DIGITAL MARKETING TRANSFORMATION & CUSTOMER EXPERIENCE

• Offer students innovative marketing tools integrated with an interdisciplinary perspective of digital sociology. Prepare future leaders to a flexible, adaptive, agile mindset ready to grasp the deeper meaning and the innovative impact of a sustainable digital transformation. • Understand the context where business models and new strategies are designed through an innovative transdisciplinary holistic models grounded into business case studies. •Analyze and develop skills within the digital ecosystem. • Provide tools and coordinates to profile an institution’s digital transformation strategy, to analyse it and measure the level of sustainable socio-economic value through the “Four Paradigm Model” • Understand how digital sociology can be a powerful and valuable science, capable of opening minds to achieve a better understanding of socio-technological-economic phenomena at macro, meso and micro levels. • Develop skills regarding the tools through which to analyze the four paradigms of digital transformation. • To develop knowledge of ethics issues in Marketing • To develop knowledge about Privacy Regulations and impacts on businesses.

Ability to use Office suite tools; Basic digital skills (i.e. Use of search engines and Google tools).

Knowledge and understanding: The student - by participating in the lectures and practical activities of the course - will have developed the ability to understand the difference between the 4 paradigms of digital transformation and their impact on society, customer experience and on liquid customer behavior. Moreover, he would have developed competences in the Digital Marketing field, and about ethics issue in marketing and EU regulation about privacy. At the end of the course there will be a written test aimed at verifying the acquired knowledge. Applying knowledge and understanding: The student - acquiring the correct tools and method - will be able to interpret, apply and present the reference interpretative models, but also develop practical projects. Specifically, the student will have the opportunity to apply the acquired knowledge in a start-up challenge in which he will have to work in team to solve some real issues of a micro digital business. Making judgements: The student, through the use of the methodologies acquired during the course, will have acquired problem analysis skills and the ability to identify the information necessary for their solution. Specifically, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. Communication skills: At the end of the course the student will be able to use the business and technical vocabulary of Digital marketing. Through the various activities that will take place during the course – lessons with discussion, written tests, workshops – the student will be able to put these communication skills into practice, by adapting the terms used to the interlocutor in the specific case, thus gaining rhetorical skills necessary for his/her professional career. Learning skills: The knowledge acquired during the course will allow the student to autonomously understand and interpret digital marketing and customer experience models and adapt them to the specific reference context. The student will develop a solid knowledge of the fundamental aspects of the subject that will allow him to continue to deepen the topics addressed independently and to undertake the various post-graduate professional training courses

The aim of this course is to guide students to understand the deepest levers of a successful Digital Transformation (DT). It is important to explain the meaning of success for DT in the current digital-analogic transformative scenario, deeply affected by environmental, social, and economic disruptions and to demonstrate how, nowadays, profit has to cope with a sustainable social impact. In this direction, this course explains the culture and the mindset required by DT. To achieve these aims, the Digital Transformation Social Mindset (DTSM) is introduced as a cultural, organizational, value-based set of ‘social markers’. Rooted on the DTSM’s guidelines, the Four Paradigm Model (FPM) is introduced to the students as a tool to analyze, also in comparative terms, an institution’s DT strategy. Within the FPM, the FPM Radar measures the level of DTSM, indicating areas of strength and improvements to institutions. Students will be engaged in exploring the technological-social-marketing evolution occurring around their lives, unveiling the ultimate meaning of digital transformation and the intimate connection between the evolving technology, customer behaviors and customer experience strategies. They will be guided into a critical approach on new digital marketing strategies and ethical issues arising by the new relationship between technology-brands-consumers behind digital transformation. The following topics will be addressed: • The socio-tecno-marketing ecosystem and the digital culture • The four paradigms of digital transformation • Complex omni-channel and omni-media integrated strategies • Digital technology experience design • The GDPR and Marketing Ethics.

Prof. D. Padua: • Padua D., Digital Cultural Transformation: Building Strategic Mindsets via Digital Sociology., Springer Nature, 2021, Chapters 1 to 4. Ch. 5 up to page 145. Additional teaching material will be sent through Luiss.Learn (Slide). Prof. D'Ambrosio: • Digital Marketing Strategy: An integrated approach to online marketing - Simon Kingsnorth • GDPR text • Ethics in Marketing: International cases and perspectives - Murphy Laczniak • Gartner DMP Article

• Face-to-face interactive lessons • Corporate testimonials • Groupworks • Forum • Project work • Wiki-glossary

ATTENDING STUDENTS The student will be evaluated on the basis of the individual scores achieved on: • Start-up Challenge (Groupworks) In collaboration with 4 start-ups from LuissENLABS, development of a project work accounting for 30% of the final mark. It aims at verifying the student’s ability to apply acquired competences and skills to effective needs of start-ups; • Intermediate exam (Individual test): 15% of final grade and final written exam (individual: 25% of final grade. Aim is to assess the acquired knowledge, the ability to understand and critical thought. • Other activities (e.g.: participation to class discussions, exercises, instant tests and wikis) (individual or mini-teams): allow to get Badges accounting a participation grade which weights 30% of the final grade. Aimed to understand students' attitude to critical thought and ability to apply acquired knowledge. The written test consists of a mix of true or false, multiple choice questions and exercises, via which the student confirms her/his knowledge of the theoretical notions of Digital Marketing Transformation and Customer Experience, and the ability to apply them in practical cases showing an adequate method of study and skills necessary to an autonomous learning process. The number of the test questions will be decided by the teacher and communicated to students over the course and before the exam. 18/30 will be the minimum score to pass the test. Inferior scores will result in an exam failure. Correct answers to all questions, combined with maximum results achieved in previous evaluations will result in a score of 30/30 cum laude. NOT ATTENDING STUDENTS Multiple choice test on the above indicated Reference Books of Prof. Padua and D’Ambrosio.

A selection will be made based on the commitment shown during the course and the exam grade.