30498 - PRINCIPLES OF E-MARKETING AND E-COMMERCE
Department of Marketing
Course taught in English
CLEAM (6 credits - I sem. - OP | SECS-P/08) - CLEF (6 credits - I sem. - OP | SECS-P/08) - CLEACC (6 credits - I sem. - OP | SECS-P/08) - BESS-CLES (6 credits - I sem. - OP | SECS-P/08) - WBB (6 credits - I sem. - OP | SECS-P/08) - BIEF (6 credits - I sem. - OP | SECS-P/08) - BIEM (6 credits - I sem. - OP | SECS-P/08) - BIG (6 credits - I sem. - OP | SECS-P/08) - BEMACS (6 credits - I sem. - OP | SECS-P/08)
Course Director:
DEBORAH CAROLINA RACCAGNI
DEBORAH CAROLINA RACCAGNI
Mission & Content Summary
MISSION
The importance of digital marketing is not under discussion anymore. Nowadays companies are trying to understand how to design in the best way their digital strategies in order to maximize their value starting from the maximization of the customers’ one.
Understanding the principles of digital marketing and how to exploit synergies with the most traditional marketing techniques is one of the top priorities for the majority of companies in all the industries and countries.
This course provides a series of strategic frameworks for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.
CONTENT SUMMARY
- The impact of digital technology on marketing practices.
- Analyzing the digital environment: competitors and consumer behaviour online analysis.
- Designing a digital marketing strategy.
- Plan a digital marketing execution: online commerce, online communication and online content.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Value the most relevant theoretical framework for understanding e-marketing and e-commerce. In particular, they are able to:
- Identify market opportunities and understanding consumer online behavior.
- Develop a digital marketing strategy.
- Implement effective product, promotion, pricing, and distribution strategies in a digital environment.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Propose a design for a digital marketing plan to allow companies to reach their specific strategic goals. They are able to establish the right mix suggesting an operational plan for integrating online and offline tools and techniques.
Teaching methods
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Group assignments
DETAILS
- Guest Speaker's talk.
- 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 and the brand.
Assessment methods
| Continuous assessment | Partial exams | General exam | |
|---|---|---|---|
|
x | ||
|
x |
ATTENDING STUDENTS
Assessment methods are based on two elements:
- Field project: 50%
- 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).
- Final exam: 50%
- 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. 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
- A.CHARLESWORTH, Digital Marketing: a practical approach, Routledge, latest edition (selected chapters).
- Additional readings and documents as indicated in the syllabus, available from the course reserve page or Bboard.
NOT ATTENDING STUDENTS
- A.CHARLESWORTH, Digital Marketing: a practical approach, Routledge, latest edition
- C.LI, J.BERNOFF, Groundswell: winning in a world transformed by social technologies.
Last change 04/06/2018 09:40
Mission & Content Summary
MISSION
The importance of digital marketing is not under discussion anymore. Nowadays companies are trying to understand how to design in the best way their digital strategies in order to maximize their value starting from the maximization of the customers’ one.
Understanding the principles of digital marketing and how to exploit synergies with the most traditional marketing techniques is one of the top priorities for the majority of companies in all the industries and countries.
This course provides a series of strategic frameworks for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.
CONTENT SUMMARY
- The impact of digital technology on marketing practices.
- Analyzing the digital environment: competitors and consumer behaviour online analysis.
- Designing a digital marketing strategy.
- Plan a digital marketing execution: online commerce, online communication and online content.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
At the end of the course student will be able to value the most relevant theoretical framework for understanding e-marketing and e-commerce. In particular, they will be able to:
- Identify market opportunities and understanding consumer online behavior.
- Develop a digital marketing strategy.
- Implement effective product, promotion, pricing, and distribution strategies in a digital environment.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
At the end of the course student is able to propose a design for a digital marketing plan to allow companies to reach their specific strategic goals. They are able to establish the right mix suggesting an operational plan for integrating online and offline tools and techniques.
Teaching methods
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Group assignments
DETAILS
- Guest Speaker's talk.
- 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 and the brand.
Assessment methods
| Continuous assessment | Partial exams | General exam | |
|---|---|---|---|
|
x | ||
|
x |
ATTENDING STUDENTS
Assessment methods are based on two elements:
- Field project: 50%
- 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 provides 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).
- Final exam: 50%
- 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. 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
- A.CHARLESWORTH, Digital Marketing: a practical approach, Routledge, latest edition (selected chapters).
- Additional readings and documents as indicated in the syllabus, available from the course reserve page or learning space.
NOT ATTENDING STUDENTS
- A.CHARLESWORTH, Digital Marketing: a practical approach, Routledge, latest edition
C.LI, J.BERNOFF, Groundswell: winning in a world transformed by social technologies.
Last change 04/06/2018 09:46