- Demonstrate solid managerial foundations, including strategic business planning, project and operations management, and effective budget control.
- Navigate digital business models and drive continuous improvement in organisational digitalisation.
- Optimise digital channel performance by planning and executing successful digital media campaigns and effective content strategies.
- Apply digital analytics and insights to support informed, data-driven decision-making.
- Collaborate effectively with teams and stakeholders to maximise business impact and ESG impact across initiatives.
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Develop managerial digital skills & digital business vision
During the first module of the International Master in Digital Marketing and Business Transformation, students will gain knowledge in:
- Economics
Acquire essential foundations in entrepreneurship and business planning. - Geopolitics
Learn how global conflicts and trade rules affect business and how to make smart decisions in a changing world. - Management Accounting for Decision Making
Understand the financial aspects of business decisions through key tools such as cost management, budgeting, CVP analysis, and investment appraisal.
- Business Strategy
Learn to interpret a company’s long-term direction and identify its strategic business units. - Financial Statement Analysis
Develop the ability to read and use financial statements to support managerial decision-making. - Project & Operations Management
Gain skills to manage projects, analyse data, and apply a diagnostic approach to problem-solving. - Marketing: Traditional and Digital
Explore the application of marketing principles in organisational decision-making across traditional and digital channels. - Human Resource Management
Examine strategic HR topics including talent acquisition, development, motivation, and retention. - Data Analytics for Managers
Build foundational skills to analyse and interpret large datasets to support effective business decisions and strategies.
Implement digital business strategies & master digital marketing
During the second module, students will learn:
- 1. Setting the Ground for a Successful Customer-Centric Market Strategy
- Methodologies for Market Evaluation and Business Goals Alignment
- Understanding Your Digital Customers (B2C and B2B) and Their Decision Drivers
- Mastering Data and Data-Driven Decisions – part 1
- Mastering Data and Data-Driven Decisions – part 2 (focus on Google Analytics)
- 2. Branding and Content Marketing
- Defining your Brand Positioning Strategy, Brand Character and Brand Story
- Content Marketing: Customer Journey Mapping and Content Strategy
- Content Design and Content Creation in the AI era: Text, Visual, Video, Audio
- 3. Managing Owned Digital Channels and Customer Base
- Website Creation and Management, UX and AI-Empowered Search Engine Optimization (SEO) & SEM
- E-commerce Growth, CRO & AI-Driven Marketing Automation
- Customer Data Management, CRM Intelligence and Loyalty Strategies
- 4. Digital Advertising and Communication
- Google Ads and Other Google Channels (Including focus on Google Ads Certification Preparation)
- Social Media Channels and Advertising (including Meta, Tiktok, Linkedin, X)
- Other Digital Advertising across Digital Platforms (including Amazon, Programmatic, Omnichannel) and Media Budgeting
Manage emerging technologies and devop future driven and innovative mindset
During the third module, students will explore:
- 5. Innovation and Digital Business Transformation:
- Digital Evolution and Digital Business Models
- AI-Powered Innovation Management for Data Driven & Customer-Centric Transformation
- AI, VR/AR, Industry 5.0, IoT, Web3, Cybersecurity and their Impact on Business and Marketing
- 6. Being Responsible Marketing Leaders:
- Legal and Privacy Implications of Digital Business and Marketing Management
- Building ethical and responsible organizations
Why Electives?
The goal of Rome Business School is to develop future managers, entrepreneurs, and professionals who are ready to capitalize on the benefits of digitalization, go global, and have a positive impact on society.
Electives are ideal tools for students to improve their employability by focusing on high-demand skills.
- Electives assist students in carving out a niche for themselves and becoming more competitive.
- Electives expose students to courses they might not have encountered otherwise.
- Electives provide a one-of-a-kind curriculum that fosters life and career skills.
- Elective courses are organized in 7 main areasof interest:
Macro Area I
Next Gen Business: Innovation, AI and Digital Growth
- Area 1: Innovation & Growth
- Area 2: AI4 Business: Shaping the Future
- Area 3: Tech & Digitalization
Macro Area II
Global Business Excellence
- Area 4: Industry Verticals
- Area 5: International Business
- Area 6: Preparation for Professional Certifications
Practice Lab | In partnership with Mediaset Infinity
The Rome Business School Practice Lab is the place where theoretical concepts are put into practice and participants learn through experience. The Lab is led directly by Mediaset Infinity managers, who will share their specialized knowledge and industry expertise through hands-on exercises and high-level networking. In this workshop, you will work side-by-side with Mediaset Infinity experts to design a comprehensive strategy, guiding users through the modern customer journey of an evolving digital entertainment platform.

Business in Action - Hands-on Lab
The Global Trends lab consists of 2 virtual sessions:
Session 1: How to Find Sources to Identify Global Trends Identify sources and monitor Global trends Deep Dive into the Global World Trends Shaping the World of Today – guest speakers from UN, UNIDO, ILO. Examples of Global Trends:
- The Future of Work
- Ethics of AI and Big Data
- The World in 2030: Future Scenarios
Session 2: Understand the impact of global trends on businesses, and explore ways in which businesses can adapt and transform based on future trends and forward-thinking strategies
Capstone Project
At the end of your educational experience, you will have the chance to prove your abilities by tackling a real business challenge. Use your talent to identify opportunities and create a truly innovative strategy.
Tackle a real company challenge. You can choose to be part of a small team and design a Marketing plan for a new business or develop a stragy to increase online sales or create a loyalty offering for different generation.
You will be given two case studies from two real companies that will allow you to test your knowledge learnt during the master’s course.
Previous years’ experiences

The Practical Challenge:
Design a digital marketing strategy to ignite growth of Nike sales across all channels.
Develop a plan both for D2C and for Wholesale, for growing market share within one or more retailers of your choice.








