Crafting a Strategic Marketing Plan: Integrating Social Media in the Digitalization Journey of Domea

Abstract

Thesis is a study on 360° grades about Domea shop, an activity placed in San Biagio di Callalta, a small city near Treviso, in Italy. After an initial focus on Digital Marketing, the study will face briefly the strategy committed in order to start this process, specifically the Social Media Marketing Strategy and how to develop it, with the object to enhance a Digitalization process for Domea Brand. During the thesis the concept of Digitalization and Digital Media usage is central, involving social media platforms as Instagram and Facebook. Thesis' central part is defined by the concept of a Marketing Plan in all its stages and phases. The aim of the project is to highlight those possible benefits due to Digitalization, using social media platforms as vehicle of business development.