The master's degree program in Advertising Communication, Storytelling and Image Culture trains specialists in strategic management within the field of communication, capable of enhancing both the internal and external image of institutions and companies. Alongside a theoretical knowledge of strategic communication, graduates of this program possess advanced skills in designing and developing communication plans, including at the international level thanks to fluent knowledge of multiple foreign languages.
Course information
- develop in-depth knowledge in linguistic-semiotic and sociological fields, essential for managing communication techniques, with particular reference to the drafting of advertising texts
- acquire skills in the creation and production of audiovisual and digital products in the field of advertising and corporate communication
- gain specific expertise in the planning and development of communication strategies
- develop a theoretical and technical understanding of the various means of communication
- acquire tools for psychosocial, qualitative, and quantitative analysis, for the monitoring and evaluation of communication products
- achieve proficiency in two European Union languages and their respective sectoral languages of communication
- develop skills in the promotion, management, and use of information and communication technologies
Graduates will be able to hold positions of responsibility in communication within public, private and non-profit organizations, both Italian and international; in communication and advertising agencies, press offices and public relations, publishing and multimedia companies, media centers, and television and film production houses. Other relevant professional fields include journalistic editorial offices of radio, television and online outlets, newspapers and magazines, and news agencies.
The course outlines specific professional profiles:
- art director, copywriter, account, media planner
- communication and marketing manager
- designer of audiovisual and multimedia products
- press officer
- webmaster, web designer, web content manager
- operator and manager of news management and media relations strategies
Earning the master’s degree in Advertising Communication, Storytelling and Corporate Culture, degree class LM92 (Communication theory), qualifies graduates to access the new teaching competition class: A-65 Theory and technique of communication. The subject can be taught in the last two years of Technical Institutes, Technological sector, Graphics and Communication track.
To be eligible for access to the competition class, students in their second year must include in their study plan the exam in Sociology of International Journalism with Prof. Rolando Marini (SPS/08), part of the RICS Master’s Degree Program.
| SSD | Courses | ECTS |
|---|---|---|
| First Year | ||
| L-LIN/01 | Psycholinguistics, Advertising and Marketing | 6 |
| L-LIN/12 | English for advertising | 9* |
| L-FIL-LET/14 | Narrative Persuasion | 6 |
SECS-P/08 L-FIL-LET/14 | An elective exam between: Strategies and Corporate Communication Business Storytelling | 6 |
| SPS/07 | Digital Sociology | 6 |
| SPS/07 | Opinion Polling Techniques | 6 |
| M-PSI/01 | Psychology of Thought and Decision-Making Processes | 6 |
| Workshop: Digital Design Languages | 3 | |
| Elective training activities** Workshop: Food Photography and Still Life (3 ECTS) Workshop on Podcasting and Radio Storytelling for Brands (3 ECTS) Workshop: Creating a Business Plan (3 ECTS) Editing and Post-Production of Advertising Spots (6 ECTS) Social Networks and Gamification for Marketing (6 ECTS) History and Critical Theories of Advertising (6 ECTS) Literary Translation and Cinematic Adaptation (6 ECTS) | 12 |
| Total First Year | 60 | |
| Second Year | ||
| L-ART/06 | Digital Photography and Multimedia Production | 9 |
| L-LIN/07 | Spanish Language, Cultural Translation, and Advertising | 9* |
ICAR/13 | Visual Design and Graphic Processing | 12 |
| SPS/08 L-FIL-LET/12 | An elective exam between: Sociology of Journalism Analysis and Production of Advertising Messages | 6 |
| Internship | 6 | |
| Final exam | 18 | |
| Total Second Year | 60 |
*The 9 ECTS provided for foreign language courses include 3 ECTS carried out by the native speaker/CEL.
** Elective training activities are independently chosen by the student among the other bachelor’s degrees offered by the University. Additionally, the degree program recommends the choices listed above as consistent with the course content and educational objectives.
Students can check in their study plans which courses are mandatory, optional, or elective.
