Practices of digital advertising


Online sessions

November 20th: 6 pm - 9 pm
November 24th: 6 pm - 9 pm
November 27th: 6 pm - 9 pm
December 1st:  6 pm - 9 pm
December 4th:  6 pm - 9 pm
December 11th: 6 pm - 9 pm


Faculty and Other Contributors

The program director and the reference professor for the course is Andreina Mandelli, who’s been coordinating and teaching Internet-related courses since 1996 at SDA Bocconi (Milan), USI (Lugano) and IE (Madrid).

Alessandro Mari - Brandmate
Francesco Orlandino - Adidas

Value drivers

This course aims to develop digital advertising skills, particularly in those related to search (web and mobile SEM) and social media advertising.
In the last few years search advertising (for example through Google adwords)  and social media paid communication (for example Facebook and Twitter promoted messages and content) have become significantly more important. Audiences are progressively moving to digital spaces, accessible through desktop or mobile devices. Companies are learning how to engage in storytelling and interact with their customers and stakeholders using the main social media platforms (e.g. Facebook), but sometimes they ignore how to let their target know about such options and direct traffic towards their content. Also, they often underestimate the impact of this form of advertising, besides traffic building, on brand equity and relationships. But even when communication and marketing managers know the value of these channels, they sometimes lack understanding of what it takes to develop effective campaigns or evaluate their potential. This can become a barrier in the exploitation of some of the most powerful and cost-efficient instruments in digital communication, both for marketing and corporate communication purposes.
Our course proposes to fill this gap, with a program that is intensive yet flexible. That’s because our participants are in fact managers who have to combine continuing executive education with work responsibilities and obligations.

The participants will receive a certificate of attendance.


The online classes will run from 6 pm to 9 pm, alternating lectures with interactive sessions, using a virtual class on a distance learning platform. Class activities will include case study discussions, field experiences and practical examples. There will be interaction not only between the teacher and the individual course participants, but also amongst the participants.
Some of the interactions will be in real-time (using the distance learning platform), but there will also be asynchronous exercises and forum discussions at class and group level.
All the online sessions will be recorded and will be available in the virtual class for the entire duration of the course.
The sessions will be online, allowing participants to interact in real-time. The schedule is designed to avoid conflict with work commitments and to make the most of the participants’ time. A separate, asynchronous platform will be used for material distribution and class activities management.

Program content

- Is advertising still useful in the world of social mobile Internet?
- Understanding online behavior
- Digital branding strategy
- Transmedia content strategy
- Catch the consumer with the right content SEO (Search Engine Optimization)
- Catch the consumer with the right content SEA (Search Engine Advertising)
- Catch the consumer with the right content SEM (Search Engine Marketing) & YouTube Advertising
- Catch the consumer in the right moment and in the right place (Social mobile advertising)
- Social advertising: Facebook Adv
- Engagement Strategy
- Linking digital advertising to commercial deals


Managers in the areas of marketing and corporate communication, and other professionals who need to address the challenges posed by digital communication and social media.


Lectures will be video recorded and made available to all participants, increasing the flexibility of class attendance. Most of the material and discussion forums will be available for 2 months after the end of the real-time sessions; the class platform can also be used as a sharing & support tool after the course has finished.

Enrollment procedure

Please complete the application form (available on this web page) and mail or fax to:
SDA Bocconi School of Management
fax +39 02 5836.6802
Applications are reviewed on a rolling basis, those received after the final deadline may not be accepted.
Please see details in the application form.

Participation fee
€ 2.000 + VAT (if required)

Special Payment Terms
- A 10% reduction on the program fee is offered to applications sent in by 21th September, 2014.

By purchasing both together a 15% reduction on the total amount is offered.
At the end the participants will receive a certificate of attendance for the track (in addition to the certificate for each programs).

With the participation in the program, you will have the right to join our Marketing Community for one year as a benefit Marketing Community