Digital Communication - Online Edition

Maximizing technology and data for first-class user experience

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Start date Oct 17, 2023
End date Dec 4, 2023
Duration 5 Days
Format Online
Language English
Price (+ VAT) € 2,500

Main Goal


The digital world has profoundly impacted organizations and business particularly because it has radically changed communication. New media, new platforms and social languages, mobile brand experiences require new content and stories.

Social media, messaging, mobile communication, the use of augmented or immersive reality technologies, virtual assistants, Big Data, which support decision-making, content and interaction processes also through the potential of Artificial Intelligence, have altered the interaction with customers and other stakeholders, generating new business and branding opportunities.


The program offers a timely update on the trends under way and helps develop more systematic management models for the new digital communication.

It also offers a close-up on the scenarios and trends of digital communication (new social networks, new dynamics of influence, new forms of messaging communication, visual and immersive languages, automation of content and advertising, interactions via voice assistants and chatbots) in the context of the new market dynamics in B2C and B2B.

Communication management models and tools will be discussed with branding, lead generation and commerce objectives, in a perspective based on customers and stakeholders’ value. It will be possible to understand how, through digital content and interactions, branding and commercial opportunities can be redesigned, adopting the new approach of storytelling and experience management with the brand in an integrated omnichannel journey.

The new frontiers of integration between communication, entertainment and e-commerce will also be explored, particularly in the context of social media transformation in complex business hubs.

Who is it for

The course is for managers who wish to expand, strengthen or update their knowledge of digital communications.

The program is open to marketing managers, communication managers and professionals working in specific areas of digital media management and digital platforms.


To take full advantage of the program's potential, we recommend having at least 5 years of professional experience.

Structure & Topics Covered


The program is made up of 2 online learning modules with a total duration of 40 hours of class time. The training aims to maximize participant engagement through alternating synchronous and asynchronous sessions


1. Relevant trends and principles of communication management in the digital age. Technology trends

  • Digital transformation of businesses and organizations
  • Digital markets, behavior and cultures in social media platforms
  • Principles and frameworks for digital communication management 

2.  Models, methods, cases, and best practices in digital communication

  • Models and methods for digital communication management
  • The role of data and analytics in communication management
  • Branding as experience design and relationship building
  • Personalization and affinity at scale
  • Innovation and practices in digital advertising
  • Branding and conversion practices in social media
  • Content strategies and digital storytelling
  • Creativity rules in social mobile communication
  • Proximity and local marketing
  • Influencer management and the new role of creators
  • Employee advocacy
  • Crisis management in social media times
  • Filters in social media, mixed-reality touchpoints and the plural forms of metaverse
  • The new digital conversations: chatbots and voice branding
  • Automation and conversion optimization with machine learning


Download the brochure to find out more about the expected learning outcomesthe learning model and the Faculty of the course.


Download Brochure



Why join us?


Benefits for the participant


  • To have a systematic and complete picture of the different areas of digital communication and their innovation trends
  • To learn and apply models and methodologies for digital communication management in various fields, media and platforms. 


Benefits for you company


  • To keep managers up to date on the main platforms, issues and management methods in digital communication
  • To be sure that the academic and applicative orientation combine for participants to access the latest research and discuss the application details of these practices not only with faculty and other participants but also with experienced professionals in the field.


Certificate of Attendance


Digital Badges

The digital badges are an innovative and immediate way to share your achievements. They are verifiable and associated with an individual user. They allow you to update your network of contacts by highlighting the different steps reached in your SDA Bocconi journey.


Certificate of participation 

The certificate – presented in both print and digital forms – is a useful way to enhance your CV and portfolio of educational experiences. It is granted to participants who have attended at least 80%.






Program Agenda

5 days (40 total hours completed online), from October 17 to December 4, 2023


Online Live

6 Nov 2023

18:00 - 20:00

Online Live

7 Nov 2023

18:00 - 20:00

Online Live

9 Nov 2023

18:00 - 20:00

Online Live

16 Nov 2023

18:00 - 20:00

Online Live

20 Nov 2023

18:00 - 20:00

Online Live

21 Nov 2023

18:00 - 20:00

Online Live

23 Nov 2023

18:00 - 20:00

Online Live

27 Nov 2023

18:00 - 20:00

Online Live

28 Nov 2023

18:00 - 20:00

Online Live

30 Nov 2023

18:00 - 20:00

Asynchronous Workload

17 Ott - 4 Dec 2023

(20 equivalent hours)







€ 2,500 (+VAT)

The fee does not include VAT but includes all teaching materials.

Special Payment Terms

For further information and details on discounts, please refer to

Early Bird

A 10% reduction on the program fee is offered to applications sent in by 18 August 2023. 


Enroll Now

To make the most of the course's educational experience, the school may ask you to share your CV or link to your LinkedIn profile to ensure that your expectations match the training course you have chosen. The maximum number of participants is preset. Reservation and registration can be done online on the program webpage. Registration is open until the day before the program begins, subject to availability. For organizational purposes, we recommend that you complete the registration process at least 10 days before the start date.


Andreina Mandelli
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