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 magistrali dal Sep 30, 2019 al Dec 20, 2019.

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

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.

Reference books
Author Title Publisher Year ISBN Note
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

Assessment methods and criteria

The exam will be passed after an oral colloquium.



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