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Course 2016-2017 a.y.


Department of Marketing

Course taught in English

Go to class group/s: 31

CLMG (6 credits - I sem. - OP  |  SECS-P/10) - M (6 credits - I sem. - OP  |  SECS-P/10) - IM (6 credits - I sem. - OP  |  SECS-P/10) - MM (6 credits - I sem. - OP  |  SECS-P/10) - AFC (6 credits - I sem. - OP  |  SECS-P/10) - CLEFIN-FINANCE (6 credits - I sem. - OP  |  SECS-P/10) - CLELI (6 credits - I sem. - OP  |  SECS-P/10) - ACME (6 credits - I sem. - OP  |  SECS-P/10) - DES-ESS (6 credits - I sem. - OP  |  12 credits SECS-P/10) - EMIT (6 credits - I sem. - OP  |  SECS-P/10) - GIO (6 credits - I sem. - OP  |  SECS-P/10)
Course Director:

Classes: 31 (I sem.)

Course Objectives
The focus of this course is on digital analytics: how to help firms make better decisions when conducting business with new media. This course covers relevant theories, methods, and tools to evaluate the effectiveness of different digital media. The course heavily stresses action-based learning. In this way, students gain hands-on experience with some leading digital analytics tools. Also, the course presents the most appropriate metrics to evaluate the impact of social media on a company’s strategic and marketing performance. One focus of the course is on Social Network Analysis that is a theoretical and analytical approach particularly relevant in a connected, complex world in which phenomena are intrinsically relational. Innovative and successful organizations (i.e. NetFlix, FaceBook, Amazon) adopt for their go-to-customer strategies a network approach and they manifest growing needs of expertise and competencies in network theory and analysis. The course is not suitable for non-attending students.

Course Content Summary
  • Foundations of Social Network Analysis.
  • Online Recommendation Systems.
  • Search Engine Marketing.
  • Social Media Monitoring.
  • Web Site Analytics.
  • Mobile Marketing.

Detailed Description of Assessment Methods
Attending Students
  • Group assessment - Workshops (60%):
  • Final exam (40%): Exam is structured into multiple choice, exercise and essay questions.
Non-attending Students
  • Final exam (100%): Exam is structured into multiple choice, exercise and essay questions. (Questions regard all the follwing readings: R.A. Hanneman, M. Riddle, Rob Stokes 2013; Jennifer Veesenmeyer, Peter Vandre, Ron Park, Andy Fisher 2013; Brad Geddes 2012; Brian Clifton 2012; Brent Dykes 2011; Nichole Kelly 2012; Daniel Waisberg 2015; Occam's Razor; the two cases Air France and Big Skinny; all material posted on the e-learning).

For Social Network Analysis sessions:
  • R.A. HANNEMAN, M. RIDDLE, Introduction to social network method.
For web and social analytics:
Cases available on Course Reserves
  • (1) Air France Internet Marketing (KEL319-PDF-ENG)
  • (2) Online Marketing at Big Skinny (911033-PDF-ENG)
Readings (suggested for attending students; mandatory for non-attending students)
  • R. Stokes, eMarketing: the Essential Guide to Digital Marketing, Quirk Educatio, 2013, Fifth edition.
  • J. Veesenmeyer, P. Vandre, R. Park, A. Fisher, It Only Looks Like Magic: The Power of Big Data and Customer-Centric Digital Analytics, Publisher Merkle, June 10, 2013 ISBN-13: 978-0989451505
  • B. Geddes, Advanced Google Adwords, Sybex, Second Edition, 2013. ISBN-13:978-1118194508
  • B. Clifton, Advanced Web Metrics with Google Analytics, Sybex, 2012, Third edition. ISBN-13: 978-1118168448
  • B. Dykes, Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business, 2011. ISBN-13: 978-0321794017
  • N. Kelly, How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI, 2012. ISBN-13: 978-0789749857
  • D. Waisberg, Google Analytics Integrations, 2015. ISBN-13: 978-1119053064
  • Occam's Razor
Last change 21/04/2016 15:52