Read the Official Description

  • Are you looking for a master web marketing and social media that you can frequent online or in the classroom?
  • Do you work but do not want to give up a path of study and update on the web communication that can be used in the evening?
  • Are you tired of the theory and looking for a technical operational approach by the best web marketing professionals to become a real web communication manager?
  • Do you want to test yourself following real projects from beginning to end with a practical experience followed by experts in the field?
  • Want to know the best practices of web marketing and social media marketing that have built the success of large companies to drop these experiences into your business?
  • Live away from Milan but you want to breathe an international environment while staying at home with a course that allows you to have the same degree of deepening of the topics in web marketing and the ability to interact with other colleagues in the classroom and online and with teachers ?
  • Participating online in the exercises and receiving explanations on unclear points?

We will give you the first elements on this page that allow you to understand why the Digital Marketing Master and Social Media Master is currently the most suitable path to learn how to use all the main technical tools and tools required by those seeking digital professionals. The best choice for those who aim to direct their profile and skills towards new digital professions by learning concretely to DO what they require; without renouncing the credibility of a certification subject to a final examination following which it can demonstrate profit, effective attendance and acquired skills.


The Master in web and social marketing prepares you for the following digital professions:

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


We offer Master Web Marketing and Social Media students who request it, as an optional fee, the opportunity to practice in the field through a real WORK EXPERIENCE, which we will evaluate and then insert into our curriculum as an experience. Inserted into a work team coordinated by 3 digital professors, the students have the opportunity to deepen the concepts and skills learned during the practical-operational lessons with a real practical experience. In a labor market that requires more and more specialization, which must increasingly deal with social users, it becomes crucial to be able to demonstrate that they have carried out a first curricular activity in a context consistent with the studies of the Master Web Marketing and Social Media.

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 consultants of web marketing and social media marketing, the student has the opportunity to work in teams on real activities and follow all stages of implementation, to achieve goals that will be measured in KPI . A curricular work to be inserted under one's own professional experiences. At the end of the Work Experience (which we remember to be a paid option for this training path), in fact, the student can insert the experience of apprenticeship in his / her curriculum, explicitly declaring to have had work experience of apprenticeship in the various fields of web and social media marketing with Digital Coach.

Web Marketing Area Forms


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. 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.


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).


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.


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.


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.


Through this emerging discipline we will define the sequence of optimal actions (Funnels) to be made to the visitors of its website in order to maximize the chances of converting into customers. We will understand how to attribute to each medium (Seo, Sem, Email, social ...) the right role in the right phase of the conversion process.


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.


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.


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.


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.

Social Media Area Forms


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 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 the opportunities for advertising, lead generation and social selling that offers the professional Network that 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. References will be both personal and business.


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 present the optimal ways of using the social that makes the interaction live, the speed of dissemination and the disintermediation of information its strengths. We will see how to use personal and business profiles, integration with other social networks and news from Twitter Ads.


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 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 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.


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.


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.


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 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!


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.


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 the niche social networks that can best enable them to reach their audience.


You will learn what it is and how to make digital storytelling, what are the characteristics of a successful corporate communication, how do the brands tie their customers to a story and not directly to a product or service. We will teach you how to use the web and social channels to create the brand identity, own or the company we work with, building an effective customer journey that sells ... without selling.

Program taught in:
Last updated July 14, 2018
This course is Online Online & Campus Combined
Start Date
Oct. 2019
6 - 18 months
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Oct. 2019

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