Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2021/2022
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
9
Year of study: 
2
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
72

Language

English

Course description

The course aims to provide the student with an overall and exhaustive vision on Digital Marketing considering not only the theoretical aspects but also all the structures, models, processes and practical cases actually carried out, guaranteeing in a pragmatic way a direct relationship between theory and practice.
The contents are intended to describe and analyze respectively:
• The meaning of digital marketing
• Theoretical models of digital marketing
• Designing a digital marketing project
• Building an online presence
• How to communicate the online presence
• Content management
• Monitoring performance

Prerequisites

The course is addressed to master students in management. Students need to have basic knowledge in marketing and management.

Syllabus

The strategic role of digital marketing is becoming crucial since the internet developed interlinked with everything we do and it is even more crucial in these pandemic times. The Internet and digital platforms offer an essentially new way of creating successful customer experience, captive marketing campaigns, creating new business opportunities and reinforce brand awareness.
Its importance grown since it offers the opportunity to monitor and measure digital strategy through analitycs. Indeed, thanks firms can measure the impact of marketing programs and supply-chain decisions as never before. In a marketing context where the assumption of a customer-centric perspective is crucial for the competitive advantage, the adoption of web analytics tools allows companies to address successful strategies and, consequently, higher return on investments. However, beside the big data, it is crucial to understand ho effectively design a successful digital customer experience taking advantage of neuromarketing principles and tools.
The course aims to provide the student with an overall and exhaustive vision on Digital Marketing considering not only the theoretical aspects but also all the structures, models, processes and practical cases actually carried out, guaranteeing in a pragmatic way a direct relationship between theory and practice.
The contents are intended to describe and analyze respectively:
• The meaning of digital marketing
• Theoretical models of digital marketing
• Designing a digital marketing project
• Building an online presence
• How to communicate the online presence
• Content management
• Monitoring performance
At the end of the course the student will be able to analyze consumer behavior and design successful user experiences.

The strategic role of digital marketing is becoming crucial since the internet developed interlinked with everything we do and it is even more crucial in these pandemic times. The Internet and digital platforms offer an essentially new way of creating successful customer experience, captive marketing campaigns, creating new business opportunities and reinforce brand awareness.
Its importance grown since it offers the opportunity to monitor and measure digital strategy through analitycs. Indeed, thanks firms can measure the impact of marketing programs and supply-chain decisions as never before. In a marketing context where the assumption of a customer-centric perspective is crucial for the competitive advantage, the adoption of web analytics tools allows companies to address successful strategies and, consequently, higher return on investments. However, beside the big data, it is crucial to understand ho effectively design a successful digital customer experience taking advantage of neuromarketing principles and tools.

Teaching Methods

The course will be organized in face-to-face lectures, team assignments, guest speaker's talks (in class or in distance), discussions of suggested readings and development and presentation of a project work.

Textbooks

Barbarossa F. (2019). The Customer Factory: The Evolution of Digital Marketing. Edizioni White Rabbit, 2019.
Extra readings and documents may be suggested during the course.

Learning assessment

For non-attending students or for students unable to carry out the project work, the exam will focus on a written test consisting of 8 open-ended questions on the topics of the program and aimed at assessing the level of assimilation and understanding of the main concepts of digital marketing. The test will be completed by a mandatory oral interview for those who have passed the written test with a score between 27 and 30, aimed at an exhaustive assessment of the level of learning achieved on all the topics covered.
For attending students, the final evaluation will take into account:
- a written test with 5 multiple choice questions and 5 open questions in which the understanding of the basic theoretical topics will be evaluated (assessed in 20/30)
- an oral test to discuss the different aspects dealt with during the course (assessed in 10/30).

More information

At the end of the course student will be able to understand the major drivers shaping and differentiating e-marketing. Particularly, students will be able to analyze and measure consumer digital behaviours and design successful digital customer journey and experience. They will be able to identify the main useful tools for analyzing the digital environment and understand the different strategies companies can use to address several digital goals from brand awareness to conversion. A deep knowledge about variables that companies can use to implement successful digital customer experience will be given; students will know how to design the right mix among content, tools and methods according to different product cont. At the end of the course student will be able to deal with the main tools for Web Analytics and design a digital marketing plan to allow companies to reach their specific strategic goals by assuming an integrated view which exploits online and offline synergies. Moreover, students will be able to understand the limit of an analytics-based approach and put beside the real-time insights coming from the direct measurement of neuroscientific data.
They will be able to solve digital marketing problems starting from the analysis of consumers under three different aspects: behavioural layer (analytics), declared layer (marketing research) and perceived layer (neuromarketing).

Mutuazioni

  • Study course AMMINISTRAZIONE, FINANZA E CONSULENZA AZIENDALE - Training course in PERCORSO GENERICO