DIGITAL MARKETING

The Digital Marketing course, by employing a rigorous method and approach, deals with the issues related to marketing in the digital and social media context in which individuals, companies and organisations are inevitably immersed. The course aims to provide students with the essential knowledge on models, processes, tools and techniques that inform and support the analysis, decision-making and operations management of marketing in the world of Internet and social media. In addition to providing these conceptual tools, the course aims to equip students with the fundamental quantitative tools for analysing and measuring web and social media marketing strategies and efforts, through in-depth analysis of the most commonly used metrics to identify successful digital and social media marketing campaigns. These objectives will be pursued through an engaging and innovative combination of lectures and exercises, which will be both business-oriented, through a field project carried out in collaboration with a prestigious multinational company, and both research-based in nature, through the presentation and discussion of recent academic papers on hot topics in digital marketing.

No specific prior knowledge is required. Nevertheless, familiarity with the basic concepts of marketing, economics and statistics is definitely useful to increase the likelihood of an effective and fast learning process for course participants.

• Knowledge and comprehension ability: By the end of the course students will have developed ability to comprehend the link between the value generated for the customer, breadth and quality of market relationships. • Ability to apply knowledge and comprehension: Such abilities will be acquired through the discussion of conceptual models and the development of applied projects during the course. • Autonony of judgment: By the end of the course students will have acquired ability to analyse problems and identify information needed to solve them. Specifically, students will have acquired critical thinking, problem-solving skills and team working skills as well as ability to relate with others. • Ability to communicate: By the end of the course students will have gained adequate competencies and tools to manage and transmit data and information to both specialist and non-specialist audiences. • Learning ability: The course mainly aims to develop methodological capabilities, cognitive tools and capabilities that allow the students to know the marketing techniques and adapt them to each specific context.

With an unconventional and dynamic mix of lectures, paper discussions and a field project that students will carry out under the joint supervision of the professors and the management team of a prestigious multinational company, the course focuses on the idea of the strategic planning and the subsequent execution of digital marketing strategies. More specifically, in the first half of the course, the fundamentals of digital marketing and the tools of digital marketing and communication will be covered, together with the analysis of specific hot topics such as artificial intelligence and augmented/virtual reality. In the second half of the course, the focus will be on metrics and analytics, i.e. on exercises using Google Analytics and on the most important advertising, traffic and social media management metrics.

Academic papers, professor’s materials/slides and online resources

Interactive lectures, academic paper discussion and in-class groupwork on the L'Orèal project

L'Orèal group project (group grade): 50% of the final grade Paper discussion (group grade): 20% of the final grade Final exam (individual grade): 30% of the final grade

Thesis will be assigned based on professors' positive evaluation of a research proposal sent by set deadline (detailed information will be provided)

Yes