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
2023/2024



YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2017
SPRING SEMESTER
CFUHOURSACTIVITY
960LESSONS
AGOSTINO VOLLERO T Curriculum
Objectives
THE COURSE AIMS TO PROVIDE THE NECESSARY KNOWLEDGE FOR ANALYZING THE IMPACT OF DIGITAL TECHNOLOGIES ON BUSINESS PROCESSES AND, SPECIFICALLY, ON COMPANIES' APPROACH TO THE MARKET.
KNOWLEDGE AND UNDERSTANDING:
STUDENTS WILL LEARN METHODOLOGIES USEFUL FOR UNDERSTANDING THE INFLUENCE OF THE PERVASIVE DIFFUSION OF TECHNOLOGIES AND DIGITAL APPLICATIONS ON MARKETING PROCESSES (STRATEGIC AND OPERATIONAL) AND ONLINE COMMUNICATION. IN PARTICULAR, STUDENTS WILL UNDERSTAND THE IMPACT OF INTERNET TECHNOLOGIES ON STRATEGIC AND OPERATIONAL MARKETING ACTIVITIES, THE EVOLUTION OF ONLINE CONSUMER PURCHASING BEHAVIOR, THE MAIN TOOLS OF DIGITAL MARKETING AND COMMUNICATION, AND THE PROCESSES FOR EVALUATING THE RESULTS OF DIGITAL MARKETING ACTIONS (THROUGH APPROPRIATE WEB ANALYTICS INDICATORS).

APPLICATION OF KNOWLEDGE AND UNDERSTANDING:
THE COURSE AIMS TO ENHANCE STUDENTS' ANALYTICAL SKILLS FOR AN ADEQUATE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES, TACTICS, AND MEASUREMENT OF RESULTS IN DIGITAL MARKETING. STUDENTS WILL BE ABLE TO DEVELOP TECHNIQUES AND TOOLS TO DESIGN PERSONALIZED INTERACTIVE OFFERS, CREATE SEARCH ENGINE MARKETING (SEM) AND EMAIL MARKETING CAMPAIGNS, EVALUATE THE OPTIMIZATION OF WEB PAGE INDEXING ON SEARCH ENGINES (SEO), AND MONITOR, USING SPECIFIC WEB MARKETING METRICS, THE EFFICIENCY AND EFFECTIVENESS OF THE ACTIONS PLANNED IN DIGITAL MARKETING PLANS.
AUTONOMY OF JUDGMENT:
AT THE END OF THE COURSE, STUDENTS WILL POSSESS ADEQUATE AUTONOMY OF JUDGMENT REGARDING THE DESIGN, IMPLEMENTATION, AND CONTROL OF DIGITAL MARKETING PLANS.
COMMUNICATION SKILLS:
IN TERMS OF COMMUNICATION SKILLS, STUDENTS WILL BE ABLE TO REPRESENT AND COMMUNICATE INDIVIDUAL AND GROUP ELABORATIONS THROUGH MULTIMEDIA REPRESENTATIONS.
LEARNING SKILLS:
FINALLY, STUDENTS WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND COMPUTER RESOURCES FOR DATA ANALYSIS AND INTERPRETATION.
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, CONVERSION OPTIMIZATION, 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
1)VOLLERO, A. (2010), E-MARKETING E WEB COMMUNICATION. VERSO LA GESTIONE DELLA CORPORATE REPUTATION ONLINE, GIAPPICHELLI, TORINO.

2)DOLBEC, P-Y. (2021), DIGITAL MARKETING STRATEGY, CONCORDIA UNIVERSITY (DOWNLOAD AT: HTTPS://OPENTEXTBOOKS.CONCORDIA.CA/DIGITALMARKETING/)

3)TEACHING MATERIAL
More Information
READING LIST:
BERGER, J. (2013). CONTAGIOUS: WHY THINGS CATCH ON. SIMON AND SCHUSTER.
LABRECQUE, L. I., VOR DEM ESCHE, J., MATHWICK, C., NOVAK, T. P., & HOFACKER, C. F. (2013). CONSUMER POWER: EVOLUTION IN THE DIGITAL AGE. JOURNAL OF INTERACTIVE MARKETING, 27(4), 257-269.
VOLLERO, A., SCHULTZ, D. E., & SIANO, A. (2019). IMC IN DIGITALLY-EMPOWERING CONTEXTS: THE EMERGING ROLE OF NEGOTIATED BRANDS. INTERNATIONAL JOURNAL OF ADVERTISING, 38(3), 428-449.
SWAMINATHAN, V., SORESCU, A., STEENKAMP, J. B. E., O’GUINN, T. C. G., & SCHMITT, B. (2020). BRANDING IN A HYPERCONNECTED WORLD: REFOCUSING THEORIES AND RETHINKING BOUNDARIES. JOURNAL OF MARKETING, 84(2), 24-46.
DE OLIVEIRA SANTINI, F., LADEIRA, W. J., PINTO, D. C., HERTER, M. M., SAMPAIO, C. H., & BABIN, B. J. (2020). CUSTOMER ENGAGEMENT IN SOCIAL MEDIA: A FRAMEWORK AND META-ANALYSIS. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 48(6), 1211-1228.
VOLLERO, A., SARDANELLI, D., & SIANO, A. (2021). EXPLORING THE ROLE OF THE AMAZON EFFECT ON CUSTOMER EXPECTATIONS: AN ANALYSIS OF USERGENERATED CONTENT IN CONSUMER ELECTRONICS RETAILING. JOURNAL OF CONSUMER BEHAVIOUR.
DWIVEDI, Y. K., ISMAGILOVA, E., HUGHES, D. L., CARLSON, J., FILIERI, R., JACOBSON, J., ... & WANG, Y. (2021). SETTING THE FUTURE OF DIGITAL AND SOCIAL MEDIA MARKETING RESEARCH: PERSPECTIVES AND RESEARCH PROPOSITIONS. INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 59, 102168.
RAUSCHNABEL, P. A., BABIN, B. J., TOM DIECK, M. C., KREY, N., & JUNG, T. (2022). WHAT IS AUGMENTED REALITY MARKETING? ITS DEFINITION, COMPLEXITY, AND FUTURE. JOURNAL OF BUSINESS RESEARCH, 142, 1140-1150.
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