RETAIL AND WEB MARKETING - 1

Retail and web marketing is a mandatory course of Marketing and Communication program.

At the end of this course students know:
- how companies creates digital presence
- what digital marketing is
- how to analyse the customer journey and how to plan the communication and e-commerce accordingly
- how to develop and plan web and social media marketing activities
- how to evaluate digital activities

A basic knowledge of marketing and communication

First terms topics:
1. Internet trends and tools for firms
2. how to monitor online presence
3. Online consumer behavior
4. Social Media
5. E-commerce
6. International digital strategy

Tuten and Solomon, Social Media Marketing, Pearson
Court D., Elzinga D., Mulder S. & Vetrivk O.J., The consumer decision journey, McKinsey Quarterly

During the first lesson, students will have more information about mandatory chapters

Retail and web marketing exams will be a written exam. Oral examination is optional

For attending students:
Written exam (it counts for 55%), to verify the knowledge about web marketing issues, Project work (50% of the evaluation) to test the ability of applying concepts to a real situation and the ability to organize team work, participation in class discussions (5%) to understand the ability of summarizing topics and to inferring from real situation analysis discussed in class. Written exam will be composed by 4 multiple choice questions and 3 open questions.

For non attending students:
Written exam to verify the knowledge about web marketing issues. Written exam will be composed by 4 multiple choice questions and 3 open questions.

Professors will use:
a) lecture-style presentation;
b) testimonials
c) Project work

written