audiences and sustaining their attention. High-quality and relevant content not only captures interest but also contributes to building both a strong company brand and a credible personal brand over time.

This lecture examines authenticity in the age of AI, exploring how it has been defined in public relations and corporate communication and why it remains essential for trust and engagement. It analyzes how AI technologies challenge traditional ideas of authentic communication, raising questions about authorship, transparency, voice, and accountability. Rather than presenting AI as incompatible with authenticity, the lecture takes a pragmatic perspective, examining how professionals manage these tensions in practice. The session also introduces strategies for fostering authenticity in both AI-assisted and non-AI communication, emphasizing responsible, transparent, and audience-centred use of technology.

This lecture explores the role of proverbs as an effective tool in language teaching, highlighting how they support linguistic comprehension and cultural awareness among learners. Through an analytical comparison of Italian and Arabic proverbs, the session shows how proverbs can clarify meanings and present vocabulary in a practical and engaging way. It also discusses how proverbs help develop the four language skills—listening, speaking, reading, and writing—while reinforcing vocabulary and expressions through memorable, real-life examples. Overall, the lecture emphasizes the value of integrating proverbs into language learning to make the process more interactive, culturally rich, and meaningful.

Misinformation is no longer just a societal or political challenge - it is now a central issue in corporate communication. It is increasingly shaping how companies communicate, compete, and are judged by stakeholders. This lecture introduces the growing phenomenon of corporate misinformation: how misleading claims arise, how false narratives about companies spread, and why both are difficult to correct. We explore four key pathways: companies as sources, companies as targets, companies as platforms, and misinformation within organizations. Drawing from PR, crisis communication, and psychology, the session highlights the persuasive mechanisms that make misinformation stick and the digital dynamics that accelerate its reach. The lecture ends with strategies for recognizing, managing, and preventing misinformation in contemporary corporate environments.

This lecture examines intercultural management by critically revisiting traditional cultural taxonomies (such as Hofstede, Hall, and Trompenaars) and introducing the GLOBE project as a more recent framework for understanding cultural values, practices, and leadership expectations. It also explores how AI technologies—such as automated translation, sentiment analysis, and micro-segmentation—are transforming intercultural communication, while raising ethical challenges like stereotyping, bias, and over-personalization. Students learn to critically evaluate cultural models and design communication strategies that combine technological innovation with cultural sensitivity.

A strategic outlook on communication is essential for achieving long-term results, as it shifts the focus from tactical interactions to a cohesive plan aligned with overarching goals. The lecture will provide students with knowledge on planning and implementing effective communication campaigns. A special focus will be placed on practical tools and tactics in corporate and brand communications, public relations and social media marketing. Students will learn about the key elements of campaigns by diving deeper into communication objectives, audience insights, a message and a creative solution.

In this lecture you will be taught how to move from a marketing problem (or challenge) to a marketing communication recommendation through solid desk research and credible field research. This process will help you understand the market and the target group in depth, enabling you to identify their needs, behaviors, and expectations. By doing so, you will learn how to connect and engage with them through a communication strategy that effectively supports and reaches the desired marketing and communication goals.

In the modern professional landscape, personal branding has transitioned from an optional advantage to a fundamental necessity. This lecture explores the strategic development of a digital identity, examining how individuals can leverage social media platforms to cultivate authority, visibility, and professional opportunities. The session breaks down the core components of an effective personal brand: authentic storytelling, consistent visual identity, and value-driven content curation. We will analyze the shift from passive networking to active community building, highlighting how platform-specific algorithms dictate reach and engagement. Furthermore, the lecture addresses the critical role of reputation management and the use of AI-assisted content creation to maintain a sustainable digital presence without sacrificing authenticity. By the end, attendees will understand how to transform their social profiles into a cohesive “digital headquarters” aligned with their personal values and professional goals.

This lecture examines the hidden costs of participatory media by exploring what is missing from the digital Hero’s Journey: the return. While social media promises visibility and empowerment, platforms often keep users in a continuous cycle of posting, engagement, and performance without a clear endpoint, which can lead to pressure, anxiety, and burnout. The session analyzes how engagement-driven platform design turns participation into constant attention work and raises ethical questions about influencer culture, brand activism, and attention-based business models. It also discusses debates on platform responsibility and European regulations such as GDPR.

In this lecture, I will present a new framework for applied communication management aimed at communication professionals. The lecture introduces a model of strategic improvisation, inspired by both music theory and organizational theory, to explain how communicators can navigate complexity and uncertainty in contemporary organizational environments. The presentation outlines the shift in communication management from planning and control to agility and improvisation, illustrating this change through practical examples from corporations and other organizations. The lecture will then introduce students to narrative thinking and present basic ideas of narrative theory that can be connected to real-life examples. One such case is “the story of IKEA.” Finally, the lecture will engage students in discussion around the presented ideas, encouraging them to develop both critical and applied examples they can relate to.

This lecture explores how public opinion is shaped through media, communication strategies, and influence mechanisms, drawing on media sociology and the work of Edward Bernays. It introduces key concepts such as emotional drivers of opinion, symbolic influence, and the Overton Window, explaining how ideas move from being unthinkable to socially accepted. Through contemporary examples, students analyze how framing, repetition, and storytelling shape public attitudes, while reflecting on the ethical implications of influence in communication and public relations.

The rapid evolution of virtual platforms such as the Metaverse, augmented reality (AR), and virtual reality (VR) is transforming how consumers interact with brands and make purchasing decisions. This lecture examines how immersive virtual environments influence consumer decision-making and foster long-term brand loyalty compared to traditional 2D platforms. Drawing on psychological, behavioral, and technological frameworks, the session explores how factors such as avatars, sensory technologies, interactivity, and sociability shape consumer engagement, particularly among Gen Y and Z. Real-world implications for brands will be discussed, highlighting strategies for building lasting consumer relationships in increasingly immersive digital environments.

Today, companies are expected to act responsibly in areas such as sustainability and equality. They are also expected to take clear positions on controversial sociopolitical issues. Topics such as immigration policy, gun control, and climate activism generate strong public debates, and organizations must decide whether, when, and how to speak up. In this talk, I will introduce Corporate Social Advocacy, the practice of companies publicly expressing positions on divisive societal issues, often beyond the scope of traditional Corporate Social Responsibility. Drawing on various empirical studies, I will explore why companies engage in CSA, how different stakeholders react to it, and the risks and opportunities that such communication creates. This talk aims to demonstrate why CSA is a strategic opportunity and a delicate balancing act in today's polarized public sphere.

The drafting of Motivation Letters is not always transparent to Europeans participating in selection processes, as it reflects Human Resources practices developed mainly in the U.S.A. These letters have largely replaced cover letters in job applications and are increasingly required in Master’s degree selection processes. Two main approaches can be followed—the shock approach or the formal approach—both relying on storytelling strategies to engage the selection team. This workshop will guide participants through the drafting process, suggest how to build AI prompts to support writing, propose a structure for stories that match HR expectations, and provide criteria for adapting drafts to different contexts.