Elisa Thi Ha Parenti

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Herausgegeben von SAA School of Management - Università degli Studi di Torino

SAA School of Management, Business School dell'Università degli Studi di Torino

Veröffentlichungsdatum

18/03/2024

Verfallsdatum

Nie

Badge-Code

423680

Datum des events:

Von 04/05/2023 pro 30/06/2023

Dauer:

30 h

Beschreibung:

Brand communication is becoming more and more digital. New consumers, the Digital Natives (Millennials, Gen Z and Gen Alpha), are entering the scenario with unprecedented new behaviors and attitudes. 


The programme provided participants with both a review of the key digital marketing basics and a full coverage of the latest digital marketing techniques.  


Programme


Understanding digital consumers: influencing factors, their behaviors and motivations and their path to purchase (digital customers journey)


Identifying the brand’s target: The Digital Natives 


Major digital marketing techniques

- Influencer Marketing

- Search Engine Marketing (SEM)

- Viral marketing

- Buzz marketing

- Display Advertising

- Social Media Marketing

- Real Time Marketing (RTM)


Key digital metrics: Google Analytics, Facebook & Instagram Insights


Freigabekriterien:

Participating in at least 70% of the lessons

Andere Informationen:

Students worked on a specifically created "Glazer Pharma" case study in which they were able to apply some of the techniques seen during the course