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Course 2021-2022 a.y.

20756 - DIGITAL COMMUNICATION

Department of Marketing

Course taught in English

Go to class group/s: 31

CLMG (6 credits - II sem. - OP  |  SECS-P/08) - M (6 credits - II sem. - OP  |  SECS-P/08) - IM (6 credits - II sem. - OP  |  SECS-P/08) - MM (6 credits - II sem. - OP  |  SECS-P/08) - AFC (6 credits - II sem. - OP  |  SECS-P/08) - CLELI (6 credits - II sem. - OP  |  SECS-P/08) - ACME (6 credits - II sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - II sem. - OP  |  SECS-P/08) - EMIT (6 credits - II sem. - OP  |  SECS-P/08) - GIO (6 credits - II sem. - OP  |  SECS-P/08) - DSBA (6 credits - II sem. - OP  |  SECS-P/08) - PPA (6 credits - II sem. - OP  |  SECS-P/08) - FIN (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
STEFANO PRESTINI

Classes: 31 (II sem.)
Instructors:
Class 31: STEFANO PRESTINI


Suggested background knowledge

Students should possess a good knowledge of the role of digital channels in the customer purchasing journey and the meaning of the main digital analytics. Not marketing management students are invited to read the following propaedeutic materials: Hemann, C., & Burbary, K. (2018). Digital marketing analytics: Making sense of consumer data in a digital world (second edition). Pearson Education.


Mission & Content Summary
MISSION

The course aims to offer an advanced knowledge on communication strategies adopted by companies in the digital scenario. The students will learn how to leverage the potential of the new technologies defining cutting edge communication strategies in order to seize new business opportunities, increasing customers’ engagement and loyalty in an omnichannel perspective. Next students will understand how digital communication strategies need to be adapted according to companies and brands’ goals, type of industry and market (b2b and b2c), context and available technologies.

CONTENT SUMMARY

The main topics treated in the course include:

•          Digital communication trends

•          Overview of digital communication channels

•          Digital communication plan

•          Communicating through technologies

•          Digital communication goals: branding and performing 

•          Digital communication strategies

•          Programmatic advertising

•          Data-driven content creation

•          Influencer marketing

•          Reputation and crisis management

•          Social media editorial plan and editorial lines

•          Industry deep dives: ad hoc digital communication strategies


Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Understand the opportunites of the main digital communication channels and technologies
  • Recognize the correct digital communication strategies to be adopted according to the specific company's goals and contexts

  • Clearly distinguish the difference between branding and performing goals

  • Learn how to define the right digital media content grounded on real data

  • Identify possible crisis management strategies in the digital perspective

  • Illustrate the multiple influencer marketing initiatives

  • Correctly read and interpret a digital communication plan

APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Reproduce a digital communication plan
  • Develop the appropriate digital content grounded on real data
  • Design potential digital communications strategies
  • Implement potential crisis management strategies in the digital perspective
  • Plan various infuencer marketing campaigns
  • Create a social media editorial plan and editorial lines

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS
  1. Guest speaker's talks (in class or in distance): This method consists of deep dives on digital communication strategies of specific industries (e.g., luxury, B2B, services...) thanks to guest companies speakers. Moreover professional experts are also invited to talk about relevant and update topics (e.g., programmatic)
  2. Case studies: teachers will use real cases and examples to demonstrate how to identify and implement the right digital communication strategies according to the companies goals and contexts.
  3. Group assignment: a company launches a group project brief on how to build its digital communication plan for the next year

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

    The written individual exam represents the 50% of the total grade and the group project represents the remaining 50%.

    The atteding written text includes one or more little cases with related open and close questions. This exam allows to measure how much the student is aware of the possible digital communication strategies and assesses their critical thinking with applied cases.

    The group project allows the students to put in practice the course learnings with a real brief created by a company. Students groups will have to create a one-year digital communication plan to reach the desired company's goal and then present the plan to the managers.

    NOT ATTENDING STUDENTS

    The written individual exam represents the 100% of the total grade.

    The not attending written text is divided in two parts. The first requires students to answer to more theoretical open and closed questions in order to assess their knowledge on digital communication strategies. Then, the second part provides one case with related open questions. This second part allows to measure how much the student can apply the theorietical concepts through their critical thinking with a concrete case.

     


    Teaching materials
    ATTENDING STUDENTS
    • Material prepared by the instructors
    • Some articles in course reserved (that will be indicated within November 2021)
    NOT ATTENDING STUDENTS
    • Material prepared by the instructors
    • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK
    • Some articles in course reserved (that will be indicated within November 2021)
    Last change 20/09/2021 17:20