Luca CARRUBBO | DIGITAL MARKETING

cod. 0212700169

DIGITAL MARKETING

	0212700169
	DEPARTMENT OF MANAGEMENT & INNOVATION SYSTEMS
	EQF6
	BUSINESS MANAGEMENT
	2024/2025

CURRICULUM MARKETING Cohort 2022/2023

	OBBLIGATORIO
	YEAR OF COURSE 3
	YEAR OF DIDACTIC SYSTEM 2014
	AUTUMN SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	10	60	LESSONS	SUPPLEMENTARY COMPULSORY SUBJECTS

PROFESSORS

	ORLANDO TROISI T Curriculum
	LUCA CARRUBBO Curriculum

EXAMS

	Exam	Date	Session
	TROISI	16/12/2024 - 08:30	SESSIONE ORDINARIA
	TROISI	16/12/2024 - 08:30	SESSIONE DI RECUPERO

	Objectives
	THE COURSE AIMS TO PROVIDE STUDENTS WITH AN ADEQUATE UNDERSTANDING OF THE NEW MARKETING MODELS THAT ARE INCREASINGLY FOCUSED ON THE POTENTIAL OF DIGITAL CHANNELS. STUDENTS WILL UNDERSTAND HOW, THROUGH THE DEFINITION AND IMPLEMENTATION OF MULTI-PURPOSE ACTIONS AND STRATEGIES IN THE SOCIAL FIELD, COMPANIES WILL BE ABLE TO TRANSPORT THEIR VALUE PROPOSITION IN AN INCREASINGLY RESONANT WAY, REACH CURRENT CUSTOMERS OR INVOLVE OTHERS, ENJOYING MORE VISIBILITY OF YOUR IMAGE AND VALUES. THIS KNOWLEDGE WILL BE CONSOLIDATED THROUGH THE ACQUISITION OF THE SKILLS NECESSARY TO MAKE A CONSCIOUS USE OF MARKETING STRATEGIES AND TACTICS TO IMPROVE A BRAND'S DIGITAL PRESENCE, ITS AWARENESS AND REPUTATION. STUDENTS WILL NOT ONLY POSSESS THE BASIC KNOWLEDGE AND TECHNICAL SKILLS SUITABLE FOR MARKETING AND MANAGEMENT CHOICES IN THE DIGITAL ERA, BUT WILL BE ABLE TO CONCRETELY APPLY SUCH KNOWLEDGE THROUGH THE ACQUISITION OF TOOLS AND TECHNIQUES TO MANAGE INTERACTIONS BETWEEN USERS ON THE PLATFORMS SOCIAL, OUTLINEING APPROPRIATE STRATEGIES TO INCREASE EXPERIENCE AND STIMULATE INNOVATION. STUDENTS WILL BE ABLE, STARTING FROM THE KNOWLEDGE AND SKILLS LEARNED, TO MAKE INDEPENDENT AND CRITICAL JUDGMENTS REGARDING THE INCREASINGLY APPROPRIATE USE OF NEW SOCIAL PLATFORMS, AS WELL AS TO ANALYZE, EVALUATE AND FORMULA ADEQUATE INTERPRETATIVE ANALYSES FOR THE SELECTION OF DIST CHOICES INTIVE AND PROACTIVE IN A CONSTANTLY EVOLVING DIGITAL MARKET.

THE COURSE AIMS TO PROVIDE STUDENTS WITH AN ADEQUATE UNDERSTANDING OF THE NEW MARKETING MODELS THAT ARE INCREASINGLY FOCUSED ON THE POTENTIAL OF DIGITAL CHANNELS.
STUDENTS WILL UNDERSTAND HOW, THROUGH THE DEFINITION AND IMPLEMENTATION OF MULTI-PURPOSE ACTIONS AND STRATEGIES IN THE SOCIAL FIELD, COMPANIES WILL BE ABLE TO TRANSPORT THEIR VALUE PROPOSITION IN AN INCREASINGLY RESONANT WAY, REACH CURRENT CUSTOMERS OR INVOLVE OTHERS, ENJOYING MORE VISIBILITY OF YOUR IMAGE AND VALUES.
THIS KNOWLEDGE WILL BE CONSOLIDATED THROUGH THE ACQUISITION OF THE SKILLS NECESSARY TO MAKE A CONSCIOUS USE OF MARKETING STRATEGIES AND TACTICS TO IMPROVE A BRAND'S DIGITAL PRESENCE, ITS AWARENESS AND REPUTATION.
STUDENTS WILL NOT ONLY POSSESS THE BASIC KNOWLEDGE AND TECHNICAL SKILLS SUITABLE FOR MARKETING AND MANAGEMENT CHOICES IN THE DIGITAL ERA, BUT WILL BE ABLE TO CONCRETELY APPLY SUCH KNOWLEDGE THROUGH THE ACQUISITION OF TOOLS AND TECHNIQUES TO MANAGE INTERACTIONS BETWEEN USERS ON THE PLATFORMS SOCIAL, OUTLINEING APPROPRIATE STRATEGIES TO INCREASE EXPERIENCE AND STIMULATE INNOVATION.
STUDENTS WILL BE ABLE, STARTING FROM THE KNOWLEDGE AND SKILLS LEARNED, TO MAKE INDEPENDENT AND CRITICAL JUDGMENTS REGARDING THE INCREASINGLY APPROPRIATE USE OF NEW SOCIAL PLATFORMS, AS WELL AS TO ANALYZE, EVALUATE AND FORMULA ADEQUATE INTERPRETATIVE ANALYSES FOR THE SELECTION OF DIST CHOICES INTIVE AND PROACTIVE IN A CONSTANTLY EVOLVING DIGITAL MARKET.

