Learning objectives
The educational objectives of the course can be summarized as follows:
- give a complete picture of the wide range of opportunities and threats offered by Web 2.0 and Digital Marketing;
- develop a critical attitude regarding the objectives, the marketing tools and the behaviour of people engaged in Social Media Marketing and Monitoring;
- provide students with the fundamental concepts and tools required for the Social Media Marketing activity, Reputation Management and Crisis Management.
The course is designed in such a way to combine theory with the richness of retailers’ real life.
Prerequisites
None.
Course unit content
Web 2.0 and its components definitions.
Social media and Social Network.
Social Media Marketing.
Peer to peer Marketing.
Crisis Management.
All the contents are focalized on retail context.
Full programme
Web 2.0 and its components definitions.
Social media and Social Network.
Social Media Marketing.
Peer to peer Marketing.
Crisis Management.
All the contents are focalized on retail context.
Bibliography
• Massarotto M., 2011, Social Network, Apogeo.
• Kozinets R.V., “The Field Behind the Screen: Using Netnography For Marketing Research in Online Communities”, link: http://kozinets.net/__oneclick_uploads/2009/07/field_behind_round4.pdf
• McKinsey Quarterly, “Demystifying social media”, link: http://www.mckinseyquarterly.com/Demystifying_social_media_2958
Teaching methods
Teacher-centred lessons.
Cases analysis.
Firms' participation.
Assessment methods and criteria
Written exam.
Other information
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