93380 - DIGITAL MARKETING

Learning outcomes

At the end of the course, the student possesses the necessary knowledge to be able to implement a marketing strategy that includes information technology as a tool to analyze consumer needs, to communicate and sell, using a quantitative method to measure the effectiveness of digital marketing. for the online context (e.g. social media, e-commerce, direct marketing), including technologies for the offline context (e.g. apps and mobile marketing for retail)

Course contents

Customer-driven marketing: what it means and how digital technologies can make it happen


Quantitative and qualitative analysis on digital platforms (social media, e-commerce, websites): how algorithms affect digital marketing projects; the KPIs (which ones and how to use them to create strategies)


Design of the funnel marketing process:  objectives,  audiences,  tools,  contents

Readings/Bibliography

Marketing aumentato. Guida ai nuovi scenari martech

di Vincenzo Cosenza

Apogeo edizioni

Teaching methods

lectures with slides


presentation of  case histories

Assessment methods

The verification aims to ascertain two aspects of learning:


1) knowledge of concepts, theories and techniques


2) the ability to apply this knowledge to a real context


FOR ATTENDING STUDENTS: project work on a chosen case study


FOR NON ATTENDING STUDENTS: written exam with open questions on the text indicated in the bibliography

Open book exam (in the bibliogaphy).The open book exam includes three question (theoretical or practical). Each question can be evaluated in the range of 0-10 points. The final grade corresponds to the sum of the grades obtained for each question.

The grading of the answers' score is as follows:

• 9-10: answer correct, exhaustive, complex, which highlights the complete mastery of the topics covered in the course and a consistent execution ability with any minor inaccuracies;
• 7-8: answer not entirely correct and/or incomplete, from which emerges an appreciable degree of knowledge of the topics covered in the course and a good ability of execution;
• 6: answer with significant methodological or theoretical inaccuracies or significant analytical imperfections, which show just sufficient ability of execution;
• 0-5: answer inadequate or wrong.

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The graduation of the final grade is as follows:

• 18-19: knowledge of a very limited number of topics covered in the course and analytical skills that emerge only with the help of the teacher, expressed in an overall correct language;
• 20-24: knowledge of a limited number of topics covered in the course and ability to autonomous analysis only on purely executive matters, expression in correct language;
• 25-29: good knowledge of a large number of topics covered in the course, ability to make independent choices of critical analysis, mastery of specific terminology;
• 30-30L: Excellent knowledge of the topics covered in the course, ability to make autonomous choices of critical analysis and connection, full mastery of specific terminology and ability to argue and self-reflection.

Teaching tools

SLides, Additional papers, data and scripts will be suggested during lectures.

Office hours

See the website of Riccardo Pirazzoli