The workshop focuses on corporate content creation, with the aim of training professionals capable of designing, developing, and presenting strategic content for companies and institutions, with particular attention to audiovisual and multimedia languages. Students will acquire skills in context and target analysis, definition of creative concepts, and the design of effective narratives for corporate communication. Cross-media storytelling techniques and agile creative project management methodologies will be introduced to manage time, resources, and workflows. By the end of the course, participants will be able to translate communication goals into integrated campaigns and present their proposals in a clear, engaging, and persuasive way, using the format of a multimedia pitch.
Course Prerequisites
No prior technical skills are required. However, curiosity toward creative languages, aptitude for teamwork, and openness to experimentation in collaborative contexts are considered valuable.
Teaching Methods
The workshop alternates theoretical sessions with practical activities, including individual and group exercises aimed at creating multimodal and cross-media content. The course is oriented toward the production of a professional multimedia pitch as the final outcome, where students present an integrated communication campaign developed during the workshop. Classroom activities include case study analysis in the audiovisual and transmedia fields for corporate contexts, presentation simulations, and, when possible, the involvement of brand partners or guest professionals.
Assessment Methods
Evaluation is based on the work carried out during the workshop and the final presentation in multimedia pitch format (including visual, textual, and audiovisual elements). Students will develop an integrated communication campaign proposal, presented and argued in a creative pitch of 5–10 minutes. For attending students, the final test will also include a short oral discussion of the topics covered during the workshop. For non-attending students, the exam will consist of a broader oral examination to assess knowledge of the program content and mandatory readings, in addition to the discussion of the project proposal.
Texts
1. Chiarazzo S., Business Content Creator, Franco Angeli, 2024 2. Fontana A., Storytelling d’impresa, Hoepli, 2020 3. Conti L., Carriero C., Content Marketing, Hoepli, 2019 Suggested readings for further study: • Cornelissen J., Corporate Communication, SAGE, 2023 • Gitner S., Multimedia Storytelling for Digital Communicators, Routledge, 2022 • Pulizzi J., Epic Content Marketing, McGraw-Hill, 2013 Brown T., Change by Design, HarperCollins, 2019
Contents
The workshop follows the main phases of a content creator’s work: interpretation of the brief, scenario and brand analysis, definition of the target and personas, development of the creative concept, narrative design and choice of language and format (text, video, audio, multimodal), planning of distribution and cross-media adaptation. Each phase involves the production of intermediate deliverables, leading to the development of an integrated campaign proposal in multimedia format to be presented as the final pitch.
