STRATEGIC AND DIGITAL MARKETING

The course contributes to the educational objectives of the Bachelor’s Degree Programme in Digital Management which aims at providing students with updated knowledge on the implications of digital technologies on organizational processes and strategies.
The course aims at providing the basic elements in terms of concepts, language and tools for marketing, with particular emphasis on digital aspects that characterize the current context.

1. KNOWLEDGE AND UNDERSTANDING
- know the pillars of marketing and its main concepts
- know the main tools of marketing with emphasis on digital aspects
- know the basic language of marketing in firms

2. APPLYING KNOWLEDGE AND UNDERSTANDING
- applying marketing concepts to processes of analysis of the context
- applying in their basic form the main tools of marketing
- being able to operate in multi-disciplinary contexts oriented to satisfying markets

3. MAKING JUDGEMENTS
- being able to formulate some hypotheses and judgements over inter-relationships across elements within a marketing strategy
- being able to identify some key metrics to evaluate the impact of marketing choices

Students need to have already acquired a basic knowledge of the foundations of a firm and the operation of markets. Elements such as key economic and financial indicators and concepts (such as for example break-even point, cost categories) are pre-requisites for attendance.

1. Introduction to Marketing
2. Marketing and digital marketing
3. Customer journey and customer experience
4. Segmentation and positioning
5. Brand, product and services
6. Communication
7. Pricing
8. Distribution and Retail
9. Marketing in a digitized world
10. Marketing strategies

Slides and reading materials will be provided

The exam will be in written form consisting in 12 questions (a mix of multiple-choice, completion and open questions, based on mandatory reading materials) that determines the final grade. ATTENDING students will officialy become such by VOLUNTARY participation to group work that will be presented during the first two lectures. For those attending students: mandatory reading materials will be partly reduced, the written test will be limited to the first 10 questions, the final grade will be determined for 70% by written test and for 30% by the evaluation of the group work.

Lectures in class.
Guest speakers.
Group project work (optional).

English

written