STRATEGIC AND DIGITAL MARKETING

The course contributes to the educational objectives of the Bachelor’s Degree Programme in Digital Management which aims at providing students with updated knowledge on the implications of digital technologies on organizational processes and strategies.
The course aims at providing the basic elements in terms of concepts, language and tools for marketing, with particular emphasis on digital aspects that characterize the current context.

1. KNOWLEDGE AND UNDERSTANDING
- know the pillars of marketing and its main concepts
- know the main tools of marketing with emphasis on digital aspects
- know the basic language of marketing in firms

2. APPLYING KNOWLEDGE AND UNDERSTANDING
- applying marketing concepts to processes of analysis of the context
- applying in their basic form the main tools of marketing
- being able to operate in multi-disciplinary contexts oriented to satisfying markets

3. MAKING JUDGEMENTS
- being able to formulate some hypotheses and judgements over inter-relationships across elements within a marketing strategy
- being able to identify some key metrics to evaluate the impact of marketing choices

Students need to have already acquired a basic knowledge of the foundations of a firm and the operation of markets. Elements such as key economic and financial indicators and concepts (such as for example break-even point, cost categories) are pre-requisites for attendance.

1. Introduction to marketing in a digital world
2. Trends reshaping marketing and marketing strategies
3. Customer journey and customer experience
4. Segmentation and positioning
5. Balancing pricing, communication and distribution
6. Omnichannel marketing, content and engagement
7. Business perspectives for marketing and digital platforms

NOTE: students deciding to join project works will qualify officially as "attending" and their required studying materials will be reduced. Indications will be provided by the teacher at the start of the course and uploaded in the Moodle platform.

STUDYING MATERIALS:

- Slides provided by the teacher in the Moodle platform

- Selected parts from a Marketing manual indicated by the teacher

- Kotler P., Kartajaya H., Setiawan I. (2017), Marketing 4.0. Moving from Traditional to Digital, John Wiley & Sons, Hoboken, N.J.

- Dawar N., Bagga C.K. (2015), A better way to map brand strategy, Harvard Business Review, June

- Dawar N., Bendle N. (2018), Marketing in the age of Alexa, Harvard Business Review, May-June
and reading materials will be provided

- Zeng M. (2018), Alibaba and lessons from China’s innovative digital giant, Harvard Business Review, September-October

The exam will be in written form consisting in a mix of multiple-choice, completion and open questions, based on mandatory reading materials that determines the final grade. ATTENDING students will officialy become such by VOLUNTARY participation to group work that will be presented when the course starts. For those attending students: mandatory reading materials will be partly reduced, same for the written test. The final grade will be determined for 60% by written test and for 40% by the evaluation of the group work.

Lectures in class.
Guest speakers.
Group project work (optional).

English

written