NB it is necessary to have an advanced level of the Italian language to access the courses

The Master in Digital Marketing is available both in the evening edition (19-22.30) and in the day edition (14.30-18), it is available both in the classroom in Milan and live online from all over Italy or in formula on demand , freed from frequency schedules. It allows you to integrate 4 months of part-time work experience (Work Experience), available both for young people and for people of advanced age who cannot leave their current job to make a useful training experience.

Professional outlets

The Masters in digital marketing provides the preparation and certifies the skills necessary to undertake the following careers

  • Digital Marketing Manager
  • Web Marketing Manager
  • Social Media Marketing Manager
  • Content Marketing Specialist
  • Seo Specialist
  • Sem Specialist
  • Social Media Specialist
  • Community Manager
  • Web Content Specialist / Manager
  • Web Trafficker
  • Digital PR Specialist

Practicum (work experience)

All Master Digital Coaches provide the opportunity to deepen the knowledge and skills learned during the practical-operational lessons with a real internship experience, the Work Experience. In a labor market that requires more and more specialization it becomes crucial to be able to demonstrate that it has carried out a first curricular activity in a field consistent with the Master's studies. Precisely in this logic we have thought of a formula that allows the student to choose the area in which to specialize and to be included in the related work team. In collaboration with colleagues and under the supervision of professional web marketing and social media marketing consultants, the student has the opportunity to work in team on real activities and follow all the phases of realization. A curriculable work to be included under one's own professional experiences. At the end of the Work Experience the student can insert the internship experience in his or her curriculum. Work Experience is optional.

Contents and Program of the Master in Digital Marketing

Among the Digital Marketing Masters available in Italy, Digital Coach's Digital Marketing is distinguished by the American standards with which it is compared and which determine a strong focus on:

  • Use of the latest technologies and the most advanced work methods
  • Business orientation or the generation of results
  • Integration of complementary tools and channels

In order to bring the best worldwide references in Digital Marketing practices to Italy, we have chosen to structure an extremely broad program, which covers the study of all channels and means able to contribute to the Digital Marketing strategies of the best web companies. As a result, we have integrated a total of 31 training modules divided into 10 disciplines of the Web marketing area, 5 of the E-Commerce area and advanced web marketing and 14 of the Social Media area. From a content point of view this is in fact the most complete and specialized training course in Digital Marketing available not only in our catalog but on an Italian level. The philosophy, the approach, the methodologies, the teaching tools used are designed to "undermine" the approaches and beliefs of all those who have knowledge or come from the traditional marketing and communication worlds and understand how the digital one is a real and its REVOLUTION in the business world that has very profound implications at all levels in the company:

  • in terms of strategies
  • in terms of investments
  • in terms of sales channels
  • on the level of communication channels
  • on the customer service level
  • on the level of operational marketing tools
  • in terms of human resources and their organization

The number of teachers (over 30 professionals), their specialization in digital, the variety and concreteness of their professional experiences will bring to the classroom continuous tests aimed at understanding the revolution in progress. The preparation provided will make it possible to understand and learn to work with operational tools typically used both in the web marketing area and in the social media area, but it also includes various in-depth analyzes in which these tools are applied to the world of e-commerce. We now present a SUMMARY OF THE FORMATIVE CONTENT of each of the modules included in this Master:

Web Marketing 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.

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.

SEM

Module which teaches how to use different PPC (Pay Per Click) tools, thanks to which strategies can be implemented in terms of locations, days, hours as well as interests, age and sex of users. These include Google Adwords and its features of both Keyword advertising and Display Advertising (banner).

E-Mail Marketing:

The 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 devices and copywriting to improve the performance of this instrument.

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.

Mobile Marketing:

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.

Inbound Marketing

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, etc.) the right role in the right phase of the conversion process.

Website Creation

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.

Affiliate Marketing:

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.

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.

Modules E-Commerce Area and Advanced Web Marketing

E-Commerce Strategies

We will define the critical success factors of an online sales project by analyzing the best results for each of them. We will talk about online strategy, online sales channels, technological choices but we will not miss offline topics such as range choices, warehouse management (Drop Shipment), Customer service and organizational set-up.

E-Commerce Software

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

SEO Advanced:

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.

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. DISCOVER THE COMPLETE SEM ADVANCED PROGRAM or the Programmatic PROGRAM

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.

E-Commerce Regulations:

We will present all the key issues to consider when opening an e-commerce site: right of withdrawal, privacy, use of Cookies, online contracts, community and non-EU VAT, registration with the VIES database (Vat Information Exchange System). We will also discover the differences to be considered for the Business to Business sale compared to the Business to Consumer sale and we will see the new legislation that regulates the sector at European level

User Experience:

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.

Digital Storytelling:

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.

Social Media 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.

Facebook Advertising:

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.

Linkedin Marketing:

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.

Youtube

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.

Twitter Marketing:

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.

Google Marketing:

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.

Instagram Marketing:

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.

Pinterest Marketing:

We will discover the world of content curation and visual content marketing principles on which this social network is based, of particular interest for the worlds of fashion, automotive, design and food. To then understand how to use it in the company.

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.

Digital PR:

We will find out what the actors with which to make public relations online and how to interact effectively with them, using the tools that help us to simplify our lives. How to work profitably with Bloggers, online Publishers, influencers, social stars.

Web Reputation

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.

Personal Branding

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 action plan for each participant, in order to change our career and realize our professional dreams!

Content Marketing

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 the creation (CMS, visual content tools, video content, infographics, image processing) and automate posting on social media.

Emerging Social Media (Tumblr, Snapchat, Storify, Vine, Reddit, Wechat)

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.

Program taught in:
  • Italian

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Last updated July 2, 2019
This course is Online, Campus based, Online & Campus Combined
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