93380 - DIGITAL MARKETING

Learning outcomes

Upon completion of the course, students will possess the knowledge necessary to implement a marketing strategy that includes information technology as a tool for analyzing consumer needs, communicating, and selling, 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-centric marketing approach: what it means and how digital technologies can achieve it


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


Designing the marketing funnel process: objectives, audiences, tools, and content

Readings/Bibliography

Alessandra Maggio, Visioni future di digital marketing, Flaccovio Editore

Jessica Piccaia, Social Media Marketing. Strategy, plan, audit, Flacowski

Teaching methods

Teaching is offered in person and online in blended mode.


Lectures with slides.


Presentation of practical case studies.

Assessment methods

The assessment aims to assess two aspects of learning:


1) knowledge of concepts, theories, and techniques


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


FOR ATTENDING CLASSES: Group project work on a case study of your choice


FOR NON-ATTENDING CLASSES (strongly discouraged): Individual project work on a case study chosen by the instructor


The grade scale (out of 30) can be described as follows:


<18: insufficient


18-23: sufficient


24-27: good


28-30: excellent


30 cum laude: excellent

Teaching tools

The slides will be made available online.


Slide Policy


The slides are available and downloadable.


However:


They do not replace the texts/articles covered in the program.


Students MUST supplement the slides with notes, interaction with the instructor, and study materials.

Office hours

See the website of Riccardo Pirazzoli