Course program
First, the Digital Marketing course analyzes digital revolution dynamics and digital transformation scenario. Then the main characteristics of Digital Marketing are considered, focusing the attention on both strategic and operational aspects in different managerial areas of application. Particular importance is assigned to the integration between online and offline in the Marketing perspective.
The syllabus is structured as follows (in brackets the indicative number of classroom hours):
PART ONE: DIGITAL ECOSYSTEM, E-BUSINESS AND MARKETING EVOLUTION (10h)
- Digital ecosystem scenario
- The company's perspective: digital transformation & AI
- Marketing evolution
- Digital Marketing
- E-revenue models
PART TWO: CONSUMER BEHAVIOR AND NEW STRATEGIC FRONTIERS (26h)
- Understanding the “new” consumer
- New strategic paths in the digital ecosystem
- Social Media Strategy
- Planning the digital marketing strategy
PART THREE: VALUE PROPOSITION MANAGEMENT IN THE DIGITAL ECOSYSTEM (14h)
- Management of the online user experience
- Digital branding
- e-Product
- e-Price
- e-Commerce
- Digital integrated marketing communication
PART FOUR: RESEARCH AND MONITORING (10h)
- Online Marketing Research
- Big data and digital metrics
PROJECT WORK (12h)
In the last part of the course, project work presentations will be held. This activity provides a total of 12 hours, divided as follows:
- 2 hours for the briefing,
- 10 hours for students’ presentations and teacher feedback with the evaluation of each group.
Prerequisites
The fundamental requirement is to have a good basic knowledge of the strategic and operational marketing
Books
The exam must be prepared on two types of teaching materials: 1) paper handouts (available at the Faculty copy shop); 2) teacher's slides (available on the web repository in .pdf).
Below is a detailed list of the handouts 1) and 2) divided according to the different parts of the program (the list is also present in the Web Repository of the Course.
PART ONE:
1) paper handouts:
a. n. 1, from Verona & Prandelli (2006), chap. 2., "Internet, ICT e le principali implicazioni gestionali" (NO for FREQUENTANTS + PJ WORK)
b. n. 2, from Vernuccio in Mattiacci & Pastore (2013), chap. 3., "La Rivoluzione digitale"
2) teacher's slides:
a. Slide booklet n. 1_I part, " L’ecosistema digitale "
b. Slide booklet n. 1_II part, "E-business"
c. Slide booklet n.1_III part, "Digital Marketing"
SECOND PART:
1) paper handouts:
a. n. 3, from Verona & Prandelli (2006), par. 4.4. "L’analisi qualitativa della domanda: perché cambia il comportamento del consumatore in Rete " and 4.5 "L’analisi qualitativa della domanda: come cambia il comportamento del consumatore in Rete " (NO for ATTENDING STUDENTS)
b. n. 4, from Li & Bernoff (2008), "Groundswell"
2) teacher's slides:
a. Slide Booklet n. 2_Nuovo consumatore (NO for ATTENDING STUDENTS)
b. Slide booklet n. 3_Social Media Strategy
c. Slide booklet n. 4_Brief Project work_Social Media Strategy (FOR ATTENDING STUDENTS ONLY)
PART THREE:
1) paper handouts:
a. n. 5, from Chaffey & Ellis (2012), chap. 7, "Delivering the online marketing experience"!
b. n. 6, from Chaffey & Ellis (2012), chap. 5 (NO for ATTENDING STUDENTS), "The Internet and the marketing mix"
c. n. 7, from Chaffey & Ellis (2012), chap. 9, “Marketing Communications using digital media mix "
d. n. 8, from Vietri & Cappellotto (2011), chap. 3, "E-commerce: le criticità "
e. Pantry n. 10, from Boaretto et al. (2011), chap. 4, "Gli strumento del mobile marketing"
2) teacher's slides:
a. Slide book n. 5_E-commerce
b. Slide book n.7_Mobile marketing
PART FOUR:
1) paper handouts:
a. n. 9, from Verona & Prandelli (2006), chap. 5., " Le ricerche con e su la Rete" (NO for ATTENDING STUDENTS)
2) teacher's slides:
a. Slide booklet n. 6_Big data & Digital Metrics
Frequency
Attendance is recommended but not mandatory.
IMPORTANT: For organizational reasons, students interested in attending the course must register online (through a form in the web repository) during the first three days of lessons, otherwise, it will not be possible to participate in the teamwork reserved for attending students.
During the course, signatures will be collected to record the presence only at the seminars of managers and lessons related to the project work.
Students attending 70% of the signed lessons and who will perform the project work proposed during the course are considered “attending students”.
The list of attending students will be available on the web repository at the end of the lessons.
Exam mode
The exam is in written form with a duration of about 1 hour.
The test consists mainly of closed questions with multiple answers to verify adequate learning of the concepts and methods studied, as well as the capacity for critical analysis.
The questions will focus on the entire program, distinguished between attending and non-attending students.
For attending students, the grade obtained in the written test is added to the evaluation of the project work performed during the lesson period and presented in the classroom.
There will be no early or partial exams.
Lesson mode
Different teaching methods are adopted during the Course: lectures, seminars of practitioners (managers and consultants working in the digital market), case study analysis, project work with teamwork and final presentations.
Classes are held in Italian.
