The training course is aimed at training professionals able to manage advertising budgets by planning adv activities through the most advanced technological platforms currently available.

To this end, the master's program will  teach the fundamentals of the advertising ecosystem with particular focus on: players and the competitive environment, the definition of  advertising within the broader world of marketing,the principles of regulation and self-regulation of the industry.
The main tools for defining the digital strategy of an advertising campaign, KPIs, strategy, targets and the full-funnel approach will also be explored: video, display, native, SEA, direct marketing and comparators, social, retargeting and other innovative channels.

Heart of the training is represented by:
the logics and principles of media planning
the statistical and economic tools necessary to understand and plan the dynamics
the models and systems of attribution
the design and activation of adv campaigns on the main digital space buying tools (Search, Social, Programmatic etc)
the technologies and methodologies in the processing of advertising data
the logics of customer journey analysis and its dependence and functionality with multichannel
the applications of artificial intelligence and machine learning with specific focus on digital advertising