Catalogo dei Corsi di studio

The teaching, aimed at students of the Master's Degree courses, aims to provide an overview of the ways in which the digital age is changing the relationship between supply and demand on the market, making it necessary to change the "classic" marketing approaches.
The course aims to provide advanced knowledge and skills in marketing to understand and manage the new market paradigm, in which consumers are becoming an active part, not only in purchasing processes, but also in communication processes and even in the production processes of goods and services. Starting from this evolution in the relationship between supply and demand, it deepens how organizations, profit and non profit, can contact, acquire and retain customers. How they can develop an attractive offer, sustainable competitive advantage, high brand value, integration between online and offline marketing.
In this sense, during the course, particular attention will be devoted to the study of strategies, tools and metrics of digital marketing, also through the study of case histories, company testimonies and innovative strategies.
In detail, in line with the objectives indicated, the course aims to provide the following learning outcomes.

- In general terms, transfer a wealth of knowledge and advanced skills in marketing by ensuring that the student arrives to possess:
1- an in-depth knowledge and understanding of the processes and contents of marketing in the digital age;
2 - knowledge and skills necessary for the planning, planning and management of integrated offline and online marketing processes;
3 - knowledge and skills necessary to create brand value, from the role of brands in the digital age, to brand identity, to actions and branding metrics;
4 - adequate methodological knowledge aimed at analyzing the needs and behavior of consumers, purchasing and consumption processes to segment the consumer market;
5 - knowledge and methodological skills to manage the various areas of social media marketing from content management, to communities, to social entertainment and social commerce;
6 - adequate methodological knowledge aimed at developing measurements and analysis of the results of marketing actions.
- In terms of applications, at the end of the course, students must:
1 - know how to conceive, design and manage marketing and branding strategies in the consumer markets of the digital age;
2- know how to organize, design and manage integrated marketing plans online and offline;
3- possess appropriate methodological skills for the management of marketing and branding processes for the creation of value in the digital age;
4-possess the skills necessary for the use of digital technologies in the marketing perspective for the purpose of communicating with the various target groups of potential and actual users, from consumers, to the supply network;
5 - be able to evaluate the effectiveness and efficiency of the actions and make the related "adjustments" during the course of the work and face the "unexpected events" (crisis management).

- The course aims to allow the development of an autonomy of judgment. In particular, develop capacity for:
1 - critical reading of the transformations and processes that define the evolution of the market relations between supply and demand in the "digital distruption" era;
2 - collection and evaluation of the information to be examined, evaluated and monitored to estimate the feasibility and effectiveness levels of the actions envisaged and undertaken;
3 - evaluation of the effectiveness of corporate business models and of marketing and branding processes for the creation of market value;
4 - estimate the effectiveness and efficiency of marketing and branding strategies to identify the most suitable processes, techniques and tools;
5- know how to take decisions for the implementation of marketing projects.
- Among the main communication skills developed during the course are:
1 - to communicate effectively, with appropriate language, objectives, strategies and results of analysis, actions and marketing projects;
2 - know how to discuss problems and solutions, apply negotiation techniques and problem solving;
3 - know how to present and promote marketing projects;
4 - know how to package marketing content in formal documents;
5 - know how to listen to customers, partners, colleagues, competitors and stakeholders to optimize the development of the strategy and the achievement of the expected results.
- Finally, the course aims to contribute to developing the autonomous learning capacity, especially for:
1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and for their own updating;
2 - have the ability to increase their knowledge, as a form of continuous updating, through observation and listening skills and consequent moments of group experimentation and autonomous areas of study, research and planning;
3 - know how to consult bibliographic sources, to update their skills;
4 - be able to identify the most advanced tools for measuring and evaluating digital marketing actions, continuously updated;
5 - have the ability to refine the relational and negotiation techniques based on experience and trough a comparison.

Programme

DIGITAL DISRUPTION
For the first time since the industrial revolution, consumers become the protagonists. The supply-demand relationship is changing. The "accessible" technologies.

CONSUMERS
New consumers, Digital Natives, online communities, consumer behavior in the digital environment (information / participation / own creation / purchase content).

MARKETING
Evolution of marketing and digital inclusion inside: not only communication lever, but perfect for branding and identity.

STRATEGY
Online strategies, the new digital brand touchpoint. Reference to the 4 channels: Social community (Facebook), social publishing (pinterest), social entertainement (youtube), social commerce (groupon).

METRICS
Analysis and monitoring tools (Google analytics, SEO, SEM) evaluating the ROI of digital activities.

