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.
In the module carried out by F. Brunetti, the topics will be treated first of all in terms of understanding the underlying logic of digitization, its characters, its effects both favorable and with critical profiles. Subsequently, the themes of the application of digital to business and marketing will be developed, always according to a predominantly strategic approach.
Revolution and Digital Transformation
Digital business models
The digital customer
Web for consumer insights and market research
Web for selling products
Web for corporate communication
Web for customer engagement
Alberto Mariutto’s module, for its part, will be eminently practical, in order to transfer knowledge and application of the main tools and best practices dealing with creation and support to an effective digital presence. By completion of the course, students will ba able to understand, design and implement strategies and techniques for the development of digital marketing projects.
|Ian Dodson||L'arte del Marketing Digitale Guida per creare strategie e campagne di successo||Apogeo||2016|
|A. Mandelli, A. Arbore||Marketing digitale||Egea||2015|
The exam will be passed after an oral colloquium.