I am thrilled to announce that starting this March, I will be joining the faculty at UNIMONT (Università della Montagna) – Università degli Studi di Milano in Edolo (BS)!
I’ll be teaching the “Web Communications” course as part of the Master’s Program in “Valorization and Sustainable Development of Mountain Areas.”
Teaching communication and marketing topics has always been a passion of mine. The opportunity to do this in person, in English, and right here in the Italian Alps, so close to home, makes it truly special.
I would like to extend a special thank you to Anna Giorgi for her support and faith in me. I am honored to contribute to the mission of empowering and sustaining mountain regions through modern digital strategies.
The Course
In this course, we aren’t just staying in the realm of theory. Digital communication in the mountains requires a specific blend of authenticity and innovation. To ensure our students are ready for the field, the curriculum will focus on:
1. Real-World Alpine Cases
We will dissect communication strategies specifically tailored for local alpine businesses and institutions. Whether it’s a family-run mountain hut, a craft enterprise in the Camonica Valley, or a territorial marketing body, we will look at how to communicate “the mountain” to a global audience without losing its local soul.
2. AI as the Ultimate Assistant (Not the Pilot)
We can no longer afford to ignore Artificial Intelligence. In our sessions, we will explore how to use AI tools to define and implement a robust communication strategy. However, my stance is clear: AI is a powerful assistant, but it does not hold the steering wheel. We must learn to leverage these tools to enhance our productivity and creativity without abdication of our responsibilities. The final decision always rests with the human professional.
3. Decisions Rooted in Data
While AI provides the speed, our expertise provides the direction. Every strategic choice we discuss will be grounded in:
- Analytics Systems: Understanding user behavior on our platforms.
- Market Analysis: Identifying the real needs of our territory.
- Tracking Technologies: Using data to measure success and pivot when necessary.
Ultimately, the goal is to produce communicators who are technically proficient but remain critically minded, using the best of technology to serve the unique heritage of our mountains.
