Digital Business & Web Marketing (2020/2021)

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.


contesto digitale: comprensione delle dinamiche di un brand digitale
 Digital business models
 Customer Journey e Digital Marketing
 Omni-canalità e touchpoints digitali

Strutturazione di un progetto di Digital Marketing
 Le fasi di creazione e sviluppo di una Digital Strategy
 Costruzione di Buyer Personas & Customer Journey
 Content Strategy e Search Engine Optimization (SEO)

Strumenti web
 Email marketing e relativi tool
 Creazione di un sito e blog con Wordpress e Photoshop
 Web Analytics
 Lettura dei dati con Analytics
 Il Digital Marketing outbound (DEM, SEM and GDN…)

Social media
 Ruolo, struttura e influenza dei Social Media
 La strategia di social media marketing - un piano di social media marketing (teoria)
 Pianificazione ed esecuzione di una tattica di social media marketing (pratica)
 Content Marketing e Influencer Marketing nei Social media
 Influencer Marketing: una testimonianza concreta

Social Media listening and monitoring
 Analisi e ricerche sui social media
 Gestione dei dati e metriche nei social media. KPI’s

 Follow-up sui lavori di gruppo

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

The exam will be written and wil be the same for both participants that for non class participants. The exam will have open answer questions that will cover all the materials presented in class but also in the suggested book. The exam will be take in place but the online exam will be allowed for those students who will request it.