Online and Digital Marketing Master with guaranteed and paid internship


Read more about this program on the institution's website

Program Description

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

Web Area Forms

Digital Strategy: online & offline integration

Overview of all major online marketing channels, peculiarities and differences between them. From SEO to email marketing, via social media and mobile, we will try to understand which 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 conversion into sales, also considering offline aspects.

SEM & Display Advertising: convert the traffic generated on your site

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.

Inbound Marketing & Lead Generation

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.

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.

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.

E-Mail Marketing

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.

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.

Website Creation & Wordpress

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.

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.

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.

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.

Digital PR

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 & SEO Copywriting

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.

Web Reputation & Social Media Monitoring

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.

Content Marketing & Blogging

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.

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.

Youtube & Online Video Marketing

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.

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.

Pinterest Marketing

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.

Personal Branding & Professional Success

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.

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.

Advanced Modules Web E-Commerce Area

E-Commerce Strategies & Management

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.

Advanced SEO

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.

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.

E-Commerce Software & Magento

We will analyze the pros and cons of the different ways to choose your E-commerce platform by evaluating the risks and opportunities of each of them from the use of proprietary solutions to the choice of an open source CMS software (content management system). We will indicate why we lean towards the choice of Open Source solutions and in particular for the Magento CMS. We will create online stores using Magento itself and teach how to use its main functions: from the creation of the product catalog to the enrichment of the product sheets, from the marketing & sales functions to the management of orders and the warehouse.

SEM Advanced + Programmatic & real time bidding

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.

E-Commerce regulation

We will present all the key issues to consider when you want to open an e-commerce site: right of withdrawal, privacy, use of cookies, online contracts, community and non-EU VAT, registration to the VIES database (Vat Information Exchange System). We will also discover the differences to consider 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 the European level.

Last updated Aug 2020

About the School

DIGITAL COACH è un Marchio Registrato di proprietà per l’Italia di HR SOLUTIONS SRL, Scuola di Formazione fondata 22 Ottobre 2004, registrata presso la Camera di Commercio di Milano con numero REA 182 ... Read More

DIGITAL COACH è un Marchio Registrato di proprietà per l’Italia di HR SOLUTIONS SRL, Scuola di Formazione fondata 22 Ottobre 2004, registrata presso la Camera di Commercio di Milano con numero REA 1828396 e sede legale ed operativa a Milano in Viale Francesco Restelli 3/7, nella zona di Porta Nuova area in cui nel raggio di circa 2 KM quadrati hanno sede principale protagonisti dell’economia Digitale come Google, Samsung, Linkedin, Amazon, oltre ad istituzioni come Unicredit, la Regione Lombardia, il Comune di Milano e molti altri. Read less
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