COMUNICATION AND DIGITAL MARKETING - 2

The “Communication and Digital Marketing 2” course is fundamental within the disciplines of Marketing and Communication as it allows students to deepen online marketing topics and management. To respond to the new consumer purchasing behaviors, companies integrate online and offline marketing activities; On the basis of this new market context the course enables students to plan a digital marketing strategy. The course aims to give the basic knowledge that will allow students to better understand current trends responding with effective omnichannel online and offline strategies.

At the end of this course students know:
- how companies creates digital presence
- what digital marketing is
- how to analyse the customer journey and how to plan the communication and e-commerce accordingly
- how to develop and plan web and social media marketing activities
- how to evaluate digital activities

A basic knowledge of marketing and communication

First terms topics:
1. Internet trends and tools for firms
2. how to monitor online presence
3. Online consumer behavior
4. Social Media
5. E-commerce
6. International digital strategy

Tuten and Solomon, Social Media Marketing, Pearson
Court D., Elzinga D., Mulder S. & Vetrivk O.J., The consumer decision journey, McKinsey Quarterly

During the first lesson, students will have more information about mandatory chapters

Written exam

For attending students:
Written exam (it counts for 55%), to verify the knowledge about web marketing issues, Project work (50% of the evaluation) to test the ability of applying concepts to a real situation and the ability to organize team work, participation in class discussions (5%) to understand the ability of summarizing topics and to inferring from real situation analysis discussed in class. Written exam will be composed by 4 multiple choice questions and 3 open questions.

For non attending students:
Written exam to verify the knowledge about web marketing issues. Written exam will be composed by 4 multiple choice questions and 3 open questions.

Professors will use:
a) lecture-style presentation;
b) testimonials
c) Project work

Italian

written