cod. 1007210

Academic year 2018/19
2° year of course - First semester
ZILIANI Cristina
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Type of training activity
42 hours
of face-to-face activities
6 credits
hub: PARMA
course unit

Integrated course unit module: DIGITAL MARKETING

Learning objectives

At the end of the course the student has acquired advanced knowledge of
digital and relationship marketing, and specifically:
- impact of Big Data and the digital revolution, evolution of ICTs, reccomendation algorithms;
- marketing paradigm evolution from management, relationship to social
and mobile marketing
- role of information in value creation
- loyalty measures and relation to profits
- loyalty program design and management
- new measures for retail mix decision making.
Students will have developed necessary skills to select appropriate analysis and
decision making tools for the specific context. specifically, they will have
a thorough understanding of relationship marketing problems and will be
able to build a relational marketing program.
They will be able to assess the impact of targeted marketing on
marketing strategies and will be able to communicate on the above
topics and problems with various publics, both academic and business.



Course unit content

This course, together with the module that it complements (Social Media
Marketing) aims to introduce students to the new frontiers of marketing
practice, that are digital and one-to-one targeted, and can be referred to
as "Digital and Relationship Marketing".
The course goal is to provide knowledge and develop skills to analyse and
understand the new marketing activities based on individual customer
information (database marketing and Customer Relationship
First, the marketing information revolution and Big Data phenomenon is analysed and discussed,
and used as background to intepret impact of Big Data, filtering
algorithms, segmentation.
Then tools to collect individual data information are discussed,
specifically loyalty programs and clubs.
Last, but not least, use of individual customer information is discussed
through case studies. All marketing mix aspects that are impacted by
new information sources are reviewed.

Full programme

Specific topics dealt with during the course are:
impact of Big Data and the digital revolution, evolution of ICTs, personalisation and reccomendation algorithms;
- the marketing paradigms of marketing management, relational
marketing and social mobile marketing
- the role of data and information in value creation
- measuring loyalty and its contributions to business performance
- data capturing through loyalty programs and clubs
- new metrics and approaches based on customer data for decision
making in retailing.


Students who attend classes regularly: materials available at the
photocopy office or on Elly (ppt presentations + book of readings) and notes about
all discussions in class.
All other students: materials available at the photocopy office (book of
readings only, NO powerpoint slides) PLUS
the following book: Promotion Revolution, by C. Ziliani, EGEA, Milano,
2015, chapters 1, 2, 4, 8. This book is in Italian. As an alternative: C. Humby & T. Hunt, Scoring Points. How Tesco is Winning customer
loyalty, Kogan Page, 2003. chapters: 1,2,3,4,5. This book is available on
Amazon or at the Department Library.
For Erasmus and Exchange students only: Only Erasmus and Exchange
students who don’t speak Italian can prepare for the exam by studying all
the following materials:
1) Booklet of readings (NOT the powerpoint slides) available at the
Photocopy Shop inside the Department Building. Please study all readings
in the booklet.
2) C. Humby & T. Hunt, Scoring Points. How Tesco is Winning customer
loyalty, Kogan Page, 2003. chapters: 1,2,3,4,5. This book is available on
Amazon or at the Department Library.
The exam is written and in English.

Teaching methods

Lectures, reading and case in class discussions, group work and conference
organisation activity.
The variety of above methodologies and encouragement of in class
discussion contributions will stimulate autonomy of judgment and interest
for continuous learning about the problems and topics discussed during
the course.

Assessment methods and criteria

Through the students' responses to exam questions, knowledge and
understanding of the issues proposed and the ability of the student to
apply the knowledge to specific questions are assessed. Furthermore,
since the questions are open, students are able to exercise significant
independent judgment with respect to what is required and we can
check the communication skills of the student. Finally, the need for
handling categories and qualitative information acquired during the
course, during the specific cases studies, requires the students to apply
knowledge already possessed, and to learn and to evaluate new
The student's participation in the organisation of the Conference of the
Osservatorio Fedeltà will be evaluated and such evaluation will be used
to integrate the mark of the written examination.
The written examination is in English

Other information

Please check professor's webpage regularly for updates on course, office
hours, exams and more