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 reference to 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

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.

Basic concepts and introduction to marketing
Segmentation, targeting & positioning
Marketing Mix
Market analysis
Consumer behavior
Marketing in the age of the green transition
Digital marketing

Texts and readings will be communicated on first day of class, plus detailed in Moodle platform

The exam consists of 15 multiple choice questions (15 minutes). Students can integrate the grade with a lab activity based on group works.

Lectures in class.
Group works

English

written

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development