Insegnamento a.a. 2011-2012

Go to class group/s: 31

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) - BIEMF (6 credits - I sem. - OP  |  SECS-P/08)

Course Director:
CALEB WARREN

Course Objectives

The aim of this course is to provide participants with theoretical and operational frameworks for e-marketing and e-commerce. The course focuses on:

• identifying market opportunities;
• understanding consumer behavior;
• implementing effective product, promotion, pricing, and distribution strategies in a digital environment.

Course Content Summary

The course is divided into the following parts:

• Characteristics of the digital environment;
• Consumer behavior in a digital environment;
  • Goals;
  • Learning, memory, and information search;
  • Social networks and social influence;
• Creating and enhancing market offerings in a digital environment (i.e., product);
• Marketing communications in a digital environment (i.e., promotion);
• Pricing in a digital environment;
• Distribution strategy in a digital environment;
• Creating a strategic e-marketing plan.

Detailed Description of Assessment Methods

Attending students

• Assignments and class participation
• Final written exam

There are no partial exams in this course.

Non - attending students

• Written exam

Textbooks

Attending students

• J. Bernoff, C. Li, Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press
• Assigned readings
• Lecture notes
  

Non - attending students

• J. Bernoff, C. Li, Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business School Press
• Assigned readings

Exam textbooks & Online Articles (check availability at the Library)

Prerequisites

Students must be fluent in English.

Last change 12/05/2011 15:39