- 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 Online Master in Digital Marketing and Business Transformation, students will gain knowledge in:
- Economics
Acquire essential foundations in entrepreneurship and business planning. - 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. - Geopolitics
Learn how global conflicts and trade rules affect business and how to make smart decisions in a changing world. - 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)
- 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 Google Ads Certification preparation)
- Social Media Channels and Advertising across Digital Platforms (including Meta, Tiktok, Linkedin, X)
- Other Digital Advertising (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:
- Ai, 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 Business Excellence
- Area 5: International Business
- Area 6: Global Electives with RBS international partner Business Schools
- Area 7: Introduction to preparation for professional certifications
Practice Lab | In partnership with Jakala

The Rome Business School Practice Lab is where theory meets the real world. Forget standard lectures: this is a hands-on experience led directly by JAKALA’s top managers, Italian powerhouse in marketing and technology. You’ll dive into specialist insights, work on practical exercises, and build a professional network while learning from those who live and breathe the industry every day. In this Lab, you’ll work side-by-side with JAKALA experts to design cutting-edge strategies, using innovative solutions to guide users from their first click to the final choice.
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.
5 Interactive Courses to Improve Your Soft Skills
Soft skills are personal attributes that can affect relationships, communication, and interaction with others, which are crucial for business success and effective leadership in the high-tech world and digital transformation in which we live. None of the new technology and innovation can be applied without proper leadership. The Leadership Program is a path towards self-discovery, empowerment and reinvention, enabling participants to become leaders of the future. The program is practice-based, consisting of 5 interactive courses, including a self-assessment test, role plays and quizzes.
- Communication & Persuasion in the Digital Age
- Team Work Effectiveness
- Agile Leadership
- Negotiation & Conflict Management
- Emotional Intelligence








