“I sound my barbaric YAWP over the rooftops of the world.” ― Walt Whitman.​

September 6, 2019

Last session we discussed to a length 3 concepts: Path to Purchase, Digital Consumer Journey and Digital Marketing Funnel

You can download the slides here

August 21, 2019

Hi everyone,

today we will talk about Decision Process or path to purchase.

There are many ways to define this tool but they all refer to the journey consumer take from the moment they realise they need something to the moment they actually purchase it, use it and form a...

August 16, 2019

Good morning everyone,

first great to meet you...had good vibes from our session yesterday, I'm sure it will be a great semester.

You can download the slides I have presented yesterday here



The Download section of this website is under construction as I am uploading her...

October 3, 2018

Hi everyone,

today we discussed the basics of brief and we focused on the first part of setting objectives. Please download slides here

September 12, 2018

Today we discussed about the communication model and the response model. How they impact the definition of communication objectives.

Please download slides here 

September 4, 2018

Last session we discussed about Behaviours and Path to Purchase

You can download slides here

August 28, 2018

Last week we discussed again about the big picture and we focused on the concept of  Segmentation.

We used Segmentation to understand and identify potential new spaces (or segment) that brands can target with new innovation.

You can download the slides here 

August 16, 2018

Hy everyone,

let's start this new semester.

You can download here the slides from the first session


May 14, 2018

Hi everyone,

it has been a pleasure to go through this journey together...

Good luck and stay in touch.

Please download lesson 12 here