Digital Marketing
A.Y. 2019/2020
Learning objectives
The aims of this course are:
- to analyze opportunities and challenges for companies in a digital economy;
- to provide theoretical and operational frameworks for defining marketing strategies in a digital economy and for integrating ""off line"" and ""on line"" marketing approaches;
- to present the tools and channels used by companies for digital communication i.e. social media, online consumer activations, CRM and paid media channels.
- to analyze opportunities and challenges for companies in a digital economy;
- to provide theoretical and operational frameworks for defining marketing strategies in a digital economy and for integrating ""off line"" and ""on line"" marketing approaches;
- to present the tools and channels used by companies for digital communication i.e. social media, online consumer activations, CRM and paid media channels.
Expected learning outcomes
At the end of the course, students will be able to evaluate the implications of digital development on companies' marketing processes. They will also have acquired the basic skills to set up a marketing plan, using the main techniques and tools for analyzing demand and competition and defining web Marketing strategies and policies, with particular reference to communication ones.
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Prerequisites for admission
There are no prerequisites
Teaching methods
1st and 2nd part: In addition to the lectures, the use of real case histories, classroom analysis of at least 2 in-depth case studies and the participation of one or more external guests in order to benefit from their vertical technical experience on the digital and social media.
3rd part: Lectures and dialogue lessons. Presentations of case studies and corporate testimonials.
3rd part: Lectures and dialogue lessons. Presentations of case studies and corporate testimonials.
Teaching Resources
Slides on the website
1st and 2nd PART
Additions from: Prandelli E.,Verona G. (2011): Il Vantaggio Competitivo in Rete, MacGraw-Hill (capitoli: 2,3,4,6,7,8,10)
Tuten T. Salomon R. "Social Media Marketing- Post consumo, innovazione collaborativa e valore condiviso " Pearson Italia, 2014
3rd PART
Additions from: Maurizio Masini, Jacopo Pasquini, Giuseppe Segreto (2017): "Marketing e comunicazione. Strategie, strumenti, casi pratici", Hoepli (capitoli: 14, 15, 16, 17, 19, 20, 22, 23)
Not attending students
1st and 2nd PART
Prandelli E.,Verona G. (2011): Il Vantaggio Competitivo in Rete, MacGraw-Hill
Tuten T. Salomon R."Social Media Marketing- Post consumo, innovazione collaborativa e valore condiviso" Pearson Italia, 2014
3rd PART
Maurizio Masini, Jacopo Pasquini, Giuseppe Segreto (2017): "Marketing e comunicazione. Strategie, strumenti, casi pratici", Hoepli (capitoli: 14, 15, 16, 17, 19, 20, 22, 23) Andrea Cioffi (2018): "Digital Strategy. Strategie per un efficace posizionamento sui canali digitali.", Hoepli (capitoli: 5 di cui pag.47-75, 7, 8, 10)
1st and 2nd PART
Additions from: Prandelli E.,Verona G. (2011): Il Vantaggio Competitivo in Rete, MacGraw-Hill (capitoli: 2,3,4,6,7,8,10)
Tuten T. Salomon R. "Social Media Marketing- Post consumo, innovazione collaborativa e valore condiviso " Pearson Italia, 2014
3rd PART
Additions from: Maurizio Masini, Jacopo Pasquini, Giuseppe Segreto (2017): "Marketing e comunicazione. Strategie, strumenti, casi pratici", Hoepli (capitoli: 14, 15, 16, 17, 19, 20, 22, 23)
Not attending students
1st and 2nd PART
Prandelli E.,Verona G. (2011): Il Vantaggio Competitivo in Rete, MacGraw-Hill
Tuten T. Salomon R."Social Media Marketing- Post consumo, innovazione collaborativa e valore condiviso" Pearson Italia, 2014
3rd PART
Maurizio Masini, Jacopo Pasquini, Giuseppe Segreto (2017): "Marketing e comunicazione. Strategie, strumenti, casi pratici", Hoepli (capitoli: 14, 15, 16, 17, 19, 20, 22, 23) Andrea Cioffi (2018): "Digital Strategy. Strategie per un efficace posizionamento sui canali digitali.", Hoepli (capitoli: 5 di cui pag.47-75, 7, 8, 10)
Assessment methods and Criteria
The exam will be based on the video lessons uploaded on Ariel, both for attending and non-attending students.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 72 hours
Professors:
Apa Roberta, Pinetti Federica
Shifts:
-
Professors:
Apa Roberta, Pinetti FedericaProfessor(s)