Master’s degree in Marketing and Corporate Communication

Digital Business & Web Marketing

Course code
Name of lecturers
Ilenia Confente, Alberto Mariutto
Ilenia Confente
Number of ECTS credits allocated
Academic sector
Language of instruction
primo semestre (lauree magistrali) dal Oct 5, 2020 al Dec 23, 2020.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims first at introducing students to the impact of digitization on business processes and activities; second, it will particularly focus on marketing implications made possible by the Internet. More in detail, in Federico Brunetti’s module topics will considered more under a theoretical perspective, in order to deliver rationales, concepts and future directions in the digital contexts. Alberto Mariutto’s module, for its part, will be eminently practical, in order to transfer knowledge and application of the main tools and best practices dealing with creation and support to an effective digital presence. By completion of the course, students will ba able to understand, design and implement strategies and techniques for the development of digital marketing projects.


The digital environment: digital brand dynamics
 Digital business models
 Customer Journey and Digital Marketing
 Omni-channel and digital touchpoints

Digital Marketing Plan
 how to develop a Digital Strategy
 Buyer Personas & Customer Journey
 Content Strategy and Search Engine Optimization (SEO)

Web tools
 Email marketing and related tools
 Website and blog creation via Wordpress and Photoshop
 Web Analytics
 Digital Marketing outbound (DEM, SEM and GDN…)

Social media
 Role, structure and impact of social media
 Social media strategy (theory and practice)
 Content Marketing and Influencer Marketing
 Influencer Marketing: a case study

Social Media listening and monitoring
 Social media research and analysis
 Social media metrics. KPI’s

 Follow-up on team business game

Reference books
Author Title Publisher Year ISBN Note
Halligan, B., Shah, D. Inbound marketing. Attirare e soddisfare i clienti online Tecniche Nuove 2015 limitatamente ai capitoli 5-6-7-8-10-11-12
Tuten T.L., Solomon, M.R Social Media Marketing (Edizione 3) Pearson 2020 limitatamente ai capitoli 1-2-3-4-5-10-11

Assessment methods and criteria

Due to Covid issues, the exam and teaching details will be provided as soon as we will received new details and instructions.

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