20677 - WEB ANALYTICS AND DIGITAL MARKETING
Course taught in English
Go to class group/s: 31
DEBORAH CAROLINA RACCAGNI
Class 31: DEBORAH CAROLINA RACCAGNI
As the Internet becomes entwined with everything we do, the importance of digital marketing is becoming crystal clear. The Internet and new digital media offer a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. When it comes to the success of a business, digital marketing plays a key role. Its importance grows when the digital strategy relies on analitycs. Firms are able to measure the impact of marketing programs and supply-chain decisions as never before. In a marketing context where the assumption of a customer-centric perspective is extremely relevant, the adoption of web analytics tools allows companies to address successful strategies and, consequently, higher return on investments. Knowing the demand, its needs and behaviours helps businesses to: - address customized communication techniques - design specific commercial offers - propose effective content strategies This course will allow participant to understand how to design and implement a digital customer centric proposal, meeting the intense competition and increased demand for big data professionals.
- 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.
- Web Analytics: tools and techniques for applying a customer-centric perspective
- 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.
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.
At the end of the course student will be able to...
- Deal with the main tools for Web Analytics
- 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.
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Group assignments
- 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.
|Continuous assessment||Partial exams||General exam|
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.
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.
Selected readings from the following textbook, downloadable from
Judy Strauss, Raymond D., Frost, Alexa Fox, E-marketing: International Student Edition – 26 ott 2018