Unconventional Marketing


The most innovative marketing tools and the potential offered by the internet provide new scenarios for companies and professionals in the field. If you wish to be up to date on new marketing trends, this course enables you to fully immerse yourself in the world of unconventional strategies to enhance the competitiveness of your professional profile or of the company environment in which you work.  


This is an intensive course that explores the techniques and tools of unconventional marketing, to enable you to fully exploit these new opportunities for your future and for that of your company. On completion of the course, attendees will be able to:
  • recognise unconventional marketing techniques and types;
  • design a guerrilla or viral marketing campaign;
  • have the bases to improve results;
  • relate with advertising agencies or with the company’s marketing department.


The course is aimed at those who already have some basic knowledge of marketing and wish to acquire familiarity with the most innovative marketing tools and the new terminology; for instance, entrepreneurs who wish to personally take care of the marketing aspects of their business or company employees who wish to increase their competencies.  


[su_spoiler title="Unconventional Strategies" open="yes" style="fancy"]
  • The surprise effect of an unconventional campaign and the concept of Advertainment
  • The product as an event
  • Low cost Marketing
[/su_spoiler] [su_spoiler title="Unconventional Operations" open="yes" style="fancy"]
  • Il Guerrilla Marketing nelle sue declinazioni: Stickering, Ambient and experience
[/su_spoiler] [su_spoiler title="Marketing, one to one Marketing" open="yes" style="fancy"]
  • The concept of virulence;
  • The content and mechanisms of a viral message;
  • The power of “LIKE” and of sharing;
  • Networking.
[/su_spoiler] [su_spoiler title="Designing an Unconventional campaign" open="yes" style="fancy"]
  • Defining the objectives;
  • Coherence with company philosophy and brand;
  • The means;
  • The costs.
[/su_spoiler] [su_spoiler title="The results of Unconventional strategies" open="yes" style="fancy"]
  • Improving results: an unconventional campaign’s ROI;
  • Diffusion objectives vs Participation objectives;
  • Successful Unconventional Strategies.

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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