Agostino VOLLERO | DIGITAL MARKETING AND WEB ANALYTICS
Agostino VOLLERO DIGITAL MARKETING AND WEB ANALYTICS
cod. 0323100044
DIGITAL MARKETING AND WEB ANALYTICS
| 0323100044 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF7 | |
| CORPORATE COMMUNICATION AND MEDIA | |
| 2024/2025 |
| OBBLIGATORIO | |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2017 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 9 | 60 | LESSONS |
| Exam | Date | Session | |
|---|---|---|---|
| DIGITAL MARKETING AND WEB ANALYTICS | 18/06/2025 - 09:30 | SESSIONE ORDINARIA | |
| DIGITAL MARKETING AND WEB ANALYTICS | 02/07/2025 - 09:30 | SESSIONE ORDINARIA | |
| DIGITAL MARKETING AND WEB ANALYTICS | 17/07/2025 - 09:30 | SESSIONE ORDINARIA |
| Objectives | |
|---|---|
| THE COURSE AIMS TO PROVIDE THE NECESSARY KNOWLEDGE FOR THE ANALYSIS OF THE IMPACT OF DIGITAL NETWORK TECHNOLOGIES ON BUSINESS PROCESSES AND, SPECIFICALLY, ON THE COMPANIES' APPROACH TO THE MARKET. THE STUDENT WILL LEARN USEFUL METHODOLOGIES TO UNDERSTAND THE INFLUENCE OF THE PERVASIVE DIFFUSION OF DIGITAL TECHNOLOGIES AND APPLICATIONS ON MARKETING AND ONLINE COMMUNICATION PROCESSES. IN PARTICULAR, THE STUDENT WILL UNDERSTAND THE IMPACT OF DIGITAL TECHNOLOGIES ON STRATEGIC AND OPERATIONAL MARKETING ACTIVITIES, ON THE EVOLUTION OF ONLINE CONSUMER PURCHASING BEHAVIORS, ON THE MAIN TOOLS OF DIGITAL MARKETING AND COMMUNICATION, ON THE PROCESSES FOR EVALUATING THE RESULTS OF DIGITAL MARKETING ACTIONS (THROUGH THE MOST APPROPRIATE WEB ANALYTICS INDICATORS). THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS FOR AN ADEQUATE SETTING OF THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES AND TACTICS, AND THE MEASUREMENT OF RESULTS IN THE FIELD OF DIGITAL MARKETING. THE STUDENT WILL BE ABLE TO DEVELOP AND APPLY TECHNIQUES AND TOOLS TO DESIGN PERSONALIZED INTERACTIVE OFFERINGS, TO CREATE SEARCH ENGINE MARKETING (SEM) AND E-MAIL MARKETING CAMPAIGNS, TO EVALUATE THE OPTIMIZATION OF WEB PAGE INDEXING ON SEARCH ENGINES (SEO), TO MONITOR, THROUGH SPECIFIC WEB MARKETING METRICS, THE EFFICIENCY AND EFFECTIVENESS OF THE ACTIONS FORESEEN IN DIGITAL MARKETING PLANS. AT THE END OF THE COURSE, THE STUDENT MUST HAVE ADEQUATE JUDGMENT AUTONOMY RELATED TO THE DESIGN, IMPLEMENTATION AND CONTROL OF DIGITAL MARKETING PLANS, AND DEMONSTRATE ADEQUATE PROBLEM-SOLVING SKILLS IN THE FIELD OF DIGITAL MARKETING. IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THE RESULTS OF BOTH INDIVIDUAL AND GROUP PROCESSING THROUGH MULTIMEDIA REPRESENTATIONS. FINALLY, THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND COMPUTER RESOURCES FOR DATA ANALYSIS AND INTERPRETATION ACTIVITIES. FURTHERMORE, THE STUDENT WILL BE ABLE TO APPLY THEIR SKILLS IN OTHER LEARNING AND PROFESSIONAL CONTEXTS, ALSO THROUGH INDIVIDUAL RESEARCH ACTIVITIES, BOTH THEORETICAL AND EMPIRICAL |
| 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 | |
|---|---|
| THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED BY PASSING AN EXAM WITH A GRADE IN THIRTIETHS. THE PERFORMANCE EXAM CONSISTS OF A WRITTEN TEST AND AN ORAL TEST. THE WRITTEN TEST LASTS 50 MINUTES AND INCLUDES BOTH MULTIPLE CHOICE AND OPEN-ENDED QUESTIONS. THE SCORE OF THE WRITTEN TEST (PASSED WITH A MINIMUM GRADE OF 18/30) IS EQUAL TO THE SUM OF THE POINTS ASSIGNED BY THE TEACHER TO THE INDIVIDUAL QUESTIONS. THE STUDENT WHO HAS ACHIEVED AT LEAST A SCORE OF 18 IN THE WRITTEN TEST IS ADMITTED TO THE ORAL TEST. THE FINAL GRADE, EXPRESSED IN THIRTIETHS, MAY INCLUDE ANY BONUS POINTS AWARDED TO THE STUDENT FOR PARTICIPATING IN INDIVIDUAL OR GROUP PROJECT WORK CARRIED OUT DURING THE LESSONS, UPON PASSING THE WRITTEN TEST. THE EXAM IS AIMED AT VERIFYING THAT STUDENTS HAVE ACQUIRED THE KNOWLEDGE OF DIGITAL MARKETING IN A CRITICAL MANNER AND WITH AUTONOMY OF JUDGMENT. DURING THE TEST, THE MASTERY OF DIGITAL MARKETING METHODS, TECHNIQUES AND TOOLS WILL BE VERIFIED TO SUPPORT THE TYPICAL DECISION-MAKING AND PROBLEM-SOLVING PROCESS IN THIS AREA |
| 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) KOTLER, PHILIP,(2023), “A LIFETIME IN MARKETING: LESSONS LEARNED AND THE WAY AHEAD,” MARKETING INSIGHTS FROM AMA FELLOWS, (OCTOBER 25, 2024), AVAILABLE AT: HTTPS://WWW.AMA.ORG/2024/03/12/A-LIFETIME-IN-MARKETINGLESSONS-LEARNED-AND-THE-WAY-AHEAD-BY-PHILIP-KOTLER 4)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. KOTLER, PHILIP,(2023), “A LIFETIME IN MARKETING: LESSONS LEARNED AND THE WAY AHEAD,” MARKETING INSIGHTS FROM AMA FELLOWS, (OCTOBER 25, 2024), AVAILABLE AT: HTTPS://WWW.AMA.ORG/2024/03/12/A-LIFETIME-IN-MARKETINGLESSONS-LEARNED-AND-THE-WAY-AHEAD-BY-PHILIP-KOTLER |
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