Digital marketing

Learning objectives

Each student will acquire the fundamental skills to understand the different components of a digital marketing plan: he / she will be able to work within a context with a structured plan, to deal with specific sections operationally, to organize the basic structure of a marketing project based on digital media.

Course content

Digital Marketing
· Introduction to the subject starting from the concept of digital customer journey. Mapping of the main digital marketing tools present in the digital world today. Introduction to the concepts of digital marketing strategy and plan.

Search Marketing
· Theoretical and practical elements on how to make yourself visible on search engines and set up a search marketing strategy, both by organically positioning a site on the engines (Search Engine Optimization) and by initiating Search Advertising actions.

Digital Analytics
· Theoretical and practical elements on how to analyze user behavior on a brand's digital assets through data. Introduction to the main dimensions and metrics.

​Web Design
· Theoretical and practical elements of design for the digital world (the process of designing websites, apps, landing pages). Basic notions of User Experience, Usability and Project Management in the digital sector.

Bibliography

· Digital strategy, Andrea Cioffi, Milano: Hoepli, 1

Further information: https://www.hoeplieditore.it/universita/articolo/digital-strategy-andrea-cioffi/9788836014675/2982

· Web marketing per le PMI: Seo, email, app, Google, Facebook & Co. per fare business / Miriam Bertoli - Terza Edizione. Milano : U. Hoepli, 2

Furthermore, a third book of your choice is also included in the compulsory study program for the exam, which must be agreed with the teacher based on the expository essay.

The reading of three compulsory texts is required (with a focus on chapters and sections that will be indicated by the teacher in the classroom). Two texts are the same for all students, the third compulsory text is chosen by the student.

Furthermore, the teacher will provide specific handouts, which he will deliver in electronic PDF format, containing articles and research available on the web; these will be an integral part of the course program.

Teaching methods and tools

The lessons will be supported by practical exercises and classroom simulations. During the course each student will practice, alone or in a group, on concrete case studies from today's leading e-commerce sectors, such as fashion, luxury, design, travel.
Given that the field of digital marketing is vast and changing, textbooks are by their nature often not sufficiently updated. The lessons therefore take on a crucial role and serve above all to offer up-to-date stimuli and ideas also for personal research on topics not covered by textbooks.
The nature of the course will be highly applicative with a view to offering professional training on contemporary communication applied to digital media. Case study analysis, group work, personal in-depth analysis, analysis of marketing tool consoles will be preferred.​

Assessment methods and criteria

The exam is in two parts: midterm written test + personal research paper (thesis). Both will contribute to the definition of the exam grade.
The midterm written test, in multiple choice format, will focus on:
*program carried out in class (handouts and PDF slides)
*common mandatory texts of the reference bibliography (two texts)
The argumentative personal research paper (thesis) will be structured as follows:
Each student will have to choose a personal research topic on which to develop a thesis (during the course the teacher will provide various ideas for possible research topics). The topic must however be agreed with the teacher during the 30 hours of the course, in the office, or via email.
It must have a length that can vary between a minimum of 5 and a maximum of 15 pages, of 2000 characters each.
The essay will be developed independently by the student and will be examined only during the evaluation for the exam. The essay will be prepared by the students during study hours at home, and delivered by deadlines that will be communicated during the course. There will be a mandatory moment of brief presentation of the contents of the thesis to the class in a phase prior to submission.
The choice and reading of the third compulsory text is considered based on the topic of the essay.​