DIGITAL MARKETING

- Understanding marketing evolution and the new ecosystem - Understanding the new customers (Gen Z & Millennials) - Understanding the new digital brand touch points - Understanding how to manage digital channels - The new frontier of mobile/multiscreen marketing - Adapt companies' digital marketing strategies to the new Digital Transformation era

- Principles of Marketing / Marketing basic course

- Clear understanding of main digital marketing domains (marketing mix evolution, digital ecosystem, role of data, new medias, omnichannel strategies) - Knowledge of Digital Marketing Levers (Social Listening, Collaborative platforms, SEM, Display and Video Advertising, Programmatic Adv, Social CRM tools, Digital channels, Content Marketing, Data Management Platforms, etc.) - Understanding of future trends and new technologies that will shape businesses in coming years (Artificial intelligence, IoT, Cybersecurity, Cloud computing, Blockchain, Metaverse & Extended Reality (XR), NFT)

- Brand management - The new digital ecosystem - Customer analysis in the digital era - Impact of digital tools in product development process - Social media and Influencers - Digital advertising - SEM: Search Engine Marketing (SEO, SEA) - Digital Adv Metrics and Attribution Model - Omni-channel - Digital CBM & Big Data Management - Data Management Platforms - Artificial intelligence and CRM - Digital Customer Service

Primary: - Winning Digital Customers (Howard Tiersy) - Digital Business transformation (Nigel vaz) - Future is Faster than You Think (Peter H. Diamandis & Steven Kotler) - Metaverse (Matthew ball) - Competing in the age of AI (M. Iansiri, K. Lakhani) - The AI Economy (R. Bootle) - Pivot to the future (O. Abbosh, P. Nunes, L. Dowes) - Radical Uncertainty (J. Kay, Mervyn King) - The Digital Transformation Playbook (D. Rogers) - Digital Marketing Strategy (S. Kingsnorth) - Exponential Organizations: Why New Organizations are Ten Times Better, Faster, and Cheaper Than Yours (and what to Do about It) (Michael S. Malone, Salim Ismail e Yuri Van Geest) - Digital Darwinism (T. Goodwin) Secondary: - The new digital age (Schmidt, Cohen) - Likeable Business (Kerpen) - Don't make me think (Krug) - Digital Marketing (Ryan, Jones) - Digital Marketing (Kaufman, Horton) - Digital Marketing (Alan Charlesworth) - How to measure digital marketing (Laurent Flores) - Big Data (Bernard Marr) - Dataclysm (Christian Rudder) - Predictive Analytics, Data Mining and Big Data (Steven Finlay) - A social strategy (Mikolaj Jan Piskorski) - Digital Wars (Arthur) - Big Bang Disruption (Nunes) - Digital Marketing Analytics (Heman, Burbary) - Big Data (Schonberger) - Personalized Digital Advertising (Nesamoney)

- Traditional lecture - Team works - Full interaction - Business simulation - Cases studies Is required a class attendance at least of 70% to pass the course

- Work in groups and classroom presentations - Interactive sessions to recap main topics - Written exam

- Lessons attendance - Mark no lower than 27/30