Digital marketing & management

Dettagli del Corso

PR, Ufficio Stampa 2.0 & Mobile Filmmaking, Marketing & Strategy

Obiettivi

Obiettivo del corso è fornire una formazione completa e approfondita nel campo delle Digital PR Management. Attraverso Metodologie, Tecniche e Strumenti legati alla Comunicazione Digitale, alla Gestione delle Digital PR, al Digital Marketing, al Mobile Filmaking, Marketing & Strategy e all’Ufficio Stampa tradizionale & 2.0, i partecipanti acquisiranno le competenze necessarie per poter lavorare in piena autonomia all’interno di qualsiasi realtà aziendale. Il percorso prevede lezioni frontali, lezioni attive, esercitazioni pratiche individuali e di gruppo, produzione di mobile/smartphone video, role playing e multimedia. Il modulo 2 “Mobile Filmmaking, Marketing & Strategy” si svolgerà in lingua inglese. Verranno inoltre fornite le principali nozioni sulla sicurezza sul posto di lavoro e sui diritti e doveri dei lavoratori.

 

Programma

Modulo 1. Web 2.0, Digital Marketing e Digital PR

La Comunicazione Digitale

Dal Web 1.0 al Web 2.0

Dalle PR tradizionali alle Digital PR

Digital Marketing e Digital PR

L’impostazione di una Digital Marketing Strategy

SEO (Search Engine Optimization) Keywords Strategy e Visibilità sui Motori di Ricerca

L’impostazione di una Digital PR Strategy

Digital Influencer Marketing

Content Creation & Curation Strategy

Il Social Networking e l’impostazione di una Social Media Strategy

Blogging

Vlogging (Video Blogging)

Online Reputation Management

Digital Crisis Management

 

Modulo 2. Mobile Filmmaking, Marketing & Strategy

Pre-Production

Storytelling & Marketing for Mobile/Smartphones

–          Videography

–          Video Process

–          Video Terms

Narrative Building

–          Concept

–          Story

–          Script

–          Storyboarding

–          Characters vs Events Focused Stories

–          Structure

–          Style

–          Scheduling

–          Location Scouting

Target Audience

Buyer’s Journey

Marketing Funnel

Video-making for Customer’s Journey & Marketing Funnel

–          TOFU – Top of the Funnel Videos

–          MOFU – Middle of the Funnel Videos

–          BOFU – Bottom of the Funnel Videos

Types of Mobile Video Content

–          Video Portrait

–          Video Journalism

–          Video Essay

–          Video Documentary

–          Video Series

–          Live – Videos

–          Social Videos

–          Vox Pops

Videos for Content Marketing

–          Less than 60 sec videos

–          01 Minute Videos

–          Explainer Videos

–          Service & Product Demonstration Videos

–          Service & Product Review Videos

–          Brand Videos

–          Company Culture Videos

–          Company Staff Interviews

–          Event Videos

–          Customer Testimonials

–          Case Studies Videos

–          Vlogs (Video Blogs)

–          Educational Videos

–          Tutorials/How-to-Videos

Videos for Social Media Marketing

–          Facebook Video & Facebook Live

–          Instagram

–          Twitter

–          Snapchat

–          Video Stories

–          YouTube Videos

–          10 case studies of social media video campaigns

Repurposing Existing Content to Create Videos

–          Tactics of repurposing content

–          05 case studies of repurposed content

Video Marketing Strategy

–          Situation Analysis

–          Goals & Objectives

–          Digital Audiences

–          Budget

–          Identifying Key performance Indicators

–          Analytics

–          03 Months Editorial Plan Formation

Equipment

–          Audio

–          Light

–          Lenses

–          Location

–          iOS Camera Settings

–          Android Camera Settings

Applications (Apps)

–          iOS Apps

–          Android Apps

Filming Smooth Video

–          Stabilization

–          Gimbal use

–          Slow motion

–          Handheld

–          Narration

–          Audio recording

–          Voice-over

Production

–          Shooting the Script Developed in Pre-Production

–          Shooting indoors

–          Shooting outdoors

–          Shooting B-rolls

–          Gathering Assets

–          Directing

Post-Prodution

Video Editing

–          Organizing Assets

–          Text

–          Visuals

–          Music/Sound/Silence

–          Titles

–          Graphics

–          Color Correction

–          Narrative building during post-production

3 Final Projects (students can choose to shoot 03 videos from the following)

–          Personal Branding Video (Video Portrait)

–          Service Demonstration Video

–          Product Demonstration Video

–          Testimonials Video

–          Vblog

 

Modulo 3. L’Ufficio Stampa 2.0

Il Profilo Professionale dell’Addetto Ufficio Stampa

Dall’Ufficio Stampa Tradizionale all’Ufficio Stampa 2.0

Metodologia, Tecniche e Strumenti dell’Ufficio Stampa

–          La regola delle 5 W

–          Press Release (Comunicato Stampa Tradizionale)

–          News Release (Comunicato Stampa Online)

–          Il Comunicato Stampa in situazioni d’emergenza

–          La Rassegna Stampa

–          La Rassegna Stampa Digitale

–          L’Intervista

–          L’Intervista Digitale

–          Il Blog aziendale

–          La Conferenza Stampa

–          La Cartella Stampa

–          Ghostwriting

Article Marketing

Citizen Journalism

Press Kit

 

Modulo 4: Diritti e doveri dei lavoratori in somministrazione

 

Modulo 5: Sicurezza sui luoghi di lavoro

Durata

240 ore

Categoria
Corsi finanziati