Digital Marketing

The course aims to provide a comprehensive understanding of the principles of marketing and digital marketing, developing strong skills in analytical, strategic, and operational marketing. Students will acquire the foundation to analyze markets, define effective strategies, design, and plan digital marketing actions aligned with the company's strategic vision, ensuring an integrated approach across different digital channels (from search engines to social media and beyond). Additionally, they will learn to develop measurement and control systems that fully leverage the data-driven nature of digital channels.

By the end of the course, students will be able to:
- Analyze markets, competitive environment, and consumer behavior through a data-driven approach, transforming insights into effective strategic decisions;
- Apply segmentation, positioning, and value proposition to build coherent, differentiated, and customer value-oriented marketing strategies;
- Design and optimize marketing funnels, guiding customers through the different stages of the purchase journey, from awareness to conversion, and ultimately to loyalty;
- Develop SEO and SEA projects to maximize online visibility on search engines;
- Plan and create social media marketing campaigns that drive engagement and foster community growth;
- Set up strategies and utilize web analytics tools to measure, optimize, and enhance the ROI of digital activities.