The course aims to provide comprehensive and practical training in digital marketing, with a particular emphasis on Meta Ads. The main educational objectives include developing an in-depth understanding of web marketing fundamentals, with a specific focus on the professional use of the Meta Ads platform. Students will learn to use the Meta Ads Library as a strategic tool for competitive analysis, campaign evaluation, and advertising transparency. The course aims to develop practical skills in data analysis through a hands-on approach, culminating in the creation of a group project that involves analyzing a real dataset extracted from the Meta Ads Library. The course structure, which combines 12 hours of theoretical lectures with 24 hours of project work, is designed to ensure not only the acquisition of theoretical knowledge but also the development of analytical and practical skills that can be immediately applied in the professional world.

• The course is divided into two main parts: a theoretical section of 4 face-to-face sessions (12 total hours) and a practical part dedicated to the group project that develops over 8 sessions (24 total hours).
• The first theoretical part begins with an introduction to digital marketing fundamentals and an overview of Meta Ads, providing the necessary foundations to understand the evolution of digital marketing and the Meta ecosystem. Students explore various types of ads, objectives, and benefits through case studies and interactive quizzes.
• The second lecture focuses on analytical tools, particularly the Meta Ads Library, and fundamental advertising metrics. Students learn to navigate the platform and analyze datasets using tools like Google Sheet.
• The third session addresses the legal and ethical aspects of digital marketing, along with creative campaign strategies. Meta policies, privacy issues, and best practices are discussed through real case studies and group work.
• The fourth and final theoretical session focuses on practical campaign planning, teaching students how to define objectives, targets, and budgets, while also preparing the groundwork for the subsequent group project.
• The second part of the course is entirely dedicated to the group project, where students, divided into teams of up to 5 people, analyze a real dataset from the Meta Ads Library. This journey includes formulating research questions, analyzing data, writing a paper, and presenting final results.
• The group project develops through progressive phases: from group formation and initial planning, through data analysis and paper writing, to the final presentation of results. During this process, students receive constant support and feedback from the professor and teaching assistant.

Student enrollment in the blended learning platform within the first week of the course is considered a mandatory prerequisite.

Knowledge and Understanding

• Acquire an in-depth understanding of web marketing fundamentals, with particular focus on Meta Ads
• Understand the evolution from traditional to digital marketing and its implications
• Know the characteristics and peculiarities of different platforms in the Meta ecosystem (Facebook, Instagram, WhatsApp, Messenger)
• Understand how the Meta Ads Library works as a tool for competitive analysis and advertising transparency

Applying Knowledge and Understanding

• Develop practical skills in data analysis to study and evaluate advertising campaigns
• Know how to use Meta's analysis and reporting tools to monitor campaign performance
• Apply acquired knowledge to develop targeting strategies and optimize advertising campaigns
• Know how to analyze and interpret real datasets extracted from the Meta Ads Library

Making Judgements

• Critically evaluate the effectiveness of different digital marketing strategies
• Develop capabilities in comparative analysis of advertising campaigns
• Make independent judgments on ethical and regulatory implications of digital marketing
• Know how to select the most appropriate advertising objectives and formats based on specific contexts

Communication Skills

• Know how to present and discuss analysis results clearly and effectively
• Develop teamwork skills through group project
• Know how to communicate digital marketing strategies to different stakeholders
• Acquire appropriate technical language in the field of web marketing

Learning Skills

• Develop self-learning competencies in the field of digital marketing
• Acquire research methodologies and data analysis skills in the context of Meta Ads
• Know how to update one's knowledge in a continuously evolving sector
• Develop problem-solving skills through practical application of acquired knowledge

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

The course adopts a mixed teaching approach that combines lectures with a strong practical and laboratory component. The structure consists of 12 sessions of 3 hours each, for a total of 36 hours, organized in two distinct parts: a first theoretical part of 4 sessions (12 hours) dedicated to lectures, and a second practical part of 8 sessions (24 hours) focused on the group project. The lectures use interactive teaching methodologies that include case study discussions, quizzes, practical exercises, and brainstorming activities, promoting active and participatory learning. The laboratory component develops through a group project that involves analyzing real datasets extracted from the Meta Ads Library, allowing students to concretely apply the knowledge acquired. The blended learning approach is supported by a dedicated online space where teaching materials, interaction forums, and exercise tools are made available. The course also includes the controlled use of Generative AI tools as support for brainstorming and content revision, requiring a transparent declaration of their use in student reports.