First semester
Business storytelling - Prof. Toni Marino
Digital sociology -Prof. Maria Dentale
Workshop: Creating a business plan -Prof. Giancarlo Scozzese
Narrative persuasion -Prof. Toni Marino
Psycholinguistics, advertising and marketing - Prof. Elisa Di Domenico
Corporate strategies and communication - Prof. Donatella Radicchi
Public opinion survey techniques - Prof. Stefania Tusini
Second semester
English for advertising - Prof. Renato Tomei - Dr. Loredana Fabbri
Workshop in podcast and radio storytelling for brands- Prof. Stefano Pozzovivo
Workshop: Food photography and still life - Prof. Andrea Samonà
Workshop: Digital design languages- Prof. Antonio Catolfi - Prof. Stefano Paolillo
Editing and post-production of advertising spots - Prof. Leonardo Galeassi
Psychology of thinking and decision-making processes - Prof. Aldo Stella
Social networks and gamification for marketing - Prof. Antonio Catolfi - Prof. Federico Umberto Giordano - Prof. Silvia Viali
History and critical theories of advertising - Prof. Alessandro Simonci
Literary translation and film adaptation -Prof. Enrico Terrinoni
First semester
Analysis and Production of Advertising Messages - Prof. Elena Pistolesi
Digital Photography and Multimedia Production -Prof. Antonio Catolfi - Prof. Giacomo Nencioni - Prof. Andrea Samonà
Second semester
Workshop: Languages of Digital Design - Prof. Antonio Catolfi - Prof. Stefano Paolillo
Spanish Language, Cultural Translation and Advertising - Prof. Dianella Gambini
Sociology of International Journalism -Prof. Matteo Gerli
Visual Design and Graphic Processing - Prof. Salvatore Paone
The programs from previous academic years are available in the archive.
To enroll in the Master’s Degree Course in Advertising Communication, Storytelling and Image Culture, students must hold a bachelor’s degree or a three-year university diploma, or an equivalent qualification obtained abroad and recognized as suitable. Furthermore, to register for the aforementioned course, students must:
- meet the required curricular prerequisites
- pass an entrance interview. The candidate may take the test provided the curricular requirements are met
Curricular Requirements
Enrollment in the Master’s Degree Course in Advertising Communication, Storytelling and Image Culture is subject to holding a three-year degree or equivalent in one of the following classes: L5, L-10, L-11, L12, L-15, L-18, L-24, L-33, L-36, L-37, L-39, L-40, L-20, L-GASTR, or curricular requirements totaling 60 ECTS credits in the following Scientific Disciplinary Sectors (SSD):
| Disciplinary Fields | SSD | |
|---|---|---|
| Semiotic, linguistic, and IT disciplines | INF/01, ING-INF/03, ING-INF/05, L-FIL-LET/14, L-FIL-LET/11, L-FIL-LET/12, L-FIL-LET/10, L-LIN/01, M-FIL/05 | 12 |
| Social and media studies Methodologies, analysis and communication techniques | SPS/07, SPS/08, SPS/09, ICAR/13, ICAR/17, ING-INF/05, L-ART/02, L-ART/03, L-ART/05, L-ART/06, L-ART/07, M-FIL/04 | 18 |
| Human and socio-economic sciences | M-DEA/01, M-PSI/01, M-PSI/05, M-PSI/06, SECS-P/01, SECS-P/02, SECS-P/06, SECS-P/07, SECS-P/08, SECS-P/10 | 18 |
| Foreign languages | L-LIN/05, L-LIN/06, L-LIN/07, L-LIN/10, L-LIN/12, L-LIN/11 | 12 |
Any surplus credits beyond the 180 required by the bachelor’s degree, if obtained in subjects pertaining to the above-mentioned fields and sectors, may be counted. Similarly, relevant language and/or IT certifications and/or internship experiences not already included toward the bachelor’s degree may also be considered.
Any additional credits necessary to meet the required curricular prerequisites must be obtained, before enrolling in the Master’s Degree and before the individual preparation assessment, at any University, as “individual courses” in first-level degree programs.
For information on enrolling in “individual courses” at this University, please see the course catalogue.
The possession of the curricular prerequisites will be verified by the Courses and Teaching Secretariat of the University, to which students may send their documentation via e-mail to segreteria.laurea@unistrapg.it or deliver it directly to the Secretariat (Palazzina Orvieto, Viale C. Manuali, 9 - 06123 Perugia).
In order to verify the curricular requirements, the student must present:
- a copy of the degree certificate (for graduates) including the list of exams taken with credits obtained and the corresponding scientific-disciplinary sectors
- a copy of the list of exams taken and to be taken (for undergraduate students), with the credits obtained and to be obtained, and the corresponding scientific-disciplinary sectors.
For further information, refer to the course catalogue.
Except in cases of exemption, foreign students applying for a visa are required to have knowledge of the Italian language at B2/CEFR level.
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