Learning objectives
This course aims to provide students the basics of the strategic and operational principles of e-businesses. 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 market in terms of actors, competition and business models;
- analyze the online-offline integration strategies of industrial and commercial companies;
- 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 e-commerce and digital communication.
Prerequisites
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Course unit content
The course aims to introduce students to digital economy and to the integration of Internet technologies into business processes and activities. In particular, main course topics are:
- the foundations of the digital economy
- Internet-based business models
- mobile commerce and multichannel retailing
- logistic in electronic commerce
- online consumer behaviour
- digital marketing planning
- social media marketing strategy
-web analitycs.
Full programme
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Bibliography
1- Vergura D.T. (2022), E-commerce e phygital strategy. Imprese e consumatori tra fisico e digitale, Giappichelli Editore.
2- Materials uploaded to the elly page of the course.
Teaching methods
Lessons will be in presence, in compliance with official class schedule.
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 documents 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 45/50 minutes and will be evaluated with a score from 0 to 30.
The final results are published on the Esse3 portal.
A partial exam will be held at the end of the first period (end of October). Methods and date will be communicated by the teacher in the first weeks of the course.
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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