Learning objectives
Knowledge and understanding: Students acquire depth and systematic understanding of knowledge in area of digital business and can work with theoretical background at the field of web marketing and research-based knowledge at the forefront of their academic discipline. Disciplinary methodologies: Students acquire sufficient insight in to digital business and understanding of fundamentals web marketing techniques that are applicable to their own work area.Applying knowledge and understanding:- Understand how and why to use digital marketing for multiple goals within a larger marketing and/or media strategy -Understand the major digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media -Learn to develop, evaluate, and execute a comprehensive digital marketing strategy and plan -Learn how to measure digital marketing efforts and calculate ROI - Explore the latest digital ad technologiesMaking judgements: Ability to autonomously select relevant information useful for the process of marketing planning, controlling and decision making in the short, medium and long term.Communication skills: Prepare and discuss reports for managers about planning, controlling and decision making in a business contest, using an appropriate and specific vocabulary.Learning skills: Continuously increase and update the competences, knowledge and methods acquired for managerial decision making
Prerequisites
None
Course unit content
In this course, we will examine the fundamentals of digital marketing. The course focuses not only strategic level of digital marketing, but also tactics and usage of tools to meet digital marketing objectives. The students will gain knowledge on subjects including digital assets, digital analytics, search engine optimization, social media marketing, content marketing, video marketing, online advertising, search engine marketing, e-mail marketing, mobile marketing, growth hacking and gamification.
Full programme
PART 1: PLAN
Digital Marketing Strategy; Market Research; Content Marketing Strategy
PART 2: CREATE
User Experience Design; Web Development and Design; Writing for Digital
PART 3: ENGAGE
Customer Relationship Management; Search Engine Optimisation (SEO); Search Advertising; Online Advertising; Affiliate Marketing; Video Marketing; Social Media Channels; Social Media Strategy; Email Marketing; Mobile Marketing
PART 4: OPTIMISE
Data Analytics; Conversion Optimisation
Bibliography
Lectures’ notes are available to students through the “Elly” educational platform maintained by the University of Parma. Access is granted to students subject to prior registration
In addition to the shared material, students can individually deepen their knowledge on specific topics discussed in the following textbooks:-"eMarketing-The essential guide to marketing in a digital world, 5th Edition", Rob Stokes and the Minds of Quirk.
Suggested Readings:
- Damian Ryan, Calvin Jones, Understanding Digital Marketing, 2nd Edition., KoganPage.
- WSI, Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing, Friesen Press.
Teaching methods
The lecture will be a blending of the instructor presenting relevant material and a learning by doing of the students (case studies and exercises) in order to stimulate their critical thinking.
Assessment methods and criteria
The assessment is based, for attending students, on an individual written test and on the assessment of a project-work. The final written test, lasting approximately 2 hours, consists of both theory questions and practical exercises. The theory questions may be multiple choice, “true or false” and open question. The exercises have a structure that is similar to exercises carried out in classroom. Theory questions and practical exercises are weighted on a 50/50 basis.The overall final grade is computed as the weighted average of the individual evaluations, with final ceiling to the next unit; the test is passed if the student reaches a score of at least 18 points. “30 cum laude” is given to students who achieve the highest score on each item and use precise vocabulary. The assessment is based, for non-attending students, on an individual written test and on an oral examination.
Other information
Participation in lectures is not compulsory.
