Info
Logo Bocconi

Course 2018-2019 a.y.

20544 - DIGITAL AND INTERACTIVE MARKETING

Department of Marketing

Course taught in English


Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  12 credits SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08)

Classes: 31 (I sem.)
Instructors:
Class 31: DEBORAH CAROLINA RACCAGNI


Mission & Content Summary
MISSION

The Internet and new digital media offer a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. E-commerce and computer-mediated interaction have transformed business by providing large-scale, instantaneous and nearly free commercial communications. This has changed vendor management and the nature of the supply chain speeding production and allowing it to respond to fluctuations in demand. More significant changes can be observed in consumer and business marketing since rapid access to information provides opportunities for customizing products, services, and advertising and promotional initiatives. Firms are able to measure the impact of marketing programs and supply-chain decisions as never before. Electronic commerce for many organizations also represents a new and unique path to the marketplace, leading to complex and innovative opportunities for distribution and for pricing.

CONTENT SUMMARY
  • Digital Trasformation as pervasive strategy: the properties of digital settings enhancing the opportunities for marketing and innovation.
  • E-Marketing Environment: competitors and consumer behaviour online analysis through Web-enabled market research and big data analysis.
  • E-Marketing Strategy: moving along the conversion funnel (i.e. Customer Journey Mapping).
  • E-Marketing Implementation: redefining the marketing mix on line- from Content, to Commerce and CRM.
  • Content management.
  • Multi-channelling retail and dynamic pricing: traditional retailing, eCommerce and mCommerce.
  • Interactive Integrated Marketing Communication- Social media marketing and social CRM.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Understand the major forces shaping and differentiating e-marketing. They will acquire conceptual frameworks and analytical tools needed for developing and changing business models in fast-paced technology markets. They will be able to identify the main useful tools for analyzing the online environment (competitors and demand) and understand the different strategies companies can use to address several digital goals from brand awareness to conversion. A deep knowledge about variables that companies can use in order to implement them will be secured; students will know how to identify the right mix among content, communication and commerce variables according to different industries and settings.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Design a digital marketing plan to allow companies to reach their specific strategic goals by assuming an integrated view which exploits online and offline synergies. They will be able to establish the right mix suggesting an operational plan,  under budgeting constraints, for integrating content, communication and commerce strategies in different industries and settings. They will be able to assess the right balance between originality and planning; reinforcing their ability  to work in team and communicate.

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Group assignments
DETAILS
  • Guest Speaker's talks: introducing case studies and real life experiences.
  • Group assignment: allowing students to concretely deal with a real event project from design to implementation, under specific constraints determined by the industry, the brand and the budget.

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

    Assessment methods are based on two elements:

    • Field project: 40%
    • Final exam: 60%

    The field project consists of developing an digital marketing plan. The project must involve several areas from target analysis to strategy design and implementation. These areas are presented in detail at the launch of the competition along with the assessment criteria. Managers from the company sponsoring the project provide qualitative feedback to all the groups and select a winner. This project is used to verify the ability of students to apply the knowledge developed during the course and assess the ability to complete an event and how to present it effectively. At their discretion, individual groups may request to integrate the faculty assessment with a peer evaluation (optional).

    The exam is held in written form. It is made up of several open-ended and multiple-choice questions referring to the concepts and models discussed in class. Students are required to support their answers with examples derived from guest speakers speeches or from their own personal knowledge/experiences. The short contextualized open-ended questions are used to assess the ability to apply the knowledge students learn during the course. The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension.

    NOT ATTENDING STUDENTS

    The assessment method for non-attending students is based on a final exam in written form. It is made up of several open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbooks and exam materials. The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension. The business cases are used to assess the ability to apply the knowledge students learned when studying the course material.


    Teaching materials
    ATTENDING STUDENTS
    • Collection of Readings - Dispensa.
    • Additional readings and documents as indicated in the syllabus, available from the course reserve page or Bboard.
    NOT ATTENDING STUDENTS
    • J. STRAUSS, A. EL-ANSARY, R. FROST, E-Marketing, Pearson, latest edition.
    Last change 10/07/2018 12:56