Andrea Davide Cuman, digital communication manager, lecturer, and researcher, held today a lecture aimed at providing students with the foundational concepts of digital marketing and digital communication strategy.

The mutating socio-technical scenarios of digital communication and marketing require a strategy of definition, comparison, and explanation of a digital marketing strategy framework. Thanks to this lecture, as future service designers our students will be able to handle the core components of a digital strategy, keeping the focus of their know-how on the digital touchpoints and the available tools.

Students learned as well how digital technology has changed the way organizations are required to communicate and market themselves. Moreover, they were showed the basic principles of how to build a digital marketing strategy, trying to apply some of its main phases. Finally, they had an overview of the digital marketing vocabulary, learning the main terms used by the industry, so they'll be able to handle and properly apply the digital communication strategy within the service design process.