B5592 - DIGITAL MARKETING

Learning outcomes

The workshop aims to introduce tools and techniques of digital marketing. By the end of the course, students will be familiar with the main activities operating in the online market, their differences and potential; they will have an understanding of the application areas of various activities and will have developed the ability to implement digital strategies; they will be able to use key analytical tools and identify search trends.

Course contents

The workshop aims to engage participants in the development of integrated digital marketing analysis and strategies.

It begins with an overview of the various opportunities on the web and the continuous evolution of the working environment, followed by an in-depth exploration of the specific activities within the digital market, and concludes with the use of the most widely used analytical tools.

Teaching methods

The workshop will be structured into seven sessions.

The teaching will include:

- Frontal lectures
- Practical exercises
- Development and realization of a project work

Assessment methods

The assessment of learning involves creating a keyword analysis and producing optimized content.

Exercise:

1. Conducting keyword research on topics defined in class
2. Creating content optimized for both users and search engines

The final evaluation will consider attendance, classroom exercises, and student participation.

Teaching tools

Presentations with slides, videos, websites, online tools, and equipment from the Department of Political and Social Sciences.

Office hours

See the website of Arturo Ferraro Pelle