Master's degree in International Economics and Management - Digital Marketing and Export

Class: LM-77
Academic year: 2024/2025
Duration: 2 years
Admission: Free admission upon verification of requirements
Modes: In person and online teaching
META viewer:  supplied to freshmen to access virtual and augmented reality laboratories and train for professions
Course Director: Anna Carla Nazzaro
Reception hours: Tuesday, 12:00 p.m. - 14:00 p.m.

The Digital Marketing and Export course responds to the growing demand for professional figures specialized in marketing and sales strategies development and implementation. These are aimed at international markets and based on digital channels, with the knowledge that in the coming years digital media ande-commercewill represent the main conduit for the admissionand for the control of foreign markets, in particular by small and medium-sized enterprises (SMEs).

From this perspective, the study plan combines knowledge on international markets mechanisms with theoretical-practical skills regarding digital communication, international marketing, social media management, e-commerce andinnovation. The lectures are complemented by seminars and in-depth meetings on the most recent developments in new media, with the help of cases and corporate testimonials.

The teaching structure of the course also includes laboratory activities focused on content management, on digital advertisingand on the analysis of the corporate web reputation using sentiment analysis techniques. Considering the characteristics of the study plan and the type of outgoing profile, the course is mainly aimed at students who have obtained a BA's degree in the fields of economics, languages, cultural mediation, public relations and communication.

The design and structure of the master's degree course in International Economics and Management (LM-77) - Marketing and Digital Export - were defined based on employment opportunities analysis deriving from the following events:

  • the increasingly important role of the digital channel in international retail: according to Statista data, the value of global e-commerce is destined to reach 8,15 billion dollars in 2026 (from a starting point of around 5,1 billion in 2021). The Asia-Pacific area represents the world's leading market for digital purchases, with China alone expected to grow by 80% between 2019 and 2024;
  • growing use of e-commerce as a tool for Italian SMEs to access foreign markets: according to estimates from the Digital Innovation Observatory of the Politecnico di Milano, in 2022 the value of Italian B2C digital exports reached 18,7 billion euros, with a growth of 20,3% compared to the previous year.
  • significant growth in investments in marketing and digital communication: according to the forecasts of Zenith's Advertising Expenditure Forecast, investments in digital communication by Italian companies will grow by 4,2% in 2024. The highest growth rates will concern videos and social media;
  • strong demand for the role of digital export manager coming from Italian exporting companies: the "patto per l’export" (the export agreement) presented by the MAECI (italian Ministry of Foreign Affairs and International Cooperation) identifies the digital export manager as one of the key figures for the growth and competitiveness of Italian exports.

UNINT is a member of the AACSB – Business Education Alliance and has started the accreditation procedure for its degree courses in the business sector.

The University also ranked first in Italy among the universities in our size class for quality of research in the economic-business area and sixth place in the overall ranking out of 70 universities evaluated in this area (Anvur – VQR – 2015- 2019).

Subjects

The study plan is structured so as to provide the specialist skills pertinent to digital marketing and export and to the tools and phases of its process: foundations of international marketing and management, planning techniques for a digital marketing strategy, social media marketing, cross border e-commerce, regulations related to exports, multimedia communication and e-commerce and the use of web analytics as a performance monitoring tool.

The educational activities also include annual Language for Business laboratories (Chinese, French, English, Russian and Spanish), the Digital Content Management laboratory dedicated to the practical in-depth study of the techniques for websites building and managing. In addition, the students can choose one of the mandatory specialized laboratories between the Web Reputation and Sentiment Analysis laboratory and the Digital Advertising laboratory.
Furthermore, students can freely and optionally access the other laboratories on various topics activated as part of the Course: these include store management, emerging markets analysis and negotiation techniques.

Study plan

academic year 2024/2025

This page contains information about programs for students planning to begin their academic career in the fall of 2024. The information is updated as of the date of publication, but some changes may be necessary.

ECTS

Year I

ECTS

The course delves into the competitive market strategies of global companies, with particular reference to international management methods, foreign markets analysis and assessment, the planning of entry strategies and international customer relationships management

8

The course aims to develop specific skills on digital media marketing and communication focusing on strategies and techniques. In particular, the course focuses on the approaches to drafting a web marketing plan, social media marketing, tools and metrics for results evaluation.

8

International economics (foundation course)
The course aims to provide a solid understanding of the theories and operating principles of international real and financial markets, with a focus on economic globalization, the international monetary system and European integration. Upon completion, students will be able to understand and analyze global and national economic scenarios

Economics of Global Trade (advanced course in English)
The course aims to provide advanced theoretical and analytical tools to evaluate the political and social dynamics that underlie international economic relations. Particular attention will be paid to the international trade theories, the management of economic relations and the analysis of globalization consequences.

9

The course provides the skills necessary to effectively manage digital content, and involves the acquisition of the founding principles of digital storytelling and practical skills in the creation, organization and improvement of textual and visual content.

6

Budgetary techniques (foundation course)
The course aims to introduce students to the principles and techniques of drawing up corporate financial statements. Students will acquire skills in internal control procedures, in the audit of financial statements and operating cycles, as well as in the evaluation of social accounting and various corporate frameworks.

