Insegnamento a.a. 2024-2025

30498 - PRINCIPLES OF E-MARKETING AND E-COMMERCE

Department of Marketing

Course taught in English

Student consultation hours
Class timetable
Exam timetable
Go to class group/s: 31 - 32
CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - WBB (6 credits - I sem. - OP  |  SECS-P/08) - BIEF (6 credits - I sem. - OP  |  SECS-P/08) - BIEM (6 credits - I sem. - OP  |  SECS-P/08) - BIG (6 credits - I sem. - OP  |  SECS-P/08) - BEMACS (6 credits - I sem. - OP  |  SECS-P/08) - BAI (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
LUCA BUCCOLIERO

Classes: 31 (I sem.)
Instructors:
Class 31: JESSICA JUMEE KIM


Suggested background knowledge

It is recommended to have attended a course on basic marketing. The knowledge of the pillars of marketing as a discipline is taken for granted.

Mission & Content Summary

MISSION

The ongoing digitalization of our everyday life, especially with regard to online consumption behaviour, has increased the importance of understanding the potentials of digital instruments. With marketing as the strategic element to target the needs of a customer, the knowledge about opportunities and risks of digital strategies and tools increased in relevance. Understanding the role of digital technologies in redefining the boundaries and the role of marketing is one of the top priorities for companies in different industries and countries. This course provides a series of strategic frameworks for the implementation of effective marketing strategies in the digital era.

CONTENT SUMMARY

  • The digital society and the digital customer.
  • Analyzing the digital environment: competitors and consumer behaviour online analysis.
  • The impact of digital technology on marketing practices.
  • Designing a digital marketing strategy.
  • Plan a digital marketing execution: online commerce, online communication and online content.
  • Content management and user experience.
  • Social media marketing.
  • E- and M-commerce.
  • Website evaluation and application of web marketing.
  • An introduction to web analytics.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Identify market opportunities and understanding consumer online behavior.
  • Recognize the priorities of a digital marketing strategy.
  • Identify the actions needed for an effective product, promotion, pricing, and distribution strategy in a digital environment.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Understand how to deliver content through a variety of digital platforms including website, mobile and social media.
  • Understand and influence digital user experiences.
  • Understand and apply social media strategies.
  • Understand and apply marketing metrics and analytics.
  • Understand the use of digital channels in a multichannel strategy.

Teaching methods

  • Guest speaker's talks (in class or in distance)
  • Collaborative Works / Assignments
  • Interaction/Gamification

DETAILS

  • Guest Speaker's talk: introductions to case studies and real life experiences.
  • Group assignments: opportunities to concretely deal with real projects from design to implementation, under specific constraints determined by existing brands.
  • Company visits: opportunities to visit logistic centers, warehouses and headquarters of e-commerce and digital marketing companies (upon availability).
  • Interactive class activities or business games.


Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
    x
  • Individual Works/ Assignment (report, exercise, presentation, project work etc.)
x    
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
x    

ATTENDING STUDENTS

Grades will be computed as follows:

1.Final group project - 50% of the overall grade (0-31)

2.In-class group activity or business game – 20% of the overall grade (0-31)

3. Written final exam on selected book chapters - 30% of the overall grade (0-31)

 

Mandatory attendance (75%) is a condition for the attending status

 

The exam is made of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbook (selected chapters).


NOT ATTENDING STUDENTS

The assessment method for non-attending students is based on a written final exam (0-31)

  • It is made up of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbook.
  • The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension.
  • The business cases are used to assess the ability to apply the knowledge students learned when studying the course material.

Teaching materials


ATTENDING STUDENTS

  • Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (selected chapters)

  • Other materials for in-class activitities or business game

NOT ATTENDING STUDENTS

  • Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (whole book)
Last change 27/05/2024 18:48

Classes: 32 (II sem.)
Instructors:
Class 32: LUCA BUCCOLIERO


Suggested background knowledge

It is recommended to have attended a course on basic marketing. The knowledge of the pillars of marketing as a discipline is taken for granted.

