Business Management

General objectives The overall aim of this course is to understand the digital revolution and its impact on marketing strategies and operations. Through the analysis of theoretical models and practical cases, participation in group work and lectures by digital practitioners (consultants and managers), this Course focuses on the key principles of digital marketing and introduces the fundamental strategic and operational tools for implementing a digital marketing strategy. 1) Knowledge and understanding The course aims to transfer the fundamental knowledge related to: the digital economy and digital transformation scenario, the digital marketing strategies and the main operating areas (e.g. digital metrics, digital advertising, e-commerce, mobile marketing). 2) Applying knowledge and understanding The acquisition of such knowledge results in the development of skills related to the planning and measurement of a digital marketing plan, which is integrated with offline activities. In drawing up the plan, the theoretical notions proposed in the classroom can be applied and capacity for strategic analysis, development of operational initiatives and measurement of marketing results can be developed. 3) Making judgements The course aims to develop a critical ability to judge the strategies and operational activities of digital marketing, integrating knowledge and managing complexity. 4) Communication skills The course aims to develop the ability to effectively communicate ideas and knowledge during lessons stimulating interactions and being able to present a digital marketing plan in the classroom in front of colleagues, working not only on the proposed content, but also on the ability to public speaking. 5) Learning skills Through the use of numerous meetings with digital marketing experts, the study of significant best practices and case studies, as well as the study of some basic conceptual models in the digital marketing field, students will develop the ability to continue the study of digital marketing autonomously.