This course is intended to introduce students to the process of developing and managing effective digital marketing communications.

Key concepts are:

1.Introduction to business communication
2.how the market evolution is changing the way organizations communicate through online channels and digital technologies making digital communication actions an important part of most business activities.
3.Digital Media Communication
4.Integrated Marketing Communications (IMC)

The course will provide students with:

• a conceptual framework and specific tools for communicating in complex business environments and accomplishing strategic professional business goals
• an overview on new technologies and innovative tools and approaches
• theoretical knowledge about web corporate communication key principles and issues
• knowledge and understanding of the techniques to define a digital communication strategy and to improve the quality of digital marketing communications
• comprehension of the challenges, advantages and issues faced by companies using social media channels
• understanding of the major trends and evolution of digital and web communication