Ateneo - UPO

For further details please refer to
the "CONTENT" section

None. Students will be provided
with the necessary material in
digital format

The primary goal of the course is
to provide students with advanced
tools to allow them understand
and assimilate the basic dynamics
and workflows of digital marketing
strategies, including the related
tools, workflows, etc.

Basic English language
Knowledge to understand the
jargon and technical terms which
in many cases cannot be properly
translated

The lectures will be structured as follows: a learning section and a section
dedicated to practicing by simulating real life
scenario and goal oriented
workshops. Students' involvement
in practical activities and
verification is a fundamental and
propaedeutic part of integration
into multinational structured and
layered contexts with a high level
of competitiveness which requires
problem-solving skills and fast-paced time frames compatibility.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request
specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse

e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/services-
students-physical-or-learning-disabilities

Students with disabilities, learning disabilities or special education needs, once they have contacted
the University Staff, can refer to the tutor in charge of the course to define the examination
modalities, concerning academic aspects.

Students are recommend to
regularly attend the lessons,
during which the teaching
materials (slides) will be
presented, explained and used

The assessment evaluation will be
assigned following a
written online exam and they will be required to simulate a real life case study, implementing the correct digital marketing frameworks, notions and the digital tools they practiced during the course.

Main topics of the course The course will focus on practical and theoretical aspects of a "real life" scenario in a modern company. The modules are listed below, and from the first approach, free digital tools and software will be integrated to simulate a digital marketing campaign as if it were real. The order of the modules may vary based on needs and priorities that may arise during the course of the lessons:

Understanding the Corporate Structure: Assigning and managing roles, tasks, responsibilities, and relationships with digital PMO tools.
Organization: Improving efficiency and productivity (digital tools and theory).
Goal Setting Process Management: Setting individual and team priorities.
Integrated Digital Tools for Managing Personal, Team, and Cross-team Workflows: Tools like Asana, Trello, Monday.com, Miro, ClickUp, etc.
Productivity and Monetization: How PMO software can make a difference.
Selling a Product/Service: The sales funnel in modern digital marketing.
CRM and SA Software Implementation in the Sales Strategy: Price action, marketing and sales strategies, sales campaign simulations. Software used: Framework 360.
Implementing Chat GPT and Artificial Intelligence in the Workflow of a Marketing Division.
Prompt Engineering in the Content Generation Process for Digital Marketing Campaigns.

At the completion of the course, students
will have sufficient information and
a base of experience to undertake
a corporate training and
integration programme with lower
stress load and proactive
approach to the integration,
having a clear vantage skills and
digital tools to competitively
perform in structured cooperative
frameworks."