Master in Digital Marketing – Overview and Insights

The Master in Digital Marketing is designed to provide participants with the skills and knowledge needed to navigate today’s rapidly evolving digital landscape. The program goes beyond traditional training, offering hands-on projects with real clients, strategic insights on building digital identities, and an analysis of future trends in digital marketing.

Objectives of the Masterclass

This introductory session outlines the program’s structure, objectives, and key topics. The Master will begin in March 2026 and last 10 months (until January 2027). Classes will be held full-time, Monday through Friday, with mandatory attendance. The course is entirely in English and is officially recognized as a first-level Master’s degree by the Italian Ministry of Education.

Focus on Digital Identities

Today, digital marketing is not only about content planning and social media management, but also about building digital identities. Every brand, company, or professional must design a coherent identity across four levels:

• Personal – who you are
• Performed – how you present yourself
• Communal – the communities you belong to
• Relational – family, origins, and background

When these levels are not aligned, an identity gap arises, reducing brand awareness and online effectiveness.

The Question “What’s Next?”

A central theme of the program is asking: “What’s next?” Digital marketing evolves at an extremely fast pace, with new platforms, tools, and strategies emerging daily. Professionals must therefore continually update their skills, anticipate trends, and adapt.

Digital Marketing and the Attention Economy

Digital platforms are not just communication tools—they are part of the attention economy. Social feeds are designed to keep users engaged, reducing downtime and increasing time spent online. On average, people worldwide spend:

• 6 hours and 40 minutes online per day
• Over 2 hours per day on social media
• 29 hours per month on TikTok (the most engaging platform)

This demonstrates how digital has become both a market and a cultural battleground.

Real Case Study: Genoa CFC

One of the program’s most notable aspects is the opportunity to work on real projects. A successful case presented was Genoa CFC, Italy’s oldest football club. The agency No Panic, founded by Eugenio Damasio, rebuilt the club’s digital identity:

• New logo and visual storytelling
• Engagement campaigns with fans and artists
• Record-breaking season ticket sales
• Merchandise revenue increased from €3 million to €15 million in four years

This shows how digital identity strategies can transform a struggling brand into a benchmark case.

Collaboration with Major Events

Students will also work on high-profile live projects. In the next edition, the Master will collaborate with the Milan-Cortina 2026 Winter Olympics (Heritage Program). Previous collaborations have included Diasorin (biomedical sector) and GL Events (a major European event venue network).