The course aims to highlight the main trends in the evolution of modern markets, with particular attention to digital revolutions, the digital transformation of businesses, and the new way of being a company. The ultimate goal is to provide tools that are useful for recognizing, understanding, and communicating effectively and consciously the main characteristics of the challenges in the economic system and in the communication.
Course Prerequisites
Basic knowledge of digital tools for content communication.
Teaching Methods
During the lessons external testimonies are planned to delve into topics related to the digital transformation of businesses and to illustrate case studies and group projects.
Assessment Methods
For attending students: The assessment is divided into two sessions. 50% of the final grade is based on the evaluation of exercises proposed during the course, following the methods shared during lessons and on the E-Learning platform. The remaining 50% consists of a final written exam with multiple-choice questions, administered in person via the Moodle platform in the university’s computer labs. For non-attending students: The exam consists of a single general written test, including both multiple-choice and open-ended questions, administered in person via the Moodle platform in the university’s computer labs. For all students, the assessment will cover both the content of the recommended textbooks and the material presented during lessons and shared on the Elearning platform. !!! Due to the constantly evolving nature of the subject, all students – including those from previous academic years – must refer to the content and materials provided during the most recent edition of the course (2025/26) when preparing for the exam!!!
Contents
The course will be structured in four parts. In the first two parts, the theme of market evolution will be addressed through the history of exemplary companies and sectors, while in the second part, the digitalization of businesses will be examined more specifically. Finally, there will be a focus on corporate communication in relation to change. Each part will be organized through moments of traditional lecture, including insights from the business world, alternating with group workshops.
Course Language
Italian
More information
Individual appointments (on MS Teams or in person) to be arranged via email with the instructor.
