Agostino VOLLERO | DIGITAL MARKETING AND SOCIAL MEDIA CONTENT
Agostino VOLLERO DIGITAL MARKETING AND SOCIAL MEDIA CONTENT
cod. 0322700046
DIGITAL MARKETING AND SOCIAL MEDIA CONTENT
| 0322700046 | |
| DIPARTIMENTO DI SCIENZE POLITICHE, SOCIALI E DELLA COMUNICAZIONE | |
| COMMUNICATION MANAGEMENT AND PUBLIC COMMUNICATION | |
| 2015/2016 |
| OBBLIGATORIO | |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2011 | |
| SECONDO SEMESTRE |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 6 | 40 | LESSONS |
| Objectives | |
|---|---|
| THE COURSE AIMS AT ANALYSING THE IMPACT OF DIGITAL TECHNOLOGIES ON BUSINESS PROCESSES AND, SPECIFICALLY, ON ORGANISATIONS’ APPROACH TO THE MARKET. THE COURSE AIMS TO PROVIDE STUDENTS THE ESSENTIAL KNOWLEDGE TO UNDERSTAND THE INFLUENCE OF THE WIDESPREAD DIFFUSION OF DIGITAL TECHNOLOGIES AND APPLICATIONS ON MARKETING, COMMUNICATION AND E-COMMERCE PROCESSES. THE SPECIFIC OBJECTIVES ARE TO UNDERSTAND AND ANALYSE: 1. HOW INTERNET TECHNOLOGIES CHANGE STRATEGIC AND OPERATIONAL MARKETING 2. THE EVOLUTION OF THE PURCHASING BEHAVIOR OF ONLINE CONSUMERS, WITH PARTICULAR REFERENCE TO THEIR USE OF SOCIAL MEDIA 3. HOW THE DIGITAL MARKETING ACTIVITIES CAN BE INTEGRATED WITH THE OVERALL MARKETING STRATEGY 4. THE MAIN TOOLS OF DIGITAL MARKETING AND COMMUNICATION: E.G., CORPORATE WEBSITE AND OTHER OWNED MEDIA, SEO AND SEM, PAID SEARCH ADS AND OTHER PAID MEDIA, SOCIAL MEDIA, ETC. 5. HOW TO APPLY ACQUIRED KNOWLEDGE AND SKILLS TO DEVELOP, IMPLEMENT, AND EVALUATE PLANS FOR DIGITAL MARKETING 6. THE FUTURE DEVELOPMENT OF DIGITAL MARKETING |
| Prerequisites | |
|---|---|
| "MARKETING E COMUNICAZIONE" [0312200016] OR CONSENT OF THE INSTRUCTOR |
| Contents | |
|---|---|
| I MODULE (20 HOURS, 3 CFU): INTRODUCTION TO E-MARKETING, E-MARKETING STRATEGY AND E-MARKETING OPERATIONS. TOPICS: - ICT AND THE EVOLUTION OF MARKETING - TRANSITION TO E-BUSINESS (RE-DEFINITION OF PORTER’S VALUE CHAIN) - DEFINITIONS OF E-MARKETING, E-BUSINESS AND E-COMMERCE; - FROM MASS MARKETING TO PERSONALIZED MARKETING - THE MARKETING MANAGEMENT IN DIGITAL ENVIRONMENTS; - STRATEGIC MARKETING IN E-MARKETING: DIGITAL MARKETING ENVIRONMENT, COMPETITIVE ANALYSIS ON THE INTERNET, ONLINE CONSUMER BEHAVIOR, ONLINE MARKET SEGMENTATION, ONLINE COMPETITIVE POSITIONING - THE MARKETING MIX AND THE RETAILING-MIX - THE TYPES OF PRESENCE IN E-COMMERCE, ONLINE CHANNELS MANAGEMENT, E-COMMERCE AND DISINTERMEDIATION, INFOMEDIATION, THE MANAGEMENT OF THE E-SUPPLY CHAIN, LOGISTICS PROCESSES FOR E-COMMERCE, SEARCH ENGINE MARKETING - THE ONLINE ASSORTMENT, DIGITAL PRODUCTS, THE SECURITY OF ONLINE TRANSACTIONS, THE METHODS OF PAYMENT - PERMISSION MARKETING AND PRIVACY IN THE MANAGEMENT OF CUSTOMER DATA - DYNAMIC PRICING - ONLINE COMMUNICATION-MIX. II MODULE (20 HOURS, 3 CFU): E-CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM), MANAGEMENT