	Prerequisites
	Business management (mandatory)

	Contents
	THE COURSE AIMS TO TRAIN STUDENTS ON DIGITAL MARKETING TOPICS BY STIMULATING THEIR INTEREST. THE COURSE PRESENTS A THEORETICAL PART WITH TOPICS MAINLY BASED ON UNCONVENTIONAL MARKETING, WITH EMPHASIS ON VALUE CO-CREATION, WIN-WIN LOGIC, ROLE OF THE WEB USER, DIGITAL APPROACH TO NEW MARKETS, RECENT DERIVATIONS OF INFLUENCER MARKETING, AND A PRACTICAL PART MADE OF REAL AND CURRENT EXAMPLES. MAIN COURSE TOPICS ARE: - PARADIGMATIC SETTINGS OF DIGITAL MARKETING 4 HOURS - PRINCIPLES OF UNCONVENTIONAL MARKETING, 2 HR. LECTURE; - NEW MARKETS AND THE IMPACT OF SOCIAL MEDIA, TOTAL DURATION 6 HOURS; - VALUE CO-CREATION AND VALUE CO-DESTRUCTION, LECTURE AND PRACTICAL EXAMPLES, FOR A TOTAL DURATION OF 8 HOURS; - DIGITAL MARKETING TOOLS 6H - INNOVATIVE AND DIGITAL COMMUNICATION TECHNIQUES, FOR A TOTAL DURATION OF 6 HOURS; - CONTEXTS, SERVICE AND PLATFORMIZATION, LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 8 HOURS; - WEB-USERS, COMMUNITIES, SOCIAL NETWORKS, LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 4 HRS; - IMPLEMENTATION OF A DIGITAL MARKETING PLAN, FRONTAL LECTURES WITH PRACTICAL ASSIGNMENTS, FOR A TOTAL DURATION OF 10 HOURS; - FUTURE TRAJECTORIES, FRONTAL LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 8 HOURS.

Contents

THE COURSE AIMS TO TRAIN STUDENTS ON DIGITAL MARKETING TOPICS BY STIMULATING THEIR INTEREST.
THE COURSE PRESENTS A THEORETICAL PART WITH TOPICS MAINLY BASED ON UNCONVENTIONAL MARKETING, WITH EMPHASIS ON VALUE CO-CREATION, WIN-WIN LOGIC, ROLE OF THE WEB USER, DIGITAL APPROACH TO NEW MARKETS, RECENT DERIVATIONS OF INFLUENCER MARKETING, AND A PRACTICAL PART MADE OF REAL AND CURRENT EXAMPLES.
MAIN COURSE TOPICS ARE:
- PARADIGMATIC SETTINGS OF DIGITAL MARKETING 4 HOURS
- PRINCIPLES OF UNCONVENTIONAL MARKETING, 2 HR. LECTURE;
- NEW MARKETS AND THE IMPACT OF SOCIAL MEDIA, TOTAL DURATION 6 HOURS;
- VALUE CO-CREATION AND VALUE CO-DESTRUCTION, LECTURE AND PRACTICAL EXAMPLES, FOR A TOTAL DURATION OF 8 HOURS;
- DIGITAL MARKETING TOOLS 6H
- INNOVATIVE AND DIGITAL COMMUNICATION TECHNIQUES, FOR A TOTAL DURATION OF 6 HOURS;
- CONTEXTS, SERVICE AND PLATFORMIZATION, LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 8 HOURS;
- WEB-USERS, COMMUNITIES, SOCIAL NETWORKS, LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 4 HRS;
- IMPLEMENTATION OF A DIGITAL MARKETING PLAN, FRONTAL LECTURES WITH PRACTICAL ASSIGNMENTS, FOR A TOTAL DURATION OF 10 HOURS;
- FUTURE TRAJECTORIES, FRONTAL LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 8 HOURS.

