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 Process: From Production Orientation to Digital Marketing
▪ Disruptive Innovation and Its Marketing Implications
▪ Marketing 4.0, 5.0, and 6.0 According to Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan
▪ Different Consumer Generations and Their Impact on Marketing
▪ Sustainability and Its Impact on Marketing
▪ The (Social) Media System and Its Impact on Marketing Changes
▪ The Evolution of Internet Access Devices and Their Impact on Marketing
▪ Advanced Technologies, AI, and Their Impact on Marketing
▪ The Concept of Web Usability and User-Centered Design
▪ User Experience Design and Interaction Design
▪ Digital Marketing Planning
▪ Measuring Results
▪ Customization, Offer Personalization, and Customer Profiling
▪ Promotion and Communication: SEO, SEM, and Digital PR
▪ Word of Mouth and Social Media in the Light of Network Theory
▪ Measuring Marketing Actions: Established and Advanced Tools
▪ Forms of Content: Infographics
▪ The Integration of Online and Offline: QR Codes and Geolocation
▪ Microdata and Big Data: Opportunities and Threats
▪ Collaborative Co-creation Platforms
▪ A (New) Concept of Content: The Content Challenge
▪ Content Marketing: Content Strategy, Content Creation, Content Management
▪ Textbook: Carolina Guerini, Federica Ilaria Fornaciari (eds.), Digital Marketing.
Paradigms and Tools, Franco Angeli, Milan 2020
▪ J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2024, 8th ed. (excerpt)
▪ Teaching handouts prepared by the instructor
▪ Illustrated materials in class (for attending students only), which will be distributed at the end of the course
▪ Various Authors, Content Marketing Manual, downloadable from http://www.contenthub.it/wp-content/uploads/2016/03/CMH_v.2_IT.pdf (excerpt)
Additional references will be provided upon request during the course.
Teaching materials for non-attending students
▪ Textbook: Carolina Guerini, Federica Ilaria Fornaciari (eds.), Digital Marketing.
Paradigms and Tools, Franco Angeli, Milan 2020
Alessio Derme, Managing the Marketing Mix in the Age of Artificial Intelligence, McGraw-Hill Education, Milan 2024 (section on marketing levers and AI)
▪ Teaching materials prepared by the instructor
▪ Additional textbook selected in consultation with the student.
Mutuazione: 20710128 MARKETING SPECIALISTICO in Informazione, editoria, giornalismo LM-19 R ADDAMIANO SABINA
Programme
Program▪ Marketing as a Social Process: From Production Orientation to Digital Marketing
▪ Disruptive Innovation and Its Marketing Implications
▪ Marketing 4.0, 5.0, and 6.0 According to Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan
▪ Different Consumer Generations and Their Impact on Marketing
▪ Sustainability and Its Impact on Marketing
▪ The (Social) Media System and Its Impact on Marketing Changes
▪ The Evolution of Internet Access Devices and Their Impact on Marketing
▪ Advanced Technologies, AI, and Their Impact on Marketing
▪ The Concept of Web Usability and User-Centered Design
▪ User Experience Design and Interaction Design
▪ Digital Marketing Planning
▪ Measuring Results
▪ Customization, Offer Personalization, and Customer Profiling
▪ Promotion and Communication: SEO, SEM, and Digital PR
▪ Word of Mouth and Social Media in the Light of Network Theory
▪ Measuring Marketing Actions: Established and Advanced Tools
▪ Forms of Content: Infographics
▪ The Integration of Online and Offline: QR Codes and Geolocation
▪ Microdata and Big Data: Opportunities and Threats
▪ Collaborative Co-creation Platforms
▪ A (New) Concept of Content: The Content Challenge
▪ Content Marketing: Content Strategy, Content Creation, Content Management
Core Documentation
Teaching materials for attending students▪ Textbook: Carolina Guerini, Federica Ilaria Fornaciari (eds.), Digital Marketing.
Paradigms and Tools, Franco Angeli, Milan 2020
▪ J.P. Peter - J.H. Donnelly - C.A. Pratesi, Marketing, McGraw-Hill 2024, 8th ed. (excerpt)
▪ Teaching handouts prepared by the instructor
▪ Illustrated materials in class (for attending students only), which will be distributed at the end of the course
▪ Various Authors, Content Marketing Manual, downloadable from http://www.contenthub.it/wp-content/uploads/2016/03/CMH_v.2_IT.pdf (excerpt)
Additional references will be provided upon request during the course.
Teaching materials for non-attending students
▪ Textbook: Carolina Guerini, Federica Ilaria Fornaciari (eds.), Digital Marketing.
Paradigms and Tools, Franco Angeli, Milan 2020
Alessio Derme, Managing the Marketing Mix in the Age of Artificial Intelligence, McGraw-Hill Education, Milan 2024 (section on marketing levers and AI)
▪ Teaching materials prepared by the instructor
▪ Additional textbook selected in consultation with the student.
Attendance
In person and, where this is not possible, remotely via teams. In-person participation is strongly recommended to maximize and consolidate the learning benefits.Type of evaluation
Assessment Criteria The assessment will be conducted through: - the contribution made by each student during class; - an individual interview, possibly based on a short individual paper previously agreed upon with the instructor. The commitment to the paper will be considered positively in determining the final grade. During the individual interview, each candidate must: - demonstrate a solid understanding of the concepts covered during the course; - be able to present them clearly using the technical terminology used during the course, supplemented with relevant examples if necessary; - if a paper is presented, explain the methodology and criteria followed in its development. Each student's contribution to building a learning community and the acquisition of the transversal skills required by the Dublin Descriptors for the second cycle will also be considered in the final assessment.