Teaching code

4S008089

Academic staff

Paola Signori, Massimo Melchiori

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

secondo semestre (lauree magistrali) dal Mar 1, 2021 al Jun 1, 2021.

Lessons timetable Moodle Seminars 0

Learning outcomes

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.

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)
Application: project work - RM problem analysis

Communication planning to ehnance interaction:
- conversational models; from strategy to operational communication
- omnichannel, viral, tribal, influencer marketing and new trends for engagement
- onmiengagement rate and communication metrics
Application: project work - communication plan

Digital and Social Media Marketing:
- social media marketing and planning
- research for digital marketing and the role of big data
- digital media mix and selection
- digital and social media metrics
Application: mini project work on digital media (website, instagram, facebook, linkedin, youtube, tik tok, app....)

Teaching methods:
Lessons will be given in Italian, using experiential learning approach and interactive teaching. Foreign students that would like to attend this course are welcome, if they already know some marketing fundamentals.

Examination Methods

Teaching method and evaluation details will be updated as soon as context regulations will be clarified for the next academic year.