The Master in Digital Marketing and Communication is a response to the fast pace of change within the world of communications, offering the latest skills and tools with regard to digital communication.
By establishing solid marketing foundations that focus on the creation, management and performance analysis of social media content, the course allows students to develop the ability to interpret companies’ needs and transform them into effective content and communication plans.
This type of training – flexible and constantly evolving – seeks to encourage students to reflect on the future of digital media, thanks to constant discussion with a diverse class in terms of educational background and geographical origin, and a Faculty that consists of academics, managers, and some of the sector’s leading entrepreneurs.
In just one year, the Master in Digital Marketing and Communication provides the personal and professional development needed to launch a career in a company or digital agency, not to mention the value of spending this time in a multiculturally-rich environment, which fuses innovation with the experience and prestige of the University of Bologna.
The program, which is entirely in English, includes two classroom-based terms and concludes with a final internship. The course alternates exemplars, group work, workshops and company projects with the aim of teaching students key concepts of the digital age: listening, sharing, participating.
To align your career with the future trajectories of communication, contact the master Program Manager and book an appointment to find out more.
THE MASTER IS AN INVESTMENT.
THE HONOR LOAN IS THE WAY TO FUND IT.
Together with our partners IAB (Interactive Advertising Bureau), Yoox Net-A-Porter Group, The Boston Consulting Group, Google, GroupM, IBM and WPP, this Master’s degree provides students with the qualifications and skills to start a managerial or consultancy career in the field of digital communications.
Director of Studies
" Our program is a journey at the intersection of latest trends in digital media and cutting-edge marketing strategies. Our students will master state-of-the-art tools and techniques of communication and digital marketing. Most importantly, they will be trained to anticipate transformations in a professional field where a forward-looking attitude is the skill that makes the real difference. "
Co-Director of Studies
" The social media and digital marketing tools that exist today will not be the ones we will use tomorrow. This master’s program will not just teach you current techniques but will also give you the opportunity to prepare for the future developments of this industry. Your professional future is our mission. "
AVERAGE WORK EXPERIENCE
The Master’s degree is a 12-month full-time program including an internship or project work (total length: 1500 working hours).
The academic part is divided into two terms. You will cover 1000 hours of study: 400 hours of classroom activities and 600 hours of individual/group work. During the first term you will study the fundamentals of marketing and communication, while the second term will deal with practical aspects and focus on the new media tools you will use in your professional career (you can find more detailed information about the courses in the section ‘Courses’ below).
The two terms are followed by an internship period of 500 working hours. This internship can be carried out at various companies and agencies in Italy or abroad. It is your chance to put into practice the theory and techniques learned during the two academic terms by working on marketing and communication strategies/campaigns, analyze and create solutions to real problems and work on action plans. You are expected to make the most of these opportunities by learning from the professionals you will be working with.
At the end of the internship you will be required to hand in a ‘final report’, which you will present to the Director of Studies showcasing your activities and analyzing the theories and lessons learned during the academic part.
Students who are interested can also choose to take an extracurricular course of Italian.
The course is aimed in first place at acquiring a full understanding of storytelling as a communication practice by addressing it through the theoretical lenses of sociology, psychology, and semiotics. Our main focus will be digital storytelling as we will consider how technical affordances of different social media platforms, patterns of attention economy online, and dynamics of digital celebrity affect the way different narrative techniques can be employed to develop marketing strategies. Case histories of digital storytelling employed in corporate, institutional and political marketing will be presented and analyzed.
Through the development of concrete business cases, this course aims at developing the fundamental skills of content creation and content marketing strategy. Leveraging all the theories and tools related to the digital world, students will learn to apply them to the business goals that are more common in international companies.
Corporate communication encompasses all the communication that takes place between an organization and its various stakeholders in order to project the company's brand within and beyond the organization. Corporate communication is responsible for creating and maintaining the brand and looking after the organization's reputation.
This course provides an understanding of the role of culture in management and organizational processes in today’s inter-cultural business world. After an initial theoretical introduction to the concept of culture, the course will analyze its relevance to organizational issues such as: human resources management, cross-cultural communication, team-work, motivation, and negotiation.
This course enables students to develop an effective and updated vision of the digital scenario using social network marketing, digital marketing, lead generation, e-commerce, loyalty and content marketing.
