89233 - MARKETING DIGITALE

Learning outcomes

The laboratory offers students the opportunity to learn marketing theories and techniques and to apply them in a digital and multichannel context for companies, institutions and political actors.

At the end of the laboratory, the student will learn:

- Knowledge of the digital scenario and the main trends in the digital marketing sector
- How to design a Digital Marketing Plan: objectives, analysis, benchmarking, user personas, channel settings and digital touchpoints, content, advertising
- How to includes the specific features of the various digital marketing channels (social media, email, mobile, website, app, online advertising ...) and how they can be integrated strategically
- How to know which are the main tools (software / tools / reference sites) that make up the toolbox of the digital marketer.

Course contents

The course includes 20 hours of face-to-face lessons divided into five lessons of four hours each. 

The number of students allowed in class is determined on the basis of class capacity and by the health and safety provisions that deal with the pandemic emergency. In case more students want to attend classes in presence than permitted by the rules, a system of shifts will be organized so to allow students to participate. Regardless of the health-related conditions and the specific organization of the course, students will be able to follow the lessons of the entire course remotely.

 

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.

- Facebook e Instagram. Strategie per una pubblicità che funziona, di E. Marchetto, Apogeo 2019

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

- Lecture notes by the teacher

Teaching methods

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

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.

Teaching tools

Computer, video projector, streaming video, smartphone.

Office hours

See the website of Daniele Ferrari