Course 2009-2010 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 introduce the students to the following issues:

• understanding customer needs and behavior in a so-called digital environment, that is the Internet and its multi-device extensions;
• analyzing opportunities and managerial challenges for the firms;
• formulating appropriate marketing strategies and e-business models;
• building trusting relationships 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

Four in-class assignments . Weight: 40%
Written Exam. Weight: 60%

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).
• Dholakia, U., Vianello S., The Fans Know Best. MIT Sloan Management Review/Wall Street Journal, August 17, 2009.
  Teachers’ handouts and students’ notes.

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, p. 88-96;
• 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.
• The Fans Know Best. By: Dholakia, U., Vianello S. In: MIT Sloan Management Review/Wall Street Journal, August 17, 2009.
  

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

Last change 13/05/2009 11:27