2019/2020

2020/2021

DM270

SECS-P/08 (CORPORATE FINANCE)

DEPARTMENT OF ECONOMICS AND MANAGEMENT

INTERNATIONAL BUSINESS AND ENTREPRENEURSHIP

Digital Management

2°

1st semester (28/09/2020 - 22/12/2020)

6

44 lesson hours

English

WRITTEN AND ORAL TEST

DENICOLAI STEFANO (titolare) - 2 ECTS
BALLARANI GIANLUIGI - 1 ECTS
GRUPPO MARCELLO - 3 ECTS

Basic notions of marketing, e.g.: market research techniques, customer segmentation and strategic positioning, famous four Ps (Product, Price, Promotion and Place), usual contents of a Marketing Plan.
Passion for digitial economy and social media.

The course aims at developing skills for the management of marketing campaigns by leveraging on digital media and tools (e.g. Google ads, Facebook ads, web analytics, etc.). The program also considers key principles for business modelling of internet-based business and implications of the so called 'digital transformation'.
After the course, the student will be able to plan and setup a digital marketing campaign, identify the best tools, optimize the available budget, practically use Google Ads and Facebook Ads Manager, analyse and interpret web analytics.

The course covers the following topics:
- Intro to Digital Business Models and Digital Transformation;
- Marketing and digital marketing basics: offline vs online;
- Customer Journey, User Experience and Multi-channel strategy;
- Mobile marketing / geolocalized marketing;
- Content Management & SEO: key principles
- SEM: Facebook and Google Ads
- Display Marketing;
- Email marketing;
- Analytics (set goals, metrics, KPI, etc.).

FLIPPED CLASSROOM!
Be carefull: this is 'flipped classroom course'. It's a reversal of traditional teaching where students gain first exposure to new material outside of class - before the lecture - via reading or lecture videos (available on KIRO platform), and then class time is used to do the harder work of assimilating that knowledge through interactive sessions only, such as problem-solving, discussion, debates, exercises. No traditional lectures are given.
Practical usage of web marketing platforms - i.e. Google and Facebook Ads - as teamwork is key part of the program.
Book and traditional mode are available for non attenders students only.

For every lecture readings, video and similar will be published on KIRO platform at least one week prior to the lecture.
Materials are the same for both attenders and non attenders.

Accordingly to the flipped method, learning assessment is based on:
- individual contribution to classroom debate;
- outcomes of interactive exercises (individual or teamworks).