89937 - LABORATORIO DI MARKETING DIGITALE

Course Unit Page

Academic Year 2019/2020

Course contents

The seminar will explore the following topics:

Principles of Marketing
How to create a Digital Strategy
Digital e Social Media Facts & Numbers
Storytelling e Content Marketing
Website and newsletter
Social Media e Messaging apps
Benchmarking
Audience analysis
Digital Advertising: Google Ads e Facebook Ads
Software and Tools for Digital Marketing

Readings/Bibliography

- WEB MARKETING PER LE PMI - Strategia digitale per fare business con Facebook, SEO, e-mail & co., di Miriam Bertoli, Hoepli, 2018 Terza Edizione.

- The Cluetrain Manifesto,  https://www.cluetrain.com/

 

Teaching methods

The seminar will be based mostly on taught classes and open discussions however students will also engage in practical exercises.

A private Facebook Group will be opened only for the class students to support and expand the didactics with news and inisghts about Social Media and Digital Marketing.

Assessment methods

Class attendance is mandatory: to pass the course students must attend at least 70% of the lessons.

Students will be evaluated based on their class attendance, contribution to discussions and on their engagement with practical work and exercises.

Final exercise. The student will work in small groups to elaborate a Digital Marketing Plan. The goal is to simulate a real project work for a client, including briefing session, teamwork, roles division and specialization.

Office hours

See the website of Daniele Ferrari