The first part of this course aims to explore traditional forms of marketing and the new modalities recently emerged thanks to the introduction of the Internet. The second part will be devoted to the analysis of the potentialities technology offers to marketing, and the impact of technology on the creation of integrated marketing plans. Various problems small and medium-sized businesses encounter will be analysed, together with business case studies that show which strategies have proved successful in today’s marketing world, made of virtual and real channels, of communication plans that blend old and new media.

The following topics will be analysed:

-basic principles of enterprise communication

-traditional strategies of enterprise communication

-market segmentation

-online brand positioning

-policies and procedures of Internet marketing

-designing a website and managing its contents

-managing online prices

-managing online channels and the e-commerce

-online communication

-CRM

-how small and medium-sized businesses can use the web

-analysis models of website use by small and medium-sized businesses 

Students will be prepared to manage all aspects of institutional and non-institutional communication, from strategic choice to the operative phase to results control. They will know how to coordinate consultants, firms, external agencies and research institutes, which work together with the enterprise and how to control and manage various communication strategies and specific professionalisms. Students will also have a basic knowledge of web communication and web marketing policies. They will acquire the methodological tools and the skills needed to develop web projects and to define successfully their implementation in different business contexts.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Lectures, classwork, case studies discussions, group discussions, papers

Course books

Slides and materials provided by the instructor

Marco Cioppi (2011): PMI e nuove tecnologie della comunicazione: applicazioni gestionali ed implicazioni strategiche, Franco Angeli, Milano

Assessment

Written exam (open and multiple choice questions), possible oral assessment. These modalities aim to verify both the acquisition of the theoretical basis and the reasoning skills of the student.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

Slides and materials provided by the instructor

Marco Cioppi (2011): PMI e nuove tecnologie della comunicazione: applicazioni gestionali ed implicazioni strategiche, Franco Angeli, Milano.

Marketing Non Convenzionale: Virale, guerrilla, tribale ed i 10 punti del Marketing Postmoderno - di Cova, Giordano, Pallera - edizioni IlSole24Ore

Assessment

Written exam (open and multiple choice questions), possible oral assessment. These modalities aim to verify both the acquisition of the theoretical basis and the reasoning skills of the student.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.