Learning objectives
At the end of the lab, students will be able to:
- Understand the main tools and channels of digital marketing.
- Develop online strategies based on market context, business objectives, and key touchpoints.
- Design and manage online advertising campaigns across multiple platforms.
- Apply SEO techniques to improve visibility on search engines.
- Interpret traffic and user behavior data using digital analytics tools.
- Collaborate in teams to develop a digital project.
Prerequisites
Only second-year students are allowed to enroll. It will possible to enroll for the lab since 31st January 2025 starting from 09:00 a.m. registering online. The link will be displayed here. Only 30 students can enroll and the first 30 students filling in an online form will have the chance to enroll.
Course unit content
The Digital and Analytics Lab is a practical and intensive course designed for final-year master's students.
Its main objective is to provide an operational understanding of the fundamental tools of digital marketing and digital data analysis.
The course is structured into six sessions, each focused on a key component of digital marketing:
- Introduction to Digital Marketing: analysis of strategic objectives, the conversion funnel, and key performance indicators (KPIs) used to measure success.
- E-commerce: study of business models, design of effective online shopping experiences, and analysis of platforms and industry trends.
- SEO (Search Engine Optimization): basic principles of technical and content SEO, and the use of professional tools like SEMrush and SEOZoom for analysis and benchmarking.
- Digital Advertising Campaigns: planning, management, and optimization of campaigns on Google Ads, Meta Business Manager, and TikTok Ads.
- Digital Analytics: introduction to Google Analytics 4, analysis of user behavior, reporting, and data interpretation through Google Search Console.
- Project Work: development of a group project where students will apply the skills acquired throughout the course. The project will be presented and discussed in class on the final day.
Full programme
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Bibliography
Course slides, online platforms, business cases, practical exercises, and readings recommended by the teacher.
Teaching methods
The course is entirely hands-on: students are expected to actively participate using their own laptops.
During the sessions, group work will be assigned, along with guest lectures from industry professionals.
The final project work will be an integral part of the learning experience.
Assessment methods and criteria
The assessment will take place through the presentation of the group project work on the final day of the course.
Evaluation will be based on the quality of the analysis and proposed solution, the ability to effectively use digital tools, communication skills, and teamwork.
Other information
For further information please contact the teacher at: gabriele.saccenti@unipr.it
2030 agenda goals for sustainable development
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