Obiettivi formativi
The Digital Marketing course rigorously addresses topics related to "doing marketing" in the digital context. The course aims to provide students with fundamental yet extremely practical knowledge about essential elements of digital marketing,
Prerequisiti
Fundamentals of marketing
Risultati di apprendimento attesi
- Understand the basic concepts of digital marketing
- Utilize the digital marketing tools for managerial decision-making
- Comoprehend the status of the literature in digital marketing
Contenuti Del Corso
• the operation and business models of different digital platforms;
• the most commonly used analytics to measure the performance of digital activities;
• specific tools for digital communication such as:
o SEO;
o SEM (or paid search marketing);
o display advertising;
o social media marketing;
o influencer marketing;
• managing brand reputation in the digital environment;
• digital marketing strategy and investment decisions between digital communication and sales channels.
Students will learn these concepts through a combination of various teaching tools, such as:
• preparation for synchronous lessons by reading the chapter);
• interactive lessons;
• a project in collaboration with a company, where students will work in groups both in class and at home with weekly assignments;
• studying and discussing 2 scientific papers on a relevant topic in digital marketing (influencer marketing).
Testi Di Riferimento
digital marketing essentials larson draper
Metodologie Didattiche
LEctures, cases, groupworks
Modalità di verifica dell'apprendimento
Company projects (group) 50%
2. Report on scientific papers (group) 20%
3. Exam (30%)
Criteri per l’assegnazione dell’elaborato finale
HAving passed the exam and following the rules of the MAster Degree in MArketing, as defined by the Graduate school