DIGITAL MARKETING

The Digital Marketing course deals with the issues related to "do marketing" in the digital context with an accurate method. The course aims to provide students with both the fundamental and the extremely practical knowledge on the essential elements of digital marketing.

No specific prior knowledge is required. Nevertheless, familiarity with the basic concepts of marketing, economics and statistics is definitely useful to increase the likelihood of an effective and fast learning process for course participants.

• Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonony of judgment: By the end of the course students will have acquired ability to analyse problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know the marketing techniques and adapt them to each specific context.

Topics covered in the course are: • the operation and business models of different digital platforms; • the most widely used analytics tools to measure the performance of digital activities; • specific digital communication tools such as: o SEO; o SEM (or paid search marketing); o display advertising; o social media marketing; o influencer marketing; • the brand reputation management in a digital environment; • digital marketing strategy and investment decisions between digital communication and sales channels.

Digital textbook (Stukent), teaching materials and scientific papers

Interactive lectures based on previous study of the digital textbook chapters, paper discussion, in-class groupwork on the field project (in collaboration with a company), guest speaker speeches.

Field project: 50% of the final grade Paper discussion: 30% of the final grade Final exam: 20% of the final grade

Thesis will be assigned based on professors' positive evaluation of a research proposal sent by set deadline (detailed information will be provided)