Learning objectives
This course aims to provide students the basics of new online marketing management approaches. 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 interaction between companies and consumers and, consequently, in the traditional marketing management approaches;
- 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 online communication and, in particular, to the management of brand identity and the customer relationship management through digital channels.
Prerequisites
No formal propedeuticity is required
Course unit content
The course aims to introduce students to the best practices in online marketing planning. In particular, main topics are:
-Digital communication;
-Online consumer behaviour;
-Digital marketing planning;
-eCRM;
Social media marketing strategy;
-Web analitycs.
Full programme
not required
Bibliography
Materials prepared by the teacher will be available at the Departmental copy center
Some of the slides used during the lessons will be uploaded on the elly page of the course at the end of each week
Teaching methods
Lessons will be in presence, in compliance with safety standards and following the 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 during student reception hours for explanations on lessons and presentations.
Assessment methods and criteria
Assessment will be in presence through a writing exam with open questions. The exam will last 45/60 minutes (depending on the number of questions) and will be evaluated with a score from 0 to 30.
In case of health emergency, the assessment will take place through an oral exam in electronic mode (via the Teams platform) and will be evaluated with a score from 0 to 30.
The final results are published on the Esse3 portal.
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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