2. Professors
  3. VOLLERO Agostino
  4. Teaching

DIGITAL MARKETING AND WEB ANALYTICS

Agostino VOLLERO DIGITAL MARKETING AND WEB ANALYTICS

0323100044
DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
EQF7
CORPORATE COMMUNICATION AND MEDIA
2020/2021

OBBLIGATORIO
YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2017
SECONDO SEMESTRE
CFUHOURSACTIVITY
960LESSONS
AGOSTINO VOLLERO T Curriculum
Objectives
THE COURSE AIMS TO PROVIDE THE ESSENTIAL KNOWLEDGE TO ANALYZE THE IMPACT OF DIGITAL TECHNOLOGIES ON BUSINESS PROCESSES AND, SPECIFICALLY, ON THE APPROACH OF THE ORGANIZATIONS TO THE MARKET. THE COURSE OFFERS STUDENTS THEORIES AND METHODOLOGIES USEFUL TO UNDERSTANDING THE INFLUENCE OF THE PERVASIVE DIFFUSION OF DIGITAL TECHNOLOGIES AND APPLICATIONS ON STRATEGIC AND OPERATIONAL MARKETING PROCESSES AND ONLINE COMMUNICATION. IN PARTICULAR, THE COURSE FOCUSES ON THE IMPACT OF INTERNET TECHNOLOGIES ON STRATEGIC AND OPERATIONAL MARKETING ACTIVITIES, ON THE EVOLUTION OF ONLINE CONSUMER BEHAVIOUR, ON MARKETING AND DIGITAL COMMUNICATION TOOLS, ON THE PROCESSES FOR EVALUATING THE RESULTS OF DIGITAL MARKETING ACTIONS.
THE COURSE IS INTENDED TO ENHANCE STUDENTS' ANALYTICAL SKILLS FOR DECISION-MAKING PROCESSES RELATED TO DIGITAL MARKETING OBJECTIVES, STRATEGIES AND TACTICS. AT THE END OF THE COURSE, THE STUDENT MUST HAVE ADEQUATE DESIGN, IMPLEMENTATION AND CONTROL CAPABILITIES FOR DIGITAL MARKETING PLANS. SPECIFICALLY, STUDENTS ARE EXPECTED TO KNOW IN-DEPTH THE TECHNIQUES AND TOOLS FOR DESIGNING CUSTOMIZED INTERACTIVE OFFERS, TO CREATE SEARCH ENGINE MARKETING (SEM) CAMPAIGNS, TO EVALUATE SEARCH ENGINE OPTIMIZATION (SEO) PLAN, AND TO MONITOR, THROUGH SPECIFIC METRICS, THE EFFICIENCY AND EFFECTIVENESS OF THE DIGITAL MARKETING PLANS (DIGITAL MARKETING ANALYTICS).
Prerequisites
IT IS SUGGESTED TO HAVE PASSED "MARKETING E COMUNICAZIONE" [0312200016] OR AT LEAST TO HAVE A BASIC KNOWLEDGE OF MARKETING PRINCIPLES
Contents
INTRODUCTION TO DIGITAL MARKETING.
TOPICS: ICT AND THE EVOLUTION OF MARKETING FROM MASS MARKETING TO PERSONALIZED MARKETING - THE MARKETING MANAGEMENT IN DIGITAL ENVIRONMENTS SITUATIONAL ANALYSIS OF DIGITAL MARKETING ENVIRONMENT, COMPETITIVE ANALYSIS ON THE INTERNET, ONLINE CONSUMER BEHAVIOR, ONLINE MARKET SEGMENTATION, ONLINE COMPETITIVE POSITIONING
E-MARKETING MIX AND E-CRM
DIGITAL MARKETING AND DIGITAL COMMUNICATION: IMPLEMENTATION AND CONTROL
SEO: A PRIMER - SEM PLAN – E-MAIL MARKETING –ONLINE PROMOTION –AFFILIATION PROGRAMS – SOCIAL MEDIA MARKETING, SOCIAL MEDIA STRATEGY AND SOCIAL MEDIA POLICY; CONTENT MARKETING; E-WOM, VIRAL MARKETING IN COMMUNITIES, REPUTATION-BASED SYSTEMS; CONSUMER EMPOWERMENT ONLINE; ONLINE CORPORATE REPUTATION; ONLINE BRAND MANAGEMENT, DIGITAL MARKETING ANALYTICS
Teaching Methods
INTERACTIVE LECTURES. IN-CLASS EXERCISES AND CASE STUDIES FROM "REAL WORLD" PRACTICE
Verification of learning
FINAL EXAM IS AN ORAL TEST THAT MAY BE ASSOCIATED WITH WRITTEN (INTERMEDIATE AND FINAL) TESTS, INCLUDING BOTH MULTIPLE-CHOICE AND OPEN QUESTIONS.
ERASMUS STUDENTS ARE INVITED TO CONTACT THE INSTRUCTOR FOR ALTERNATIVE ASSIGNMENTS.
Texts
VOLLERO, A. (2010), E-MARKETING E WEB COMMUNICATION. VERSO LA GESTIONE DELLA CORPORATE REPUTATION ONLINE, GIAPPICHELLI, TORINO.

STOKES, R. (2018), EMARKETING: THE ESSENTIAL GUIDE TO MARKETING IN A DIGITAL WORLD, 6TH EDITION, QUIRK EDUCATION (DOWNLOAD GRATUITO AL SEGUENTE INDIRIZZO: HTTPS://WWW.REDANDYELLOW.CO.ZA/TEXTBOOK/)

CHAFFEY, D., & SMITH, P. R. (2013). EMARKETING EXCELLENCE: PLANNING AND OPTIMIZING YOUR DIGITAL MARKETING. ROUTLEDGE, SOLO CAP. 10.

OTHER RESOURCES PROVIDED BY THE PROFESSOR.
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.
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.
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.
VOLLERO, A., DALLI, D., & SIANO, A. (2016). BRAND NEGOTIATION AND BRAND MANAGEMENT. AN ACTOR-NETWORK THEORY PERSPECTIVE. MERCATI E COMPETITIVITÀ, N°4, PP. 23-41.
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.
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