20756 - DIGITAL COMMUNICATION
Course taught in English
Go to class group/s: 31
Students should possess a good knowledge of the role of digital channels in the customer purchasing journey and the meaning of the main digital analytics. Not marketing management students are invited to read the following propaedeutic materials: Hemann, C., & Burbary, K. (2018). Digital marketing analytics: Making sense of consumer data in a digital world (second edition). Pearson Education.
The course aims to offer an advanced knowledge on communication strategies adopted by companies in the digital scenario. The students will learn how to leverage the potential of the new technologies defining cutting edge communication strategies in order to seize new business opportunities, increasing customers’ engagement and loyalty in an omnichannel perspective. Next students will understand how digital communication strategies need to be adapted according to companies and brands’ goals, type of industry and market (b2b and b2c), context and available technologies.
The main topics treated in the course include:
• Digital communication trends
• Overview of digital communication channels
• Digital communication plan
• Communicating through technologies
• Digital communication goals: branding and performing
• Digital communication strategies
• Programmatic advertising
• Data-driven content creation
• Influencer marketing
• Reputation and crisis management
• Social media editorial plan and editorial lines
• Industry deep dives: ad hoc digital communication strategies
- Understand the opportunites of the main digital communication channels and technologies
Recognize the correct digital communication strategies to be adopted according to the specific company's goals and contexts
Clearly distinguish the difference between branding and performing goals
Learn how to define the right digital media content grounded on real data
Identify possible crisis management strategies in the digital perspective
Illustrate the multiple influencer marketing initiatives
Correctly read and interpret a digital communication plan
- Reproduce a digital communication plan
- Develop the appropriate digital content grounded on real data
- Design potential digital communications strategies
- Implement potential crisis management strategies in the digital perspective
- Plan various infuencer marketing campaigns
- Create a social media editorial plan and editorial lines
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Exercises (exercises, database, software etc.)
- Case studies /Incidents (traditional, online)
- Group assignments
- Guest speaker's talks (in class or in distance): This method consists of deep dives on digital communication strategies of specific industries (e.g., luxury, B2B, services...) thanks to guest companies speakers. Moreover professional experts are also invited to talk about relevant and update topics (e.g., programmatic)
- Case studies: teachers will use real cases and examples to demonstrate how to identify and implement the right digital communication strategies according to the companies goals and contexts.
- Group assignment: a company launches a group project brief on how to build its digital communication plan for the next year
|Continuous assessment||Partial exams||General exam|
Grades will be computed as follows:
1. Written examination: 50% of the overall grade.
To access the written exam, students need to complete the online courses on 100-101 Facebook Certified Digital Marketing Associate and pass all the free tests (each student will have to upload all the 16 screenshot/certifications through a unique pdf file on Bboard link). The written exam cannot be done until these certifications are uploaded on Bboard. Link: https://www.facebookblueprint.com/student/collection/238354
2. Final group project: 50% of the overall grade
The final grade will be calculated averaging the group assignment grade with the final written exam grade. Only the final grade will be rounded up.
1. Written Exam
In-class, closed-books final exam. The exam consists of a series of conceptual questions, multiple choice questions and exercises covering the whole course program, based on the material provided by the instructor for Attending Students.
2. Final Group project
The assignment consists of the development of a Digital Communication Plan referred to a specific case study. This assignment gives the students the opportunity to apply the course contents to a specific company situation. The evaluation of the group assignment will encompass the quality standard of the Digital Communication Plan and the quality of the presentation. The instructor will grade the group assignment and will give a grade per each group. The instructor may also use peer evaluation to assess each member’s contribution to group grade. The grade referred to the group assignment will be valid for the three exam sessions within the current academic year.
1. Written examination: 100% of the overall grade.
To access the written exam, students need to complete the online courses on 100-101 Facebook Certified Digital Marketing Associate and pass all the free tests (each student will have to upload all the 16 screenshot/certifications through a unique file on Bboard link). The written exam cannot be done until these certifications are uploaded on Bboard. Link: https://www.facebookblueprint.com/student/collection/238354
Their evaluation is based on a final written exam composed of conceptual questions, multiple choice questions and exercises across the topics covered by the whole program, as per the textbooks for Non Attending Students.
- Material prepared by the instructors
- Recorded videos
- Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing. Strategy, Implementation and Practice. Pearson UK