NB it is necessary to have an advanced level of the Italian language to access the courses
Web Area Forms
Digital Strategy: online
Overview of all the main online marketing channels, peculiarities and differences between them. From SEO to email marketing, going through social media and coming to mobile, we will try to understand what criteria should guide us in choosing the optimal mix for different types of companies and businesses. We will then discover the integration strategies of the channels aimed at maximizing the contribution of each of them in the cycle that starts from the generation of traffic and must lead to the conversion into sales, considering also offline aspects.
Module which teaches how to use different PPC (Pay Per Click) tools thanks to which to implement targeted strategies in terms of location, days, times as well as interests, age and sex of the user. These include Google Adwords and its features of both Keyword advertising and Display Advertising (banners).
Web Analytics Base
We will teach you to use the software, first of all Google Analytics useful for acquiring business intelligence information on the needs, behaviors, tastes and preferences of your audience. Then implement subsequent web marketing actions whose results will be re-measured and interpreted. Among the other tools we will also talk about A / B testing tools, heat maps, webmaster tools and more.
Through this emerging discipline we will define the sequence of optimal actions (Funnels) to be carried out by the visitors of their website in order to maximize the chances that they become customers. We will understand how to assign to each medium (SEO, SEM, Email, social media, ETC.) the right role in the right phase of the conversion process.
The New Business activity traditionally carried out through agents and sales networks in the traditional offline world is increasingly finding online a consideration in affiliate marketing. We will learn to know its principles, intermediaries and software to create, manage and remunerate its online sales force.
SEO: Search Engine Optimization
Activities aimed at optimizing the presence on search engines in order to generate traffic of users interested in their products and services. Historical discipline that has undergone radical changes in the last 2 years, becoming the most holistic of web marketing disciplines.
DEM (Direct Email marketing) is a historically dated tool but still extremely effective in stimulating actions that often lead to online sales. We will see all the technological and communicative and copywriting solutions to be able to significantly improve the performance of this instrument.
We will discover how, through Smartphones and Tablets, it is now possible to reach your audience and create integrated strategies with other media. We will understand how to design Mobile Apps, mobile advertising campaigns, SMS marketing, mobile Couponing.
The website is the point of departure and arrival of every web marketing action and as such it is a dynamic tool that you must be able to improve and change every day. In this module we will teach to do so, using WordPress, the CMS that allows you to create and manage websites without the need for programming and design skills.
Location Based Marketing
The development of technologies and the mobile world allow today to be able to carry out marketing actions based on the geographical position of our potential customers allowing them to reach them in the right place and time to optimize their advertising costs. We will discover in this module the ways and the software to do it.
Social Area Forms
Facebook Community Marketing
The creation and management of Facebook Pages; from the daily management of the editorial calendar to the rules of engagement and moderation of the community, through social care and crisis management. There will be ideas for measuring results through analytics.
We will discover the opportunities of advertising, lead generation and social selling that the professional Network offers, which now has more than 6 million users in Italy. From the creation, management and moderation of the company pages to the community management of the Linkedin groups up to the possibility of creating advertising campaigns. The references will be both personal and corporate.
We will present the optimal ways of using the social network that makes direct interaction, the speed of dissemination of information and the disintermediation of its strengths. We will see how to use personal and corporate profiles, integration with other social networks and the news of Twitter Ads.
We will try to understand what peculiarities have allowed Instagram to become the social network that grew the most in the last year, exceeding the number of Twitter users. We will discover how some brands are using the immediacy of visual content in an original and effective way.
We will discover which are the actors with whom to do public relations online and how to interact effectively with them, using the tools that help us simplify our lives. How to work profitably with Bloggers, online Publishers, influencers, social stars.
Wordpress For Blogging
We will make you understand why the Blog is the center of the best social media marketing strategies as well as the first channel of content marketing to consider to address their users. We will find out how to use WordPress and the main plugins to become autonomous in managing a blog and to write content that is optimized for search engines.