Adopted texts

Programma frequentanti 9 cfu:
- Tuten, Solomon, (2020) "Social Media Marketing. Terza edizione", Pearson.
- Materiali delle lezioni

Programma NON frequentanti 9cfu:
- Tuten, Solomon, (2020) "Social Media Marketing. Terza edizione", Pearson.
- Francesco Ricotta (2020) "Marketing nell'era dell'iperconnesione", Pearson.

Prerequisites

Nothing

Frequency modes

Attendance is mandatory

Exam modes

Students are required to sit for written final test.

Attending students who perform project work, will have an oral examination.

Exam reservation date start	Exam reservation date end	Exam date
10/11/2020	05/01/2021	12/01/2021
10/11/2020	05/01/2021	12/01/2021
13/01/2021	25/01/2021	27/01/2021
13/01/2021	25/01/2021	27/01/2021
28/01/2021	06/02/2021	10/02/2021
28/01/2021	07/02/2021	10/02/2021
28/01/2021	07/02/2021	10/02/2021
01/02/2021	10/04/2021	13/04/2021
01/02/2021	10/04/2021	13/04/2021
01/02/2021	10/04/2021	13/04/2021
14/04/2021	05/06/2021	08/06/2021
14/04/2021	05/06/2021	08/06/2021
14/04/2021	05/06/2021	08/06/2021
09/06/2021	14/06/2021	25/06/2021
09/06/2021	14/06/2021	25/06/2021
09/06/2021	14/06/2021	25/06/2021
30/06/2021	04/07/2021	13/07/2021
30/06/2021	04/07/2021	13/07/2021
30/06/2021	04/07/2021	13/07/2021
21/07/2021	02/09/2021	14/09/2021
21/07/2021	02/09/2021	14/09/2021
21/07/2021	02/09/2021	14/09/2021
15/09/2021	08/10/2021	19/10/2021
15/09/2021	08/10/2021	19/10/2021
15/09/2021	08/10/2021	19/10/2021
03/12/2021	01/01/2022	11/01/2022
03/12/2021	01/01/2022	11/01/2022
03/12/2021	01/01/2022	11/01/2022

Programme

DIGITAL DISRUPTION
For the first time since the industrial revolution, consumers become the protagonists. The supply-demand relationship is changing. The "accessible" technologies.

CONSUMERS
New consumers, Digital Natives, online communities, consumer behavior in the digital environment (information / participation / own creation / purchase content).

MARKETING
Evolution of marketing and digital inclusion inside: not only communication lever, but perfect for branding and identity.

STRATEGY
Online strategies, the new digital brand touchpoint. Reference to the 4 channels: Social community (Facebook), social publishing (pinterest), social entertainement (youtube), social commerce (groupon).

METRICS
Analysis and monitoring tools (Google analytics, SEO, SEM) evaluating the ROI of digital activities.

Adopted texts

Programma frequentanti 9 cfu:
- Tuten, Solomon, (2020) "Social Media Marketing. Terza edizione", Pearson.
- Materiali delle lezioni


Programma NON frequentanti 9cfu:
- Tuten, Solomon, (2020) "Social Media Marketing. Terza edizione", Pearson.
- Francesco Ricotta (2020) "Marketing nell'era dell'iperconnesione", Pearson.

Prerequisites

Nothing

Exam modes

Students are required to sit for written final test.

Attending students who perform project work, will have an oral examination.

Exam reservation date start	Exam reservation date end	Exam date
10/11/2020	05/01/2021	12/01/2021
10/11/2020	05/01/2021	12/01/2021
13/01/2021	25/01/2021	27/01/2021
13/01/2021	25/01/2021	27/01/2021
28/01/2021	06/02/2021	10/02/2021
28/01/2021	07/02/2021	10/02/2021
28/01/2021	07/02/2021	10/02/2021
01/02/2021	10/04/2021	13/04/2021
01/02/2021	10/04/2021	13/04/2021
01/02/2021	10/04/2021	13/04/2021
14/04/2021	05/06/2021	08/06/2021
14/04/2021	05/06/2021	08/06/2021
14/04/2021	05/06/2021	08/06/2021
09/06/2021	14/06/2021	25/06/2021
09/06/2021	14/06/2021	25/06/2021
09/06/2021	14/06/2021	25/06/2021
30/06/2021	04/07/2021	13/07/2021
30/06/2021	04/07/2021	13/07/2021
30/06/2021	04/07/2021	13/07/2021
21/07/2021	02/09/2021	14/09/2021
21/07/2021	02/09/2021	14/09/2021
21/07/2021	02/09/2021	14/09/2021
15/09/2021	08/10/2021	19/10/2021
15/09/2021	08/10/2021	19/10/2021
15/09/2021	08/10/2021	19/10/2021
03/12/2021	01/01/2022	11/01/2022
03/12/2021	01/01/2022	11/01/2022
03/12/2021	01/01/2022	11/01/2022