The first lesson of the Winter School introduces participants from the ITACA project to the key transformations driven by digitalization in globalization and cross-cultural communication. The program provides students with a multidisciplinary overview of how digital tools, AI, and online platforms reshape economic relations, international marketing, and intercultural interactions. Through an applied and forward-looking approach, ITACA students gain foundational insights that prepare them to understand and navigate global digital dynamics throughout the rest of the course.
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