Advanced digital marketing

This module includes the following courses:


Store digitalization
Students will learn how to:


  • understand the most innovative technologies that can be introduced in a physical store
  • understand how those technologies contribute to improve the retail company results
  • understand the KPI to measure the ROI of new technologies for a retail company


Strategizing: New online business models
The aim of this course is to give a general understanding of the digital business models and of their characteristics (Brokerage, Advertising, Infomediary, Merchant, Manufacturer, Affiliate, Community, Subscription, Utility).


Consumer behavior and identity in a digital world
Students will learn about how such traditional activities as search, shopping, buying and even ostentatious consumption have changed as a result of the transition to the digital environment. Further you will look into the exercise of consumer sovereignty via rating sites and how this affects the evaluation process.