Digital Marketing
A.Y. 2023/2024
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 can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
-Introduction to marketing
- What is marketing?
--Why marketing is important
- The marketing plan
- Consumer analysis
- Segmentation and competitive positioning
--Market research
--Brand management
- Service marketing
- The management of channels and omnichannel
-The digital transformation
- Social media marketing
--Meta Business manager (Facebook and Instagram)
--LinkedIn
--Tik Tok
-Search marketing
-YouTube and Video marketing
-AI marketing
- Data analytics
--Google Analytics
- What is marketing?
--Why marketing is important
- The marketing plan
- Consumer analysis
- Segmentation and competitive positioning
--Market research
--Brand management
- Service marketing
- The management of channels and omnichannel
-The digital transformation
- Social media marketing
--Meta Business manager (Facebook and Instagram)
--Tik Tok
-Search marketing
-YouTube and Video marketing
-AI marketing
- Data analytics
--Google Analytics
Prerequisites for admission
None
Teaching methods
The teaching method is interactive and aims to motivate and engage students by alternating between frontal lessons, aimed at transferring basic analytical skills, and sessions where they learn to use the main tools of digital marketing.
Teaching Resources
Slides and video recordings of the lessons.
Assessment methods and Criteria
The evaluation is carried out through a written exam. The exam is structured in 2 parts. The first part aims to assess basic skills and consists of 12 multiple-choice questions, each worth 1 point, and 3 fill-in-the-blank questions, each worth 2 points, for a total of 18 points. The second part is designed to assess problem-solving abilities in-depth and consists of 3 open-ended questions, totaling 14 points.
Educational website(s)
Professor(s)
Reception:
You need to schedule a meeting with professor by mail
Department of Environmental Science and Politics, via Celoria 2, Milano