Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2021/2022
Belonging course: 
Course of Master's Degree Programme on FASHION, ART AND FOOD MANAGEMENT
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
English
Credits: 
9
Year of study: 
2
Hours of front activity: 
72

Language

English

Course description

This course introduces students to the relevance and importance of Digital Revolution and Digital Marketing within the new dynamic environments. Important learning objectives are to increase students’ awareness and understanding of both communication contents and channels useful to plan and develop successful firms’ strategies. The ultimate intent of the course is to leave students better equipped to design, manage and deliver digital contents by the means of web and social media.
Learning objectives may be specified as following:
Knowledge and understanding: students will be able to recognize and understand the dynamics of digital revolution and Digital Marketing. They will be also able to plan and design the most appropriate web marketing policies aiming to support successful firms’ strategies. At the end of the course students will have taken over the principles of digitalization applied to the market and to the business, with reference to the marketing processes and specifically the communication of the brand identity through the web and social channels.
At the end of the class, students will be particularly able:
- To recognize the main advantages of Internet and its use for strategy;
- To define firms’ strategic aims and resources, particular referring to the digital environment;
- To plan and develop a web marketing mix, as well as to monitor its results;
- To support firms’ web activities in order to improve branding policies and to develop the most effective digital customer experience;
- To Monitor, assess and improve firms’ web communication

Capacity to apply the acquired knowledge and understanding:
At the end of the class, students will be able to:
- Analyze both the supply’s and demands’ characteristics;
- Plan digital communication strategies;
- Develop monitoring and assessment reports about firms’ web communication;
- Analyze consumer behavior in digital environments

Autonomous assessments:
At the end of the class, students:
- Will be able to acquire and systematize digital information and contents;
- Will be able to identify the most effective strategies to act within digital markets;
- Will be able to identify the most effective communication strategies to support firms’ digital brand identity;
- Will be able to define a marketing plan for digital markets;
- Will be able to monitor and assess the outcomes of digital marketing strategies and policies.
Communication Ability: students must be capable to answer to the written, as well as to the oral examination questions in a clear and comprehensive.
Learning Capacity: students should prove a good ability to learn and deepen their knowledge about important and relevant references for the field of study. Moreover, students should be able to apply the gained knowledge to plan and develop successful digital strategies, as well as to manage different digital communication channels.

Prerequisites

Basic Knowledge about Internet and Marketing are strongly suggested, even if not compulsory.

Syllabus

I block:
Introduction to industrial revolution and digital marketing – Internet as opportunity, its progress and the fragmentation problem
II block
Online marketplace analysis: micro-environment – The digital macro- environment
III block:
The digital marketing strategy
IV block:
Digital media and digital marketing mix
V block:
The relationship marketing within digital platforms – Customer centricity – Using social media to improve customer loyalty and advocacy
VI block:
Digital Customer Engagement – Digital Customer Experience and Customer Satisfaction
VII block:
Campaign planning for digital media - Planning websites, app design and redesign projects
VIII block
Marketing communication using digital media channels
IX block:
Evaluation and improvement of digital channel performance

The course will focus on the main theoretical issues belonging to digital marketing and the so called 5Ds of digital marketing: digital device, digital platform, digital media, digital data and digital technology. In doing so, the course will aim to explore the digital competitive environment and to understand digital consumers’ behavior. Moreover, how develop marketing strategies according to the new digital opportunities and how to manage the web and social communication will be worth of investigation.
Particularly, the following topics will be examined during the lectures:
- Online marketplace analysis: micro and macro digital environment;
- Digital consumers’ behavior
- Digital marketing strategy development
- Digital media and the marketing mix; Relationship marketing using digital platforms;
- Assessment of the digital marketing policies

Teaching Methods

The course will be organized in lessons, discussions of the suggested readings and project works. Experts will be invited to present and discuss best practices and empirical evidences

Textbooks

Chaffey D., Ellis-Chadwick F. (2019), Digital Marketing (Seventh Edition – English Edition), Pearson
Barbarossa F. (2019). The Customer Factory: The Evolution of Digital Marketing. Edizioni White Rabbit, 2019.
Other readings and materials will be suggested throughout the course.

Learning assessment

Non - attending students will do both a written and an oral exam aiming to assess the level of learning achieved about all the topics covered during the course. The written exam bases on 6 open-ended questions covering all the topics belonging to the syllabus. Oral exam will be compulsory for the evaluations between 27 and 30.
For attending students, the final evaluation will be based on the following:
- Class attendance and student’s participation to lectures, and to the planned individual and team works (40% of the final evaluation);
- Development and presentation of a project work (40% of the final evaluation);
- Oral exam about the topics covered during the lectures (20% of the final evaluation)
The final evaluation will be the result of the three previous assessments. The note on 30 will be the result of the three parts. If a student get a note below 18 in one of the planned stage of assessment, He should take a full oral exam about all the topics covered during the course aiming to assess the level of learning achieved by the student himself.

More information

In general, the classes will be organized as following:
I block:
Introduction to industrial revolution and digital marketing – Internet as opportunity, its progress and the fragmentation problem
II block
Online marketplace analysis: micro-environment – The digital macro- environment
III block:
The digital marketing strategy
IV block:
Digital media and digital marketing mix
V block:
The relationship marketing within digital platforms – Customer centricity – Using social media to improve customer loyalty and advocacy
VI block:
Digital Customer Engagement – Digital Customer Experience and Customer Satisfaction
VII block:
Campaign planning for digital media - Planning websites, app design and redesign projects
VIII block
Marketing communication using digital media channels
IX block:
Evaluation and improvement of digital channel performance

Course contents could be modified during the lectures. For any info, write to rossella.canestrino@uniparthenope.it