Insegnamento a.a. 2025-2026

• Marketing in the new digital landscape Online Business Models.
• Search engines and social platforms as advanced business intelligence tools.
• SEO and SEA
• Google Analytics and Web site analysis
• Social Media Marketing: Microtargeting, Social Media Monitoring, and Listening
• Content marketing and A/B testing
• eCommerce: enablers, driver, and caveat
• CDP and Marketing Automation

• At the end of the course student will be able to...
• Define a digital strategy
• Analyzing the strategy of competitors
• Identify the customer journey and relevant touch points
• Select the right tools to implement the strategy
• Identify ways to optimize the strateg

Usare gli strumenti del SEM e del social media marketing

Condurre a/b test

Usare lo strumento Google analytics

Formulare ipotesi in merito alle modalità di ottimizzazione del contenuto

Misurare le performance di un singolo touch point

Analizzare risultati di SML

• Guest speaker's talks (in class or in distance)
• Practical Exercises
• Collaborative Works / Assignments
• Interaction/Gamification

The lessons are designed to provide theoretical models and hands-on applications. They are based on the face-to-face approach, as much as possible oriented towards interaction.

Corporate speeches are opportunities to interact with leading companies. Students are exposed to the latest phenomena that are helping to build the rules of the digital marketing game.

The practices are designed to give students the opportunity to apply digital models with particular attention to communication, one of the areas in which the potential of digital technologies has been most consolidated today. Students will be split into teams on the first day of the course.  Throughout the term, they will work with teammates to obtain hands-on experience with a number of models and techniques employed in digital marketing. Detailed instructions for each assignment are provided in class before the Practice is launched. Practices are evaluated and account for 40% of the individual final grade.

Team peer evaluation: practices are performed in teams. The contribution of each team member is important to the team’s success. Therefore, to stimulate active participation from all team members, at the end of the course, a confidential peer evaluation is offered (optional, not mandatory). Each team member has an opportunity to provide evaluations of his or her peers on their contribution to all team activities.

A characterizing element of the course is given by Google Analytics certification (Google Analytics Individual Qualification - GAIQ). The GAIQ is mandatory to access the exam, both for attending and non-attending students). The course offers students a range of knowledge to enable them to better prepare for the certification test, which must be carried out on the official Google channels as required by Google (the certification is not managed by Bocconi). To prepare for certification, students will be supported in setting up individual study and during the learning process.

• Practices (40%).
• Individual written exam (60%).

Practices are carried out in teams, in itinere, and concern the application of the analytical models learned during the lessons.

The written exam is made of open questions, multiple-choice/multiple-answer questions, exercises. It is design to evaluate students' understanding of the various aspects of digital analysis learned during the course.

Individual written exam.

The written exam consists of multiple choice questions, open questions and exercises to evaluate the understanding of strategic marketing in the digital environment, with particular attention to the use of analytics.

Slides, any material available on the digital platform BB, and individual notes taken during lessons.

• Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Hemann C. and

  Burbary K., QUE Publishing, 2018

  The Customer Factory: The Evolution of Digital Marketing, Barbarossa F., White Rabbit

  Publishing, 2019