Digital Marketing
A.Y. 2024/2025
Learning objectives
The aims of this course are:
- to analyze opportunities and challenges for companies in a digital economy;
- to provide theoretical and operational frameworks for defining marketing strategies in a digital economy and for integrating ""off line"" and ""on line"" marketing approaches;
- to present the tools and channels used by companies for digital communication i.e. social media, online consumer activations, CRM and paid media channels.
- to analyze opportunities and challenges for companies in a digital economy;
- to provide theoretical and operational frameworks for defining marketing strategies in a digital economy and for integrating ""off line"" and ""on line"" marketing approaches;
- to present the tools and channels used by companies for digital communication i.e. social media, online consumer activations, CRM and paid media channels.
Expected learning outcomes
At the end of the course, students will be able to evaluate the implications of digital development on companies' marketing processes. They will also have acquired the basic skills to set up a marketing plan, using the main techniques and tools for analyzing demand and competition and defining web Marketing strategies and policies, with particular reference to communication ones.
Lesson period: Second semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second semester
Course syllabus
The course is divided into two modules:
1) Analytical, Strategic, and Operational Marketing:
- Definition and evolution of the marketing concept
- Definition and coherence with the business strategy
- Marketing environment
- Consumer buying behavior
- Segmentation, targeting, and positioning
- Value proposition
- Marketing mix
2) Digital Marketing:
- Digital marketing vs traditional marketing
- SEO organic positioning
- SEA sponsored positioning
- Social media marketing
- Email marketing
- Social influencer marketing
- Web analytics
1) Analytical, Strategic, and Operational Marketing:
- Definition and evolution of the marketing concept
- Definition and coherence with the business strategy
- Marketing environment
- Consumer buying behavior
- Segmentation, targeting, and positioning
- Value proposition
- Marketing mix
2) Digital Marketing:
- Digital marketing vs traditional marketing
- SEO organic positioning
- SEA sponsored positioning
- Social media marketing
- Email marketing
- Social influencer marketing
- Web analytics
Prerequisites for admission
None
Teaching methods
The teaching method is interactive and aims to motivate and engage students by alternating frontal lessons aimed at transferring basic analytical skills with individual and group project work to better consolidate theoretical knowledge.
Teaching Resources
Lecture slides and textbook.
The textbook is "Principles of Marketing - 17th Edition (2019)" by Philip Kotler, Gary Armstrong, Fabio Ancarani, Michele Costabile [from Chapter 1 to Chapter 12].
It is recommended to attend the introductory lecture before purchasing the book.
The textbook is "Principles of Marketing - 17th Edition (2019)" by Philip Kotler, Gary Armstrong, Fabio Ancarani, Michele Costabile [from Chapter 1 to Chapter 12].
It is recommended to attend the introductory lecture before purchasing the book.
Assessment methods and Criteria
The assessment is carried out through a written exam. The exam is structured as follows: 20 multiple-choice questions with no penalty [20 points], 6 conceptual questions with concise open-ended answers [6 points], and 2 operational questions with open-ended answers [6 points] to assess in-depth analytical and problem-solving abilities related to real business issues in marketing
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 72 hours
Professor:
De Noni Ivan
Shifts:
Turno
Professor:
De Noni IvanProfessor(s)
Reception:
You need to schedule a meeting with professor by mail
Department of Environmental Science and Politics, via Celoria 2, Milano