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

The course is divided into three main pillars: the first is dedicated to the presentation of the digital marketing foundations; the second is dedicated to exploration of the tools useful for the effective implementation of digital marketing strategies; the third one, based on a practical nature, involves the use of digital tools such as social media helpful in carrying out promotional activities for a company through the creation of a case study by the students. The main contents are based on the analysis of digital marketing fundamentals; digital marketing strategies; the impact of digital media; and the implementation and practice of digital marketing.

Readings/Bibliography

Ian Dodson, L'arte del marketing digitale, Apogeo, 2016

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 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 Federica Caboni