- Docente: Arturo Ferraro Pelle
- Credits: 4
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)
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from Sep 21, 2024 to Nov 23, 2024
Learning outcomes
The workshop aims to present tools and techniques of digital marketing. At the end of the workshop the students will know the most important activities that operate in the online market, their differences and potential; they will be aware of all the application area and the various activities and develop digital implementation skills. Furthermore, they will be able to use the main tools of analysis and identify search trends.
Course contents
The workshop aims to engage participants in the development of integrated digital marketing analysis and strategies.
It begins with an overview of the various opportunities on the web and the continuous evolution of the working environment, followed by an in-depth exploration of the specific activities within the digital market, and concludes with the use of the most widely used analytical tools.
Teaching methods
The workshop will be structured into seven sessions.
The teaching will include:
- Frontal lectures
- Practical exercises
- Development and realization of a project work
Assessment methods
The assessment of learning involves creating a keyword analysis and producing optimized content.
Exercise:
- Conducting keyword research on topics defined in class
- Creating content optimized for both users and search engines
The final evaluation will consider attendance, classroom exercises, and student participation.
Teaching tools
Presentations with slides, videos, websites, online tools, and equipment from the Department of Political and Social Sciences.
Office hours
See the website of Arturo Ferraro Pelle