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 | |
| 2025/2026 |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2017 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 9 | 60 | LESSONS |
| Objectives | |
|---|---|
| THE COURSE AIMS TO PROVIDE THE NECESSARY KNOWLEDGE FOR ANALYZING THE IMPACT OF DIGITAL TECHNOLOGIES (PARTICULARLY ARTIFICIAL INTELLIGENCE) ON BUSINESS PROCESSES AND, MORE SPECIFICALLY, ON COMPANIES' MARKET APPROACH. THE STUDENT WILL LEARN THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE INFLUENCE OF THE PERVASIVE SPREAD OF DIGITAL TECHNOLOGIES AND APPLICATIONS ON ONLINE MARKETING AND COMMUNICATION PROCESSES. IN PARTICULAR, THE STUDENT WILL UNDERSTAND THE IMPACT OF DIGITAL TECHNOLOGIES AND AI ON STRATEGIC AND OPERATIONAL MARKETING ACTIVITIES, ON THE EVOLUTION OF ONLINE CONSUMER PURCHASING BEHAVIORS, ON THE MAIN TOOLS OF DIGITAL MARKETING AND COMMUNICATION, AND ON THE PROCESSES FOR EVALUATING THE RESULTS OF DIGITAL MARKETING ACTIONS (USING THE MOST APPROPRIATE WEB ANALYTICS INDICATORS). THE COURSE AIMS TO ENHANCE STUDENTS' ANALYTICAL SKILLS FOR AN APPROPRIATE APPROACH TO THE DECISION-MAKING PROCESS REGARDING OBJECTIVES, STRATEGIES, AND TACTICS, AND THE MEASUREMENT OF RESULTS WITHIN DIGITAL MARKETING. THE STUDENT WILL BE ABLE TO DEVELOP AND APPLY TECHNIQUES AND TOOLS TO DESIGN PERSONALIZED INTERACTIVE OFFERS, CREATE SEARCH ENGINE MARKETING (SEM) AND E-MAIL MARKETING CAMPAIGNS, EVALUATE WEB PAGE INDEXING OPTIMIZATION ON SEARCH ENGINES (SEO), AND MONITOR, THROUGH SPECIFIC WEB MARKETING METRICS, THE EFFICIENCY AND EFFECTIVENESS OF ACTIONS OUTLINED IN DIGITAL MARKETING PLANS. THE USE OF ARTIFICIAL INTELLIGENCE WILL BE A RELEVANT REFERENCE POINT IN THIS REGARD. BY THE END OF THE COURSE, THE STUDENT MUST POSSESS SUFFICIENT INDEPENDENT JUDGMENT REGARDING THE DESIGN, IMPLEMENTATION, AND CONTROL OF DIGITAL MARKETING PLANS. THEY WILL ALSO BE ABLE TO DEMONSTRATE ADEQUATE PROBLEM-SOLVING SKILLS IN DIGITAL MARKETING AND AI MARKETING. IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THE RESULTS OF BOTH INDIVIDUAL AND GROUP WORK USING MULTIMEDIA PRESENTATIONS. FINALLY, THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR DATA ANALYSIS AND INTERPRETATION ACTIVITIES. FURTHERMORE, THE STUDENT WILL BE ABLE TO APPLY THEIR SKILLS IN OTHER LEARNING AND PROFESSIONAL CONTEXTS, INCLUDING THROUGH CONDUCTING 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. THE INTERNET IN SUPPORT OF STRATEGIC MARKETING: ANALYSIS, DEFINITION OF OBJECTIVES AND STRATEGIES. TOPICS COVERED IN THE MODULE: - INFORMATION AND COMMUNICATION TECHNOLOGIES AND THE EVOLUTION OF MARKETING; - THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING - FROM MASS MARKETING TO PERSONALIZED MARKETING; - ONLINE MARKETING MANAGEMENT; - ONLINE STRATEGIC MARKETING: THE MARKETING ENVIRONMENT, COMPETITIVE ANALYSIS ON THE INTERNET, ONLINE CONSUMER BEHAVIOR, ONLINE MARKET SEGMENTATION, ONLINE COMPETITIVE POSITIONING E-MARKETING MIX TACTICS AND ACTIONS: THE RACE FRAMEWORK THE ONLINE MARKETING MIX TOOLS FOR DIGITAL MARKETING AND WEB COMMUNICATION: IMPLEMENTATION AND CONTROL PRINCIPLES OF SEO - ELEMENTS OF DESIGN AND IMPLEMENTATION OF AN SEM CAMPAIGN – E-MAIL MARKETING – ONLINE PROMOTIONS – AFFILIATE PROGRAMS – SOCIAL MEDIA MARKETING, SOCIAL MEDIA STRATEGY, AND SOCIAL MEDIA POLICY; CONTENT MARKETING; STEPPS MODEL; E-WOM (ELECTRONIC WORD OF MOUTH), - VIRAL MARKETING IN VIRTUAL CONSUMPTION COMMUNITIES AND REPUTATION-BASED SYSTEMS; ONLINE CONSUMER EMPOWERMENT; ONLINE CORPORATE REPUTATION MANAGEMENT IN THE SOCIAL WEB; ONLINE BRAND MANAGEMENT, CONVERSION OPTIMIZATION, MONITORING AND EVALUATION OF E-MARKETING AND WEB COMMUNICATION RESULTS (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. 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 |
BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2025-10-07]
