BUS 350 – Digital Marketing: Contemporary Strategies of Italian Brands

The rise of digital technologies has completely revolutionized marketing paradigms. Companies are now challenged to communicate with an increasing number of social media channels, while their customers are becoming more connected, demanding and selective. Italian businesses competing in experience markets are faced with yet another hurdle, creating digital presences capable of delivering multi-sensory and immersive experiences which merge efficiency with emotional rewards. This course allows students to understand how digital technologies and marketing frameworks can be used to create a highly experiential and engaging digital presence allowing Made in Italy brands to venture beyond the boundaries of user experience to engage customers with transmedia storytelling, aspirational values, and Italian’s Dolce Vita.

Upon the successful completion of this course, students will

• Be capable of developing a strategic media presence capable of attracting, converting, and retaining customers, by utilizing both theoretical marketing frameworks and operational techniques.
• Be able to identify and analyze a variety of digital marketing strategies adopted by established firms over a variety of industries, spanning from content marketing to ecommerce management and digital entrepreneurship.
• Be able to identify strategies to develop, implement and measure the impact of digital media strategies, and understand the role that digital tools, automation, and AI has to play in the optimization of marketing campaigns.
• Understand the strategies behind marketing campaigns developed by industry leaders which allow them to gain and retain a competitive advantage in their respective sectors.
• Become familiar with a variety of leading Italian businesses and understand the influence of Italian culture and values on the country’s business practices.