Document summary objectives Course
Course:
ISSE/01 Economics and Business Management – Digital Marketing
Year:
2024/2025
Lecturer:
Giuseppe Brofferio
Syllabus 
List of topics covered:
This course provides a comprehensive and up-to-date overview of Digital Marketing strategies, analyzing the most effective channels, techniques and tools for promoting companies, products and services in the digital environment. Online advertising strategies, Social Media Marketing, Email Marketing and web traffic analysis metrics will be covered. A specific focus will be devoted to user experience optimization (UX) and data management in compliance with privacy regulations. In addition, emerging trends and the future of the digital ecosystem will be explored.
Course-specific learning objectives:
The course aims to develop a solid understanding of the fundamentals of Digital Marketing and methodologies for setting effective strategies. Students will acquire practical skills to manage online advertising campaigns, optimize websites for search engines, analyze traffic data and improve a brand’s digital presence. By the end of the course, they will be able to design and implement integrated digital marketing strategies, leveraging the industry’s best practices and most advanced tools.
Mode of teaching delivery:
Teaching involves a dynamic and interactive approach, alternating between lectures, practical exercises and case study analysis. Students will actively participate in simulations and lab activities, applying the concepts learned in real time and confronting real scenarios from the world of digital marketing.
Mode of examination/evaluation:
The final assessment will be based on a written test and practical tests that will test students’ ability to apply the Digital Marketing strategies analyzed during the course. Understanding of concepts, ability to use digital tools and effectiveness in developing online marketing strategies will be assessed.
Bibliography
- Online resources selected by the instructor, available on digital platforms and portals specializing in Digital Marketing. Students will have access to a wide range of up-to-date, high-quality materials to further the topics covered in the course.