Learning objectives
This course aims to provide students the basics of new online marketing management approaches. Through the discussion of case studies and business testimonials, the course will develop the knowledge for an effective use of digital marketing levers.
At the end of the course, the student should be able to:
- understand, and explain the changes occurred in the interaction between companies and consumers and, consequently, in the traditional marketing management approaches;
- apply the principles and phases of digital marketing planning to concrete business situations;
- identify the most appropriate key performance indices according to the measurement objectives of each specific digital marketing activity;
- attend an interview with companies or professionals on issues related to online communication and, in particular, to the management of brand identity and the customer relationship management through digital channels.
Prerequisites
No formal propedeuticity is required
Course unit content
The course aims to introduce students to the best practices in online marketing planning. In particular, main course topics are:
Digital communication
Online consumer behaviour;
Digital marketing planning;
eCRM;
Social media marketing strategy;
- Web intelligence and social media monitoring;
- Online Marketing Research.
Full programme
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Bibliography
Perretti P. (2011), Marketing Digitale. Scenari, strategie, strumenti. Apogeo:
- Cap. 2 (only for non-attending students)
- Cap. 3
- Cap. 4
- Cap. 5 (except par. 5.1, 5.5 e 5.6)
- Cap. 6
- Cap. 9
- Cap. 10 (readings)
Other materials prepared by the teacher (which differ from slides used
in class).
Please monitor the syllabus in the coming weeks for any updates.
Teaching methods
The activities will take place remotely through the use of the Teams and Elly platforms. Lessons will be held in both synchronous (via Teams) and asynchronous mode (uploaded on the Elly page of the course). During the lessons in synchronous mode (direct), frontal moments and interactive moments with the students will alternate.
The planning of lessons in asynchronous mode will be communicated by the teacher with adequate notice. Lessons in asynchronous mode will be made available on Elly on the day and at the lesson time indicated in the teaching calendar.
The Course will combine different teaching tools:
- Acquisition of knowledge: lectures and business testimonials
- Acquisition of the ability to apply the analysis methodologies and of the autonomy of judgment: analysis and discussion of case studies.
- Acquisition of technical language: The students will be exposed to collections of scientific papers with the object of applying the theoretical knowledge discussed during the lessons to practical problems.
- Acquisition of learning skills: Lessons will favor students' participation and critical evaluation of the main topics discussed.
The teacher is available for explanations regarding the lessons.
Assessment methods and criteria
For the period of distance learning and as long as the social distancing provisions imposed by the Covid emergency remain, the exam will take place through a writing exam (remotely, via the Elly platform) and will be evaluated with a score from 0 to 30. The test will consist of multiple choice questions and, possibly, short answer questions.
If the current provisions are modified and provided that it is possible to guarantee the social containment and safety measures for students and teachers, it may be possible to carry out a writing exam (in person) with open-ended or semi-structured questions.
If project works are carried out during the course, their evaluation will contribute to the definition of the final judgment (25% of total evaluation).
The final results are published on the Esse3 portal.
The honors will be awarded to those students who obtain the full evaluation and demonstrate an appreciable systematic knowledge of the topic, an excellent ability to apply the knowledge acquired to specific problem in question, and a considerable autonomy of judgment.
Other information
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