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
None
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 analitycs and web listening.
Full programme
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Bibliography
Materials prepared by the teacher will be available at the Departmental copy center
Teaching methods
Lessons will be in presence, in compliance with safety standards and following the official class schedule. During the lessons, frontal teaching moments will alternate with interactive moments with the students.
In case of health emergency, lessons will be held remotely: synchronous (via Teams) and asynchronous (videotaped lessons uploaded on the Elly page of the course).
Some audio-video materials will be made available weekly on the Elly platform. They will be online until the end of the course.
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
Assessment will be in presence through a writing exam with open questions. The exam will last 45/60 minutes (depending on the number of questions) and will be evaluated with a score from 0 to 30.
In case of health emergency, the assessment will take place through an oral exam in electronic mode (via the Teams platform) and will be evaluated with a score from 0 to 30.
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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