DIGITAL, SOCIAL MEDIA AND PERFORMANCE MARKETING
DIGITAL, SOCIAL MEDIA AND PERFORMANCE MARKETING
Marco Francesco Mazzù
Marco Francesco Mazzù
mmazzu@luiss.it
Intended learning outcomes
Students will develop a broad, in-depth, and critical understanding of the key concepts, frameworks, and tools of digital marketing. They will also be able to adopt a strategic and analytical mindset in evaluating the relevance and effectiveness of specific digital tools, tactics, and channels across different business contexts, industry sectors, and stages of the customer journey. Through the analysis of real-world cases and applied scenarios, they will acquire the necessary skills to design integrated and results-oriented digital marketing solutions.
Course Contents
The course provides a comprehensive and deep overview of digital marketing principles, tools and strategies, addressing issues such as customer journey, CRM, brand reputation, social media strategy, content marketing, pricing, e-commerce and digital strategy. Particular attention is also paid to emerging digital marketing tools and recent and relevant research from a managerial perspective. Many real cases are also explored and analyzed in order to highlight the potential immediate applicability of the concepts covered.
Reference Books
Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Teaching Methods
Lectures, exercises and applied cases, challenges and group presentations
Assessment Method
Continuous assessment tests and presentations related to the challenges and related topics
Thesis assignment criteria
A specific process will be applied (NOT on a first come, first served basis), and will include, among others, the assessment of: CV Average grade point Interest in digital marketing Number of exam to complete own individual study plan Timing The evaluation of individual contribution and active participation during classes will be taken into account
Week 1
Introduction to the course content and structure The concept of value in marketing Purchase process Marketing Ethics Customer Lifetime Value (CLV and Consumer-Brand Relationship) Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea
Week 2
The traditional and “new” Customer Decision Journey Brand drivers, Point of Parity e Point of Difference The several Moment of Truths and their relevance for brands The Loyalty loop model The Messy-Middle model Emergent research on the Customer Decision Journey Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea
Week 3
Technical Digital Marketing foundations Types of Websites Website Objectives and Design Types of Conversions in Digital Marketing Applied cases and exercises related to the explored metrics Conversion Rate Optimization and A/B Test Main Elements of Analytics in Digital Marketing and KPIs Recent research trajectories in Influencer Marketing Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 4
Technical Elements of Search Engine Optimization (SEO) Calculation of Relevance in SEO Usage and choice of keywords Product Page Optimization Applied cases and metrics related to SEO Popularity Metrics Linkbait Dynamics Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 5
Relevance Drivers of Paid Search Marketing Keywords Selection of Paid Search Marketing Advertising Copy in Paid Search Marketing Responsive Search Ads Other Advertising types in Search Paid Marketing (Shopping, Local search, Call and Metasearch ads, Remarketing lists for search ads) Retargeting Main Elements Drivers of a High Ad Rank Automated Bidding in Paid Search Marketing Metrics and Exercises related to Paid Search Marketing Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 6
Relevance Drivers of Email Marketing Digital Email Marketing (DEM) Types Relevant Email Types for Digital Marketing (e.g. Onboarding Email, Welcome Mail, Informational Email) A/B Test in Email Marketing Metrics and Exercises related to Email Marketing META Challenge Presentation Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 7
YouTube & Komen Challenge Presentation Creating Campaigns on YouTube with the ABCD Model KPIs and Digital Strategy in YouTube Campaigns Role of Artificial Intelligence (especially Generative AI) in CRM systems Dynamic personalization through AI along the Customer Decision Journey (CDJ) Use of Natural Language Processing (NLP) for sentiment analysis, insights generation, and customer segmentation Integration of AI into CRM systems to automate tasks and enhance Customer Experience Applied examples of AI-CRM (e.g., Salesforce GPT) Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 8
Concept and key characteristics of Brand Communities Types of Brand Communities and their benefits Role of Brand Communities in fostering loyalty and co-creating value with consumers Content Sharing dynamics: Impression Management, Self-Concept, and Emotion Regulation Strategic models and tools for building effective brand communities (e.g., McKinsey Brand Community Flywheel) Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 9
META Challenge Presentations Continuous Assessment – Theoretical questions and exercises relating to the programme of the previous weeks Managing Brand Reputation and its economic and organizational impacts The role of reputation in crisis management: reputational crises, halo effect, and SCCT Online Reputation Management (ORM): strategies and tools Main Elements of Brand Purpose Applied case studies Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 10
Group Paper Presentation Strategies and limitations of organic social media activities: posting, engagement, and the loyalty path The Paid / Owned / Earned media model and balancing channels to drive traffic and value Social Media Plan: setting objectives, platform selection, content planning, promotion, and performance tracking Content Strategy: content types, sources (UGC, co-created, curated), formats (live video, images, text) Metrics to assess performance (CTR, conversion rate, engagement rate) Slides, indicated papers, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 11
Group Presentation related to the YouTube challenge Introduction to the Amazon Challenge Understanding and applying the Amazon Flywheel Strategic inventory analysis Pricing strategy: approaches (competition-based, cost-based, customer value-based), drivers, metrics, and elasticity Marketplace and the role of Selling Partners in expanding selection and enabling e-commerce scalability Slide, paper indicati, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)
Week 12
Concept and structure of Digital Marketing Strategy: link to marketing strategy and digital execution Customer generation framework: demand generation, demand harvesting, and loyalty building Strategic allocation of resources Key performance monitoring metrics Slide, paper indicati, Giorgino, F., & Mazzù, M. F. (2024), II Edizione. BrandTelling. Egea, Digital Marketing Essentials (Stukent.com)