Sustainability auditing and reporting (advanced course)
The course addresses the pillars of corporate sustainability at an advanced level: it does so examining the approaches and methodos that underlie sustainable corporate practices and the tools for analyzing and reporting sustainability performances.

8

The course aims to introduce students to the regulatory system of international trade, with particular attention to the aspects governed by international treaties and conventions. Students will develop skills relating to the management of obligations, cross-border operations, and the drafting and understanding of international contracts.

8

English for international affairs (foundation course)
The course aims to provide students with intermediate level language skills specific to the economic world, with particular attention to effective communication in corporate contexts and the drafting of commercial documents in English.

English for Information and Communication Technology (advanced course)
The course offers an overview on the English language in the ICT sector at an advanced level, focusing on the specific terminology of the sectors of digital communication, media and new technologies.

6

Year II

The course intends to delve into the legislation regarding digital communication and antitrust regulations in technological markets, with the aim of teaching students specific knowledge on the national and international regulatory framework and the related restrictions placed on the competitive communication strategies of digital companies .

8

The course focuses on the strategies and techniques of international marketing of goods and services through digital channels, examining both direct sales through corporate e-commerce and indirect sales through the main global marketplaces (e.g. Amazon , Alibaba).

8

Data analysis for business (foundation course in Italian) 
The course provides basic skills for data analysis and interpretation, allowing students to acquire the most relevant analysis methods and techniques to support business management, market analysis and economic performances.

Data driven decision making (advanced course in English)
The course provides advanced skills in complex data processing and interpretation. It combines skills in modern data analysis tools with the ability to manage their integration into the overall managerial decision system.

8

The course analyzes crucial variables, dynamics and economic impact of digital networks. Also, it accompanies students in the study of the models for the rapid diffusion of technological innovation on global markets.

8

Exports tax system 
The course provides the necessary tax-related skills for the proper management of multinational business transactions and delves into the main domestic and international fiscal issues of import/export activities.

Data governance and privacy
The course aims to educate students on responsible data management methods found in an organization, exploring the impact of privacy regulations, the characteristics of data governance architectures and information security management.

Chinese business law
The course provides an overview of the legal framework applicable to Chinese business and investing activities. It aims to provide a deeper understanding of the legal instruments and obligations governing economic relations within the Chinese context.

6 + 6

Digital advertising laboratory
The laboratory, which was developed with lecturers from Google Italy, focuses on operational management of digital communication campaigns. It allows students to learn how to correctly market products and services on the web through SEO strategies and display advertising, with the goal of maximizing return on investment.

Web reputation and sentiment analysis laboratory
The laboratory, developed jointly with ISTAT, provides students with practical skills to analyze a company or brand's online image and reputation by monitoring the “sentiment” generated by digital user ratings and comments.

4

Other activities

Internship or
another specialized laboratory chosen from all those activated by the Course

4

Business language laboratory (English)
The laboratory allows students to further delve into business English, improve business vocabulary and practice speaking, listening and writing skills, in order to communicate with confidence in business situations that require advanced use of the English language.

Business language laboratory (Chinese)
The laboratory, which requires prior knowledge of the Chinese language, aims to provide practical and cultural skills to operate in the Chinese economic context, delving into the linguistic aspects and negotiation dynamics of the Chinese cultural context.

Business language laboratory (Russian)
The laboratory, which requires prior knowledge of the Russian language, aims to provide linguistic and socio-cultural tools for communicating in the Russian economic world. Among the cognitive objectives are the understanding of commercial dynamics, negotiation practices and adaptation strategies to the Russian cultural context.

Business language laboratory (French)
The laboratory, which requires prior knowledge of the French language, focuses on developing linguistic and cultural skills to interact in the French economic context. The aim is to provide students with a linguistic fluency suitable for understanding commercial and business dynamics.

Business language laboratory (Spanish)
The laboratory, which requires prior knowledge of the Spanish language, aims to develop communication and linguistic skills in Spanish, with a focus on terminology, commercial negotiation and business presentations in Spanish-speaking contexts.

3

Final examination

12

Study plan compilation guide

At the beginning of the academic year, the university organizes topic days dedicated to guidance on filling in study plans. During the meeting, which teachers, the Guidance Office, and Student Services participate in, several pieces of information will be provided: technical indications relating to the compilation of the plan, general information regarding the Academic offer, and guidance on obtaining credits.

Post-course and career opportunities

The Digital Marketing and Export specialization trains graduates capable of fitting positions in marketing and business exports into companies operating in all fields that already use or are about to use digital channels to create and manage relationships with their customers on a global scale. In particular, they may be classified as digital marketing manager, digital export manager, social media manager, e-commerce manager, web designer, web analyst and communications manager
These positions are now available not only in multinational companies, but increasingly also in those SMEs operating on global markets. Thanks to the skills acquired, graduates will also be able to carry out consultancy activities within web agencies and digital marketing companies or start an independent profession in this field.

