Course 2008-2009 a.y.

6183 - MARKETING IN THE DIGITAL ENVIRONMENT


CLEAM - CLES - CLEF - BIEM - CLEACC

Department of Marketing

Course taught in English

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

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