Digital Marketing and Communication

An evolving horizon

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.


 

Schermata 2019-07-04 alle 11.56.06

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.

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Technical Sponsor

 

 

Programme Advisory Committee:

  • Vincenzo Cosenza – Chief Marketing Officer, Buzzoole
  • Boris Jovic – Global Marketing Operations Lead, Shopify
  • Marta Marchionni – Head of Display and Video Solutions, Google Italy
  • Sara Pascucci – Chief Communication Officer, Caviro
  • Jane Reeve – Chief Communication Officer, Ferrari
  • Roberto Villa – Director of the IBM Italia Foundation and University Programs, IBM
  • Pietro Zambetti – Group Account Director, We are Social

Augusto Valeriani

Augusto Valeriani

Director of Studies
augusto.valeriani@unibo.it

" 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. "

Roberto Grandi

Roberto Grandi

Co-Director of Studies
roberto.grandi@unibo.it

" 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. "

CLASS PROFILE A.Y. 2020/2021

GEOGRAPHICAL ORIGIN

ACADEMIC BACKGROUND

PROFESSIONAL BACKGROUND

  • 25 y.o.

    AVERAGE AGE

  • 36%

    INTERNATIONAL STUDENTS

  • 11

    COUNTRIES REPRESENTED

  • 75%

    FEMALE STUDENTS

  • 1 year

    AVERAGE WORK EXPERIENCE

Structure

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 1500 hours of learning activities: 400 hours of classroom activities, 500 hours of individual/group work activities and 600 hours for the internship. 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.

  • First term: October 2021 – March 2022
    • Kick Off & Ice-Breaking activities
    • Fundamental Courses: Communication and Storytelling; Branding and Corporate Communication; Sales and Trade Marketing; Industry Structure of Digital Communication; Strategic Accounting; Digital Marketing; Business Ethics and Sustainability; Marketing Strategy and Data Analysis for Market Research
  • Second term: March 2022 – June 2022
    • Specific Courses: Digital Strategy and Social Media Marketing; Digital Platforms Laboratory; Search Marketing; Content Marketing Laboratory and Digital Culture
    • Two Elective Courses of your choice between: Digital Interactive Marketing; Personal Branding; Laboratory of Customer Value Management e Digital Analytics
  • Internship: June 2022 – October 2022
    • Practical Experience
    • Final Project
  • Final Discussion: March 2023

COURSES

This course explores the ethical, social responsibility, and governance challenges facing businesses today and how individuals and firms can address those challenges. The course aims to enhance the skills and expertise of participants through combining an examination of ethical, social responsibility, corporate governance and managerial theory with a discussion of common ethical, sustainability, and governance problems in context. Course material includes individual moral theory, stakeholder theory, and theories of corporate governance. The course also covers the development and evaluation of ethical, governance and sustainability management systems designed to respond to ethical, governance, and sustainability challenges, and includes wide-ranging discussions regarding current major trends, challenges, and opportunities in the field of ethical business, corporate governance and social responsibility. Finally, the course explores how business ethics, social responsibility, and corporate governance affect society at large by impeding or by fostering the achievement of the United Nations’ Sustainable Development Goals.

Mura Matteo
Wernicke Georg

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.

Valeriani Augusto

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.

Cianetti Patrizia

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.

Grandi Roberto

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.

Tuan Annamaria

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.

Ciacci Roberto

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.

Ciacci Roberto

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.

Lunari Duccio

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.

Bekins Russell James

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.

Repezza Marco
Scarpi Daniele

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.

Sciutto Nereo

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.

Raffoni Anna
Visani Franco

Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.

Pizzi Gabriele

The course aims to introduce students to the most relevant issues (foundational and more advanced) of digital technologies, discussing the most important present and future consequences on the lives of individuals and on the structure and functioning of organizations and processes. The main topics covered are: fundamentals of computational systems, artificial intelligence, autonomous systems, conversational systems, computational logic, networks and security.

The process of marketing and sales management: from value analysis for the client to communication and delivery in the market. Value analysis for the client: the drivers of value for the client. Construction value for the client: segmentation, targeting, positioning and defining value proposition. Measuring the value for the client and pricing choices.  From the construction of the value to the commutation of the value: communication above and below the line. Distributing value: go to market, sales and key account management. The marketing plan, sales metrics and marketing performance.

Matta Shashi

The course is organized in order to provide students with the possibility to learn by actively applying the tools learnt in class to concrete cases. Due to its practical nature, the course will enable students to learn about the tools to be used in order to generate, nurture, and maintain over time the relationship with the customer.

Visentin Marika

The course offers an overview of the most modern software systems for business data modeling and synthesis of reports, dashboards, indicators (KPIs) and quantitative business intelligence systems. The topics of data management, data cleaning and automated data refresh will be addressed.

Participants will learn how to link together tables of data from any source, located anywhere in the world, and to integrate them with their own strategic tables to set up high value analysis.

The course will also provide the knowledge and practice to perform complex calculations on data structured in tables, from corporate ERP systems, Excel database Excel files, SQL Server, web pages, feeds, relational databases in general, social sites. The company reports and dashboards will be interactive and accessible from any device connected to the network.

The software described and studied will be scalable, to best address the activity of Analytics on data of different complexity and breadth of management, providing potential sharing structured and controlled.

