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 digitalcommunication strategy and to improve the quality of digital
marketing communications
• comprehension of the challenges,
advantages and issuesfaced by companies using social media channels
• understanding of the major
trends and evolution of digital
and web communication