OF ONLINE CORPORATE REPUTATION IN THE SOCIAL WEB, CONTENT MARKETING. TOPICS: - THE EMPOWERMENT OF ONLINE CONSUMERS - THE SOCIAL WEB - THE OBJECTIVES AND CONSTITUENT PHASES OF THE PROCESS OF CRM - THE IMPLICATIONS OF TECHNOLOGICAL AND ORGANIZATIONAL CRM PROCESS - THE RELATIONSHIP BETWEEN E-CRM AND COMMUNICATION-MIX - MAKE OR BUY DECISIONS RELATED TO CRM - THE RELATIONSHIP BETWEEN E-CRM AND COMMUNICATION-MIX - THE DEVELOPMENT AND REPUTATION MANAGEMENT IN ONLINE COMMUNICATION - ONLINE OPINION LEADERS AND VIRAL MARKETING - VIRAL MARKETING IN ONLINE COMMUNITIES AND REPUTATION-BASED SYSTEMS - PRINCIPLES OF SEO / SEM - CONTENT MARKETING - SOCIAL MEDIA MARKETING - WEB ANALYTICS |
| Teaching Methods | |
|---|---|
| LECTURES. FOR LAB ACTIVITIES PLEASE SEE INSTRUCTOR HOMEPAGE. |
| Verification of learning | |
|---|---|
| WRITTEN TEST AND ORAL EXAMINATION |
| Texts | |
|---|---|
| VOLLERO, A. (2010), E-MARKETING E WEB COMMUNICATION. VERSO LA GESTIONE DELLA CORPORATE REPUTATION ONLINE, GIAPPICHELLI, TORINO. STOKES, R. (2014), EMARKETING: THE ESSENTIAL GUIDE TO MARKETING IN A DIGITAL WORLD, 5TH EDITION, QUIRK EDUCATION, CAPP. 4, 7, 9, 10, 11, 15, 16, 17, 18, 19 |
| More Information | |
|---|---|
| READING LIST: BERGER J., MILKMAN K.L. (2012). WHAT MAKES ONLINE CONTENT VIRAL? JOURNAL OF MARKETING RESEARCH, 49, 2, PP. 192-205. BRODIE R.J., ILIC A., BILJANA J. AND HOLLEBEEK L.(2011). CONSUMER ENGAGEMENT IN A VIRTUAL BRAND COMMUNITY: AN EXPLORATORY ANALYSIS. JOURNAL OF BUSINESS RESEARCH, 66, 1, PP. 314-329. DE VRIES, L., GENSLER, S., &LEEFLANG, P.S. (2012). POPULARITY OF BRAND POSTS ON BRAND FAN PAGES: AN INVESTIGATION OF THE EFFECTS OF SOCIAL MEDIA MARKETING. JOURNAL OF INTERACTIVE MARKETING,26(2), PP. 83-91. LABRECQUE L.I, VOR DEM ESCHE J., MATHWICK C., NOVAK T.P. AND HOFACKER C.F. (2013). CONSUMER POWER: EVOLUTION IN THE DIGITAL AGE. JOURNAL OF INTERACTIVE MARKETING, 27, 4, PP. 257-269. MUNIZ A.M. JR., SCHAU H.J. (2011). HOW TO INSPIRE VALUE-LADEN COLLABORATIVE CONSUMER GENERATED CONTENT. BUSINESS HORIZONS, 54, 3, PP. 209-217. SABATE, F., BERBEGAL-MIRABENT, J.,CAÑABATE, A., &LEBHERZ, P.R. (2014). FACTORS INFLUENCING POPULARITY OF BRANDED CONTENT IN FACEBOOK FAN PAGES. EUROPEAN MANAGEMENT JOURNAL,32(6), PP. 1001-1011. SIANO, A., VOLLERO, A., & PALAZZO, M. (2011). EXPLORING THE ROLE OF ONLINE CONSUMER EMPOWERMENT IN REPUTATION BUILDING: RESEARCH QUESTIONS AND HYPOTHESES. JOURNAL OF BRAND MANAGEMENT, 19(1), PP. 57-71. VOLLERO A., PALAZZO M. (2015), CONCEPTUALISING CONTENT MARKETING: A DELPHI APPROACH, MERCATI E COMPETITIVITÀ, N°1, PP. 25-44. YADAV M.S., PAVLOU P.A. (2014). MARKETING IN COMPUTER-MEDIATED ENVIRONMENTS: RESEARCH SYNTHESIS AND NEW DIRECTIONS. JOURNAL OF MARKETING, 78, 1, PP. 20-40. |
BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2016-09-30]
