The course aims to teach students the criticalities and opportunities of the digital approach to marketing in firms, especially with reference to communication policy. In particular, the first part of the course aims to analyze the impact of Internet on markering processes and approaches, and on the relationship between companies and consumers. The second part of the course examines how Internet impacts the on understanding the company's external environment and on the formulation of marketing strategy. The third part aims to provide knowledge on the definition of marketing mix policies in the age of the age of the Internet. The fourth one is dedicated to focuses and applications of some digital marketing themes, also through seminars with entreprenuers, marketing directors and experts of digital marketing and group work, stressing the relationship with online communication. The themes are the following: the management of the website and social networks, social commerce and e-commerce. CRM and Marketing Data Driven. 

First part: the impact of Internet on marketing
- The startegic approache to digital marketing
- The social media marketing
- The evolution of the relationship between companies and custoemrs 

Second part: markeitng strategy in the di age of the Internet
- The analysis of company's internal and external environment and online market research
- Market segmentation and brand positioning
- Marketing strategy in the age of the Internet

Third part: planning of marketing mix policies in the age of the Internet

- The 4 P of Marketing and paricipation
- The communication poilicy during Internet age

- Communication on social media
- The integrated communication plan

Fourth part: Focus and applications
- Website and social network management 
- Social commerce and e-commerce

- CRM and Marketing Data Driven

- Knowledge and understanding: students will acquire knowledge to understand the impacts of the web on marketing processes in particular to manage all aspects of corporate communication, from the strategic choice to the operational phase to the control of results. In particular, they must know and be able to understand the needs of companies (especially small and medium-sized enterprises) in terms of web communication and to propose appropriate solutions to improve this communication.
- Applied knowledge and understanding: students will acquire the methodological tools and the necessary skills to develop web projects and to effectively define their implementation in different business contexts. They will be able to appropriately apply the acquired knowledge to analyze, understand and solve specific situations and problems of management of corporate communication and Internet marketing policies. These objectives will be pursued through testimonials from entrepreneurs and professionals, analysis and discussion of business cases, group work.
- Autonomy of judgment: students will have the ability to independently develop business evaluation methods and to create flexible connections between the different acquired knowledge. This objective will be pursued through testimonies, analysis and discussions of business cases, group work and in-depth seminars, production of short reports.
- Communication skills: learners will be able to develop a clear communication of the acquired skills and of the autonomously identified solutions through specific and appropriate languages ??to the development area of ??the course themes. This will be pursued through simulations of company presentations and oral presentation of group work and papers.
- Ability to learn: Students must develop good learning skills, which allow them to deepen the knowledge acquired during the course also in subsequent learning paths (masters) or in future paths of insertion within companies or other organizations. This will be pursued through lectures, testimonies, analysis and discussions of business cases, group work and in-depth seminars, production of papers.

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

The course involves the use of different teaching methods:
- frontal lessons;
- testimonials from entrepreneurs;
- group work and drafting of reports on business cases;
- classroom discussions.

Attendance

Attendance of classes

Course books

Tuten T. L., Solomon M. R. (2020), Social Media Marketing, Pearson Italia (only the chapters suggest by Professor) 

Slides and material provided by Professor.

Assessment

The expected learning outcomes will be assessed through a written exam, supplemented by group work (optional). The written exam includes open questions which are worth a total of 30 points. The evaluation criteria are: the level of mastery of the acquired knowledge, the ability to express oneself with language properties, the degree of articulation of the response, the ability to connect basic concepts. The mark of the written test is expressed out of thirty. The outcome of the written test (18/30) will be integrated with the possible mark of the group work project (optional) which can vary between 0 and 2. points.

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

Tuten T. L., Solomon M. R. (2020), Social Media Marketing, Pearson Italia.

(all chapters)

Slides and material provided by Professor.

Assessment

The expected learning outcomes will be assessed through a written exam. The written exam includes closed questions and open questions, which are worth a total of 30 points. The evaluation criteria are: the level of mastery of the acquired knowledge, the ability to express oneself with language properties, the degree of articulation of the response, the ability to connect basic concepts. The mark of the written test is expressed out of thirty. 

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.