Digital Marketing and Communication

Designing the future

The Digital Marketing and Communication Executive Program combines different digital expertise levels to develop an integrated approach among all the marketing and communication levers.

By drawing a wide-ranging overview of the digital world, it becomes possible to imagine every offline and online activity as part of a more complex system. The ability to evaluate the situation of the company is improved, as well as the ability to identify targets and develop a web marketing strategy to achieve them.

Digital advertising topics and measuring of results in relation to investments are dealt with to support the planning of digital campaigns.

The Digital Marketing & Communication Executive Program is ideal for those who are looking for a more structured opportunity to operate on the web, the social media and the e-commerce with the same degree of effectiveness.

The company cases and the real-life experiences will also provide food for thought and more opportunities to exchange views among participants.

The course consists of 14 days, held over seven two-day residentials during the weekend (Fridays and Saturdays). It features six teaching modules plus a final project work.
It’s possible to attend individual modules, choosing on which topics to focus.

If you’re looking for new ideas on the digital to be put in practice now, contact the course director to consider your participation.

Davide Maggi

Davide Maggi

Director of Studies

" At the end of the Program, you’ll know how to set up an efficient digital marketing plan, how to adopt a web marketing strategy, how to operate on social media, on search engines, in the blogosphere, how to launch an advertising campaign on the new media and, most of all, how to measure the success of the strategies that were implemented. "


  • 35


  • 59% F - 41% M



It’s a 14-day course, held over the weekend (Fridays and Saturdays full time – h. 9.15am/5.45pm).

Six teaching modules are featured:

  • Digital Strategy
  • Social Media Marketing
  • Web Marketing
  • Digital PR and Storytelling
  • E-commerce
  • Crossmedia Campaign
  • Digital Campaign

The dates of the lessons are:

  • 17 18 January 2020
  • 14 15 February 2020
  • 13 March 14 2020
  • 27 March 28 2020
  • 17 April 18 2020
  • 15 May 16, 2020
  • 12 13 June 2020

Online activities are planned from December 2019.


  • Setting up a digital PR activity
  • Measuring brand awareness
  • Storytelling and visual storytelling
  • Managing influencer

  • Planning a crossmedia campaign
  • Creativity of a web adv campaign
  • Creative content for the digital

  • Final project work

  • The levers of digital communication (Inbound and Outbound)
  • The B2B and B2C digital communication
  • Digital strategy: how to draft a plan
  • The effectiveness of digital communication

  • The creation of an e-commerce platform, maintaining it and the analysis of results
  • How to obtain results with e-commerce
  • How to measure an efficient conversion rate
  • Business levers for e-commerce

  • Which social medium for which communication
  • How to set up an engagement campaign
  • How to manage an SMM activity and the cost to support it
  • Customer care on social media
  • The analysis of results

  • How to conduct a web marketing activity
  • Conversion rate and the importance of ranking
  • Analysis tools
  • Introduction to Search Marketing: why, market, player, levers, numbers, behaviors
  • Actionable Web Analytics: how to take data-based decisions

Learning method

Classes alternate with and complement company testimonials and debriefing presentations, campaign simulations and case studies.
Additionally, a few online learning sessions will be provided, both with real-time activities and interactions as well as asynchronous ones through the e-learning platform.


Networking takes place between students in the same class, between participants and lecturers, as well as with students from other courses or from previous editions of the same program.


Over the years, our partners have been continuously involved in various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they contribute actively in introducing guest speakers and organizing company visits. Our partners are our first supporters: sponsoring various scholarships, hosting internships for students, and providing career opportunities for graduates.

The Bologna Business School’s partner companies are:

Aeroporto G. Marconi Assicoop Bologna Metropolitana Automobili Lamborghini Bologna Fiere Brevini Power Transmission Camera di Commercio di Bologna Camera di Commercio di Ferrara Camera di Commercio di Forlì-Cesena Camera di Commercio di Modena Camera di Commercio di Rimini Camst Carpigiani Group Cassa di Risparmio in Bologna Confcommercio Emilia Romagna Confindustria Emilia Romagna Coswell Datalogic Ducati Motor Holding Enel Engineering Ingegneria Informatica Expert System Falorni Fastweb Ferrarelle Ferrari Ferretti Group Finalma Fondazione Carisbo Fondazione Cassa Risparmio Cesena Fondazione Cassa Risparmio di Cento Fondazione Cassa Risparmio di Imola Fondazione Cassa di Risparmio di Carpi Fondazione Cassa di Risparmio di Ferrara Fondazione Cassa di Risparmio di Padova e Rovigo Fondazione G. Marconi Fondazione IBM Italia Fondazione Isabella Seràgnoli Fondazione del Monte di Bologna e Ravenna Fondazione per la Collaborazione tra i Popoli Food Trend Foundation Furla Google Italia Granarolo GroupM Gruppo Coesia Gruppo Sistema H-ART HSPI Haworth Hera Horsa IBM Italia IMA Iconsulting Intesa San Paolo KPMG Advisory Laboratori Guglielmo Marconi Landi Renzo Legacoop Bologna Lighthouse Manutencoop Mape Maps Masai Italia Maserati Microsoft Italia Montenegro N.C.H. Nuovi Cantieri Apuania Olidata Onit Group Opera Santa Maria del Fiore Philip Morris Italia Poltronesofà Regione Emilia-Romagna Ricoh S.E.C.I. Gruppo Industriale Maccaferri SAP SCS Consulting STMicroelectronics Schneider Electric Seps Technogym Teuco The Boston Consulting Group Toyota Material Handling Italia Trevi Group Umberto Cesari UniCredit Unieuro Unindustria Bologna Unipol Vem Sistemi Veronesi Viabizzuno Videoworks Volvo Car Italia WPP Italia Yoox Net-A-Porter Group


The registration fee for the entire program is € 4,800 (plus VAT) to be paid before the start date of the course.

It is possible to participate to a single module at a price of € 950 (plus VAT).

Subsidised fees are provided for early registrations.

The fee includes attendance in the program, all the study materials available through the online platform, and access to Bologna Business School services, which include a personal account for the Alma wi-fi, use of the pcs in the Computer Lab, access to the study areas, and access to the indoor gym.
There is ample free parking in the School’s park.

Facilities are provided:

- for companies in the Business Network;

- for Alma and Profingest Alumni;

- for groups of at least 3 people


Alumni and Companies can check the availability of vouchers at the Interprofessional Fund reference:

Fondimpresa – for middle management
Fondo Dirigenti PMI – for managers of industrial SMEs
Fondirigenti - for managers
Fon.Coop – for Cooperatives







The course is reserved for a maximum of 30 participants.


To register, simply download the registration form and send it by email or fax (051 2090112).


At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.
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