Info
Logo Bocconi

Course 2018-2019 a.y.

20537 - WEB AND SOCIAL ANALYTICS

Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/10) - M (6 credits - I sem. - OP  |  SECS-P/10) - IM (6 credits - I sem. - OP  |  SECS-P/10) - MM (6 credits - I sem. - OP  |  SECS-P/10) - AFC (6 credits - I sem. - OP  |  SECS-P/10) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/10) - CLELI (6 credits - I sem. - OP  |  SECS-P/10) - ACME (6 credits - I sem. - OP  |  SECS-P/10) - DES-ESS (6 credits - I sem. - OP  |  12 credits SECS-P/10) - EMIT (6 credits - I sem. - OP  |  SECS-P/10) - GIO (6 credits - I sem. - OP  |  SECS-P/10)
Course Director:
MICHAEL TRUSOV

Classes: 31 (I sem.)
Instructors:
Class 31: MICHAEL TRUSOV


Mission & Content Summary
MISSION

The focus of this course is on developing knowledge and skills on digital analytics: how to help firms make better decisions when conducting business online. Lessons address both theory and practice on models and tools that can effectively improve online strategies. The course is based on an action-learning approach: each class is going to be organized as a workshop on a specific issue, with traditional lesson (knowledge) followed by problem solving tasks (skills) in small groups.

CONTENT SUMMARY
  • Online Business Models.
  • Online Research Methods.
  • Web site analytics.
  • Online experiments.
  • SEO and SEM.
  • Social network analysis.
  • Recommendation system.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Learn various kinds of online marketing practices.
  • Get hands-on experience with leading digital analytics tools.
  • Become knowledgeable of up-to-date digital marketing terms and technology.
  • Nurture creativity and critical thinking skills.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Identify the most important issues in social media marketing strategies.
  • Take appropriate decisions for social media strategies.
  • Develop leadership, teamwork and communication skills about social media decision.

Teaching methods
  • Face-to-face lectures
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
DETAILS

Exercises and case studies on real business problems. These exercises allow the students to apply the analytical tools illustrated during the course.


Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
  • Active class participation (virtual, attendance)
  • x    
  • Peer evaluation
  • x    
    ATTENDING STUDENTS

    Workshops (30%), Field project (30%), Individual assesment (40%)

    NOT ATTENDING STUDENTS

    Individual written exam


    Teaching materials
    ATTENDING STUDENTS

    Cases (available through Course Reserves http://lib.unibocconi.it/screens/course.html ):   
    (1)    Air France Internet Marketing
    (2)    Online Marketing at Big Skinny

    Textbook:

    • eMarketing: the Essential Guide to Marketing in a Digital World by Rob Stokes, 6th edition (beta), Quirk Education

    Suggested Readings:

    • Jennifer Veesenmeyer, Peter Vandre, Ron Park, Andy Fisher (2013). “It Only Looks Like Magic: The Power of Big Data and Customer-Centric Digital Analytics.” Publisher: Merkle (June 10, 2013). ISBN-13: 978-0989451505
    NOT ATTENDING STUDENTS

    Cases (available through Course Reserves http://lib.unibocconi.it/screens/course.html ):     
    (1)    Air France Internet Marketing
    (2)    Online Marketing at Big Skinny
    Textbooks:      
    (1) eMarketing: the Essential Guide to Marketing in a Digital World by Rob Stokes, 6th edition (beta), Quirk Education
    (2) Jennifer Veesenmeyer, Peter Vandre, Ron Park, Andy Fisher (2013). “It Only Looks Like Magic: The Power of Big Data and Customer-Centric Digital Analytics.” Publisher: Merkle (June 10, 2013). ISBN-13: 978-0989451505

    Last change 26/09/2018 15:07