Learning objectives
By the end of the course students will have acquired in-depth knowledge and understanding regarding Social Media Strategy and tools. This will enable them to apply knowledge in terms of analytical skills and of problem solving, with particular reference to Social Media policies and to understand the impact of these policies on relations between retailers and on line customers. Through course attendance and self-study students will be able to develop their capability of making judgements independently reaching the ability to take both strategic and executive decisions, even in uncertain conditions. During the course highly specialized/technical language will be adopted in order to stimulate students to improve their communication skills on line and off line with a view to allowing the predisposition of short analytical reports destined to a public of specialists on Retail and Social Media. Learning skills of the students will be stimulated by means of the request to enlarge, update and independently/continually deepen knowledge acquired in class and in study.
Prerequisites
None
Course unit content
This course, together with the module that it complements (Database e Internet Marketing) aims to introduce students to the new frontiers of marketing practice, that are digital and one-to-one targeted, and can be referred to as "Relationship Marketing".
The aim of the course is to highlight the new customer journey in the Web 2.0 context and the principles of Social media Marketing, starting from a strategic point of view and considering the operational approach at the end. The course is focused on the retail sector.
The major themes are:
- Web 2.0
- The new customer jorney
- Social Media and Social Network
- Social Shopping
- Researching Social Network
- Social Media Marketing: strategy and policies
- Reputation and Crisis Management
- Neuromarketing and Social Network
Full programme
The first part of the course deepens key factors of Web 2.0 and new related marketing tools. The second part moves its focus to strategic and executive dimensions of Social Media Marketing, or rather to research activities, planning and implementation of Social Media Marketing. These topics are discussed with reference above all to Modern Grocery Distribution (MGD), but with some in-depth analyses also on main non-food sectors. Will be discussed national and international case histories. At the end of the course, wil be highlighted new topics and relevant trends.
Bibliography
To prepare for the exam, Students can choose between 3 programme: ATTENDING Students (a mixed Italian + English programme), NON ATTENDING Students (a mixed Italian + English programme) and an "all english" program for EXCHANGE and ERASMUS Students.
** All English program (for Erasmus and Exchange Students): "Social Media Marketing", written by Tuten T. and Solomon M., ed. by Pearson, First or Second Ed., all Chapters.
** ATTENDING students (English + Italian Programme): materials available at the photocopy office at the beginning of the lessons (lessons + readings + managerial materials) and notes about all discussions in class and conferences.
** NON ATTENDING students (English + Italian Programme):
1. NetworkCracy - Social Media Marketing per la Distribuzione", F. Negri, Giappichelli (2013), ch. 1, 2, 5, 6, 7
2. "Promotion Revolution", C. Ziliani, EGEA, (2015), ch. 3.
3. "Experimental evidence of massive-scale emotional contagion through social networks", PNAS, June 17, 2014, vol. 111, no. 24, pp. 8788–8790
4. "Consumer Power: evolution in the Digital Age", Journal of Interactive Marketing, 2013, vol. 27, pp. 257-269
5. "Micro-moments and the Shopper Journey", HBR powered by Google + 2 post from the blog www.thinkwithgoogle.com allegati (Winning omni-channel shoppers in their Micro-Moments & Omni-channel Shoppers: an emerging retail reality)
On the day of the exam, students are free to write in English or Italian, whatever choice of program they have made.
Teaching methods
The development of knowledge and understanding will be enriched by means of the combined use of traditional face-to-face lectures, monographic seminars, conventions and case discussions. The ability to apply knowledge and understanding will come about through critical reflection on texts proposed for individual study, but also through in-depth analysis of specific case studies and the carrying out of group projects. Making judgements will be developed by two-way interaction in class between students/teacher and between students/students. Communication skills will be encouraged through the use of specific expressions and report activities which are commonly adopted in the Social Media Marketing community. Learning skills will be consolidated during the moments of self and group study which aim to prepare lessons and the final exam.
Assessment methods and criteria
The final exam is written. Knowledge and understanding will be tested by means of 2 questions. Each question will carry the same weight in final marking. Question contents will focus on the most significant aspects regarding topics of Social Media Marketing. The ability to apply knowledge and understanding will be tested with more operational content questions based on the discussion of teachings taken from case discussions for student attending the course and/or on the personal re-elaboration of case studies presented in reference bibliography by not attending students. Making judgements and learning skills will be tested by evaluating the ability of the students to argue answers to questions and to identify main managerial implications of the themes discussed. Communication skills using appropriate language will be tested through evaluation of suitability of vocabulary and form of expression used during the final exam. The written text will aim students to develop the bility to synthesize information and to organize a proposition.
Other information
A dedicated Facebook Page is at students disposal, looking for interactive activities.
