cod. 1008766

Academic year 2019/20
1° year of course - First semester
Cristina ZILIANI
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
A scelta dello studente
Type of training activity
Student's choice
28 hours
of face-to-face activities
4 credits
hub: PARMA
course unit

Learning objectives

Understanding of digital marketing fundamentals
Ability to analyse and create digital marketing activities
Understanding of how companies implement digital marketing projects and how digital agencies and companies can work together to develop successful digital projects


The Lab accepts a maximum of 30 students of the 1st and 2nd year. To attend the Lab, students need to apply by sending a motivation letter explaining their interest to attend the lab and their CV attached to by 23rd Semptember 10:00. Candidates will receive positive or negative feedback ASAP.

Course unit content

The Lab, jointly organized by the University of Parma (Degree course in Trade and Consumer Marketing) and managers from Caffeina – a digital agency based in Parma – allows to learn the fundamentals to develop digital marketing activities. The lab will guide students to develop Digital Strategy plans, Digital Media and Communication plans, content creation and storytelling. Finally, students will learn how to design simple experiences and digital services. The main topics of the course are the followings:
• Introduction to Digital Marketing
• Contemporary issues in Digital Marketing
• Digital Strategy
• Digital Media & Advertising
• Creative Content | Storytelling | Creative Campaign
• Experience & Service Design | Design Thinking | Customer Experience Design

Full programme

Please contact Prof. Marco Ieva if you need further information:


Course slides and personal notes can be employed as study material

Teaching methods

The lab employs lectures from academics, digital experts and managers from Caffeina and class discussion

Assessment methods and criteria

Details on the final exam will be available at the beginning of the course

Other information

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