The course is part of the "Core educational activities" courses of the degree course in Management, curriculum Innovation & Marketing and aims to provide the fundamental knowledge on communication both offline and online. The course provides a powerful insight into the way communication works and a comprehensive understanding of the fundamentals of communication needed to design and implement various communication approaches and campaigns on national and international scale, completing the marketing process started with "Consumer behavior" and "brand management" courses. Starting from the consumers needs analysis and their customer journeys, the course will discuss integrated marketing communication and how to write and implement a communication plan with a particular focus on the online tools. In the actual context it is important to understand how to plan a social media strategy, analysing the consumer behavior, deciding where and when the company has to be present and measuring the results. The course will provide students an advance knowledge related to the social media marketing activities, the specific terminology used online and how this innovative way of communication is linked to the offline communication.