Select Academic Year:     2016/2017 2017/2018 2018/2019 2019/2020 2020/2021 2021/2022
Second Semester 
Teaching style
Lingua Insegnamento

Informazioni aggiuntive

Course Curriculum CFU Length(h)


The Institutional Communication and Digital Technologies course is aimed at encouraging students to develop knowledge, skills and skills related to the following areas: I. Distinctive characteristics of institutional communication, compared to other types of communication in the public and semi- public; II. Processes of transformation of public and institutional communication at an international and Italian level; III. Models and tools for communicating the public administration; IV. Public administration digitalization processes in the Italian and international context; V. Analysis of institutional campaigns, communication products and digital and social content; VI Ability to plan and coordinate communication initiatives and artefacts in a multi-channel perspective for different target audiences.


The course has no prerequisites but requires basic knowledge of the main theories of the sociology of communication and elements of administrative law. Those who believe they do not have adequate skills can consult the bibliographic references that will be indicated at the beginning of the course by the teacher.


The recent Covid-19 pandemic has put the communication produced by the public administration, both by central and peripheral institutions and by local authorities, at the center of the attention of citizens and the media. Communication is today a central asset of the public sector and increasingly requires specialized knowledge to face the complex challenges of contemporary society, characterized by a central role of digital technologies, understood as infrastructures, drivers of social development and enabling factors of new forms of relationality.
Communication and information are mandatory functions of every Italian public administration pursuant to Law 150 of 2000, a rule that represented a key moment in defining the perimeter of communication activities, introducing specific structures, objectives and professionalism. Institutional communication has developed in parallel with the digitization process of our country, extending its range of action, but also the levers and tools for communicating. From the bulletin board to the social channels, from the press release to instant messaging, today the public communicator is faced with new and articulated scenarios that redefine his role and relations with the organizational systems, but also with citizens, with the media system. and with new players who, thanks to digital, make their voices heard in interconnected public spheres.
In this scenario, the course aims to transfer competences and skills in the field of institutional communication and technologies in the social and political-institutional sphere. On the one hand, the course aims to provide students with basic and transversal skills to analyze and understand the complexity of institutional communication processes; on the other hand, it intends to provide theoretical knowledge and some methodological tools for the management and planning of communication strategies and practices, such as communication plans and editorial plans on social media.

During the lessons the following will be illustrated:
1) The perimeter of public and institutional communication in its relationship with social, governmental and political communication;
2) The process of institutionalizing communication in the public administration, highlighting the main factors that have contributed to and / or hindered this process;
3) The evolution of institutional communication in models, tools and practices;
4) The process of digitization of public administration: from the computerization of public bodies to digital administration, also analyzing the recent innovations with the 'Next Generation Italy' Recovery and Resilience Plan.
5) The impact of social platforms and artificial intelligence for institutional communication in ordinary and crisis contexts.
6) The professions of institutional communication to the digital challenge.

Teaching Methods

The course provides a highly interactive approach aimed at encouraging the development of a critical and planning dimension in the participants in the lessons. This approach will allow the activation of a professional development path in the context of institutional communication.
Lectures will be alternated with exercises and simulations conducted in small groups; case study analysis, design exercises carried out in subgroups and discussed in plenary; reading, viewing and discussion of papers, commercials, films and communication campaigns; testimonials from communicators and communicators (frontal lessons 70%; interactive / experiential lessons / testimonies 30% of the total hours of the course).

Verification of learning

The exam consists of an oral test on textbooks / study materials and a practical project work test carried out in groups and / or individually depending on the information that will be provided at the beginning of the course.
All students will have to take an oral test, which is also useful for assessing the appropriateness of the specialist lexicon of the discipline. For attending students, the personal and group contribution in the activities proposed during the course (specific tasks) will also be evaluated.
The exam is aimed at ascertaining the knowledge, the ability to analyze and apply the theories and tools of institutional communication and the impact of digital technologies.
The final vote is expressed out of thirty.
From 18 to 22. The marks between 18 and 22 reflect the elementary or barely sufficient acquisition of basic knowledge relating to the contents and methods. The student showed modest analytical and synthesis skills. The student expresses himself in a way that is not entirely appropriate and presents gaps in training and conceptual clarity.
From 23 to 26. The marks between 23 and 26 reflect the more than sufficient acquisition of knowledge relating to the contents and methods. The student showed sufficient analytical and synthesis skills. The student expresses himself adequately and clearly from the point of view of conceptual and terminological expression.
From 27 to 30. The marks between 27 and 30 report the acquisition of good to excellent knowledge relating to contents and methods. The student showed good or excellent analytical and synthesis skills. The student expresses himself appropriately from a conceptual and terminological point of view.


To be assigned at the beginning of the course

More Information

Attendance is not compulsory but strongly recommended given the cutting edge given to teaching.

Questionnaire and social

Share on: