Affiliate marketing

Process by which an affiliate earns a commission for marketing another person's or company's products

Business model canvas

is a strategic tool useful to graphically represent the business model, and therefore the value proposition, of a company

Business model:

The term business model refers to a company's strategic plan for making a profit. It can be defined as the set of organizational practices and strategic solutions through which the company seeks to gain a competitive advantage in the market


is a process based on the shaping of interactions between actors so that, as they interact, they develop agreements aimed at making definitions relating to a change, a project or a work method compatible.

Content marketing

is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media


the legal protection of artistic and literary works such as books, music, and films.

Digital Business model

Business model based on digital technologies and channels

Digital communication

means any information exchanged by electronic means between a finite number of parties.

Digital marketing

refers to the use of digital channels to market products and services in order to reach consumers.

Digital storytelling

Practice of using new technologies to tell stories, seeking to create value through the mechanisms of storytelling.

Dress code

A dress code is a set of rules, often written, with regard to what clothing groups of people must wear. Dress codes are created out of social perceptions and norms, and vary based on purpose, circumstances, and occasions. Different societies and cultures are likely to have different dress codes. Dress codes are symbolic indications of different social ideas, including social class, cultural identity, attitude towards comfort, tradition, and political or religious affiliations. Dress code also allows individuals to read others' behavior as good, or bad by the way they express themselves with their choice of apparel.


sometimes called web-reputation, cyber-reputation, digital reputation, on the Web, on the Internet or online, is the reputation, the common opinion (information, opinions, exchanges, comments, rumors...) on the Web of an entity (brand), a legal person (company) or a physical person (individual), real (represented by a name or a pseudonym) or imaginary. It corresponds to the identity of this brand or this person associated with the perception that Internet users have of it. This digital notoriety, which can be a differentiating factor and a competitive advantage for brands, is shaped by the implementation of positive elements and the monitoring of negative elements. E-reputation can also mean managing it, via a global strategy and thanks to specific tools (activity at the origin of new professions) for the durability of the digital identity.

Emotional content

Component of digital storytelling that allows authors to establish a connection with the audience.

Freemium business model

In this model, users can take advantage of a basic, free version of the product or service, but can at any time subscribe or buy a premium, paid version


a condition where economies around the world are linked through cross-border trade and investment

Graphic logo

Type of logo that includes only graphic elements

Individualism VS Collectivism (IDV)

The high side of this dimension, called Individualism, can be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families.

Indulgence VS Restraint (IVR)

Every society has to maintain some links with its own past while dealing with the challenges of the present and the future. Societies prioritize these two existential goals differently.

Intellectual Property

Intellectual property (IP) is a mental invention manifested in physical and digital items.

Intellectual Property Rights

Intellectual property rights (IPR) are legal, private, enforceable rights granted to inventors and artists by governments.


is that process of commercial expansion that aims to broaden a company's operational horizons and expand its presence beyond its national borders

International commercial transaction

Any form of arrangement involving partners from at least two different nations is considered an international commercial transaction, and such deals might include sales, licensing, and investments. An international commercial transaction can be also an e-commerce transaction.


Internationalization is the process by which a company expands into foreign markets in order to gain more market share.

Long term VS short Term orientation (LTO)

Every society has to maintain some links with its own past while dealing with the challenges of the present and the future. Societies prioritize these two existential goals differently.

Masculinity VS Femininity (MAS)

The Masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness, and material rewards for success. Society at large is more competitive. Its opposite, Femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. Society at large is more consensus oriented.

Multichannel model

the use of all channels (physical store, mobile, online marketing) to contact customers without a connection between the channels


The term multicultural expresses a de facto situation, the reality of a society composed of several cultural groups whose cohesion is maintained in accordance with a certain number of values and norms, whereas the term intercultural explicitly affirms the reality of a dialogue, a reciprocity


they are used to protect new ideas and inventions such as pharmaceuticals, chemical processes, new business technology, and computer software.

Personal Branding

set of strategic actions that allow you to manage your professional image using social media

Qualitative Risk Analysis

The qualitative risk analysis is a risk assessment performed by project team specialists who use data from previous projects and their knowledge to determine the impact and likelihood value for each risk on a scale or risk matrix.

Quantitative Risk Analysis

Quantitative risk analysis analyses the various project outcomes and calculates the likelihood of attaining project objectives. This aids decision-making, especially during the project planning phase when there is ambiguity. It assists project managers in developing realistic cost, schedule, and scope objectives.

Risk Analysis

Risk analysis is the process of determining the likelihood of risk in a project. It investigates the uncertainty of prospective risks and how they might affect the project in terms of time, quality, and money if they occurred.

Risk Analysis Matrix

The risk analysis matrix evaluates the likelihood and severity of hazards and ranks them in order of priority.

SWIFT Analysis

SWIFT is an acronym that stands for Structured What If Technique. It is a risk analysis strategy that focuses on detecting possible hazards connected with project plan modifications.

Text logo

Type of logo that includes only font elements

Transmedia storytelling

Opportunity to show different sides of a brand on different social media channels.

Uncertainty Avoidance Index (UAI)

The Uncertainty Avoidance dimension expresses the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. The fundamental issue here is how a society deals with the fact that the future can never be known: should we try to control the future or just let it happen?

Visual design

component of Digital storytelling that allows easier reading through the use of clear space and the careful selection of fonts and type size.