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.