93380 - DIGITAL MARKETING

Learning outcomes

At the end of the course, the student possesses the necessary knowledge to be able to implement a marketing strategy that includes information technology as a tool to analyze consumer needs, to communicate and sell, using a quantitative method to measure the effectiveness of digital marketing. for the online context (e.g. social media, e-commerce, direct marketing), including technologies for the offline context (e.g. apps and mobile marketing for retail)

Course contents

Customer-centric approach to marketing: what it means and how digital technologies can achieve it


Quantitative and qualitative analysis in digital platforms (social media, e-commerce, sites): how algorithms influence digital marketing projects; KPIs (which ones and how to use them to create strategies)


Creation of the marketing funnel process: which objectives, which audiences, which tools, which contents

Readings/Bibliography

Alessandra Maggio, Visioni future di digital marketing, Flaccovio Editore

Jessica Piccaia, Social Media Marketing. Strategy, plan, audit, Flacowski

Teaching methods

lectures with slides


presentation of case histories

Assessment methods

The test aims to ascertain two aspects of learning:


1) knowledge of concepts, theories and techniques


2) the ability to apply this knowledge to a real context


FOR ATTENDING STUDENTS: group project work on a case study of free choice


FOR NON-ATTENDING STUDENTS: individual project work on a case study chosen by the teacher


The graduation of the grade in thirtieths can be described in the following way:


<18: insufficient


18-23: sufficient


24-27: good


28-30: excellent


30 cum laude: excellent

Teaching tools

Slides, Additional papers, data and scripts will be suggested during lectures.

Office hours

See the website of Riccardo Pirazzoli