The course objective is to enable the student to: i) build, evaluate and innovate business models; ii) know marketing foundations and use the most appropriate tools and methodologies to develop, modify and monitor the marketing strategy and iii) master the most appropriate levers to effectively implement the marketing strategy, also trough digital technologies (web etc.). In addition, students are required to develop a group project work to enhance their cognitive and practical skills through the practical application of the marketing knowledge. Possibly, projects will be assessed in collaboration with important local companies. The project will also contribute to the development of students soft skills.