Digital Marketing

The aims of this course are:
- to analyze opportunities and challenges for companies in a digital economy;
- to provide theoretical and operational frameworks for defining marketing strategies in a digital economy and for integrating ""off line"" and ""on line"" marketing approaches;
- to present the tools and channels used by companies for digital communication i.e. social media, online consumer activations, CRM and paid media channels.

At the end of the course, students will be able to evaluate the implications of digital development on companies' marketing processes. They will also have acquired the basic skills to set up a marketing plan, using the main techniques and tools for analyzing demand and competition and defining web Marketing strategies and policies, with particular reference to communication ones.