	Teaching Methods
	THE COURSE INCLUDES CLASSROOM ACTIVITIES CHARACTERIZED BY A THEORETICAL AND PRACTICAL APPROACH THROUGH DYNAMIC LECTURES, FOR A TOTAL DURATION OF 60 HOURS (10 CFU). DURING THE LESSONS, THE ACTIVE PARTICIPATION OF STUDENTS WILL BE STIMULATED THROUGH SOME PRACTICAL EXAMPLES (ANALYSIS OF CASE STUDIES AND DISCUSSION OF COMPANY CASES). PARTICIPATION IN FACE-LACE TEACHING IS NOT MANDATORY, BUT STRONGLY RECOMMENDED, AS IT ALLOWS STUDENTS TO INTEGRATE THEORETICAL KNOWLEDGE ACQUIRED WITH THEIR APPLICATION TO SPECIFIC BUSINESS CONTEXTS THROUGH DIRECT COMPARISON AND INTERACTION WITH TEACHERS.

Teaching Methods

THE COURSE INCLUDES CLASSROOM ACTIVITIES CHARACTERIZED BY A THEORETICAL AND PRACTICAL APPROACH THROUGH DYNAMIC LECTURES, FOR A TOTAL DURATION OF 60 HOURS (10 CFU). DURING THE LESSONS, THE ACTIVE PARTICIPATION OF STUDENTS WILL BE STIMULATED THROUGH SOME PRACTICAL EXAMPLES (ANALYSIS OF CASE STUDIES AND DISCUSSION OF COMPANY CASES).
PARTICIPATION IN FACE-LACE TEACHING IS NOT MANDATORY, BUT STRONGLY RECOMMENDED, AS IT ALLOWS STUDENTS TO INTEGRATE THEORETICAL KNOWLEDGE ACQUIRED WITH THEIR APPLICATION TO SPECIFIC BUSINESS CONTEXTS THROUGH DIRECT COMPARISON AND INTERACTION WITH TEACHERS.

	Verification of learning
	LEARNING VERIFICATION WILL BE CARRIED OUT WITH A FINAL EXAM. THE FINAL ASSESSMENT WILL BE EXPRESSED IN THIRTIETHS. THE FINAL EXAM INCLUDES A WRITTEN TEST. THE COURSE'S ASSESSMENT METHODS ARE IN LINE WITH THE WILL TO INTEGRATE THEORETICAL KNOWLEDGE IN THE FIELD OF DIGITAL MARKETING WITH THE ACQUISITION OF SKILLS SUITABLE FOR A PRACTICAL APPLICATION OF THE ACQUIRED CONTENTS. TO THIS PURPOSE, THE WRITTEN TEST CONSISTS OF A TEST MADE UP OF A NUMBER OF BETWEEN 15 AND 30 QUESTIONS WHICH WILL INVOLVE A COMBINATION OF: 1) MULTIPLE CHOICE QUESTIONS (WITH THREE CHOICE POSSIBILITIES, OF WHICH ONLY ONE IS CORRECT), AIMED AT ASSESS THE LEVEL OF POSSESSION OF BASIC KNOWLEDGE; 2) OPEN QUESTIONS, AIMED AT ASSESSING THE MASTERY OF THE TOPICS COVERED, THE AUTONOMY OF ANALYSIS AND JUDGMENT AND THE ANALYTICAL-INTERPRETATIVE AND CRITICAL SKILLS IN RESOLVING BUSINESS PROBLEMS. EACH CORRECT ANSWER WILL BE ASSIGNED ONE POINT, IN THE CASE OF CLOSED ANSWER QUESTIONS, OR A SCORE BETWEEN 1 AND 5 POINTS, FOR OPEN ANSWER QUESTIONS. THE WRITTEN TEST IS CONSIDERED PASSED IF THE SUM OF THE SCORES ACHIEVED IS AT LEAST EQUAL TO 18/30 (LIMITED KNOWLEDGE OF THE TOPIC), WITH A MAXIMUM MARK OF 30/30 HONORS (SIGNIFICANT MASTERY OF THE CONTENTS). THE DURATION OF THE TESTS IS NOTED IN THE CLASSROOM BEFORE THEY CARRY OUT THEM.