The course is divided into three modules: Email Marketing, Web, SEO & Web Analytics. The course aims at preparing students to understand the digital marketing tools ecosystem; acquire email marketing automation know-how, develop the ability to independently use basic and advanced features of a professional digital marketing platform; practice with a brand site building blocks: hosting, backend, frontend and content; learn how to build, maintain and publish a website and how to integrate basic marketing functionalities on a website.
Digital marketing, web marketing, social media marketing, content marketing, digital intelligence, brand protection; how to connect with your brand audience, generate engagement, create content that spreads through social connections, set the right goals and measure results.
This course aims to build a clear industry overview of digital communication, including typology of companies, agencies and professions. The course will cover the following topics: market dimensions and forecasting; indexing and ranking; associations (IAB, Assocomunicazione, Fedoweb); media agencies; creative agencies; web agencies; PR agencies; technology and provider company publisher; media owner; sales house; ad-networks; job titles and descriptions; local and global Industry.
This course provides an introduction to the following topics: marketing management, basics in consumer behavior, segmentation analysis, targeting and positioning. Price strategies, Brand management, New product development, Distribution channels and Retailing, Marketing communication strategies.
The goal of the course is to give the participants a toolbox of techniques to apply in personal communications. Vital among these is providing tools for analysing, comparing and contrasting yourself with your audience. A series of techniques for lateral thinking and persuasion in the context of personal communication will be reviewed. The scope of these final meetings will be preparing for the job interviews demanded by the placement process at BBS. To this end, a series of “mock interviews” will be executed by professionals in the HR and Marketing fields.
The strategic importance of all the customers; customer satisfaction; the value concept; to understand the value; the market sensing; to understand companies in their role as customer; market strategy. Introduction to general trade marketing principles; strategies and terminology. Overview of FMCG market; mass market sales channels; new media for retail marketing applications. Introduction to the main retailing mix tools. Practical introduction to trade marketing strategies; customer planning; cluster analysis; major clients action plans.
This course explore how search marketing works, both SEO (Search Engine Optimization) and paid search. Web analytics and CRO (Conversion Rate Optimization) topics are also covered as well as: industry main player and trends, software tools, testing methodological approach. Students will also be challenged to test the theories through real business cases.
Introduction to basic accounting principles, accounting concepts, and accounting terminology. Financial statement analysis. Basic cost concepts and cost accounting. Introduction to management control principles and techniques.
The main aim of our teaching staff is to first lay down a solid grounding of theory and then to build on this foundation by introducing more practical aspects. This method will result in you confidently entering the work environment of this industry, ready to deal with any scenario you will face.
The teaching staff will help you grasp these concepts and techniques through the use of lectures and seminars; group projects and company visits; guest speakers and case studies; videos and presentations; as well as individual assignments and assisted private studying.
The courses are structured to give the maximum freedom to learn to the students and allow the professors to teach and assess the students in the best way possible. Assessments can take the form of individual/group presentations, projects, oral and written exams as well as class participation.
The integration with companies is a priority and an ever-present feature of all programs of the Bologna Business School, hence for the Master in Digital Marketing and Communication too.
The School is fully committed to creating employability, by way of a systematic career service action, constantly focused on matching at best the students’ professional projects with the needs companies have.
The internship is an exceptional springboard, suffice it to say that six months after the end of the full-time masters at Bologna Business School on average 91% of students work in a company.
The BBS Career Service assists and supports students since the very beginning, along a training and professional development path. This is accomplished by organizing a series of workshops, with the aim of providing the fundamental tools and resources to be appropriately prepared for the labor market.
To achieve this goal, students are involved in several workshops, among which we may list:
Thanks to the collaboration with professional career counselors, students receive a customized service, in order to understand their strengths and to build their professional development plan, which will turn out to be helpful when looking for an internship. Here follow some of the activities:
Anna Lysenko – Russia
Kering Account, Zenith (Publicis Media Italy)
MDMC (A.Y. 2017/2018)
"The reason I always wanted to pursue a Master’s degree abroad was an opportunity to boost my international career. Thanks to BBS, the desired became possible: straight after the program, I joined one of the world's largest communications groups and have already had a chance to work on Ferrero, GSK and Kering media accounts. In fact, I believe this is one of the strongest points about the School: BBS can open up a lot of doors for its students."
