International Teaching | DIGITAL MARKETING
International Teaching DIGITAL MARKETING
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cod. 0323200007
DIGITAL MARKETING
| 0323200007 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF7 | |
| DIGITAL MARKETING | |
| 2024/2025 |
| OBBLIGATORIO | |
| YEAR OF COURSE 1 | |
| YEAR OF DIDACTIC SYSTEM 2024 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 9 | 45 | LESSONS |
| Objectives | |
|---|---|
| THE DIGITAL MARKETING COURSE AIMS TO PROVIDE AN IN-DEPTH UNDERSTANDING OF THE FUNDAMENTAL PRINCIPLES OF DIGITAL MARKETING AND ITS PRACTICAL APPLICATIONS IN THE BUSINESS CONTEXT. THE DYNAMICS, TOOLS AND STRATEGIES NEEDED TO SUCCESSFULLY NAVIGATE THE DIGITAL AGE WILL BE EXPLORED. THE LECTURES WILL FOCUS ON THE THEORETICAL AND OPERATIONAL ASPECTS OF DIGITAL MARKETING, THROUGH THE ANALYSIS OF THE EFFECTIVENESS OF THE TOOLS, STRATEGIES AND METRICS THAT MAKE UP ITS CONNECTIVE TISSUE. IN ADDITION, THE CRUCIAL ROLE OF DIGITAL MARKETING AND ITS INTEGRATION INTO BUSINESS STRATEGIES WILL BE CRITICALLY ANALYSED. KNOWLEDGE AND UNDERSTANDING SKILLS STUDENTS WILL BE ABLE TO EFFECTIVELY APPLY DIGITAL MARKETING STRATEGIES IN DIFFERENT BUSINESS CONTEXTS, APPROPRIATELY ANALYSING THE MULTIPLICITY OF ADVANTAGES AND CHALLENGES THAT THE DIGITAL WORLD OFFERS. THE COURSE WILL PROVIDE AN EXHAUSTIVE RANGE OF MARKET ANALYSIS TOOLS FOR THE IMPLEMENTATION OF APPROPRIATE DIGITAL MARKETING CAMPAIGNS. MAKING JUDGEMENTS THE COURSE WILL PROMOTE THE CRITICAL ABILITY TO EVALUATE CURRENT TRENDS IN DIGITAL MARKETING, IN ORDER TO BE ABLE TO IDENTIFY SIGNIFICANT INNOVATIONS AND PASSING FADS AND TO MAKE INFORMED DECISIONS, BASED ON THE CONSCIOUS ANALYSIS OF DATA AND METRICS, THUS CONTRIBUTING TO THE REALIZATION OF BUSINESS STRATEGIES. COMMUNICATION SKILLS THE COURSE WILL ALLOW STUDENTS TO HONE COMMUNICATION SKILLS TO CLEARLY AND PERSUASIVELY CONVEY DIGITAL MARKETING STRATEGIES AND TO COLLABORATE EFFECTIVELY IN MULTIDISCIPLINARY TEAMS, RECOGNIZING THE VALUE OF DIVERSITY OF SKILLS IN THE DIGITAL AGE. LEARNING SKILLS THE COURSE AIMS TO PROVIDE STUDENTS WITH THE NECESSARY SKILLS TO ACQUIRE THE ABILITY TO INDEPENDENTLY LEARN NEW TRENDS IN DIGITAL MARKETING AND TO ADAPT MARKETING STRATEGIES WITH AGILITY TO CONSTANTLY EVOLVING SOCIO-ECONOMIC DYNAMICS. |
| Prerequisites | |
|---|---|
| A BASIC KNOWLEDGE OF MARKETING AND A FAMILIARITY WITH COMPUTER TOOLS AND ONLINE NAVIGATION IS REQUIRED. |
| Contents | |
|---|---|
