Within the framework of the Dublin Descriptors (http://www.quadrodeititoli.it/descrittori.aspx?descr=172&IDL=2), the Course has the following objectives:
Knowledge
The Advanced Marketing Course aims at transferring the knowledge of Digital Marketing and its basic features. Therefore, its main learning outcomes are:
Contributing to build a cultural vision of IT
Understanding technological, economic and social reasons of the development of digital marketing and related issues
Full understanding of the relationship between digital marketing and value
Understanding the concept of disruptive innovation and its marketing implications
Knowledge of digital marketing planning and implementation by organizations
Knowledge of communication management in digital marketing and its evaluation tools
Ability to frame digital marketing knowledge as to concepts such content, usability, user centered design, user experience design, interaction design
Course topics will be dealt with constant reference to the publishing and information industry. The Course will therefore include a workshop in which changes in book cover in marketplace and marketspace will be explored.
Skills
Ability to correlate among them and with other disciplinary approaches the marketing, strategy and communication knowledge acquired during the Course
Strengthening of linguistic competence (general and sectoral) both in Italian and English (acquisition and pertinent use of technical terminology, improvement in oral and written communication)
Ability to draw and develop the essential aspects of digital marketing and communication plans
Soft skills
Awareness of the complexity of digital technosphere and of its evolutionary trends
Capacity of a critical and original approach in setting and solving new problems with an interdisciplinary approach
Capacity to take one’s own responsibilities within the framework of a set of shared rules and of a learning community
Active and inclusive listening
Sharing and discussion of opinions
Critical and original approach to problem setting and solving
Learning from the experience of other people
Digital information organization and management
Clarity in oral and written communication.
Knowledge
The Advanced Marketing Course aims at transferring the knowledge of Digital Marketing and its basic features. Therefore, its main learning outcomes are:
Contributing to build a cultural vision of IT
Understanding technological, economic and social reasons of the development of digital marketing and related issues
Full understanding of the relationship between digital marketing and value
Understanding the concept of disruptive innovation and its marketing implications
Knowledge of digital marketing planning and implementation by organizations
Knowledge of communication management in digital marketing and its evaluation tools
Ability to frame digital marketing knowledge as to concepts such content, usability, user centered design, user experience design, interaction design
Course topics will be dealt with constant reference to the publishing and information industry. The Course will therefore include a workshop in which changes in book cover in marketplace and marketspace will be explored.
Skills
Ability to correlate among them and with other disciplinary approaches the marketing, strategy and communication knowledge acquired during the Course
Strengthening of linguistic competence (general and sectoral) both in Italian and English (acquisition and pertinent use of technical terminology, improvement in oral and written communication)
Ability to draw and develop the essential aspects of digital marketing and communication plans
Soft skills
Awareness of the complexity of digital technosphere and of its evolutionary trends
Capacity of a critical and original approach in setting and solving new problems with an interdisciplinary approach
Capacity to take one’s own responsibilities within the framework of a set of shared rules and of a learning community
Active and inclusive listening
Sharing and discussion of opinions
Critical and original approach to problem setting and solving
Learning from the experience of other people
Digital information organization and management
Clarity in oral and written communication.
teacher profile teaching materials
Disruptive innovation and its marketing implications
Marketing 4.0 according to Philip Kotler
The (social) media system and its impact on the marketing changes
The evolution of devices and its impact on marketing
A new concept for content: The Content Challenge
Web usability definition and user centered design
User experience design and interaction design
Planning in digital marketing
Evaluation of results
Customisation, personalisation and user profiling
Promotion and communication: SEO, SEM and digital PR
Word of mouth and social media within the framework of the network theory
Evaluation of marketing initiatives: classical and advanced tools
New forms of content: infographics
On- and offline integration: QR and geolocation
Microdata and Big data: opportunities and threats
Co-creation collaborative platforms: hitRECord and Wattpad
The book between marketplace and marketspace: two case histories
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0. Dal tradizionale al digitale, Hoepli
2017 (also available in original edition in English: Marketing 4.0. Moving from Traditional to Digital,
Wiley 2017)
Readings selected by the professor (both for attending and non attending students)
Papers and slides (only for attending students), to be distributed via email at the end of the Course
The Course will include two interventions by professionals/managers of digital marketing.
Non attending students only: additional reading(s) to be chosen with the teacher
N.B. - Students who will not attend classes are requested to send a mail to the address sabina.addamiano@gmail.com at least 3 months before the beginning of the session in which they want to make the exam, in order to inform the teacher and to define a specific program.
Programme
Marketing as a social process: from the orientation to production to digital marketing Disruptive innovation and its marketing implications
Marketing 4.0 according to Philip Kotler
The (social) media system and its impact on the marketing changes
The evolution of devices and its impact on marketing
A new concept for content: The Content Challenge
Web usability definition and user centered design
User experience design and interaction design
Planning in digital marketing
Evaluation of results
Customisation, personalisation and user profiling
Promotion and communication: SEO, SEM and digital PR
Word of mouth and social media within the framework of the network theory
Evaluation of marketing initiatives: classical and advanced tools
New forms of content: infographics
On- and offline integration: QR and geolocation
Microdata and Big data: opportunities and threats
Co-creation collaborative platforms: hitRECord and Wattpad
The book between marketplace and marketspace: two case histories
Core Documentation
Paola Peretti, Marketing digitale, Apogeo 2011 Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0. Dal tradizionale al digitale, Hoepli
2017 (also available in original edition in English: Marketing 4.0. Moving from Traditional to Digital,
Wiley 2017)
Readings selected by the professor (both for attending and non attending students)
Papers and slides (only for attending students), to be distributed via email at the end of the Course
The Course will include two interventions by professionals/managers of digital marketing.
Non attending students only: additional reading(s) to be chosen with the teacher
N.B. - Students who will not attend classes are requested to send a mail to the address sabina.addamiano@gmail.com at least 3 months before the beginning of the session in which they want to make the exam, in order to inform the teacher and to define a specific program.
Reference Bibliography
Paola Peretti, Marketing digitale, Apogeo 2011 Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, Marketing 4.0. Dal tradizionale al digitale, Hoepli 2017 (also available in original edition in English: Marketing 4.0. Moving from Traditional to Digital, Wiley 2017) Readings selected by the professor (both for attending and non attending students) Papers and slides (only for attending students), to be distributed via email at the end of the Course The Course will include two interventions by professionals/managers of digital marketing. Non attending students only: additional reading(s) to be chosen with the teacher N.B. - Students who will not attend classes are requested to send a mail to the address sabina.addamiano@gmail.com at least 3 months before the beginning of the session in which they want to make the exam, in order to inform the teacher and to define a specific program.Type of delivery of the course
Course methodology is based on: - lectures including a theoretical part and the illustration of examples and cases, integrated by discussions on the topics covered in each class with the active participation of students; - if possible, the intervention of a manager/company executive and a company visit.Type of evaluation
The evaluation will be carried out by: - an individual interview, possibly based on a short individual paper previously agreed upon with the teacher. The commitment for the drafting of the paper will have a positive impact on the final result; - the contribution made by each student during classes. During the individual interview, each candidate shall: - demonstrate his/her knowledge of the concepts illustrated during the course; - have the ability to expose them using clearly the technical terminology used during the course, and possibly integrating them with relevant examples; - in the case of the presentation of a paper, illustrate the methodology and criteria followed in the development of the short individual paper. Students’ contribution to the building of a learning community and the acquisition of the Soft Skills listed in the Dublin descriptors for the second cycle will also be positively considered for the final assessment.