COMUNICATION AND DIGITAL MARKETING - 2

Academic year
2021/2022 Syllabus of previous years
Official course title
COMUNICAZIONE E DIGITAL MARKETING - 2
Course code
EM7038 (AF:358177 AR:188342)
Modality
On campus classes
ECTS credits
6 out of 12 of COMUNICATION AND DIGITAL MARKETING
Degree level
Master's Degree Programme (DM270)
Educational sector code
SECS-P/08
Period
2nd Term
Course year
1
Moodle
Go to Moodle page
The “Communication and Digital Marketing 2” course is fundamental within the disciplines of Marketing and Communication as it allows students to deepen online marketing topics and management. To respond to the new consumer purchasing behaviors, companies integrate online and offline marketing activities; On the basis of this new market context the course enables students to plan a digital marketing strategy. The course aims to give the basic knowledge that will allow students to better understand current trends responding with effective omnichannel online and offline strategies.
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
Second 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

Further information concerning business cases/papers and books chapters for attending students will be available on the course website (moodle)
Attending students: Experior project (40%) , in-class business case discussion (10%) and written/oral exam (50%)
Not attending students: if the student pass the written Closed-Ended Questions test, he/she will take the oral exam . The exam is closed-book (no books, papers or electronic devices are not allowed)
lectures, project works, manager speeches, case studies
Italian
written and oral
Definitive programme.
Last update of the programme: 21/09/2021