Petra Kraus – Germany
Digital Marketing Analyst, Accenture Interactive
MDMC (A.Y. 2017/2018)
"Thanks to this Master I am currently working in an international consulting company that offers me the opportunity to grow in the digital world. During the Master, what I appreciated the most was the relationship with colleagues from all over the world and the teachings of professors and entrepreneurs who always pushed me to do my best. I would absolutely repeat this experience and I recommend it to anyone who wants to grow professionally but also personally."
DANIELE ASSISTENTI – Italy
SEO & Web Analyst, GroupM
MDMC (A.Y. 2017/2018)
"At the end of my studies I was looking for a path that could introduce me to the world of work. What I found with this Master was much more: a stimulating and international environment, which provides a solid theoretical basis and, at the same time, tests through projects with real companies, but especially a large network of professionals, colleagues and friends from all over the world and with different backgrounds from which to learn. The Master in New Media and Marketing Communication in a word is: opportunity."
Erick razon – Philippines
Enterprise Marketing Manager, DJI
MDMC (A.Y. 2016/2017)
"Digital Marketing is a wide area of study and regardless of one's background, the Master's program was able to deliver vast knowledge of the subject. What stimulated me was the healthy competition that brought out each of our potentials. We were also trained to leverage data and analytics, converting those insights into business drivers. Now, I am co-leading overall Europe marketing for the biggest drone company in the world. Because of the Master's program, I am more than prepared."
Giovanni De Falco – Italy
Global Performance Specialist, Max Mara Fashion Group
MDMC (A.Y. 2016/2017)
"An internship in a world leading company in marketing and advertising that turned into my actual job and the ability to do it well: this is what I aspired to and what I obtained thanks to the Master. A solid network of knowledge in the world of Digital Marketing able to offer solutions and opportunities in one of the most dynamic areas of our time, this is what was created thanks to the network of BBS and its careful selection of students. The experience in the international environment and the program entirely in English have been fundamental to compete with an advantage in the world of work."
Niccolò Milazzo – Italy
Content Marketing Specialist, Diennea MagNews
MDMC (A.Y. 2016/2017)
"Combining the opportunities and the skills o fan International business school with the values and the challenges of a city like Bologna: this was BBS for me. This Master is the right choice if you want to develop your digital marketing konwledge considering the offline activities too. What do I carry with me? A network of colleagues and friends, training experience and an internship that has now become my job."
Antonella Totaro – Italy
Digital Marketing Consultant, Reply
MDMC (A.Y. 2016/2017)
"This Master is the perfect path for students whom want to pursue a career in marketing and communication. The program’ structure is complete and allows you to acquire a background that is fundamental in order to face the professional world in a more conscious way. It encourages the exchange of views and the personal growth, thanks also to the multicultural team projects."
Anastasia Leshchenko – Russia
Digital Analyst, Webranking
MDMC (A.Y. 2014/2015)
"In the beginning I considered the Master as the very strategic move. Although it was unforgettable, offering interesting lectures, challenging teamwork, enriching cultural experience etc, it wouldn't have been of that much value to me if I hadn't completed my initial goal: to find a place I would be happy to work in. Currently I am working for a leading Italian Web Marketing agency. All my investments paid off and then some."
The goal of the Career Service is also to allow students to connect with national and international companies. Over the years, Bologna Business School has managed to establish a wide-ranging network and a sound partnership with leading companies in Italy, thanks to a personalized approach, based on each company’s needs. The collaboration features the following activities:
If you need more information regarding the composition of the class such as age, geographic origin and students’ background, you can download the class profile, clicking here: class profile MDMC
Our partners are the foremost supporters of our students, with the provision of scholarships, internships and professional opportunities.
