Publishing, Publicity and Cultural Journalism

Università Cattolica del Sacro Cuore

Course Description

  • Course Name

    Publishing, Publicity and Cultural Journalism

  • Host University

    Università Cattolica del Sacro Cuore

  • Location

    Milan, Italy

  • Area of Study

    Communication Studies, Media Studies

  • Language Level

    Taught In English

  • Prerequisites

    Strong interest and enthusiasm for the subject. 

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    Careers in publishing, journalism and publicity have always attracted people with talent and energy. Those with a love of literature and language, a respect for the written word, an inquiring mind, and a healthy imagination are naturally drawn to an industry that creates, informs, and entertains. For many, publishing or journalism is more than a business; it is a vocation that constantly challenges and continuously educates. For people who have always worked on school publications, spent hours browsing in bookstores, or who have subscribed to too many magazines, choosing a course like this one is a logical means to combine personal and professional interests. This course provides an introduction to some aspects of book publishing, to journalism and publicity & marketing. Students will learn the fundamentals of editorial acquisitions and editing, the importance of publicity and social media. Students will be required to think like publishers and to work as publicists or marketing assistants seeking creative projects and press strategies to stay ahead of the curve for consumers' time and attention.  

    1. You will learn useful skills to increase your future job prospects  
    2. You will learn from experienced professionals  
    3. You will be offered great networking opportunities  

    Course contents  

    PUBLISHING  

    A brief history of the book publishing industry  

    Focus on the historical, cultural and commercial knowledge of the publishing industry with a focus on the Italian situation.  

    An overview of a Book Publishing House & the Editorial Office  

    The editorial project. 

     How to create a Blurb and Book Jacket  

    Graphics & Iconography 

     Blurbs and Book Jackets 

     How to write a Book Report - Guest speaker: Sabine Schultz editor foreign literature - Neri Pozza Publishing House  

    Assessment task include:  

    Creating a Book Jacket Project  

     

    CULTURAL JOURNALISM  

    Brief history of Italian Journalism 

     Origins and History of Italian cultural journalism from the origins to World War II  

    Focus on Modern Journalism  

    Newspapers, Weekly and Monthly magazines versus Television, Radio & Web versus Social Media  

    The differences in approach between broadcast and print journalism  

    The different structure and style required for a book review 

     Focus on the importance of interviews in cultural writing and how to adapt the tone and style to the subject.  

    The basic rules of interviewing, both face-to-face and by telephone  

    Assessment task includes:  

    Writing a Book review or writing up an Interview  

     

    PUBLICITY & MARKETING 

    The Role of Public Relations and Publicity as Communication Tools for a Publishing House  

    Strategic management of information to ensure that writers and books achieve specific communications goals  

    Creative marketing  

    Organizing a cultural event and preparing a marketing plan 

     Social media marketing  

    Assessment task includes:  

    Organizing a book’s event 

    Method of instruction  

    Seminar and guest speakers  

     

    Course requirements  

    Since this course is a seminar course that revolves around class discussions, written assignments, presence of guest-speakers, it is particularly important for you to be in class to benefit from all that your fellow students, instructor and guest speakers have to offer. No more than three unexcused absences are permitted. You will fail the course on your fourth unexcused absence. 

     

    Grading 

    •  Attendance and class participation 10% of final grade  
    • Short writing assignments 20% of final grade  
    • Midterm exam 30% of final grade  
    • Final written exam 40% of final grade  

     

    Course readings and materials  

    All the readings will be available in a course pack and the lecturer’s slides will be available on Blackboard. 

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.

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