Admission requirements, assessment of prior knowledge, additional training obligations and pre-courses

Admission to the Course is subject to possession of one of the following qualifications:

  • An Academic degree or Bachelor's degree or other foreign recognized degree that is equivalent in degree courses for the following classes: L-14, L-16, L-18, L-33, L-36, L-37, L-40 (DM 270/2004) and classes 2, 15, 17, 19, 28, 31 (DM 509/1999);
  • An Academic degree or Bachelor's degree different from the above, with the acquisition of at least 50 CFUs in specific scientific-disciplinary fields defined in the Academic Regulations of the course of study.

For enrollment purposes, a mandatory interview with a board of teachers is requirde. This happens in order to verify personal preparation and the adequacy of curricular requirements.  

For the academic year 2024/2025 the assessment of prior knowledge will take place in person and online on the following dates:

  • April 22th at 12:00 p.m.
  • May 30th at 12:00 p.m.
  • June 20th at 12:00 p.m.
  • September 26th at 12:00 p.m.
  • October 31th at 12:00 p.m.


An English language proficiency test for newly enrolled students is also planned. Based on the results of the test, freshmen will be directed to the English for International Affairs course or to one of the advanced English courses provided in each course. English language proficiency test dates will be made available on this page. 

To enroll in the degree course and register for the interview it is necessary to verify that you meet the requirements using the following link.

Pre-courses

There are four pre-courses on EconomyBusiness ManagementStatistics Law. These are reserved to students who have not obtained a degree in economics, but who meet the entry requirements. This is aimed at achieving preliminary knowledge useful for the start of the study programme.

To consult the academic calendar, class schedules, courses and programs, tutoring and student assistance, exams and graduations, you can consult the Info dropdown menu and click on Enrolled students.

As part of the activities related to quality assurance, UNINT, since 2021, is certified in accordance with UNI EN ISO 9001:2015. The first certificate was released on February 8 2021, confirmed for 2022 and 2023. On January 31 2024, the new certification of conformity with the requirements ISO 9001:2015 for "Teaching, training, research and third mission activities" was obtained for the year 2024. This certified the correct definition and execution of the processes implemented within the University.

Academic offer: Languages

  • Language skills ​​represents an essential requirement to deal with international markets. The degree course in International Economics and Management - Marketing and Digital Export allows you to attend some courses in English. The study plan also includes:
  • 6 ECTS dedicated to business English, with the possibility of choosing between a foundation course in English for International Affairs (entry level B1/exit level B1+) or an advanced course in English for Information and Communication Technology (entry level C1/exit level C1 strengthened with specialized language);
  • A laboratory for Business Language with compulsory attendance chosen from the following: <br>English (entry level B2+/C1; exit level C1 strengthened with specialized language), Chinese (entry level B1/exit level B1 strengthened with specialized language ), French (entry level B2+/C1; exit level C1 strengthened with specialized language), Russian (access level B1; exit level B1 strengthened with specialized language), Spanish (entry level B1; exit level B2 strengthened with specialized language).

 

It is also possible to attend a one year course of Japanese Language and Culture. Thanks to the courses provided by the University Language Centre, students can acquire fundamental knowledge of languages ​​such as Turkish and Korean.

Language certifications

During the academic year 2024/2025, the University Language Center (Centro Linguistico di Ateneo) offers newly enrolled students (enrolled in a Bachelor's or Master's degree in any of the majors offered in the University's Academic offer) the possibility to obtain a language certification based on their skill level.

Every student, during their study career, will be able to take an international certification exam, without any additional costs, choosing among the certifications affiliated with the University: CAMBRIDGE, TOEFL iBT, DELE, CAPLE, TORFL, DELFDALF.

Path of excellence

A <strong>Path of excellence</strong> is operative in the Course. The Path allows a limited number of particularly deserving students to <strong>access a supplementary training course</strong> for free. The students are selected on the basis of their study results through a specific call issued annually by the University and the contents of the course are defined in agreement with the student. FInally, in addition to the degree qualification, the student will obtain an <strong>additional certification which is reported under the Career Certification</strong>.

The supplementary training course is characterized by high <strong>professionalizing vocational training</strong>. It may consist of courses provided by the University, disciplinary and interdisciplinary studies, seminar activities, research projects and internships at companies and institutions.

These activities must be carried out mainly in <strong>English</strong> and/or provide for the in-depth study of at least <strong>one second foreign language</strong> in addition to English. The supplementary activities established by the Path of Excellence can also be carried out at foreign university in cooperation with the international mobility programs activated by the University.

To consult the academic calendar, class schedules, courses and programs, tutoring and student assistance, exams and graduations, you can consult the Info dropdown menu and click on Enrolled students.

As part of the activities related to quality assurance, UNINT, since 2021, is certified in accordance with UNI EN ISO 9001:2015. The first certificate was released on February 8 2021, confirmed for 2022 and 2023. On January 31 2024, the new certification of conformity with the requirements ISO 9001:2015 for "Teaching, training, research and third mission activities" was obtained for the year 2024. This certified the correct definition and execution of the processes implemented within the University.

Simultaneous enrolment in two degree programmes

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