The course explores the main strategic tools, techniques, and practical applications for the effective implementation of digital transformation and digital marketing activities in organizations. By integrating theory with practice, it equips students with a digital and strategic mindset to successfully plan and execute digital strategies across industries and organizational settings.

In line with the objectives of the Degree Program, the course provides knowledge, skills, and applied competences in broad and interdisciplinary contexts, supporting problem-solving and the design of adaptable digital marketing plans and transformation strategies. Special focus is devoted to emerging topics such as artificial intelligence, analytics, and advanced digital technologies.

By the end of the course, students will be able to:
Knowledge and understanding: master the fundamental concepts of digital marketing and digital transformation, understand their business implications and challenges, and generate original and innovative ideas.
Application of knowledge: apply acquired competences to real-world digital marketing and analytics problems, developing strategic plans that can be implemented across digital and social channels.
Practical skills: employ operational tools and analytics methodologies to plan, monitor, and optimize the performance of marketing campaigns.
Critical analysis: interpret data and KPIs to evaluate and improve the effectiveness of digital strategies through a data-driven approach.
Communication: clearly and effectively communicate acquired knowledge and practical insights, using appropriate disciplinary language and managing digital communication processes with both specialist and non-specialist audiences.
Autonomy and lifelong learning: demonstrate maturity and full capacity for independent study, preparing for further educational pathways and professional roles in digital marketing and digital transformation.

Although not requiring specific prerequisites, the course is particularly suitable for those who have already taken marketing-related exams. In any case, the course offers a transversal overview of the communication phenomenon. It can also be ideal for students from other degree courses who wish to deepen these themes by including it as an elective exam.

The course in Digital Transformation, Marketing and Analytics explores the main strategic tools and techniques for the effective implementation of digital transformation and digital marketing activities in companies. Through lectures, case study discussions, practical exercises, and a group project work, students will develop technical, strategic, and operational skills to plan, execute, and analyze digital marketing strategies in dynamic and interdisciplinary contexts.

Learning objectives

The course aims to foster a digital and strategic mindset, providing knowledge and applied skills for problem-solving, the design of adaptable digital marketing plans, and the ability to manage complexity. Special focus is placed on emerging technologies (AI, AR, VR, blockchain, data, security, and privacy) and their impact on marketing and sales processes.

Course contents

Digital Strategy and Innovation
Marketing planning within corporate strategy
SOSTAC® model: Situation Analysis, Objectives, Strategy, Tactics, Action, Control
Growth Hacking and Digital Research: philosophy, validation techniques, pretotyping, competitor reverse engineering, advanced search tools (Google Dork)
Innovation and transformation drivers: exponential technologies, leadership, budgeting, digital teams

AI and Marketing
Introduction to AI and applications in marketing
Generative AI: video, audio, voice and text generation
Prompt engineering and business use cases
Opportunities, critical issues, and ethics of AI

Content Marketing
Definition and relevance of content marketing
Buyer Personas and ICP
Short- and long-form content, inbound/outbound
KPIs and generative content creation

Social Media Marketing
Overview of major platforms (Facebook, Instagram, LinkedIn, TikTok, etc.)
Strategies, KPIs, and editorial planning
Advertising campaigns and community management
Tools for social media management and analytics
AI, algorithmic delivery, and polarization
Case studies and best practices

Search Engines and Digital Advertising
SEO: on-page and off-page optimization, keyword research
SEM and Paid Search: Google Ads, SEO/SEM differences, rise of AEO
Digital Advertising: types, programmatic campaigns, targeting, prospecting and retargeting
Advertising ecosystem, platforms, and channels
AI in digital advertising and best practices

Analytics and Measurement
Web Analytics: Google Analytics, Hotjar, and other tools
Key metrics and KPIs
Campaign incremental lift and measurement methods
Attribution models: last-click, first-click, linear, and advanced approaches
Media Mix Modelling and applications
End of third-party cookies and new measurement challenges

Retention and CRM
Email marketing: segmentation, personalization, and strategy design
Tools, KPIs, and performance analysis
CRM, marketing automation, and lead scoring

Learning outcomes

By the end of the course, students will be able to:
apply strategic and operational models of digital marketing;
use AI, advertising, and analytics tools effectively;
interpret data and KPIs to evaluate digital campaigns;
communicate knowledge and results clearly to both specialist and non-specialist audiences;
integrate knowledge and formulate strategic solutions even under conditions of incomplete or uncertain information.

In summary, the course develops technical, strategic, and soft skills, preparing students for professional roles in digital marketing and in the broader digital transformation of organizations.

For exam preparation, students are required to study the teaching materials provided by the instructors. Specifically:
Lecture recordings and additional video materials prepared by the instructors and published after each class.
Slides and PDF notes, distributed during the course and uploaded on the official learning platforms (Teams and/or Moodle 2).
Specific course documents, including:
SOSTAC® – PR Smith – A Digital Marketing Plan – 2021 (PDF available on Teams).

Recommended readings and further resources

For students wishing to further deepen their knowledge, the following optional readings and resources are suggested:
Kotler P., Kartajaya H., Setiawan I., Marketing 6.0, December 2023, English edition.
Additional readings, academic papers, PDF materials, and curated links to websites, video channels, and podcasts will be shared by the instructors throughout the course, with particular focus on emerging trends and innovations in digital marketing and digital transformation.

All resources provided by the instructors are considered an integral part of the learning process and are essential for the preparation of the final examination.

The course provides a comprehensive overview of tools, techniques, and practical applications required for digital transformation and digital marketing. It combines theory and practice through lectures, case studies, exercises, and project work, developing strategic, operational, and analytical competences.