 

Bergamaschi Francesco

The goal of the course is providing the knowledge needed to implement a marketing strategy that includes information technology as a tool to analyze customer needs, to communicate and sell. A quantitative approach to measure the efficacy of Digital Marketing will be followed for the online context (e.g. Social Media, E-commerce, Direct Marketing), including also digital technologies  for the offline context (e.g. Apps and Mobile Marketing in retailing). Among the goals of the course, are defining and implement a consistent digital marketing strategy, generating leads by selecting the most appropriate tools and monitoring the analytic performance.

Konus Umut

Learning approach

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.

CAREER DEVELOPMENT

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:

  • Writing a CV and a Cover Letter
  • How to create an effective Linkedin profile
  • How to prepare for a job interview

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:

  • Initial guidance interviews
  • Specific interviews, focused on one’s own career plan
  • Continuous support to students with one – to – one sessions

The Master in Digital Marketing and Communication can prepare you to become a Social Media Manager or a Digital Marketing Manager after years of experience in companies and agencies.

 

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Alumni

Anna Lysenko – Russia

Media Planning, 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 & SEO Senior 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 Manager, Dentsu X
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

Senior Regional 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

Digital Marketing Strategist, ShopFully
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

Digital Marketing Specialist, Maccaferri
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

Account Manager, Next 14
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."

Boris Jovic – Serbia

Lead Global Marketing Operations, Shopify
MDMC (A.Y. 2015/2016)

"I was looking for an international program that was English speaking and focused on digital marketing. This program appealed to me because of the diversity of the students. I wanted to go to the epicenter of marketing innovation and learn from the people that are leading the way. BBS’s network of companies gave me the opportunity to work with industry leaders on challenging projects that will be instrumental in my professional development."

COMPANIES

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:

  • Sending the CV book
  • Sharing internship and work opportunities
  • Presentations at the School premises
  • Career Day
  • Implementation of project works
  • Class-room activities with case studies presented by managers and/or HR professionals

 

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:

24 BOTTLES ABC MARKETING ACCENTURE AMPLIFON ASTRAZENECA AUTOMOBILI LAMBORGHINI BANCOMAT BARILLA GROUP BCUBE BENETTON BOOSTER BOX COMOTESSILE CRIF DIANA CORP DNV GL DORELAN D-SIGN ELECTROLUX ENERTRONICA SANTERNO ERMANNO SCERVINO FITBOX GLAM GRANAROLO GROUP M GRUPPO FOOD GRUPPO MONRIF HOMINA LIFE LONGARI & LOMAN L'OREAL LUXOTTICA MAPENDO MARKONE MAX MARA FASHION GROUP MODENA 271 MOTION GLOBAL OGILVY OMNICOM O-ONE OWAY PHILIPS PINKO PUBLICIS GROUPE RETEX SHOPFULLY SPHERA GROUP STAACHI & STAACHI STRUCHEL STYLE N TRAVEL SUPERMERCATO24 UMBERTO CESARI WAVEMAKER WE ARE SOCIAL WEBINWORD WEBRANKING WOOLRICH YNAP

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FEES

The tuition fees for the Master is 14,800 euro (VAT free) to be paid in three installments:

  • First installment: 1,850 euros
  • Second installment: 7,000 euros
  • Third installment: 5,950 euros

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

HONOR LOAN

Participants are eligible to apply for Honor Loan with subsidised rate up to the complete coverage of the application fee.
For more information please mail to communication@bbs.unibo.it

SCHOLARSHIPS

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.

INPS

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.

REQUIREMENTS

In order to be admitted to the Master’s course you must have:

  • Bachelor’s degree (obtained within the closing date of enrollment of the selection round in which you participate)
  • Excellent level of English

The admission to the Master is subject to the positive evaluation of the selection tests in line with the number of places available. The selection tests consist of a motivational interview in English and a logic test in English.

 

APPLICATION PROCESS

1. Register on “Studenti Online” by connecting to the site studenti.unibo.it 
2. Select “First Level Master”.
3. Pay the participation fee for the selection (60 euro for each Master)
4. Upload the required documents online:

– Curriculum Vitae in English
– Motivational letter in English
– Letters of reference in English (optional)
– Photograph of recognition
For degrees obtained in Italy: Self-certification of Bachelor’s degree with details of exams taken and relative grades
For degrees obtained abroad: Dichiarazione di Valore (to be requested at the Italian Embassy in the country where the degree was obtained) or Diploma Supplement (to be requested at the university where the degree was obtained). In the event that the candidate is unable to obtain the Dichiarazione di Valore or Diploma Supplement at the time of enrollment, he/she may temporarily replace it with a Conditional Enrollment Form, which will be sent after enrollment by communication@bbs.unibo.it

For further guidance, students who obtained a bachelor’s degree abroad are encouraged to check the page below: https://www.unibo.it/en/teaching/enrolment-transfer-and-final-examination/declaration-of-value-translation-and-legalization

For further guidance, we advise all students to read carefully the instructions indicated in the “call for applicants” and “operating instructions” files downloadable below and click here to get access to a video tutorial containing instructions on how to apply for selections.

Call for applicants Instruction to apply to the selections

Faculty

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.

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