Bologna Business School’s partner companies for the Master in Digital Marketing & Communication are:
ACCENTURE ADMENTA APLOAD ARAD DIGITAL ATLANTE AUTOMOBILI LAMBORGHINI AUTOMOBILI PININFARINA BALENCIAGA BARILLA BENETTON BIRRA PERONI BLUE 449 BOBST BOOSTER BOX CAFFEINA CREDEM BANCA CRIF DATALOGIC DAVINES DIANA CORP DIENNEA DOVE CONVIENE - SHOPFULLY D-SIGN DUCATI EATALY EGS SOLUTION ELECTROLUX ERMANNO SCERVINO ESSSE CAFFE' EY FAAC GROUP FABBRI 1905 FCA GROUP FERRARI FERRETTI GROUP FURLA GLAM GRANDI SALUMIFICI ITALIANI GROUP M GRUPPO FOOD GRUPPO GENERALI GRUPPO MONTENEGRO H&M HIBO IKEA INTEL COORPORATION LAVAZZA LIFE LONGARI & LOMAN LIU JO MAKED MANIFATTURA BERLUTI MAX MARA FASHION GROUP MONNALISA MOTION GLOBAL NESTLE' NIKE OGILVY PATRIZIA PEPE PHD PRADA PUBLICIS MEDIA PVH TECHNOGYM TETRAPAK WEBRANKING WP LAVORI IN CORSO YOOX NET-A-PORTER GROUP
The tuition fees for the Master is 14,800 euro (VAT free) to be paid in three installments:
The fee includes participation in the Master, all the study material available through the online platform, and access to the services and facilities of Bologna Business School such as: personal account for the Alma wi-fi, use of the PCs in the Computer Lab, access to the study areas, access to the internal gym, special rates for the School restaurant. Furthermore, the fee gives participants the right to take advantage of the supporting activities of the School, such as the language courses and the master lectures by invitation.
Free parking is also available within BBS Campus.
Additionally, with the Student Card of the University of Bologna, students have access to all of the university facilities, including over 100 libraries, digital resources and study halls (including databases and online subscriptions); the three city center canteens and all university student related discount offers. More information is available on the site of the University of Bologna: http://www.unibo.it/it/servizi-e-opportunita
At Bologna Business School we understand the importance of financial aid in supporting our students to achieve their educational goals. We are aware that an advanced, high quality training path can be a significant commitment, at the same time we also truly believe that investing in one’s future always pays back.
Bologna Business School is pleased to offer partial scholarships to the most meriting students. All of these scholarships are merit-based and will be awarded to the top-ranked candidates in the selection process. The students who come out on top in the selections will be students who not only come from strong academic or practical backgrounds but also those who display the strongest motivation to take part in this program.
There are scholarships of 6,000 euros and scholarships of 4,000 euros. All applicants will be considered for a scholarship – no specific application is required. They are awarded over the course of every round of selection and if you have performed well enough to merit one of them, you will be informed at the moment of admission.
The scholarships act as tuition waivers, so that they result in a deduction of the total amount of the tuition fees due.
The Italian National Security Institute (INPS) supports students attending I and II level Master’s Degrees with a public announcement and related scholarships of a maximum of 10.000€.
The scholarships are for sons and daughters of both INPS members and deceased INPS members.
You can check the requirements to apply to the scholarships on the INPS portal and apply by sending your application.
For the registration it is necessary:
The admission to the program is subjected to the positive assessment of your individual interview and English written test. Only native speakers will be exonerated from taking the English written test.
This Master is open to all applicants with a bachelor’s degree obtained before the enrollment deadline of each round.
Documents to send to email@example.com:
The selection process will be held at Bologna Business School. The selections for the first round will take place on May 21, 2020; for the second round on July 15, 2020 and for the third round on September 15, 2020.
In line with the number of available places, admission to the program is granted according to the position on the list of qualified candidates, drawn up on the basis of the total score awarded at the end of the admissions process.
Detailed information on the requirements and application process are available in the “Official Call for Applications” downloadable below.
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
Founder and Director
Marketing and Management Consultant
Diennea - MagNews
Full Professor of Sociology of Communication
University of Bologna
Associate Professor of Marketing and Digital Business
University of Amsterdam
Senior Lecturer in Accounting and Finance
Senior Business Consultant
Trade Marketing Studio
Associate Professor of Marketing
University of Bologna
President & Co-founder
Associate Dean - Associate Professor of Marketing
University of Bologna
Associate Professor of Sociology of Communication
University of Bologna
Assitant Professor of Business Economics
University of Bologna
Assistant Professor of Marketing
University of Bologna