The Study Program in briefThe objective of the Master of Science program in Digital Marketing is to train professionals with managerial knowledge (in particular marketing) and digital skills adapted to the new needs of companies operating in a space that is no longer just physical but digital. The CDS is characterized by a multidisciplinary didactic offer which aims to favor the understanding of the dynamics and the use of the necessary tools to operate properly in the digital ecosystem, specifically in the marketing field. The main objective is, therefore, to train professionals with not only a deep knowledge of the market and the peculiar characteristics of the activities and processes related to marketing, but also specific techniques to operate in the new digital ecosystem. For this reason, in the training course the economic, legal and business disciplines are flanked by mathematical-statistical and IT disciplines, in order to provide the student with an articulated and integrated vision of the aforementioned areas in line with the needs expressed by the companies.Knowledge and understandingAt the end of the training course, the graduate in Digital Marketing has the knowledge of the theories and methods to develop scenario analysis and to understand the functioning of the mechanisms underlying the digital world. The effective use of strategic marketing principles will be fundamental to analyze, understand and act in the hyper-competitiveness of the current market; adopting a customer-oriented approach, it will be able to formulate a balanced and measurable value proposition, in a logic of omni-channel integration that contemplates online and offline channels. Furthermore, the graduate is able to fully understand the economic, strategic and business dynamics and will be able to develop value for the customer in the digital economy markets in order to contribute to increasing the value proposition, consumer satisfaction, and value for stakeholders and the soundness of the decision-making processes of organizations.Knowledge and understanding of the topics covered are achieved both in the characterizing and related activities, in the internship and in the preparation of the thesis, and are verified with the written and oral exams and the discussion of the final exam.Ability to apply knowledge and understandingAt the end of the training, the graduate in Digital Marketing will have acquired the managerial, economic, quantitative and legal skills to analyze and interpret the competitive dynamics of the sector, consumer behavior and the related decision-making processes, in order to optimize strategic processes and operating companies operating in digital markets. He will be able to solve governance and management problems with a marketing orientation in his traditional and digital sphere. Graduates will be able to apply theoretical models and empirical tools and develop an approach focused on problem-solving and decision-making thanks to the use of reports, business plans and briefings requested during the course of studies. The development of these skills is aided by the resolution of practical cases assigned during the course of study, with the aim of analyzing economic phenomena and real business processes, or conducting research in full autonomy for which to provide a critical evaluation of the results.The ability to apply knowledge and understanding of the student is assessed with written / oral exams, seminars and a final exam.Professional profile and employment Professional opportunities provided for graduates Digital Marketing ManagerFunction in a work context:The Digital Marketing Manager is a strategic marketing expert, with specific skills on digital aspects. It is able to distinguish traditional from digital approaches, coordinate online and offline marketing activities, identifying the most appropriate channels among all those available, defining, guiding and coordinating digital marketing strategic planning, identifying the most appropriate actions to achieve the goals set by respecting company values and the sustainability of the company, to evaluate the effectiveness of the various approaches by applying rigorous measurement techniques. The Digital Marketing Manager also includes the issues related to data protection and privacy in the implementation of a digital marketing strategy.The Digital Marketing Manager oversees the development, planning and monitoring of digital marketing campaigns, deals with the communication strategy, as well as the definition and compliance with the budget and KPIs (key performance indicators). The Digital Marketing Manager is also able to coordinate and lead consumer behavior analysis, market segmentation analysis, product positioning analysis with respect to the competition, sentiment analysis and corporate brand reputation. It interacts with other figures involved in the development of market scenarios and deals with the interpretation of emerging trends, useful for defining trajectories of growth and development of the corporate business. Skills associated with the function:The course aims to train people with economic, business and quantitative skills, and with adequate knowledge of the processes and logic underlying strategic marketing planning, so as to be able to manage this function in companies and organizations operating both in the private and in the public.Specific skills associated with the function:- knowledge of the strategic aspects of marketing and the operational tools used by it- knowledge and use of digital channels, tools and strategies related to advertising, Digital PR, social media, CRM (Customer Relationship Management);- control of results through KPIs and data analysis with statistical techniques and methods;- interpretation of data from sector analyzes and monitoring of performance indicators, market trends, insights deriving from digital activity- use of techniques and quantitative methods to support analyzes and assessments related to marketing, such as segmentation and positioning mainly of products and brands;- expertise in integrated management of online and offline company communication.employment opportunities:The Digital Marketing Manager is a figure that can be spent in companies, in communication agencies and Web Agency as an internal employee or external consultant, or exercisable as a freelance (freelance). His professional training also allows him to fill roles in Digital Communication Manager, Digital Media Planner, Digital Strategist, Social Media Manager, Web Marketing Manager.