Teaching code

4S013265

Teacher

Massimo Melchiori

Coordinator

Massimo Melchiori

Credits

2

Also offered in courses:

• Generative AI (Artificial Intelligence) for Business Communication of the course Bachelors' degree in Business Administration and Management
• Generative AI (Artificial Intelligence) for Business Communication of the course Master’s degree in Marketing and Corporate Communication
• Generative AI (Artificial Intelligence) for Business Communication of the course Master’s degree in Management and business strategy
• Generative AI (Artificial Intelligence) for Business Communication of the course Master's degree in Corporate governance and business administration
• Generative AI (Artificial Intelligence) for Business Communication of the course Master's Degree in Sport Management for an innovative and sustainable sport system
• Generative AI (Artificial Intelligence) for Business Communication of the course Master’s degree in Supply Chain Management
• Generative AI (Artificial Intelligence) for Business Communication of the course Bachelor's degree in Economics and Business
• Generative AI (Artificial Intelligence) for Business Communication of the course Bachelor's degree in Economics, Firms and International Markets
• Generative AI (Artificial Intelligence) for Business Communication of the course Master’s degree in Banking and Finance
• Generative AI (Artificial Intelligence) for Business Communication of the course Master’s degree in Economics and Data Analysis
• Generative AI (Artificial Intelligence) for Business Communication of the course Master’s degree in International Economics and Business

Language

Italian

Scientific Disciplinary Sector (SSD)

NN - -

Period

Primo semestre L dal Sep 23, 2024 al Jan 10, 2025.

Erasmus students

Not available

Courses Single

Not Authorized

Lessons timetable Moodle Seminars 0

Learning objectives

- understand the principles of generative artificial intelligence in the service of corporate communication;
- set up prompting according to narrative communication techniques and storytelling principles, with developing the ability to analyse the target audience and adapt the narrative accordingly;
- experimenting with the use of generative artificial intelligence systems (e.g. also comparing different tools, including DALL-E 3, Chat GPT, CoPilot, Gemini, Momo - free versions) to support the creative process of creating effective narratives;
- apply storytelling techniques to specific projects to communicate effectively and engagingly in various contexts (individual or professional, on work or academic projects).

Prerequisites and basic notions

Entry requirements: No special preliminary theoretical-technical skills or technological endowments are needed to participate (a smartphone or notebook will suffice). There will be an initial moment of homogenization among participants on fundamental concepts. It will be useful to participate with your own PC.

Program

This course provides students with theoretical and practical tools for creating persuasive and engaging narratives using generative artificial intelligence. The focus is on using useful AI tools to create narratives that can be applied in personal, professional, and academic contexts.
The program includes both theoretical and experiential lectures to ensure comprehensive, hands-on learning.
Upon completion of the course, students will apply the knowledge gained to develop a business communication project of their choice, applicable to:
- individual/employee level, for communications related to one's image, e.g., supporting personal branding;
- corporate/brand level, according to precise business objectives;
- project level, e.g., to communicate ideas or projects for a university setting, a business plan, or crowdfunding projects.
The project will be presented as the final test of the course and evaluated on creativity, effectiveness of storytelling, and appropriate use of generative artificial intelligence tools.

Didactic methods

The program includes both theoretical and experiential lectures to ensure comprehensive and practical learning.
Teaching modality: The training is organized with an experiential and participatory teaching approach, so in-person attendance is also provided to develop cross-curricular skills. Each meeting may assign small team insights, exercises and individual tasks to practice what has been learned before the next meeting. The presence of the teacher trainer is also ensured with tutoring and personal coaching with direct assistance to the requesting students.
Maximum number of places available: no limit for online attendance, maximum 20 places for attending in-person (booking places on moodle).
Mode of selection: There are no rankings and therefore no selection criteria. The first 20 booked will be admitted to attend in-presence.

Learning assessment procedures

By the end of the course, students will apply the knowledge gained to develop a corporate communications project of their choice, applicable to:
- individual/employee level, for communications related to one's image, e.g., supporting personal branding;
- corporate/brand level, according to precise business objectives;
- project level, e.g., to communicate ideas or projects for a university setting, a business plan, or crowdfunding projects.

Evaluation criteria

The project will be presented as the final test of the course and evaluated on creativity, effectiveness of storytelling, and appropriate use of generative artificial intelligence tools.
Recognition of 2 CFUs is approved if the student participates in at least 4 of the six scheduled meetings, passes the intermediate quizzes offered during the meetings, and passes the scheduled final test (reasoned presentation of the project developed and set during the workshop phases of the course).

Criteria for the composition of the final grade

Required hourly commitment: The course includes 6 meetings lasting 3 hours each. The total commitment is 18 hours of training and about 32 hours of individual work over two months. 2 CFUs will be awarded (for a total of 50 hours).
Please note that December 2024/April 2025 undergraduates cannot participate and apply for cfu credit for this activity, as this is a 2024/2025 disbursement, while the graduation sessions refer to the 2023/2024 academic year.

Exam language

Italiano

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