20544 - DIGITAL AND INTERACTIVE MARKETING
CLMG - M - IM - MM - AFC - CLEFIN-FINANCE - CLELI - ACME - DES-ESS - EMIT - GIO
Department of Marketing
Course taught in English
Go to class group/s: 31
CLMG (6 credits - I sem. - OP | SECS-P/08) - M (6 credits - I sem. - OP | SECS-P/08) - IM (6 credits - I sem. - OP | SECS-P/08) - MM (6 credits - I sem. - OP | SECS-P/08) - AFC (6 credits - I sem. - OP | SECS-P/08) - CLEFIN-FINANCE (6 credits - I sem. - OP | SECS-P/08) - CLELI (6 credits - I sem. - OP | SECS-P/08) - ACME (6 credits - I sem. - OP | SECS-P/08) - DES-ESS (6 credits - I sem. - OP | 12 credits SECS-P/08) - EMIT (6 credits - I sem. - OP | SECS-P/08) - GIO (6 credits - I sem. - OP | SECS-P/08)
Course Director:
DEBORAH CAROLINA RACCAGNI
DEBORAH CAROLINA RACCAGNI
Course Objectives
The Internet and new digital media (Digital Tv, 3G mobile) offer a fundamentally new way of conducting business, creating tremendous opportunities and risks for organizations. E-commerce and computer-mediated interaction have transformed business by providing large-scale, instantaneous and nearly free commercial communications. This has changed vendor management and the nature of the supply chain speeding production and allowing it to respond to fluctuations in demand. More significant changes can be observed in consumer and business marketing since rapid access to information provides opportunities for customizing products, services and advertising, and promotional initiatives. Firms are able to measure the impact of marketing programs and supply- chain decisions as never before and enhance Customer Relationship Management strategies.
This course provides a series of strategic frameworks for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.
This course provides a series of strategic frameworks for managing marketing strategies in the digital marketplace. The emphasis throughout is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of internal firm capabilities.
Course Content Summary
- The role of Web 2.0 and 3G mobile in enhancing the marketing management process.
- Adoption and customer behaviour in the networked economy.
- E-marketing strategy.
- Online demand analysis.
- The role of virtual communities for enhancing market knowledge and customer cooperation.
- Conceptual frameworks and analytical tools needed for developing e-marketing strategies in fast-paced technology markets (Web 2.0, mobile).
- Developing tools for specific functions (horizontals) necessary for marketing products and services, such as new product development processes, market measurement, customer retention, CRM, pricing and more.
- The role of social web and interactivity in the Customer Relationship Management strategy.
- Channel management in virtual environments.
Detailed Description of Assessment Methods
For non-attending students:
Grades are computed as follows:
- Written exam based on the textbook: 100%.
Grades are computed as follows:
- final written examination: 60% of the final grade;
- group project: 40%.
Textbooks
For attending students:
- To be defined.
- J. STRAUSS, A. EL-ANSARY, R. FROST, E-Marketing, Pearson.
Last change 13/06/2016 10:10