Several software and tools are able today to read conversations that take place online and on social media and to return data that can allow you to evaluate opinions and perceptions in relation to a brand, a product, a campaign. We will find out what they are, how and when to use them to improve our web reputation.
We will learn to produce content that can attract, engage and respond to our potential customers. We will discover how to enhance them thanks to a company blog, maximize their distribution through social media. We will learn to use useful tools to facilitate creation (CMS, visual content tools, video content, infographics, image processing) and automate posting on social media.
We will set up advertising campaigns with all the tools that Facebook provides to reach millions of potential customers but in a targeted way based on gender, age, domicile and interests. From Facebook adv to the sponsorship of content, from the Offer to the Facebook remarketing and then analyze the results with Facebook Insights.
We will discover how even a small company can set up a video marketing and video advertising strategy reaching the right audience even with limited budgets. We will learn how to create a Youtube channel, make the right video content, advertise it with Adwords for video and monitor its results with Youtube analytics.
We will discover the characteristics that make G a platform for integration between the world of the web and social media, a tool for integrating Google services. We will understand how to use it not only for social purposes but also for SEO purposes, not neglecting some tools such as circles and Hangouts.
We will discover the world of content curation and visual content marketing principles on which this social network of particular interest for the worlds of fashion, automotive, design and food is based. To then understand how to use it in the company.
We will start from the definition of our professional positioning and then take the first steps, as always helped by the right tools, aimed at increasing our personal visibility both on search engines and on social media. We will define a personalized plan of action for each participant, in order to make a change in our career and realize our professional dreams!
New Emerging Social Media (Real Time Marketing: Snapchat, Telegram, Whatsapp, Messenger)
In this final module we will explore the growth and application potential of different emerging and niche social networks. And we will try them live of course. We will learn, depending on the company we work for, to find niche social media that can best enable it to reach its audience.
You will learn what digital storytelling is and how to do it, what are the characteristics of successful business communication, how brands link their clients to a story and not directly to a product or service. We will teach you to use the web and social channels to create the brand identity, either your own or the company we work at, building an effective customer journey that sells, without selling.
Advanced Modules Web E-Commerce Area
We will define the critical success factors of an online sales project by analyzing for each of them the Best Practices that produce the best results. We will talk about online strategy, online sales channels, technological choices, but there will also be offline topics such as the choices of the range, those of warehouse management (Drop Shipment), Customer service and organizational structure.
We will present the latest updates in search engine algorithms (Google Panda, Penguin, Hummingbird and others) that result in significant changes for SEO specialist activity. In particular, the increasing need for integration between this discipline and the themes of content marketing, social media, semantics in order to produce results. We will also propose some advanced tools.
Web Analytics Advanced
The increasing availability of information available in the digital marketing world requires the ability to know how to use tools that can effectively integrate them as Google's Universal Analytics. In this module we will learn to integrate mobile and desktop data with data from social media and social analytics. However, we will also discover and use A / B testing and eye tracking tools to improve the understanding of preferences, habits and interests of our potential customers.
You will learn how to design immaterial design, to create an effective strategy to improve the user experience on a 360-degree website. You will understand the difference between UX and UI because to be really useful for users who visit a site is not enough graphics: the interface is not the solution. We will explain what the user experience is, what the important elements for the success of a successful project: website usability, content strategy, visual design, information architecture, user research, graphic interaction and many others, in addition to the indispensable tools for maximum effectiveness of the user experience.
We will analyze the pros and cons of the different avenues for choosing your own E-commerce platform by assessing the risks and opportunities of each of them from using proprietary solutions to choosing an open source CMS software (content management system). We will indicate why we favor the choice of Open Source solutions and in particular for the Magento CMS. We will create online stores using the same Magento and teach you how to use the main features: from the creation of the product catalog to the enrichment of the product cards, from the marketing features
SEM Advanced Programmatic
We will understand how the emerging technologies of Programmatic Buying and Real Time Bidding are giving a new direction to the SEM sector and we will understand the logic on which these technologies are based. But we will also deepen the opportunities of Retargeting / Remarketing technologies and we will try the tools made available by the main players in the sector.