DIGITAL BUSINESS E WEB MARKETING
cod. 1006411

Academic year 2016/17
2° year of course - Second semester
Professor
Alberto PETRONI
Academic discipline
Ingegneria economico-gestionale (ING-IND/35)
Field
Ingegneria gestionale
Type of training activity
Characterising
42 hours
of face-to-face activities
6 credits
hub: PARMA
course unit
in - - -

Learning objectives

Students will be able to manage the proposed Digital Marketing tools to plan, create, implement and assess Web-based strategies.

Prerequisites

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Course unit content

In this course, we will examine the fundamentals of digital marketing. The course focuses not only strategic level of digital marketing, but also tactics and usage of tools to meet digital marketing objectives. The students will gain knowledge on subjects including digital assets, digital analytics, search engine optimization, social media marketing, content marketing, video marketing, online advertising, search engine marketing, e-mail marketing, mobile marketing, growth hacking and gamification.

Full programme

PART 1: PLAN
Digital Marketing Strategy; Market Research; Content Marketing Strategy

PART 2: CREATE
User Experience Design; Web Development and Design; Writing for Digital

PART 3: ENGAGE
Customer Relationship Management; Search Engine Optimisation (SEO); Search Advertising; Online Advertising; Affiliate Marketing; Video Marketing; Social Media Channels; Social Media Strategy; Email Marketing; Mobile Marketing

PART 4: OPTIMISE
Data Analytics; Conversion Optimisation

Bibliography

Main book:
"eMarketing-The essential guide to marketing in a digital world, 5th Edition", Rob Stokes and the Minds of Quirk.

Suggested Readings:
Title: Understanding Digital Marketing, 2nd Edition. Authors: Damian Ryan, Calvin Jones,

Title: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing Author: WSI

Title: Web Analytics 2.0
Author: Avinash Kaushik

Title: Advanced Web Metrics with Google Analytics
Author: Brian Clifton

Title: Marketing In The Age Of Google
Author: Vanessa Fox

Title: Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising Author: Ryan Holiday

Title: For the Win: How Game Thinking Can Revolutionize Your Business
Author: Kevin Werbach

Title: The Art of SEO
Author(s): Eric Enge, Stephan Spencer, Jessie Stricchiola, Rand Fishkin

Title: SEO Made Simple (Third Edition): Strategies for Dominating the World's Largest Search Engine Author: Michael H. Fleischner

Title: Hooked: How to Build Habit-Forming Products
Author: Nir Eyal

Teaching methods

Frontal lessons; exercises; development of a project.

Assessment methods and criteria

Project evaluation; final exam.

Other information

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2030 agenda goals for sustainable development

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