The Digital Marketing course addresses in a rigorous method the issues inherent in "doing marketing" in the digital context. The course aims to provide students with fundamental and, at the same time, extremely practical knowledge on the essentials of digital marketing such as: - the operation and business models of different digital platforms; - the analytics most commonly used 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; - digital marketing strategy and investment decisions between digital communication and sales channels.

• 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 lecture, paper discussion, in-class groupwork on the field project (in collaboration with a company), guest speaker speeches.

Field project: 33% Final exam: 67%

The thesis will be awarded upon positive evaluation by the faculty member of A research proposal to be submitted by a predetermined deadline (more detailed information will be provided later)