Course description
What is “Social Media”- and how will developing media skills help students plan successful careers in the world of food?
The world of social media has its specialized vocabulary for food studies as well as other fields.
Key terms such as “strategy,” “engagement,” and “content” form the basis of our study.
More importantly, we may say that social media today is a “must” not only for any business company seeking a place in the market but also for anyone willing to emerge professionally and build a career in a society where most people expect to have whatever they need whenever they want.

Course aims
While in Perugia, students will learn how to use social media for business and professional purposes, making the most of their presence in this world capital city of food.
Perugia’s traditional food markets, restaurants, and groceries offer unique opportunities to engage with the local community and explore the global-local linkages of food, from production to consumption, with a historical and contemporary perspective.
Students who decide to attend “Social Media, Social Food” should understand that the course will not help them to get more followers on their personal accounts.
The course focuses mainly on the quality of communication through social media.
Students will not learn to be as popular as celebrities, but through observation and analysis of best practices applied by brands and professionals (media people, celebrities, etc.) they will understand how to create a coherent storytelling that will help them increase their visual communication skills.
Creativity is very much appreciated both in terms of copy and graphics. That’s why students should make all the effort to edit original image/video content and captions. Poor quality work will be evaluated accordingly.
As is well known, food, wine, lifestyle, and leisure are ingredients of Italian culture. “Social Media, Social Food” students will thus have the chance to contribute to this tasty menu of life by using social networks.
They will learn how to plan a strategy for a food-related social media account involving the institute’s many partners (companies, brands, associations, institutions), and how to analyze the results of the activities they planned and how to develop new ideas. 

Class methodology
The course is grounded in both theory and practice. In addition to the two class meetings per week, the discussion will continue online through social networks and the various Umbra Institute media.
Students, through their assignments, will have the chance to provide high-quality material to the official Umbra Institute TikTok page and Instagram account.
All the activities in this course will be supervised and evaluated. Consequently, students will be involved in a semester-long practicum using social media for professional purposes.

Most of the assignments will be carried out in groups. This methodology will help students to develop the necessary skills to enter the labor market as professionals.
Choosing a group leader, working for a common goal, and doing your best to benefit the whole group are the principles on which all the major companies operating in the digital field are based.
However, given the different personalities and abilities, students will be assessed individually. This means that the professor will never give a group assessment, but only and exclusively individual grades, so each student will be responsible for their part of the assignment.

Skills
Students will acquire useful skills for their future careers such as:
– how to work in a group for a common goal;
– how to use social media for professional purposes;
– how to plan a social media strategy for a food-themed account;
– how to communicate through social media for the food industry;
– how to elaborate, produce, and use engaging and impactful visuals for social media.

Learning outcomes
Students will:
– learn to analyze the social media strategy of major brands in the food industry;
– learn the responsibilities of different kinds of digital participation, from curating social media to blogging;
– cultivate an ability to discern, analyze and manage attention to food;
– learn to use social media tools effectively for the food industry;
– understand the need for critical consumption of information;
– understand and practice appropriate online behavior as a food social media manager;
– learn how to become critical citizens thanks to social media considering the impact of their actions in a digital environment.

Course fees
$185– Includes a truffle hunting field trip with lunch, three cooking classes and a photo shoot at a restaurant with tastings