Insegnamento a.a. 2017-2018

30498 - PRINCIPLES OF E-MARKETING AND E-COMMERCE


CLEAM - CLEF - CLEACC - BESS-CLES - WBB - BIEF - BIEM - BIG

Department of Marketing

Course taught in English

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)
Course Director:
DEBORAH CAROLINA RACCAGNI

Classes: 31 (I sem.)
Instructors:
Class 31: DAVID MARIO DINO JARACH



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
  • Identifying market opportunities and understanding consumer online behavior.
  • Developing a digital marketing strategy.
  • 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.
  • Digital Environment Analysis.
  • Online Consumers Behavior.
  • Online Communication and Commerce.
  • Social Media Marketing.
  • Mobile Marketing.
  • e-Marketing Strategic Plan.

Detailed Description of Assessment Methods

Attending students
Grades will be computed as follows:
1.Written examination- 50% of the overall grade (0-31)
2.Final group project - 50% of the overall grade (0-31)
The Marketing department gives you the opportunity to earn up to one credit, which translates into 1 additional point to the 31 possible points for the course by participating in one session of 30-60 minutes of lab-based consumer research.
Please note that this activity is NOT COMPULSARY, NOT RELATED TO THE COURSE TOPICS and it is directly managed by the Consumer Lab.

Non - Attending students
Written exam based on the textbooks - 100% (0-31)
The Marketing department gives you the opportunity to earn up to one credit, which translates into 1 additional point to the 31 possible points for the course by participating in one session of 30-60 minutes of lab-based consumer research.
Please note that this activity is NOT COMPULSARY, NOT RELATED TO THE COURSE TOPICS and it is directly managed by the Consumer Lab.

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 21/04/2017 14:06

Classes: 32 (II sem.)
Instructors:
Class 32: 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
  • Identifying market opportunities and understanding consumer online behavior.
  • Developing a digital marketing strategy.
  • 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.
  • Digital Environment Analysis.
  • Online Consumers Behavior.
  • Online Communication and Commerce.
  • Social Media Marketing.
  • Mobile Marketing.
  • e-Marketing Strategic Plan.

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.
  • Possible participation points related to extra activities up to 2 points.
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 15/06/2017 17:32