Marketing (advanced)
A.Y. 2021/2022
Learning objectives
The main aim of the course is to provide students of basic competences and knowledges of the market functions according to the logic of analysis and configuration of companies strategies suitable to deal with competition in cooperative forms among the multiple internal and external stakeholders, integrating tangible and intangible resources.
Expected learning outcomes
The expected results of the training process are primarily related to the development of appropriate skills to analyse the dynamics and structure of markets in impacts between digital and off-line channels. Secondly, they refer to the implementation of experimental strategies assessment skills with such-quantitative methods following both case studies and approaches such as network analysis
Lesson period: Second trimester
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
Lesson period
Second trimester
Course syllabus
In the first part of the course we will discuss what social media are and how they are changing our life: a new business model that empowers consumers with a leading role. We will shed light on how the Web 2.0 and social media have changed the role of consumers, making them active partners of companies in the marketing process, thus evolving the market and the execution of marketing strategies. The relative implications in terms of consumption and management will be analyzed, in order to understand the new role of social media in the strategic planning process. The four areas of social media will be explored: social community, social publishing, social entertainment and social commerce. A particular focus will also be developed on WOM (word-of-mouth) and eWOM, also with the support of the latest insights from scientific papers.
Prerequisites for admission
It is suggested an attending course of micro-economy or industrial organization, or a course of management
Teaching methods
Frontal classes, discussions, case studies, guest speakers and a team project (for attending students)
Teaching Resources
Book entitled "Social Media Marketing" by Pearson (authors: Tuten and Solomon)(the Italian edition edited by Luciano Pilotti) and slides of the course
Assessment methods and Criteria
Written exam with multiple choice questions. For attending students: Evaluation of a team project + written exam.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professor:
Amatulli Cesare