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 Strategic and Digital Marketing
2. The foundations of Marketing
3. Segmentation, Positioning and Brands
4. Marketing mix
5. Marketing strategies
6. Purpose-driven brands
7. Digital marketing
8. Managing marketing in a digital world
9. Digital marketing across industries
10. Industry cases and individual tasks

- Selected parts from a Marketing manual indicated by the teacher
- Slides provided by the teacher in the Moodle platform
- Kotler P., Kartajaya H., Setiawan I. (2017), Marketing 4.0. Moving from Traditional to Digital, John Wiley & Sons, Hoboken, N.J., Chapters 1, 2, 4, 5, 8, 9, 10, 11
- Dawar N., Bagga C.K. (2015), A better way to map brand strategy, Harvard Business Review, June
- Bergh C. (2018), The CEO of Levi Strauss on leading an iconic brand back to growth, Harvard Business Review, July-August
- Rodriguez Vilà O., Bharadwaj S. (2017), Competing on social purpose, Harvard Business Review, September-October
- Dawar N., Bendle N. (2018), Marketing in the age of Alexa, Harvard Business Review, May-June

The exam will be in written form consisting in questions related to the whole set of contents of the course. The exam consists of 10 questions with a mix between multiple choice and open questions, however requiring focused answers therefore a very thorough level of preparation.

Lectures in class.
Guest speakers.
Optional tasks with bonus grade points

English

written