16 online sessions (4 days equivalent) - from 8th November to 3rd December 2018

Value drivers 

The Internet has changed organizations and business profoundly, but it is also changed dramatically itself. The emphasis on data-driven processes and decisions, on social and mobile, but also on mixed-reality and the Internet of things, present new challenges to communicators. Managers in all industries deal with both opportunities and problems of digital transformation and struggle with issues like:

  • What objectives can I achieve through digital communication?
  • Where should I invest and with what possibility can I measure the performance of these investments?
  • How can I integrate new digital projects with existing programs?
  • How can I develop a sound branding strategy in the era of social collaboration and open innovation?
  • What kind of communication planning should I adopt in real-time communication?
  • How can I avoid digital/social proliferation in the periphery without losing the value of local knowledge, culture and content?
  • What data and intelligence systems should I build?
  • What kind of content and engagement should I develop for different platforms, and how do I coordinate these activities?
  • What mechanisms of evaluation and governance are necessary in the process?

In our course we will try to address the new interactive and participatory practices in social and mobile service platforms, in a more systematic framework of study of the changes that digital communication and networks are bringing to markets, firms, and businesses. We will address how communication is changing in this new environment,  using new principles of communication management applied to cases and examples from the field.


Managers in the area of marketing and corporate communication, and other professionals who need to address the challenge of the new digital communication and social media.


    • Major trends in digital technology and communication.
    • Digital communication with big data and AI in digital transformation.
    • Branding in social mobile times.
    • Digital strategy and planning: a framework for developing digital stakeholder relationships.
    • Digital and social intelligence in times of big data (analytics, netnography, social CRM, location-based and contextualized user experience, programmatic advertising and retargeting).
    • Brand narrative and transmedia storytelling with social mobile communication.
    • Managing digital experiences in the brand augmented journey.
    • Influence the influencer: earned media and viral marketing.
    • Display, search, social, mobile, programmatic: trends in digital advertising.
    • Mixed reality and omnichannel.
    • Reputation and crisis management in social media.
    • Evaluations and metrics.


    • Andreina Mandelli
      Program director, SDA Bocconi Professor, adjunct Professor USI Lugano.
    • Bernard Cova
      Professor of Marketing at Euromed Management Marseilles. Visiting Professor at Bocconi University.
    • Vandana Mangal
      Associate Professor UCLA Anderson School of Management.

    Learning model

    The course is completely online, it allows flexibility of work but, unlike other distance learning courses, you will have constant interaction with teachers and other participants. A part of your work will be asynchronous - that is, you can attend the lessons at the times you prefer - and another part will be held in virtual classrooms where all the participants meet in real time for lessons, exercises, and exchanges of ideas. You cannot be in the virtual classroom at the scheduled times? No problem: you can connect to the videotaped session. Indeed, all the sessions and teaching materials will be available on our platform for 1 month after the end of the course.

    Enrollment procedure 

    Please complete the enrollment request form, available on this web page, and mail or fax to:
    SDA Bocconi School of Management
    fax +39 02 5836.6833
    The final deadline for admissions is 19 October 2018. Please see details in the application form.

    Participation fee
    €3.300 + VAT (if required)

    Special Payment Terms
    A 10% reduction on the program fee is offered to applications sent in by 9th September, 2018.