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Course 2021-2022 a.y.

30498 - PRINCIPLES OF E-MARKETING AND E-COMMERCE

Department of Marketing

Course taught in English


Go to class group/s: 31 - 32

CLEF (6 credits - I/II sem. - OP  |  SECS-P/08)
Course Director:
LUCA BUCCOLIERO

Classes: 31 (I sem.) - 32 (II sem.)
Instructors:
Class 31: LUCA BUCCOLIERO, Class 32: LUCA BUCCOLIERO


Suggested background knowledge

It is recommended to have attended a course on basic marketing. The knowledge of the pillars of marketing as a discipline is taken for granted.


Mission & Content Summary
MISSION

The ongoing digitalization of our everyday life, especially with regard to online consumption behaviour, has increased the importance of understanding the potentials of digital instruments. With marketing as the strategic element to target the needs of a customer, the knowledge about opportunities and risks of digital strategies and tools increased in relevance. Understanding the role of digital technologies in redefining the boundaries and the role of marketing is one of the top priorities for companies in different industries and countries. This course provides a series of strategic frameworks for the implementation of effective marketing strategies in the digital era.

CONTENT SUMMARY
  • The digital society and the digital customer.
  • Analyzing the digital environment: competitors and consumer behaviour online analysis.
  • The impact of digital technology on marketing practices.
  • Designing a digital marketing strategy.
  • Plan a digital marketing execution: online commerce, online communication and online content.
  • Content management and user experience.
  • Social media marketing.
  • E- and M-commerce.
  • Website evaluation and application of web marketing.
  • An introduction to web analytics.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Identify market opportunities and understanding consumer online behavior.
  • Recognize the priorities of a digital marketing strategy.
  • Identify the actions needed for an effective product, promotion, pricing, and distribution strategy in a digital environment.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Understand how to deliver content through a variety of digital platforms including website, mobile and social media.
  • Understand and influence digital user experiences.
  • Understand and apply social media strategies.
  • Understand and apply marketing metrics and analytics.
  • Understand the use of digital channels in a multichannel strategy.

Teaching methods
  • Online lectures
  • Guest speaker's talks (in class or in distance)
  • Company visits
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
DETAILS
  • Guest Speaker's talk: introductions to case studies and real life experiences.
  • Group assignments: opportunities to concretely deal with real projects from design to implementation, under specific constraints determined by existing brands.
  • Company visits: opportunities to visit logistic centers, warehouses and headquarters of e-commerce and digital marketing companies (upon availability).
  • Interactive class activities - business game: DIGITAL MediaPRO is an immersive online simulation that illustrates media challenges in the digital age. Groups will be exposed to the use of digital media, communicating with ‘digital natives’, and transforming media planning and execution. To succeed, they will need to focus on understanding consumers and their decision-making process, deal with the complexity of a rapidly growing market and manage communications effectively in a competitive environment.


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

    Grades will be computed as follows:

    1.Final group project - 60% of the overall grade (0-31)

    2.Digital MediaPRO simulation (INDIVIDUAL TASK) – 40% of the overall grade (0-31)

     

    1.  Final Group project

    The project will offer the opportunity to apply course concepts by designing an e-marketing plan for a real brand/company, which will drive the overall activities throughout the course. The teams will be supported by detailed guidelines and in-class tutorship sessions. In addition to the group production of a final paper, each individual will also contribute to give a short public presentation on the last days of class. Further information about the project and operational details will be provided at the beginning of the course.

     

    2.  DIGITAL MediaPRO simulation (INDIVIDUAL TASK)

    DIGITAL MediaPRO is an immersive online simulation that illustrates media challenges in the digital age. Groups will be exposed to the use of digital media, communicating with ‘digital natives’, and transforming media planning and execution. To succeed, they will need to focus on understanding consumers and their decision-making process, deal with the complexity of a rapidly growing market and manage communications effectively in a competitive environment

    NOT ATTENDING STUDENTS

    The assessment method for non-attending students is based on a written final exam (0-31)

    • 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 (selected chapters, book purchase not compulsory) THIRD EDITION  .
    • Additional readings and documents as indicated in the syllabus, available from the course reserve page or Bboard.
    • DIGITAL MediaPRO individual licence (details will be provided)
    NOT ATTENDING STUDENTS
    • A.CHARLESWORTH, Digital Marketing: a practical approach, Routledge, THIRD EDITION 
    • C.LI, J.BERNOFF, Groundswell: winning in a world transformed by social technologies.
    Last change 29/07/2021 16:43

    Classes: 32 (II sem.)
    Instructors:
    Class 32: LUCA BUCCOLIERO


    Suggested background knowledge

    It is recommended to have attended a course on basic marketing. The knowledge of the pillars of marketing as a discipline is taken for granted.


    Mission & Content Summary
    MISSION

    The ongoing digitalization of our everyday life, especially with regard to online consumption behaviour, has increased the importance of understanding the potentials of digital instruments. With marketing as the strategic element to target the needs of a customer, the knowledge about opportunities and risks of digital strategies and tools increased in relevance. Understanding the role of digital technologies in redefining the boundaries and the role of marketing is one of the top priorities for companies in different industries and countries. This course provides a series of strategic frameworks for the implementation of effective marketing strategies in the digital era.

    CONTENT SUMMARY
    • The digital society and the digital customer.
    • Analyzing the digital environment: competitors and consumer behaviour online analysis.
    • The impact of digital technology on marketing practices.
    • Designing a digital marketing strategy.
    • Plan a digital marketing execution: online commerce, online communication and online content.
    • Content management and user experience.
    • Social media marketing.
    • E- and M-commerce.
    • Website evaluation and application of web marketing.
    • An introduction to web analytics.

    Intended Learning Outcomes (ILO)
    KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Identify market opportunities and understanding consumer online behavior.
    • Recognize the priorities of a digital marketing strategy.
    • Identify the actions needed for an effective product, promotion, pricing, and distribution strategy in a digital environment.
    APPLYING KNOWLEDGE AND UNDERSTANDING
    At the end of the course student will be able to...
    • Understand how to deliver content through a variety of digital platforms including website, mobile and social media.
    • Understand and influence digital user experiences.
    • Understand and apply social media strategies.
    • Understand and apply marketing metrics and analytics.
    • Understand the use of digital channels in a multichannel strategy.

    Teaching methods
    DETAILS
    • Guest Speaker's talk: introductions to case studies and real life experiences.
    • Group assignments: opportunities to concretely deal with real projects from design to implementation, under specific constraints determined by existing brands.
    • Company visits: opportunities to visit logistic centers, warehouses and headquarters of e-commerce and digital marketing companies (upon availability).

    Assessment methods
    ATTENDING STUDENTS

    Assessment methods are based on two elements:

    • Field project: 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. The group 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.
    • Individual assignment: 40% An individual assignment (*.ppt or *.doc format) is developed and submitted to the professor 10 days before the selected exam session. A list of pre-defined topics and further details about format, structure and evaluation criteria of the individual assignment is announced at the beginning of the course.
    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 29/07/2021 16:43