Workshop: Marketing and Digital Marketing

Marketing is a two-headed animal: on the one hand it is an academic discipline, which feeds on studies, theories and quantitative research; it is characterized by a hierarchical order of abstract concepts which, although evolving, have a canon and some fixed scientific points. On the other hand, however, it is also a practice: implemented from the bottom up in the decisions of individuals and organizations, narrated in millions of conversations, realized in a relationship between sender and receiver and in the decisions of billions of consumers.

The objective of the laboratory is to combine the two perspectives: to outline some basic concepts of academic marketing (Segmentation, Targeting and buyer personas, Competitive positioning, Brand identity) by linking them to concrete cases of the sectors of interest of the course (publishing, fashion) and more specifically to the digital communication channels in which the marketing strategy is implemented:
- Digital adv
- Influencer marketing
- Community management

In this way we aim to create a bridge between basic theoretical concepts and their concrete implementation in company practice, taking a critical attitude and analyzing which factors in reality can facilitate or complicate the implementation of the marketing plan.

The perspective will therefore be hybrid and will include for each laboratory session a short theoretical part followed by the presentation of a concrete case in the form of a "challenge": the class will have to intervene to solve the company problem by proposing solutions and critically evaluating which is the most coherent and effective one to resolve the situation, given the constraints of budget, resources and competitive positioning of the company.

Master some basic marketing concepts.
Know some digital marketing tools, in particular Google Ads, Google Analytics, Meta Business suite, Mailchimp.
Analyze in detail the main digital communication channels (social media, social advertising, mail marketing, influencer marketing, etc.).
Take an "insider" perspective to propose robust and realistic solutions to real digital marketing problems.
Develop critical thinking that goes beyond notions and creates a bridge between abstract concepts and concrete implementation.