Marketing (advanced)

The Advanced Marketing course aims to provide students with the ability to understand, analyze, and apply contemporary online and offline marketing strategies, the relationship with new technologies, and how all this impacts the relationship with the consumer in a continuously evolving market system, including challenges related to environmental and social sustainability. We will explore the new trends of Marketing 5.0 and social media marketing. The development of interactive relationships and communities where the user is directly involved in the creation of value will be examined. We will analyze the impact of Artificial Intelligence (AI), the Internet of Things, and new theories on the post-social media era. We will study tools such as Events Marketing and their relationship with new technologies such as augmented reality, virtual reality, and immersive experiences. Understanding the opportunity that an event, with a suitable strategy, offers in building active, valuable, and persistent communities will be emphasized. We will also learn how to relate offline and online communication techniques. The teaching of key theories will run parallel to the creation, design, and presentation of marketing and communication projects, where practical application of learned models is put into practice. Exercises and group work are planned to ideate corporate events, consumer events, festivals, and promotional activities capable of conveying messages that are not easily forgotten, creating communities, value, and propagating and remaining active through the use of digital tools. Professionals from the marketing, digital communication, and events world will be involved during the course to present successful case histories and assist students in their training and project realization

At the end of the course, students will have acquired skills that will enable them to understand and evaluate marketing and communication tools and technologies from a practical application perspective. This will foster the development of effective and strategic design capabilities.