- Docente: Nicola Tomesani
- Credits: 3
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Bologna
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Corso:
Second cycle degree programme (LM) in
Business Administration (cod. 0897)
Also valid for Second cycle degree programme (LM) in Business Administration (cod. 0897)
Learning outcomes
Businesses worldwide face a fundamental change in the ways that consumers interact with companies. New digital channels are used by customers to purchase and search information about brands, products and services. This new digital world represents a great opportunity for companies willing to expand their customer base and their profitability. New media also helped give consumers a voice and more possibilities to directly interact with companies and organizations through different channels. This course offers an overview of how marketing has (and has not) changed due to the rise of social media and new multiple channels that customers use in their search, purchase and after purchase activities. It covers relevant related aspects in digital marketing, digital commerce, and social media marketing. Also, since social media and digital channels are heavily data-driven the course will introduce and discuss new media metrics. The course uses readings, case studies, computer lab exercises, and team work projects. Students taking this course will develop skills in the following areas: - Strategic marketing aspects of social media and digital commerce analytics - Metrics for assessing the effectiveness of social media strategies - Collecting and analyzing social media, and digital commerce data - Practical analytical and technical skills
Course contents
Media landscape and trends
Three main strategies: search, display, social
Features and use of content marketing
Search Engine Activities
Advanced Search Engine Activities
User interface, design strategies, digital formats
Social Media Strategies
Email marketing
Digital media plan
Web analytics tools
Readings/Bibliography
Stokes, R., eMarketing - The essential guide to marketing in a digital world, 6th Edition
Teaching methods
A tutor is assigned to this course. Her name is Beatrice Vitali (beatrice.vitali8@unibo.it) and she is responsible for coordinating the components of the integrated course and assisting students with related issues.
Assessment methods
A final test will be held, based on commenting metrics and results of a digital campaign
Office hours
See the website of Nicola Tomesani