Insegnamento a.a. 2013-2014

Go to class group/s: 31 - 32

CLEAM (6 credits - I/II sem. - OP  |  SECS-P/08) - CLEF (6 credits - I/II sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I/II sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I/II sem. - OP  |  SECS-P/08) - BIEMF (6 credits - I/II sem. - OP  |  SECS-P/08)

Course Director:
DEBORAH CAROLINA RACCAGNI

Course Objectives

The aim of this course is to provide participants with theoretical framework for understanding e-marketing and e-commerce. The course focuses on (1) identifying market opportunities and understanding consumer online behavior, (2) developing a digital marketing strategy, and (3) implementing effective product, promotion, pricing, and distribution strategies in a digital environment. The course focuses on a theoretical rather than a technical understanding of e-marketing and the digital environment, exploring the main practices and exploiting tools and techniques that can be used to this purpose.

Course Content Summary

The course is divided into the following parts:

• Introduction to e-Marketing
• e-Marketing Strategic Plan
• Digital Environment Analysis
• Online Consumers Behavior
• Web 1.0 tools
• Social Media: Web 2.0 tools
• e-Marketing Student Project Presentations

Detailed Description of Assessment Methods

Attending students

• Written final exam (in class, closed-notes): 15 points
• Group Project (e-Marketing plan presentation): 15 points
• Class participation might help you to increase your grade up to 2 extra-points

Non Attending students

• Written final exam (in class, closed-notes): 30 points

Textbooks

Attending students
Grades will be computed as follows:

1. Written examination- 50% of the overall grade
   
2. Final group project - 50% of the overall grade
   

Non - Attending students
Written exam based on the textbooks - 100%

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

Last change 08/07/2013 18:44