Insegnamento a.a. 2015-2016

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) - BIEMF (6 credits - I 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

For attending students:
Grades is computed as follows:

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

For non attending students:

• Written exam based on the textbooks - 100%.

Textbooks

For attending students:

• A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014 (selected chapters).

For non attending students:

• A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014.
• C. LI, J. BERNOFF, Groundswell: winning in a world transformed by social technologies, Harvard Business Review Press, 2011.

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

Last change 27/03/2015 12:44

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

For attending students:
Grades is computed as follows:

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

For non attending students:

• Written exam based on the textbooks - 100%.

Textbooks

For attending students.

For non attending students:

• A. CHARLESWORTH, Digital Marketing: a practical approach, Routledge, 2014.
• C. LI, J. BERNOFF, Groundswell: winning in a world transformed by social technologies, Harvard Business Review Press, 2011.

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

Last change 27/03/2015 12:44