DMM Digital Media Marketing for SMEs

Developing skills in the field of digital marketing can prove useful both in service and industrial sectors. The aim of this course is to provide skills that will prove useful to work under various profiles, such as:

• Web Project Manager – Their role is to design the Web Business Plan of a company and constantly monitor the development of the chosen strategy;
• Social Media Manager – Their role is to manage a business’ online presence on social media, defining communication strategies for the web;
• Web Advertiser – Their role is to manage the advertising campaigns of a business;
• Search Engine Optimizer – Their role is to manage a business’ visibility and positioning on search engines by handling and optimizing contents and link popularity of the company’s website;

Web Analyst – Their role is to convert the web strategy of a company into an integrated monitoring system to measure its efficiency and effectiveness.

With the goal of bridging this gap, the course is addressed to young post-graduates, freelancers, employees, managers, and entrepreneurs who wish to acquire specific skills and methods concerning the management of digital marketing (which can prove useful both to stand out in the job market and to support their own business in the development of effective digital communication strategies), or who simply wish to get familiar with the current existing digital technologies in order to build up their know-how and prove up to the task when comparing their skills to those of solution providers, media agencies, and consultants.

MODULE 1 – STRATEGY

Students will learn how to design and build up an intriguing offer for their audience, using tools such as value propositions, business model canvases, and marketing funnels. They will also learn how to plan their strategy through the choice of an ideal channel, or a combination of channels, according to their target, product, message, budget, and goals.

MODULE 2 – SEO

The lectures focused on search engine optimization will prove quite useful to students, who will learn how to design web pages, manage contents, metatags, and keywords, increase link popularity, thus improving a company’s chances to position in the top areas of Google search results, or the first page of other research engines.

MODULE 3 – SEM

This module will cover topics such as sponsored positioning and the most important rules of Search Engine Marketing, which should be followed to create effective pay-per-click campaigns on Google Ads (in reference to keywords, ads, costs, display networks, remarketing, and performance indicators).

MODULE 4 – FACEBOOK

Students will learn how to cultivate and manage a loyal community of followers by designing content projects, planning and scheduling their communication activities, managing online relationships, maximizing engagement and social reputation. They will also acquire skills useful to make the most of these information assets and design advertising campaigns to effectively hit their target and make a profit out of it.

MODULE 5 – VIDEO CONTENT CREATION

Social channels are becoming increasingly fast and content-rich. Capturing user attention requires valuable content, storytelling, curated images and attractive, engaging videos. The success of YouTube and in the near future of Tik Tok are changing the way businesses approach video as a marketing tool. The development of technologically advanced smartphones and applications instrumental in the creation of valuable content is encouraging small businesses to produce their own content. We are no longer talking about one-shot products, used for a campaign or to document an event, but about managing multi-platform channels. Businesses increasingly need a video strategy integrated with the marketing plan.

MODULE 6 – INSTAGRAM AND TIKTOK

Instagram and TikTok are definitely the fastest growing digital channels, especially among the younger generation. Their target audience, however, represents not only an interesting market segment but also the consumers of tomorrow. This is why it is becoming increasingly important and a challenge for companies and brands to preside over these channels that exploit the logic of Visual StoryTelling, and that through images, stories and videos create involvement and engagement. In this module, the student will learn how to design and plan the presence on these channels through visual content capable of intriguing, engaging and monetising the target audience.

MODULE 7 – LINKEDIN

LinkedIn is a service that allows people to manage their own personal brand and professional network, but, for businesses, it’s also a recruiting tool, used to create employee advocacy strategies. It’s growing more and more into a marketing and advertising tool, with a focus on business to business (B2B). The growing interest towards this channel by both large and small businesses calls for new professional profiles who know how to integrate and manage all these activities.

MODULE 8 – WEB ANALYTICS

The goal of this module is to give our students the chance to design a monitoring system, which can be used to get a better understanding of their clients’ interests and behaviors, as well as to quantify the efficiency and effectiveness of their communication systems through the use of 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.