Within the framework of the Dublin Descriptors (http://www.quadrodeititoli.it/descrittori.aspx?descr=172&IDL=2) for the second cycle, the Course has the following objectives:
Knowledge
The Advanced Marketing Course aims at transferring the knowledge of Marketing and its basic elements from its methodological systematization up tpo the latest devemlopments in the pygital context. 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, the new approaches developed in the phygital context and the related issues
Understanding the concept of disruptive innovation and its marketing implications
Full understanding of the relationship between digital marketing and value
Knowledge of digital marketing planning and implementation by organizations
Knowledge of communication management in digital marketing and its evaluation tools in the new phygital context
Ability to frame digital marketing knowledge as to concepts such content, usability, accessibility, user centered design, user experience design, interaction design
Course topics will be dealt with constant reference to the publishing and information industry and to the imapct of IT on it. The Course will therefore include the analysis of two case histories from the publishing market.
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 the phygital dimension 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 Marketing and its basic elements from its methodological systematization up tpo the latest devemlopments in the pygital context. 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, the new approaches developed in the phygital context and the related issues
Understanding the concept of disruptive innovation and its marketing implications
Full understanding of the relationship between digital marketing and value
Knowledge of digital marketing planning and implementation by organizations
Knowledge of communication management in digital marketing and its evaluation tools in the new phygital context
Ability to frame digital marketing knowledge as to concepts such content, usability, accessibility, user centered design, user experience design, interaction design
Course topics will be dealt with constant reference to the publishing and information industry and to the imapct of IT on it. The Course will therefore include the analysis of two case histories from the publishing market.
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 the phygital dimension 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
Marketing as a social and managerial process: from the orientation to production to digital marketing
Disruptive innovation and its marketing implications
Marketing 4.0 and 5.0according to Philip Kotler , Hermawan Kartajaya and Iwan Setiawan
The generation gaps and their impact on marketing
Sustainability and its impact on marketing
The (social) media system and its impact on the marketing changes
The evolution of devices and its impact on marketing
Advanced technologies and their impact on marketing
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
Book between marketplace and marketspace: two case histories
A (new) definition of content: The Content Challenge
Content marketing: content strategy, content creation, content management.
The Course textbook is being evaluated and will be communicated as soon as possible.
Chapter 16 of the book by J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2020, VII ed.
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 teacher
Papers and slides illustrated during classes, to be distributed at the end of the Course
Reference text for the workshop: Content Marketing Expert, to be downloaded at http://projects.paragoneurope.eu/attachments/Content%20Marketing%20CMEX/ContentMarketingHandbook.pdf.
Learning materials for non attending students
The Course textbook is being evaluated and will be communicated as soon as possible.
Chapter 16 of the book by J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2020, VII ed.
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 teacher
Volume / supplementary reading in replacement of the seminar, which will be chosen in consultation with the teacher.
Programme
Course Programme Marketing as a social and managerial process: from the orientation to production to digital marketing
Disruptive innovation and its marketing implications
Marketing 4.0 and 5.0according to Philip Kotler , Hermawan Kartajaya and Iwan Setiawan
The generation gaps and their impact on marketing
Sustainability and its impact on marketing
The (social) media system and its impact on the marketing changes
The evolution of devices and its impact on marketing
Advanced technologies and their impact on marketing
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
Book between marketplace and marketspace: two case histories
A (new) definition of content: The Content Challenge
Content marketing: content strategy, content creation, content management.
Core Documentation
Learning materials for attending students The Course textbook is being evaluated and will be communicated as soon as possible.
Chapter 16 of the book by J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2020, VII ed.
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 teacher
Papers and slides illustrated during classes, to be distributed at the end of the Course
Reference text for the workshop: Content Marketing Expert, to be downloaded at http://projects.paragoneurope.eu/attachments/Content%20Marketing%20CMEX/ContentMarketingHandbook.pdf.
Learning materials for non attending students
The Course textbook is being evaluated and will be communicated as soon as possible.
Chapter 16 of the book by J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2020, VII ed.
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 teacher
Volume / supplementary reading in replacement of the seminar, which will be chosen in consultation with the teacher.
Reference Bibliography
Learning materials for attending students The Course textbook is being evaluated and will be communicated as soon as possible. Chapter 16 of the book by J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2020, VII ed. 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 teacher Papers and slides illustrated during classes, to be distributed at the end of the Course Reference text for the workshop: Content Marketing Expert, to be downloaded at http://projects.paragoneurope.eu/attachments/Content%20Marketing%20CMEX/ContentMarketingHandbook.pdf. Learning materials for non attending students The Course textbook is being evaluated and will be communicated as soon as possible. Chapter 16 of the book by J.P. Peter - J.H.Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2020, VII ed. 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 teacher Volume / supplementary reading in replacement of the seminar, which will be chosen in consultation with the teacher.Type of delivery of the course
Course methodology 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, also through individual and/or group presentations; - if possible, intervention of a manager/company executive and/or company visit. Attendance is optional but highly recommended, especially to those students who do not have preliminary marketing knowledge. The course is in fact part of the scientific-disciplinary grouping SECS-P/08 (Economics and business management), which requires a different approach to study than that of communication sciences. Non-attending students must contact the teacher at the email address sabina.addamiano@uniroma3.it in order to: o notify their non-attending status at least 3 months before the date of the session in which they want to take the exam: o communicate the title of the selected additional book; o evaluate with the teacher the opportunity to agree on another title/part of the exam program on the basis of their scientific interests and professional orientation. Both attending and non-attending students enrolled in BA Courses other than Communication Sciences (Languages, Engineering and others) must also contact the teacher at the email address sabina.addamiano@uniroma3.it, in order to: - make their participation in the Course known at least 3 months before the date of the appeal in which they want to take the exam; - receive specific information and materials to contextualize the Course in their learning path.Attendance
Course methodology 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, also through individual and/or group presentations; - if possible, intervention of a manager/company executive and/or company visit. Attendance is optional but highly recommended, especially to those students who do not have preliminary marketing knowledge. The course is in fact part of the scientific-disciplinary grouping SECS-P/08 (Economics and business management), which requires a different approach to study than that of communication sciences. Non-attending students must contact the teacher at the email address sabina.addamiano@uniroma3.it in order to: o notify their non-attending status at least 3 months before the date of the session in which they want to take the exam: o communicate the title of the selected additional book; o evaluate with the teacher the opportunity to agree on another title/part of the exam program on the basis of their scientific interests and professional orientation. Both attending and non-attending students enrolled in BA Courses other than Communication Sciences (Languages, Engineering and others) must also contact the teacher at the email address sabina.addamiano@uniroma3.it, in order to: - make their participation in the Course known at least 3 months before the date of the appeal in which they want to take the exam; - receive specific information and materials to contextualize the Course in their learning path.Type of evaluation
Assessment criteria 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 a sound 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 considered for the final assessment.