| -EXPLORING THE DEFINITION AND EVOLUTION OF DIGITAL MARKETING (6H) -REFLECTION ON THE STRATEGIC ROLE OF DIGITAL MARKETING IN MODERN BUSINESSES (3H) -DIGITAL MARKETING TOOLS AND TECHNIQUES (12H) -PERFORMANCE ANALYSIS AND MEASUREMENT OF DIGITAL MARKETING (9H) -CREATING CONTENT THAT CAPTIVATES AND ENGAGES AUDIENCES (6H) -DIGITAL ENGAGEMENT AND PROMOTION OF DIGITAL CONTENT (6H) -DIGITAL MARKETING AND AUTOMATION (6H) -DESIGNING CAMPAIGNS USING SOCIAL NETWORKS (6H) -AUTOMATION SYSTEMS TO OPTIMIZE CRM (6H) |
| Teaching Methods | |
|---|---|
| THE COURSE IS DIVIDED INTO INTERACTIVE LESSONS (30 HOURS), CASE STUDIES AND REAL-WORD SCENARIO ANALYSIS (10H) AND PROJECT WORK TO APPLY THE ACQUIRED KNOWLEDGE (20H). THE FRONTAL AND INTERACTIVE LESSONS AIM TO PROVIDE AN OVERVIEW OF DIGITAL MARKETING, DELVING INTO THEORETICAL CONCEPTS AND INVESTIGATING OPERATIONAL TOOLS; IN PARTICULAR, THE PARTICIPATORY SESSIONS WILL ALLOW STUDENTS TO GET INVOLVED AND CRITICALLY DISCUSS THE DIFFERENT APPLICATIONS OF DIGITAL MARKETING. THROUGH CASE STUDIES, STUDENTS WILL HAVE THE OPPORTUNITY TO APPLY THE KNOWLEDGE ACQUIRED TO UNDERSTAND HOW STRATEGIES AND TECHNIQUES CAN BE IMPLEMENTED IN REAL CONTEXTS. THE PROJECT WORKS WILL ALLOW STUDENTS TO DEVELOP PROBLEM-SOLVING, COLLABORATION AND APPLICATION SKILLS OF DIGITAL MARKETING STRATEGIES IN THE CURRENT SOCIOECONOMIC CONTEXT. PROJECT DEVELOPMENT WILL ALSO PROVIDE AN OPPORTUNITY FOR EXPERIENTIAL LEARNING AND THE GROWTH OF SOFT SKILLS SUCH AS TEAMWORK AND TIME MANAGEMENT. |
| Verification of learning | |
|---|---|
| THE EXAM CAN BE TAKEN ON THE EXAM DATES SCHEDULED IN THE CALENDAR AND CONSISTS OF A WRITTEN AND ORAL TEST AIMED AT VERIFYING THE KNOWLEDGE LEARNED. THE FINAL GRADE, EXPRESSED IN THIRTIETHS WITH POSSIBLE HONOURS, WILL DEPEND ON THE OVERALL MATURITY ACQUIRED ON THE CONTENTS OF THE COURSE. THE FOLLOWING WILL BE TAKEN INTO ACCOUNT: -THE QUALITY OF THE PRESENTATION, IN TERMS OF THE USE OF APPROPRIATE SCIENTIFIC LANGUAGE; -THE ABILITY TO CROSS-CORRELATE BETWEEN THE DIFFERENT TOPICS OF THE COURSE AND, WHERE POSSIBLE, WITH OTHER DISCIPLINES; -DEMONSTRATED AUTONOMY OF JUDGEMENT. THE OVERALL EVALUATION IS NORMALLY OBTAINED AS THE AVERAGE OF THE TWO TESTS (WRITTEN AND ORAL). |
| Texts | |
|---|---|
| CHAFFEY D. & ELLIS-CHADWICK F., DIGITAL MARKETING, PEARSON UK, 2019. |
| More Information | |
|---|---|
| RECOMMENDED READING: RUSSO V., PSICOLOGIA DELLA COMUNICAZIONE E NEUROMARKETING, PEARSON, 2017. |
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