Teaching code

4S008089

Academic staff

Paola Signori, Massimo Melchiori

Coordinatore

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Secondo semestre (lauree magistrali) dal Feb 20, 2023 al May 19, 2023.

Lessons timetable Moodle Seminars

Learning objectives

The main purpose of this course is to get students to think about Digital Marketing from a strategic point of view of Relationship Marketing, in order to ehnance their abilities to remember, understand, and apply the main concepts of Relationship and Digital Marketing: Relations, Networks, Interactions. Analytical thinking is provided through multiple case study analysis, included some guided tours to local companies. Knowledge application will be tested through group projects. Students will be also called to test their problem solving skills, so that, at the end of this course, they will be able to create and present to a professional audience their Digital Marketing Projects.

Prerequisites and basic notions

This teaching requires a minimum background of basic marketing and social media concepts.

Program

Relationship Marketing orientation:
- The genesis of RM and the new paradigm
- relations, network, interactions
- Classic market relationship, Special market relationship, Mega relationship, Nano relationship
- Measuring RM effort through the ROR index (Return on relationship)

Communication planning to ehnance interaction:
- conversational models; from strategy to operational communication
- omnichannel, - onmiengagement rate and communication metrics

Digital and Social Media Marketing:
- social media marketing and planning
- research for digital marketing and the role of big data - customer journey mapping
- digital media mix and selection
- digital and social media metrics and analysis.

Bibliography

Didactic methods

Lectures will be delivered in-person (the course is taught by two faculty members coordinated with each other), using relational and interactive methods, but will also be recorded to allow for asynchronous enjoyment. However, we clarify that the interactive moments in the classroom are hardly accessible from the video lessons. As it is a course on "relationships," "active" attendance is suggested, entering into direct relationships with high interaction, both in presence and remotely (via the course's Telegram group). Teaching will include classical frontal lectures, supplemented with exercises and cases to be developed individually or in small groups in the classroom, moodle or Telegram. Some lectures will be conducted by applying experiential teaching modes in presence.

Learning assessment procedures

The relationship and digital marketing exam is written and oral. Foreign students should contact Prof. Signori for further information.

Evaluation criteria

1. Evaluation criteria of the written test:
- five open questions= the correctness of the answers in terms of theoretical and technical competence is evaluated, as well as the ability to discuss the topic in an applied way and propose correct examples. Each answer is worth up to 5 points. Total question section 25 points.
- applied exercise= worth 5 points; the exercise will require some attention points to answer, applied ability and the ability to find suitable solutions to the proposed problem are evaluated.
2. Evaluation criteria for optional oral exposition (max. 3 points) will take into account communication, organizational, learning, application, critical, propositional skills. In particular:
- communicative ability (exposition with confidence and mastery of content); organizational ability ( being able to organize the discourse with logic and coherence); learning ability (demonstrating acquisition of theoretical knowledge and techniques of RDM); application ability (being able to apply theoretical knowledge and techniques of RDM to real cases/examples); critical ability (being able to interpret data and evaluate the limits of the different theories analyzed); propositional ability (being able to suggest new ideas and solutions to the problems highlighted).

Criteria for the composition of the final grade

The final grade is obtained by adding any bonus points gained during the course (max 3) to the written grade (min 18) eventually intergated by the oral exam (0-2 points).

Exam language

Italiano