CREATIVE WRITING

The purpose of the module is to provide students with the basic techniques and tools for the design and creation of textual content for business narrative.

The lessons will address the main aspects of copywrting and storytelling.
The aim is to provide the student with the basic knowledge of the subject and the tools necessary to understand its specificity and at the same time the relationships with the other areas of Minor.
The student will be asked to participate actively in the lessons, expressing impressions and observations, in order to acquire autonomous critical skills and mastery of the specific language.

Prerequisites are not requested except for the interest in writing activity.

The training module will address the main copywriting techniques.

The training module will address some creative pre-writing methods and processes, basic creative writing techniques for business communication and cases history, also into Internet and social media.

In order to accomplish a meta-disciplinary course, practical exercises will also be oriented to the laboratory activities.

Topics:
Creative writing and business communication: Constraints and opportunities.
Creative methods and processes: Some pre-writing models.
Principles of copywriting: Creating interest; persuasive efficacy; relationship with images; synthesis, clarity and simplicity.
Textual techniques: Styles and Tone of Voice.
Web writing and social media communication.
Corporate storytelling: Main elements.

The student will be expected to choose at least two of the listed texts.

Learning will be checked by considering 3 dimensions:
20%: Constant presence and participation in lessons;
40%: Expression of individual contribution to the collective elaboration of an artistic project oriented to corporate management;
40%: Collective production of an artistic project oriented to corporate management.

The training module includes a part of frontal lessons supported by iconographic and audiovisual material, and a part of practical exercises finalized to the realization of verbal material related to the laboratory and to the other modules of the course.

Italian

written and oral