Master’s degree in Marketing and Corporate Communication

Digital Business & Web Marketing

Course code
4S006065
Name of lecturers
Federico Brunetti, Alberto Mariutto
Coordinator
Federico Brunetti
Number of ECTS credits allocated
6
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Site
VERONA
Period
primo semestre lauree magistrali dal Oct 1, 2018 al Dec 21, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims first at introducing students to the topic of digital transformation in general terms, and then considering more in detail to the marketing implications of the Internet.

Syllabus

Digital Revolution and Digital Transformation
Online business models
The digital customer
Web for consumer insights and market research
Web for selling products
Web for corporate communication
Web for customer engagement

Reference books
Author Title Publisher Year ISBN Note
A. Mandelli, A. Arbore Marketing digitale Egea 2015 Per frequentanti e non frequentanti
T. Tuten, M. Solomon Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso Pearson 2014 Solo per gli studenti non frequentanti

Assessment methods and criteria

The eaxm will be passed after an oral colloqium.



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