Having a digital marketing strategy is crucial for the competitiveness of SMEs. In Italy, the B2C market has exceeded €40 billion and B2B accounts for over 20% of the total. 41.6% of SMEs make advanced use of digital technologies. 6 out of 10 are looking for digital skills, but 45.6% find it difficult to recruit them. The Advanced Training Course in Digital Media Marketing for SMEs of the University of Padua aims to reduce this gap by training Junior Digital Media Managers capable of managing the digital communication channels of SMEs. At the end of the course, participants will be able to collaborate with the marketing manager in defining and managing a digital marketing strategy, developing and managing content marketing, optimising content in digital channels, measuring and analysing digital marketing actions, and implementing continuous improvement actions.
The Advanced Training Course in Digital Marketing for Small and Medium-sized Enterprises is characterised by the organic integration of theory and practice. The lessons are structured as follows:
In the first part, the methodological and analytical foundations necessary to carry out the activities are introduced. For example, with regard to strategic auditing, the contents of an auditing report are defined and all activities necessary for its production are explained.
The second part of the course focuses on the practical component, through the analysis of case histories and the development of simulations based on briefs provided by the lecturer. The aim of complementing theory with a solid practical basis is evident in the composition of the teaching staff, which includes numerous professionals with long experience in advising and assisting small and large companies.
The Digital Marketing for SMEs course is aimed at two categories:
Aspiring Digital Marketing Manager: Young recent graduate or close to graduation who wants to develop skills in digital marketing. No previous marketing skills are required.
Marketing Manager in Digital Transition: Senior figure with sales and marketing skills who wants to extend his or her skills to digital strategies.
Career opportunities:
Digital Marketing Specialist: Planning, execution and optimisation of digital marketing campaigns.
Content Creator and Copywriter: Creation and management of text and video content for blogs, websites, social media and newsletters.
Search Marketing Specialist: Optimisation of websites to improve organic and paid positioning, keyword research and analysis, SEO strategies, management of search engine advertising campaigns.
Social Media Manager: Management of company social profiles, content creation, community interaction, planning and management of social media advertising campaigns.
Web Analytics Specialist: Monitoring and data analysis of website performance and digital campaigns, use of analytics tools to measure ROI, development of data-driven strategies.
MODULE 1 – STRATEGY
In this module, students will learn how to outline and build an effective value proposition for their audience, using tools such as the value proposition, business model canvas and marketing funnels. In addition, they will plan their strategy by choosing the ideal channel or channel mix according to target audience, product, message, budget and objectives.
MODULE 2 – SEO
In this module on search engine optimisation, the student will discover how to design web pages, manage content, metatags and keywords, and increase link popularity, thus increasing the likelihood of a company ranking in the premium areas of the first page of Google or other search engines.
MODULE 3 – SEM
This module delves into sponsored positioning and the main rules of Search Engine Marketing to create effective pay per click campaigns with Google Ads, including keywords, ads, costs, display network, remarketing and performance indicators.
MODULE 4 – FACEBOOK
Students will learn how to build and manage a community of loyal followers, planning and scheduling communication activities, maximising engagement and social reputation. He/she will also learn how to design advertising campaigns to monetise the target audience.
MODULE 5 – VIDEO CONTENT CREATION
With social channels increasingly saturated with content, capturing attention requires storytelling, curated images and engaging videos. Students will learn how to develop a video strategy integrated with the marketing plan, using smartphones and apps to produce valuable content.
MODULE 6 – INSTAGRAM AND TIKTOK
Instagram and TikTok are growing channels, especially among the younger generation. The student will learn how to design and plan a presence on these channels through visual contents that create involvement and engagement, using Visual StoryTelling logics.
MODULE 7 – LINKEDIN
LinkedIn is a personal brand and professional network management service, useful for recruiting and employee advocacy strategies. The student will learn how to integrate and manage these activities, making it a marketing and advertising tool focused on B2B.
MODULE 8 – WEB ANALYTICS
The objective of this module is to enable the student to design a monitoring system to learn about customer interests and behaviour and measure the efficiency of communication through Google Analytics.
The general ranking of merit for the academic year 2023/24 will be published on the Italian page of this Master according to the timing provided in the Call.
Information
FAQ
Students will receive a University certificate, as well as an OpenBadge (get more information at Open Badge), if they attend at least 70% of the lessons and pass the final exam. At the end of the Course, after taking the final examination, the student is awarded 8 CFUs. A certificate of achievement attesting to this achievement may be issued on request.
It will be possible for students to attend the lessons both in presence and remotely (the method of attendance will not influence the opportunity to obtain the certification). Moreover, all lessons will be recorded and made available through the educational platform of the University, along with any material used during the lectures.
It’s not crucial. The course is open to candidates with various backgrounds and experiences, as long as they are motivated and committed. In case of a high number of candidates, prior knowledge of the subject might become a discriminating factor in the redaction of the admittance lists.
No, the course doesn’t include any forms of exemptions or facilitations, nor the possibility to pay in installments, whereas students with disabilities will have access to facilities, as expressed by the law Art. 8 by Prime Ministerial Decree of 09/04/2002.
The course combines theory and hands-on experience. On one side, students will revise the elements at the basis of digital marketing, with a focus on the strategic aspects of positioning on digital channels, and the importance of both omnichannel and multichannel strategies. On the other hand, the final goal of the course is to allow students to put into practice the skills acquired during the lectures, so that they can learn how to manage various channels, supported by our faculty, as well as external experts who actively work in the field of digital marketing.