Main contents

Digital Strategy and Innovation
Marketing planning within corporate strategy.
SOSTAC® model (Situation Analysis, Objectives, Strategy, Tactics, Action, Control) and its application to a digital project.
Growth Hacking and Digital Research: validation, pretotyping, competitor reverse engineering, and advanced research tools (Google Dork).
Innovation and transformation: exponential technologies and enablers such as AI, AR, VR, blockchain, data, security, and privacy.
Organizational factors: leadership, budgeting, and digital teams.

AI and Marketing
Introduction to AI tools in marketing.
Generative AI and business use cases (video, audio, voice, text).
Prompt engineering and ethical/operational challenges.

Content Marketing
Definition, role, and importance.
Buyer Personas and Ideal Customer Profiles.
Short- and long-form content, inbound/outbound strategies.
KPIs and content creation with Generative AI.

Social Media Marketing
Overview of major platforms (Facebook, Instagram, LinkedIn, TikTok, etc.).
Strategies, KPIs, and editorial planning.
Advertising campaigns, community management, and analytics tools.
AI and social media: algorithms, polarization, and case studies.

Search Engines and Digital Advertising
SEO: on-page/off-page optimization and keyword research.
SEM and Paid Search: Google Ads, SEO/SEM differences, Answer Engine Optimization (AEO).
Digital Advertising: types, ecosystem, platforms, and programmatic.
Prospecting, retargeting, and audience targeting.
Role of AI and campaign optimization.

Analytics and Measurement
Fundamentals of web analytics: cookies, data sources, tools (Google Analytics, Hotjar).
Key KPIs and metrics.
Concept of incremental lift and measurement methods.
Hands-on exercise with Google Analytics.
Advanced Measurement: attribution models (last-click, first-click, linear, etc.), attribution windows, Media Mix Modelling.
Current challenges: the end of third-party cookies and new tracking solutions.

Retention and CRM
Email marketing: segmentation, personalization, KPIs, and tools.
Building data-driven retention strategies.
Introduction to CRM, marketing automation, and lead scoring.

Expected outcomes

By the end of the course, students will have acquired technical, strategic, and analytical skills to manage all digital marketing channels in an integrated way, leverage innovative technologies, and apply data-driven approaches to deliver measurable results.

The course uses innovative teaching methods and includes the recording of lectures on the TEAMS platform conducted in-person, consistently with the objectives expressed in the DEAMS strategic plan (2023-2026) and in line with the University guidelines. The course includes:
lectures but managed through multimedia supports, such as PowerPoint presentations, videos, and free demonstration tools of digital techniques and operations.
During the course, students will also engage in practical exercises conducted in small groups (typically consisting of four members). These activities will provide the foundation for the development of the final project (project work), the preparation, presentation, and discussion of which will constitute an opportunity for critical exchange and for assessing the achievement of the intended learning outcomes.

For reasons of programmatic and linguistic consistency, as well as as a natural consequence of the course structure, the final examination of course EC63 will cover both modules and will take place at the conclusion of the course.
In order to assess the achievement of the intended learning outcomes, with reference to the five Dublin Descriptors, the final examination will consist of two distinct phases, both to be carried out during the same exam session.
The examination format for attending students is designed to highlight and reward active participation in the course:
Presentation of a project work, representing the practical application of the course content, to be carried out in groups of 3 to 5 members and submitted in PDF format. Each group will have 20 minutes to present their project. This component will assess the students’ ability to understand the course topics, formulate judgments, and express arguments and/or opinions with appropriate academic language.
Verification of knowledge, competences, and learning of theoretical concepts and teaching materials, as well as communication skills, linguistic accuracy, and reasoning ability—including the correct reading and interpretation of digital data—through individual questions posed after the project presentation described in point 1. Additional questions will also be asked to assess each candidate’s active contribution to the group project.
The project work will account for 70% of the final grade, while the individual questions will account for the remaining 30%. A passing grade must be obtained in both components in order to pass the examination. Marks for both components will be expressed on a 30-point scale.
For non-attending students, or for those who choose this option, the final examination is designed to verify full mastery of the subject, acquired through independent study.
Assessment of comprehension will be carried out through an oral examination, aimed at verifying both understanding of the topics and knowledge of the teaching materials and texts, as well as the ability to formulate judgments and express opinions. The oral examination may be supplemented by a written exercise on course topics, to be completed during the exam session.

The course is strongly aligned with the United Nations Sustainable Development Goals (SDGs) and contributes to several of them through its teaching approach, practical activities, and promotion of advanced digital competences. In particular, it addresses the following goals:

Goal 4 – Quality Education
The course promotes inclusive and equitable quality education by equipping students with technical, strategic, and soft skills essential for digital marketing and digital transformation. Innovative teaching methods, advanced digital tools, project work, and case studies ensure effective and engaging learning experiences, preparing students for academic and professional challenges.

Goal 8 – Decent Work and Economic Growth
By fostering advanced digital competences and innovative marketing strategies, the course prepares students to actively contribute to sustainable economic growth. It supports the creation of qualified job opportunities in the digital sector and encourages work practices based on productivity, inclusion, and dignity.

Goal 9 – Industry, Innovation and Infrastructure
Through the teaching of innovation techniques and emerging technologies (AI, blockchain, AR/VR, data and security), the course sustains the development of resilient digital infrastructures and inclusive, sustainable industrialization. Students gain the tools to lead digital transformation and innovation processes in organizations.

Goal 12 – Responsible Consumption and Production
The course emphasizes sustainable and responsible marketing and digital transformation practices. Students learn to design strategies that minimize environmental impact, promote conscious consumption, and encourage sustainable corporate behaviors.

Goal 17 – Partnerships for the Goals
Collaborative teaching, group projects, and interaction with experts and companies foster the creation of strategic partnerships. The course strengthens students’ teamwork and networking skills, preparing them to contribute to effective alliances for achieving the SDGs.