The course includes a general introduction to marketing management, with a review of the fundamental analytical, strategic and operational moments that aim at generating value for demand (first teaching unit). Subsequently, the characteristics of digital environments that influence consumer behavior will be described, verifying the perceptive, evaluation and decision-making processes of website users, as well as the main research opportunities with and on the internet (second teaching unit). In the third teaching unit, marketing strategies will be exposed - segmentation, positioning and differentiation / personalization, highlighting the opportunities offered by interaction through digital channels. The decisions concerning the marketing mix, adequately integrated by the consideration of the specificities linked to the dynamics of online relationships, represent the object of the fourth, fifth and sixth teaching units. Finally, the theme of Big Data and digital metrics will be the subject of the seventh teaching unit. Students will also be involved in various supplementary activities, aimed at applying the theoretical concepts developed in the classroom.