Innovative teaching methods

Problem-based learning
Learning by doing

Attendance

To be considered attending students and to access the related assessment method, students must meet three fundamental requirements: register for the course's blended space by Wednesday, February 17th, attend at least 9 out of 12 lessons (equal to 75% of total lessons), and actively participate in group work. Attendance is recorded through a code system that students must enter during the lesson via app, valid only for geolocated attendance. Any absences can be justified by posting within 2 days in the "Justification Forum" of the blended space, specifying the reasons. Students who do not reach the minimum required attendance or who choose not to attend will have to take the exam by studying the textbooks in the program. Regarding the use of Generative AI tools (such as ChatGPT, Gemini, Claude), these are only allowed as support for brainstorming and revision of original content produced by the student, while any merely substitutive use is prohibited. The use of these tools must be explicitly declared in the reports.

Course books

Marchetto, E. (2024). Confessioni di un marketer. Le logiche pubblicitarie di Facebook e Instagram. Apogeo.

Defrancesco, D. (2024). Meta Ads. Come creare e ottimizzare le tue campagne pubblicitarie: La guida completa scritta da un ex Marketing Expert di Meta. Independently published.

Votta, F., Dobber, T., Guinaudeau, B., Helberger, N., & De Vreese, C. (2024). The Cost of Reach: Testing the Role of Ad Delivery Algorithms in Online Political Campaigns. Political Communication, 1–33. https://doi.org/10.1080/10584609.2024.2439317.

Assessment

Learning assessment will take place through individual oral examination based on the discussion of the group report, aimed at evaluating both content learning, analytical ability, and argumentation skills.

Excellent evaluations will be given for: demonstration of good critical thinking and in-depth analysis capabilities; ability to connect the main themes covered in the course; use of appropriate language specific to the discipline.

Good evaluations will be given for: possession of memorized knowledge of the contents; relative critical ability and connection between the topics covered; use of appropriate language.

Sufficient evaluations will be given for: achievement of minimal knowledge of the topics covered by the student, even in the presence of some educational gaps; use of inappropriate language.

Negative evaluations will be given for: difficulty in orienting oneself with respect to the topics covered in the exam texts; educational gaps; use of inappropriate language.

Specifically, the final evaluation is structured as follows:

• Members of each group will receive a collective evaluation of the group activity worth 75% of the final grade (max 23.25 points)
• 10% (max 3.1 points) comes from student participation, measured by the number of lessons attended
• The remaining 15% (max 4.65 points) depends on the evaluation of the oral examination, which consists of discussing the work project

The participation evaluation takes into account the number of lessons attended out of the total (each lesson attended is worth approximately 0.38 points). Properly justified absences are considered as attended lessons, provided they are justified within 2 days in the "Justification Forum" of the blended space, specifying the reasons. The group report will be subject to verification with the university's anti-plagiarism system. Cases of plagiarism will result in a negative evaluation.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Attendance

Students who do not intend to attend or do not reach the minimum required attendance (9 out of 12 lessons) will have to take the exam by studying the textbooks in the program.

Course books

Marchetto, E. (2024). Confessioni di un marketer. Le logiche pubblicitarie di Facebook e Instagram. Apogeo.

Defrancesco, D. (2024). Meta Ads. Come creare e ottimizzare le tue campagne pubblicitarie: La guida completa scritta da un ex Marketing Expert di Meta. Independently published.

Votta, F., Dobber, T., Guinaudeau, B., Helberger, N., & De Vreese, C. (2024). The Cost of Reach: Testing the Role of Ad Delivery Algorithms in Online Political Campaigns. Political Communication, 1–33. https://doi.org/10.1080/10584609.2024.2439317.

Assessment

For non-attending students, assessment will take place through an oral examination on the program's textbooks.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

There are no distinctions between attending and non-attending students regarding learning objectives.