Learning objectives
The aim of the course is to provide students with the main tools for the creation of a quality model for websites and for the creation and analysis of digital business models.
Prerequisites
none
Course unit content
PART I - DIGITAL BUSINESS
E-business strategies
Preliminary concepts
The e-business strategy framework
External analysis
Internal analysis
Sustaining a competitive advantage over time
Exploiting opportunities of new market spaces in e-business
Choosing the appropriate e-business strategy for interacting with users
Moving from wired e-commerce to mobile e-commerce
A roadmap for e-business strategy implementation
Introducing the business model canvas
PART II – WEB MARKETING
The “consumerization” of b2b marketing
SEM: search engine marketing
SMM : social media marketing
Content marketing
SEO: search engine optimization
On site optimization
Off site optimization
Full programme
PARTE I - DIGITAL BUSINESS
E-business strategies
Preliminary concepts
The e-business strategy framework
External analysis
Internal analysis
Sustaining a competitive advantage over time
Exploiting opportunities of new market spaces in e-business
Choosing the appropriate e-business strategy for interacting with users
Moving from wired e-commerce to mobile e-commerce
A roadmap for e-business strategy implementation
Introducing the business model canvas
PARTE II – WEB MARKETING
The “consumerization” of b2b marketing
SEM: search engine marketing
SMM : social media marketing
Content marketing
SEO: search engine optimization
On site optimization
Off site optimization
Bibliography
Lectures slides
SECONDARY BOOKS:
Strategies for E-Business: Creating Value Through Electronic and Mobile Commerce Concepts and Cases. Tawfik Jelassi, Albrecht Enders, Francisco J. Martinez-Lopez. 2014. Pearson Education Limited; 3rd Revised edition.
Marketing digitale. Alessandra Poggiani, Carlo Alberto Pratesi. 2014. McGraw-Hill
Fondamenti di web marketing. Guido Fusco. 2015. McGraw-Hill.
Teaching methods
The class will combine in-class explanation of the backgroud material, problem solving and case discussions.
Assessment methods and criteria
The final exam is based on the judgment arising from the discussion of the projects that will be developed by students during the course.
Other information
none