Mission & Content Summary

MISSION

The ongoing digitalization of our everyday life, especially with regard to online consumption behaviour, has increased the importance of understanding the potentials of digital instruments. With marketing as the strategic element to target the needs of a customer, the knowledge about opportunities and risks of digital strategies and tools increased in relevance. Understanding the role of digital technologies in redefining the boundaries and the role of marketing is one of the top priorities for companies in different industries and countries. This course provides a series of strategic frameworks for the implementation of effective marketing strategies in the digital era.

CONTENT SUMMARY

  • The digital society and the digital customer.
  • Analyzing the digital environment: competitors and consumer behaviour online analysis.
  • The impact of digital technology on marketing practices.
  • Designing a digital marketing strategy.
  • Plan a digital marketing execution: online commerce, online communication and online content.
  • Content management and user experience.
  • Social media marketing.
  • E- and M-commerce.
  • Website evaluation and application of web marketing.
  • An introduction to web analytics.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Identify market opportunities and understanding consumer online behavior.
  • Recognize the priorities of a digital marketing strategy.
  • Identify the actions needed for an effective product, promotion, pricing, and distribution strategy in a digital environment.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Understand how to deliver content through a variety of digital platforms including website, mobile and social media.
  • Understand and influence digital user experiences.
  • Understand and apply social media strategies.
  • Understand and apply marketing metrics and analytics.
  • Understand the use of digital channels in a multichannel strategy.

Teaching methods

DETAILS

  • Guest Speaker's talk: introductions to case studies and real life experiences.
  • Group assignments: opportunities to concretely deal with real projects from design to implementation, under specific constraints determined by existing brands.
  • Company visits: opportunities to visit logistic centers, warehouses and headquarters of e-commerce and digital marketing companies (upon availability).
  • Interactive class activities - business game: DIGITAL MediaPRO is an immersive online simulation that illustrates media challenges in the digital age. Groups will be exposed to the use of digital media, communicating with ‘digital natives’, and transforming media planning and execution. To succeed, they will need to focus on understanding consumers and their decision-making process, deal with the complexity of a rapidly growing market and manage communications effectively in a competitive environment.


Assessment methods


ATTENDING STUDENTS

Grades will be computed as follows:

1.Final group project - 50% of the overall grade (0-31)

2.Digital MediaPRO simulation (group activity) – 20% of the overall grade (0-31)

3. Written final exam on selected book chapters - 30% of the overall grade (0-31)

 

Mandatory attendance (75%) is a condition for the attending status

 

1.  Final Group project

The project will offer the opportunity to apply course concepts by designing an e-marketing plan for a real brand/company, which will drive the overall activities throughout the course. The teams will be supported by detailed guidelines and in-class tutorship sessions. In addition to the group production of a final paper, each individual will also contribute to give a short public presentation on the last days of class. Further information about the project and operational details will be provided at the beginning of the course.

 

2.  DIGITAL MediaPRO simulation (group activity)

DIGITAL MediaPRO is an immersive online simulation that illustrates media challenges in the digital age. Groups will be exposed to the use of digital media, communicating with ‘digital natives’, and transforming media planning and execution. To succeed, they will need to focus on understanding consumers and their decision-making process, deal with the complexity of a rapidly growing market and manage communications effectively in a competitive environment

 

3. Written final exam on selected book chapters

The exam is made of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbook (selected chapters).


NOT ATTENDING STUDENTS

The assessment method for non-attending students is based on a written final exam (0-31)

  • It is made up of open-ended and multiple-choice questions referring to the concepts, models and cases contained in the textbook.
  • The open-ended and multiple-choice questions are mainly aimed at verifying learning of the analytical and management abilities and their correct comprehension.
  • The business cases are used to assess the ability to apply the knowledge students learned when studying the course material.

Teaching materials


ATTENDING STUDENTS

  • Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (selected chapters)

  • DIGITAL MediaPRO licence (details will be provided)

NOT ATTENDING STUDENTS

  • Dave Chaffey, Fiona Ellis-Chadwick, Strategy, Digital Marketing Implementation and Practice, 8th Edition 2022, Pearson (whole book)
Last change 27/05/2024 18:48