82180 - New Media Laboratory

Course contents

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. Tools for collecting data and analyzing social media, and digital commerce performances. Practical analytical and technical instructions.

Readings/Bibliography

Stokes, R., eMarketing - The essential guide to marketing in a digital world, 6th Edition

Teaching methods

The course is based on lectures, case studies, exercises, and team work projects.

Assessment methods

Written exam, based on two open questions, with a score between 0 and 16. The maximum score obtainable by providing all correct and complete answers is therefore equal to 30 cum laude.
The test is passed with a minimum score of 18/30. The time available to students for the written test is 120 minutes. During the test the use of support material such as textbooks, notes, computers is not allowed.

Basic evaluation criteria are:

• Sufficient preparation and analytical skills, expressed in a formally correct language → 18-22 grade;
• Technically adequate preparation, sufficient analytical skills, even if not particularly articulated, expressed in correct language → 23-26 grade;
• In-depth knowledge of the topics covered in the course, good analytical and critical skills, mastery of specific terminology → 27-29 grade;
• Very in-depth knowledge of the topics covered in the course, critical analysis and connection skills, mastery of specific terminology → 30-30L. grade.

Office hours

See the website of Nicola Tomesani