82180 - New Media Laboratory

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

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.

Teaching methods

The course uses readings, case studies, computer lab exercises, and team work projects.

Assessment methods

Written exam

Office hours

See the website of Nicola Tomesani