Course 2008-2009 a.y.

Go to class group/s: 31

CLEAM (6 credits - II sem. - AI) - CLES (6 credits - II sem. - AI) - CLEF (6 credits - II sem. - AI) - BIEM (6 credits - II sem. - AI) - CLEACC (6 credits - II sem. - AI)

Course Director:
ALESSANDRO ARBORE

Course Objectives

The purpose of this course is to:

• understand customer needs and behavior in a so-called digital environment, that is the Internet and its multidevice extensions
• analyze the opportunities and the managerial challenges for the firm
• formulate appropriate marketing strategies and business models
• learn how to build a trusting relationship with customers in the digital environment

Course Content Summary

• Principles of digital marketing and the Internet
• Consumer behavior in the digital environment
• Digital metrics and analysis
• E-marketing strategies and business models
• Branding, pricing and the marketing mix in the digital environment
• From customer experience to loyalty.com

Detailed Description of Assessment Methods

Attending Students
In-class written exam and group project

Non Attending Students
Written exam

Textbooks

Attending students

• Chaffey, Dave and Smith, PR, eMarketing eXcellence Planning and optimizing your digital marketing, 3rd edition, 2008, Butterworth-Heinemann (Elsevier) - (chapters in the syllabus only).
• Collection of readings and teachers’ handouts (available online at http://lwp.unibocconi.it/ and in the library’s Business source complete database)

Non - Attending students

• Chaffey, Dave and Smith, PR, eMarketing eXcellence Planning and optimizing your digital marketing, 3rd edition, 2008, Butterworth-Heinemann (Elsevier) - (All chapters).
• Collection of readings (available in the library’s Business source complete database):
• The Contribution Revolution. By: Cook, Scott. In: Harvard Business Review, 2008, Vol. 86 Issue 10, p60-69;
• Should You Invest in the Long Tail?. By: Elberse, Anita. In: Harvard Business Review, 2008, Vol. 86 Issue 7/8, p88-96;
• Strategy and the Internet. By: Porter, Michael E. In: Harvard Business Review, 2001, Vol. 79 Issue 3, p.62-78;
• Finding Sustainable Profitability in Electronic Commerce. By: de Figueiredo, John M.
• In: Sloan Management Review, 2000, Vol. 41 Issue 4, p.41-52. - Which Kind of Collaboration Is Right for You?.
  By: Pisano, Gary P.; Verganti, Roberto. Harvard Business Review, 2008, Vol. 86 Issue 12, p78-86.

Exam textbooks & Online Articles (check availability at the Library)

Last change 27/05/2008 09:52