Verification of learning

LEARNING VERIFICATION WILL BE CARRIED OUT WITH A FINAL EXAM. THE FINAL ASSESSMENT WILL BE EXPRESSED IN THIRTIETHS. THE FINAL EXAM INCLUDES A WRITTEN TEST.
THE COURSE'S ASSESSMENT METHODS ARE IN LINE WITH THE WILL TO INTEGRATE THEORETICAL KNOWLEDGE IN THE FIELD OF DIGITAL MARKETING WITH THE ACQUISITION OF SKILLS SUITABLE FOR A PRACTICAL APPLICATION OF THE ACQUIRED CONTENTS. TO THIS PURPOSE, THE WRITTEN TEST CONSISTS OF A TEST MADE UP OF A NUMBER OF BETWEEN 15 AND 30 QUESTIONS WHICH WILL INVOLVE A COMBINATION OF: 1) MULTIPLE CHOICE QUESTIONS (WITH THREE CHOICE POSSIBILITIES, OF WHICH ONLY ONE IS CORRECT), AIMED AT ASSESS THE LEVEL OF POSSESSION OF BASIC KNOWLEDGE; 2) OPEN QUESTIONS, AIMED AT ASSESSING THE MASTERY OF THE TOPICS COVERED, THE AUTONOMY OF ANALYSIS AND JUDGMENT AND THE ANALYTICAL-INTERPRETATIVE AND CRITICAL SKILLS IN RESOLVING BUSINESS PROBLEMS.
EACH CORRECT ANSWER WILL BE ASSIGNED ONE POINT, IN THE CASE OF CLOSED ANSWER QUESTIONS, OR A SCORE BETWEEN 1 AND 5 POINTS, FOR OPEN ANSWER QUESTIONS. THE WRITTEN TEST IS CONSIDERED PASSED IF THE SUM OF THE SCORES ACHIEVED IS AT LEAST EQUAL TO 18/30 (LIMITED KNOWLEDGE OF THE TOPIC), WITH A MAXIMUM MARK OF 30/30 HONORS (SIGNIFICANT MASTERY OF THE CONTENTS). THE DURATION OF THE TESTS IS NOTED IN THE CLASSROOM BEFORE THEY CARRY OUT THEM.

	Texts
	- MARKETING DIGITALE. PARADIGMI E STRUMENTI. AUTHORS: CAROLINA GUERINI, FEDERICA ILARIA FORNACIARI. EDITORE: FRANCO ANGELI (2020) ISBN: 9788891789716 - MARKETING 5.0. TECNOLOGIE PER L'UMANITÀ. AUTHORS: PHILIP KOTLER, HERMAWAN KARTAJAYA, IWAN SETIAWAN. EDITORE: HOEPLI. ISBN: 883600556X - LE SCELTE «INCONSAPEVOLI» NELLE NUOVE DINAMICHE D'ACQUISTO. IL NEUROMARKETING E LA TUTELA DEL CONSUMATORE-FOLLOWER AUTHORS: CARRUBBO-MENDOLA EDITOR: CEDAM 2022 (LETTURA SUGGERITA) - TEACHING MATERIALS PROVIDED BY THE LECTURER

Texts

- MARKETING DIGITALE. PARADIGMI E STRUMENTI.
AUTHORS: CAROLINA GUERINI, FEDERICA ILARIA FORNACIARI.
EDITORE: FRANCO ANGELI (2020) ISBN: 9788891789716

- MARKETING 5.0. TECNOLOGIE PER L'UMANITÀ.
AUTHORS: PHILIP KOTLER, HERMAWAN KARTAJAYA, IWAN SETIAWAN.
EDITORE: HOEPLI. ISBN: 883600556X

- LE SCELTE «INCONSAPEVOLI» NELLE NUOVE DINAMICHE D'ACQUISTO. IL NEUROMARKETING E LA TUTELA DEL CONSUMATORE-FOLLOWER
AUTHORS: CARRUBBO-MENDOLA
EDITOR: CEDAM 2022 (LETTURA SUGGERITA)

- TEACHING MATERIALS PROVIDED BY THE LECTURER

	More Information
	- SAKAYA GÜNGÖR, A. S., & OZANSOY ÇADIRCI, T. O. (2022). UNDERSTANDING DIGITAL CONSUMER: A REVIEW, SYNTHESIS, AND FUTURE RESEARCH AGENDA. INTERNATIONAL JOURNAL OF CONSUMER STUDIES, 00, 1–30. HTTPS://DOI. ORG/10.1111/IJCS.12809 -BUI HT. EXPLORING AND EXPLAINING OLDER CONSUMERS' BEHAVIOUR IN THE BOOM OF SOCIAL MEDIA. INT J CONSUM STUD. 2022;46:601–620. HTTPS://DOI.ORG/10.1111/ IJCS.12715

Lessons Timetable

BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2024-11-18]

Luca CARRUBBO | DIGITAL MARKETING