The Digital Marketing and Communication Executive Program combines different digital expertise levels to develop an integrated approach among all the marketing and communication levers.
By drawing a wide-ranging overview of the digital world, it becomes possible to imagine every offline and online activity as part of a more complex system. The ability to evaluate the situation of the company is improved, as well as the ability to identify targets and develop a web marketing strategy to achieve them.
Digital advertising topics and measuring of results in relation to investments are dealt with to support the planning of digital campaigns.
The Digital Marketing & Communication Executive Program is ideal for those who are looking for a more structured opportunity to operate on the web, and the social media the same degree of effectiveness.
The company cases and the real-life experiences will also provide food for thought and more opportunities to exchange views among participants.
The course consists of 10 days, organised in five two-day residential sessions in a weekend formula (Friday and Saturday). There are three teaching modules plus a day dedicated to final project work.
If you’re looking for new ideas on the digital to be put in practice now, contact the course director to consider your participation.
ACCREDITATIONS AND RANKINGS
Bologna Business School is EQUIS – EFMD Quality Improvement System accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.
Bologna Business School’s Open Programs are included in the Financial Times Ranking in the Executive Education 2025 category.
Davide Maggi
Executive Director
davide.maggi@nimai.it
"At the end of the Program, you’ll know how to set up an efficient digital marketing plan, how to adopt a web marketing strategy, how to operate on social media, on search engines, in the blogosphere, how to launch an advertising campaign on the new media and, most of all, how to measure the success of the strategies that were implemented."
Structure
It’s a 10-day course, held over the weekend (Fridays and Saturdays full time – h. 9.15am/5.45pm).
Three teaching modules are featured:
- Scenario e Digital Strategy
- Social Media Marketing and Content
- Digital Advertising
- Influencer Marketing
- Final Project Work
The dates are:
- 13-14 February 2026
- 6-7 March 2026
- 27-28 March 2026
- 17-18 April 2026
- 15-16 May 2026
COURSES
- The levers of digital communication (Inbound and Outbound)
- The B2B and B2C digital communication
- Digital strategy: how to draft a plan
- The effectiveness of digital communication
- Which social medium for which communication
- How to set up an engagement campaign
- How to manage an SMM activity and the cost to support it
- Customer care on social media
- The analysis of results
- How to conduct a web marketing activity
- Conversion rate and the importance of ranking
- Analysis tools
- Introduction to Search Marketing: why, market, player, levers, numbers, behaviors
- Actionable Web Analytics: how to take data-based decisions
- Setting up a digital PR activity
- Measuring brand awareness
- Storytelling and visual storytelling
- Managing influencer
Learning approach
The teaching approach is strongly practice-oriented and integrates contributions from faculty members coming from academia, industry, and consulting. The program combines lectures, analysis of real business cases, and direct testimonials from managers, fostering learning that can be immediately applied in the workplace. Teaching activities are supported by an e-learning platform featuring materials and exercises to facilitate study and further exploration between sessions.
Faculty
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
Alumni
Paola Paltrinieri
Relazioni Esterne, Panariagroup Ceramic Surfaces
Digital Marketing & Communication, anno 2020, IX edizione
"Dopo la laurea in Giurisprudenza presso Università degli Studi di Bologna e la laurea in Marketing e Organizzazione d’Impresa all’Università di Modena e Reggio Emilia, ho maturato una pluriennale esperienza nell’ambito del Marketing e della Comunicazione. Ho deciso di iscrivermi al corso Open Program “Digital Marketing & Communication”di BBS, al fine di sviluppare solide Digital Skills e focalizzare l’attenzione sul Digital Marketing e Web Marketing in ogni aspetto. Il corso è stato molto stimolante. Mi ha permesso di avere un focus sugli aspetti determinanti della Digital Trasformation, in costante evoluzione. Difatti oggi l’utilizzo dei canali social e del web per lo sviluppo del business e della comunicazione sono imprescindibili per un’impresa di successo. Il percorso formativo è stato arricchito da testimonianze dirette di aziende e di agenzie che hanno permesso di approfondire case history con un approccio didattico concreto. "
Networking
The open program is an experience built around people and relationships, fostering valuable connections through continuous interaction among participants, faculty members, and managers. During the classroom sessions, a dynamic network develops, enriched by the diversity of experiences, roles, and industries. A vibrant ecosystem that enhances learning and continues to generate value over time.
Alumni
Paola Paltrinieri
Relazioni Esterne, Panariagroup Ceramic Surfaces
Digital Marketing & Communication, anno 2020, IX edizione
"Dopo la laurea in Giurisprudenza presso Università degli Studi di Bologna e la laurea in Marketing e Organizzazione d’Impresa all’Università di Modena e Reggio Emilia, ho maturato una pluriennale esperienza nell’ambito del Marketing e della Comunicazione. Ho deciso di iscrivermi al corso Open Program “Digital Marketing & Communication”di BBS, al fine di sviluppare solide Digital Skills e focalizzare l’attenzione sul Digital Marketing e Web Marketing in ogni aspetto. Il corso è stato molto stimolante. Mi ha permesso di avere un focus sugli aspetti determinanti della Digital Trasformation, in costante evoluzione. Difatti oggi l’utilizzo dei canali social e del web per lo sviluppo del business e della comunicazione sono imprescindibili per un’impresa di successo. Il percorso formativo è stato arricchito da testimonianze dirette di aziende e di agenzie che hanno permesso di approfondire case history con un approccio didattico concreto. "
COMPANIES
Companies within the Bologna Business School network actively contribute to the development of the Open Programs by helping shape the content and bringing real-world experience into the classroom. Managers and professionals take part through testimonials, real business cases, and direct contributions, enriching the learning journey with a practical perspective. Interaction with companies from different industries encourages a continuous exchange of experiences and best practices. This ongoing dialogue between the classroom and the business world creates a dynamic ecosystem where skills, perspectives, and approaches come together, generating value for all participants.
FEES
The enrollment fee for the program is:
- €4,000 (+ VAT) for registrations from companies and institutions
- €3,200 (+ VAT) for individual registrations
The fee includes attendance of the program, all study materials available through the online platform, and access to Bologna Business School services, including: personal Wi-Fi account and use of the study areas.
Discounts are available for:
- early registrations;
- companies belonging to the Business Network;
- Alma/BBS and Profingest Alumni;
- groups of at least 3 people.
INTERPROFESSIONAL FUNDS
Alumni and Companies can check the availability of vouchers at the Interprofessional Fund reference:
Fondimpresa – for middle management
Fondo Dirigenti PMI – for managers of industrial SMEs
Fonditalia
Fondirigenti – for managers
Fon.Coop – for Cooperatives
REQUIREMENTS
The program is limited to a maximum of 30 participants in order to ensure an effective and interactive learning experience, and is open to professionals with diverse backgrounds and levels of experience.
APPLICATION PROCESS
To participate, it is necessary to request the application form by emailing openprograms@bbs.unibo.it. The team is available to provide all relevant information and support candidates throughout the process.
FAQs
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.
