Insegnamento a.a. 2025-2026

• The digital society and the digital customer.
• Analyzing the digital environment: competitors and consumer behaviour online analysis.
• The impact of digital technology on marketing practices.
• Designing a digital marketing strategy.
• Plan a digital marketing execution: online commerce, online communication and online content.
• Content management and user experience.
• Social media marketing.
• E- and M-commerce.
• The role of AI.
• Website evaluation and application of web marketing.
• An introduction to web analytics.

• Identify market opportunities and understanding consumer online behavior.
• Recognize the priorities of a digital marketing strategy.
• Identify the actions needed for an effective product, promotion, pricing, and distribution strategy in a digital environment.

• Understand how to deliver content through a variety of digital platforms including website, mobile and social media.
• Understand and influence digital user experiences.
• Understand and apply social media strategies.
• Understand and apply marketing metrics and analytics.
• Understand the use of digital channels in a multichannel strategy.

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

• Guest Speaker's talk: introductions to case studies and real life experiences.
• Group assignments: opportunities to concretely deal with real projects from design to implementation, under specific constraints determined by existing brands.
• Company visits: opportunities to visit logistic centers, warehouses and headquarters of e-commerce and digital marketing companies (upon availability).

• Interactive class activities and business game.

Assessment Criteria for Attending Students

Grades will be calculated as follows:

1. Final Group Project – 50% of the overall grade (scored 0–31)

2. In-Class Group Activity (Business Game) – 20% of the overall grade (scored 24–31)

3. Written Final Exam (based on selected book chapters) – 30% of the overall grade (scored 0–31)

Attendance Policy

A minimum of 75% attendance is mandatory to maintain attending student status. Some sessions will be explicitly marked as compulsory.

No exceptions will be made to the 75% minimum attendance requirement. Attendance is defined as physical presence in the classroom. Justifications for absences or irregularities—such as failure to register attendance, late arrivals beyond 10 minutes, etc.—will not be accepted.

The course is not compatible with other commitments that may hinder regular class participation.

Final Exam

The final written exam consists of open-ended and multiple-choice questions based on concepts, models, and case studies discussed during lectures and available on Blackboard.

Assessment for Non-Attending Students

The assessment method for non-attending students consists of a written final exam (scored 0–31).

The exam includes both open-ended and multiple-choice questions based on the concepts, models, and case studies presented in the textbook ONLY.

These questions are primarily designed to assess students’ understanding of analytical and managerial skills, as well as their comprehension of key concepts.

Business cases included in the exam are used to evaluate students’ ability to apply theoretical knowledge acquired through the course materials.

• Selection of slides and paper (available on Blackboard)

• Digital Media Pro business game. Individual licenses for the use of the business game must be purchased by attending students, following the instructions that will be provided in class. The cost of the license replaces the purchase of the textbook.

• Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (whole book, all chapters).

• The digital society and the digital customer.
• Analyzing the digital environment: competitors and consumer behaviour online analysis.
• The impact of digital technology on marketing practices.
• Designing a digital marketing strategy.
• Plan a digital marketing execution: online commerce, online communication and online content.
• Content management and user experience.
• Social media marketing.
• E- and M-commerce.
• Website evaluation and application of web marketing.
• An introduction to web analytics.

• Identify market opportunities and understanding consumer online behavior.
• Recognize the priorities of a digital marketing strategy.
• Identify the actions needed for an effective product, promotion, pricing, and distribution strategy in a digital environment.

• Use a variety of digital platforms including websites, mobile and social media for content delivery.
• Apply tools aimed to improve digital customers' experiences.
• Apply effective social media strategies.
• Choose and use marketing metrics and analytics.
• Design an effective strategy for the implementation of digital channels in an omnichannel strategy.

• Guest Speaker's talk: introductions to case studies and real life experiences.
• Group assignments: opportunities to concretely deal with real projects from design to implementation, under specific constraints determined by existing brands.
• Company visits: opportunities to visit logistic centers, warehouses and headquarters of e-commerce and digital marketing companies (upon availability).

• Interactive class activities - business game: DIGITAL MediaPRO is an immersive online simulation that illustrates media challenges in the digital age. Groups will be exposed to the use of digital media, communicating with ‘digital natives’, and transforming media planning and execution. To succeed, they will need to focus on understanding consumers and their decision-making process, deal with the complexity of a rapidly growing market and manage communications effectively in a competitive environment.

Grades will be computed as follows:

1.Final group project - 50% of the overall grade (0-31)

2.Digital MediaPRO simulation (group activity) – 20% of the overall grade (0-31)

3. Written final exam on selected book chapters - 30% of the overall grade (0-31)

Mandatory attendance (75%) is a condition for the attending status

1.  Final Group project

The project will offer the opportunity to apply course concepts by designing an e-marketing plan for a real brand/company, which will drive the overall activities throughout the course. The teams will be supported by detailed guidelines and in-class tutorship sessions. In addition to the group production of a final paper, each individual will also contribute to give a short public presentation on the last days of class. Further information about the project and operational details will be provided at the beginning of the course.

2.  DIGITAL MediaPRO simulation (group activity)

DIGITAL MediaPRO is an immersive online simulation that illustrates media challenges in the digital age. Groups will be exposed to the use of digital media, communicating with ‘digital natives’, and transforming media planning and execution. To succeed, they will need to focus on understanding consumers and their decision-making process, deal with the complexity of a rapidly growing market and manage communications effectively in a competitive environment

3. Written final exam on selected book chapters

The exam is made of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbook (selected chapters).

The assessment method for non-attending students is based on a written final exam (0-31)

• It is made up of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbook.
• The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension.
• The business cases are used to assess the ability to apply the knowledge students learned when studying the course material.

• Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (selected chapters)

• DIGITAL MediaPRO licence (details will be provided)

• Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (whole book)