Course 2012-2013 a.y.

Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/08) - M (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - AFC (6 credits - I sem. - OP  |  SECS-P/08) - CLAPI (6 credits - I sem. - OP  |  SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/08) - CLELI (6 credits - I sem. - OP  |  SECS-P/08) - ACME (6 credits - I sem. - OP  |  SECS-P/08) - DES-ESS (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08)

Course Director:
MARGHERITA PAGANI

Course Objectives

The Internet and new digital media (Digital Tv, 3G mobile) offer a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. E-commerce and computer-mediated interaction have transformed business by providing large-scale, instantaneous and nearly free commercial communications. This has changed vendor management and the nature of the supply chain speeding production and allowing it to respond to fluctuations in demand. More significant changes can be observed in consumer and business marketing since rapid access to information provides opportunities for customizing products, services, and advertising and promotional initiatives. Firms are able to measure the impact of marketing programs and supply-chain decisions as never before and enhance Customer Relationship Management strategies.

This course provides a series of strategic frameworks for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.

Course Content Summary

• The role of Web 2.0, digital Tv and 3G mobile in enhancing the marketing management process;
• Adoption and customer behaviour in the networked economy;
• E-marketing strategy;
• Online demand analysis;
• The role of virtual communities for enhancing market knowledge and customer cooperation;
• Conceptual frameworks and analytical tools needed for developing e-marketing strategies in fast-paced technology markets (Web 2.0, digital TV, mobile);
• Developing tools for specific functions (horizontals) necessary for marketing products and services, such as new product development processes, market measurement, customer retention, CRM, pricing, and more;
• The role of social web and interactivity in the Customer Relationship Management strategy;
• Channel management in virtual environments.

Detailed Description of Assessment Methods

Attending students

Grades are computed as follows:

• Written Final examination: 50% of the final grade
• Group project: 30% of the final grade
• Class attendance and participation: 20% of the final grade
  

Non attending students

• Written exam based on the textbook: 100% of the final grade

Textbooks

Attending students

• 20430 Digital Marketing and E-Commerce Advanced, Course readings, Egea, Milano, 2012

Non attending students 

• J. STRAUSS, A. EL-ANSARY, R. FROST, E-Marketing, Pearson

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

Last change 07/06/2012 09:39