DIGITAL BUSINESS E WEB MARKETING
cod. 1006411

Academic year 2015/16
2° year of course - Second semester
Professor
BIGLIARDI Barbara
Academic discipline
Ingegneria economico-gestionale (ING-IND/35)
Field
A scelta dello studente
Type of training activity
Student's choice
42 hours
of face-to-face activities
6 credits
hub: PARMA
course unit
in - - -

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