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 introduce and discuss new media metrics. The course uses readings, case studies, computer lab exercises, and team work projects. The students taking this course 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 skill. "

Course contents

This course provides an in-depth overview of how digital transformation is reshaping customer behavior, marketing strategies, and business interactions across multiple channels. In the first part, it explores how digital platforms and social media have empowered consumers, offering companies new opportunities for engagement, growth, and profitability. The second part focuses on key areas of digital marketing, social media strategy, and e-commerce, emphasizing the importance of data-driven decision-making. Through case studies, lab sessions, and team projects, students gain practical skills in social media analytics, digital commerce metrics, and the evaluation of marketing effectiveness across digital channels.

Structure of the course:

1 Media landscape and trends

2 Three main strategies: search, display, social

3 Features and use of display advertising

4 Search Engine Activities

5 Social Media Strategies

6 Email marketing

7 Analytics and intelligence

8 Digital media plan

9 First review of the assignment

10 Final presentation

Readings/Bibliography

Required Readings:

- Pierre-Yann Dolbec, Digital Marketing Strategy, 2022

The required reading packet for this course is available for free at Concordia University (via https://opentextbooks.concordia.ca/digitalmarketing/#:~:text=EPUB-,Digital%20PDF,-Print_pdf )

This arrangement ensures full compliance with current copyright regulations.

Teaching methods

The main instructional approaches used in the course are:

- Lectures

- Group Work

- Case Studies

- Problem-Based Learning

Assessment methods

Though not compulsory, class attendance and participation in team-work assignments is strongly encouraged.

Course evaluation will be different depending on the non-compulsory participation in team-work assignment, as detailed in the following:

Students participating in team-work assignments:

Component Weight (%)

Final Exam -

Group Project 100

Students who do not participate in team-work assignments:

Component Weight (%)

Final Exam 100

Group Project -

- Exam and group project structure:

The final exam is a written exam where students have to solve different exercises on the course topics. To each exercise a given maximum number of points is associated, and to get it the student has to solve correctly the exercise and all the steps must be justified. The theoretical maximum number of points achievable in case of a perfect exam is 32.

The group project consists in preparing an essay on given topics related to new media. groups are made up of 4 people.

The evaluation of the final exam depends on the correctness (33%), completeness (33%) and clarity (33%) of the answers.

The evaluation of the group projects depends on the correctness (33%), completeness (33%) and clarity (33%) of the answers provided during an individual presentation.

- Exam policy:

Attending students can sustain the final by preparing teamwork essay on a given topic. The topic will be specified mid of the course. Non-attending students have to take an individual written exam, based on two questions. Each question can bring up to 16/30 as a grade. Results are communicated within a week, and students have the possibility of rejecting the grade.

Every student has a duty to register for the examination call.

Grading scale:

< 18: failed

18-23: sufficient

24-27: good

28-30: very good

30 e lode: outstanding

Students with disability or specific learning disabilities (DSA) are required to make their condition known to find the best possibile accommodation to their needs.

Teaching tools

Tools, platforms, or resources used during the course:

- Learning platform: Virtuale (virtuale.unibo.it) contains the slides and the team-work assignments

- Presentation software: PowerPoint

- Communication tools: Email; Teams; Forum on Virtuale

Office hours

See the website of Nicola Tomesani