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

Second terms topics:
1. Internet trends and tools for firms
2. how to monitor online presence
3. Online consumer behavior
4. Social Media
5. Online communication

Textbook and readings will be communicate during the first lecture and will be available on the course website (moodle)

Learning is assessed through a written test.
The final written test consists of 6 multiple choice questions (18 points) and 2 open questions (12 points).
The use of books, notes and electronic devices is not allowed during written tests.

Students participating to integrated activities, are required to participate to discussions and laboratory activities. In these cases, they can earn up to 4 additional points on their written test grade, if sufficient. 
Regarding the grading scale (how grades will be assigned),
A. Scores in the range of 18-22 will be assigned when:
- Adequate knowledge and applied understanding in reference to the curriculum are demonstrated.
- Sufficient communication skills, especially regarding the use of specific language related to the subject
B. Scores in the range of 23-26 will be assigned when:
- Good knowledge and applied understanding in reference to the curriculum are demonstrated.
- Adequate communication skills, especially regarding the use of specific language relatedto the subject.
C. Scores in the range of 27-30 will be assigned when:
- Good or excellent knowledge and applied understanding in reference to the curriculum are demonstrated.
- Fully appropriate communication skills, especially regarding the use of specific language related to the subject
D. Honors will be granted when there is excellent knowledge and applied understanding in reference to the
curriculum, exceptional judgment, and communication skills.

lectures, project works, manager speeches, case studies

Italian

written