DIGITAL MARKETING

Academic Year 2023/2024 - Teacher: MARCO GALVAGNO

Expected Learning Outcomes

1. Knowledge and understanding: students will understand the main digital marketing activities to develop and implement a digital marketing strategy. Moreover, students will acquire competences in understanding factors affecting the different roles of digital marketing in the firm in order to proceed to the formulation of appropriate digital marketing strategies. Knowledge and understanding will be fostered through classroom lectures, examples, and applied activities, as well as through discussions with executives and entrepreneurs.

2. Applying knowledge and understanding: students will have the ability to analyse specific digital marketing problems and to develop a problem-solving skill by applying the conceptual models to the specific contexts. The development of these competencies will be facilitated by classroom discussions of case-studies and seminar lessons. Students will be able apply conceptual models and literature contributions in different businesses, through the participation to a digital marketing project.

3. Making judgments: students will acquire the critical ability to judge and evaluate which approaches and practices are more appropriate in different markets and organisations’ contexts. Such results will be achieved mainly through the discussion of case-studies and the interaction with marketing managers during the seminar lessons.

4. Communication: students will be trained to express themselves in appropriate language and to be able to communicate with potential partners (managers, academics, experts) using a clear and appropriate language. This ability will be solicited through discussions with the lecturer and the managers during tutorial discussions, and through the presentation of a digital marketing project.

5. Lifelong learning skills: students will develop good independent learning skills that enable them to: address the main digital marketing decisions within the firm and the related models for the evaluation of results; undertake further individual paths of training; read and understand the specialized literature. This will be solicited through the lectures and the seminar lessons and the in-depth material provided.

Course Structure

Classroom lectures, tutorials, group work, classroom presentations, business case discussions, business case presentations with testimonials.

Required Prerequisites

There is a "cultural propedeucity" related to Marketing.

Digital Marketing students need to know Marketing. Those who want to attend, and have not passed a Marketing exam, can study it (before classes begin) on this text:

- Lambin J.J. (2021), Marketing-driven management. Marketing strategico ed operativo. McGraw-Hill: Milano (VIII edizione)

Attendance of Lessons

Attendance is strongly recommended.

Detailed Course Content

The main goal of the course is to build up appropriate competences to understand the role of digital marketing in order to reach, engage, and serve the empowered consumer. In this perspective, the course adopts some of the most modern approaches to digital marketing strategies. In particular, the course aims to provide the basic knowledge about: content and evolution of digital marketing; different roles of digital marketing within the firm; models and operating techniques for SEO, SEM, Email marketing, social media marketing, mobile marketing.

Textbook Information

Matteuzzi J.	Inbound Marketing. Fare strategia nell'era digitale (2a edizione)	D. Flaccovio Editore	2022	8857913066
De Nobili F.	Digital Marketing Integrato	HOEPLI	2018	8820384620
Dodson I., Sala V.B.	L'arte del marketing digitale. Guida per creare strategie e campagne di successo	Apogeo	2016	885033396X

Course Planning

	Subjects	Text References
1	Introduction to the course: syllabus analysis, training objectives, assessment methods
2	Introduction to the digital economy and the Internet
3	Definition of Digital Marketing
4	Digital marketing strategy: defining goals and choosing tools
5	How to make and manage a blog. Introduction to the project
6	Inbound Marketing and Funnel
7	SEO: search engine optimization
8	Pay per click: buying visibility on the Web
9	Display advertising
10	Social Media Marketing
11	Social Media Plan and Social Media Report
12	Social Media Advertidsing
13	Mobile Marketing
14	Email Marketing
15	Analytics

Learning Assessment

Learning Assessment Procedures

The assessment will be conducted through a written exam consisting of three open questions and/or exercises to be answered in full in 1 page (per question).

The final evaluation (expressed in thirtieths) will be made by giving different weights to the following criteria:

completeness of the discussion (appropriateness of the answer with respect to the question formulated, completeness of the answer with respect to the question, appropriate use of conceptual categories, themes and examples studied and learned in classroom): 50%
depth of topics and critical ability to evaluate and discuss the topics: 30%
ability to connect with other topics not contained in the exam, but part of the program: 10%
linguistic correctness (form, style, punctuation, logical and grammatical structure): 10%

NOTE ON THE USE OF ARTIFICIAL INTELLIGENCE TOOLS:

The beta version of Dall-E-Mini, launched in July 2022, and ChatGPT, launched in November 2022, are among the many tools that use artificial intelligence.

It is very likely that the use of tools like these will become an important skill for anyone. It will, however, take some time before it becomes clear when the use of these tools is acceptable or not. There are three reasons for this:

the work created by artificial intelligence tools may not be considered original and, on the contrary, be considered automated plagiarism. It is derived from previously created materials from other sources on which the models were trained, but does not accurately cite its sources.
artificial intelligence models have biases (i.e., they are trained on limited basic sources; they reproduce, rather than challenge, biases, offenses, and factual errors in their basic sources).
artificial intelligence tools have limitations (i.e., lack critical thinking to evaluate and reflect on criteria; lack abductive reasoning to make judgments with incomplete information at hand), functioning more like a "word calculator" than a content creator.

In light of these (important) ethical caveats, I would like to see conscious and responsible use of such tools in the course.

Within the Digital Marketing course, the responsible use of AI-based tools must be done in accordance with the following:

any of your work that uses AI-based tools must be clearly marked as such, including the specific tools used. For example, if you use ChatGPT, you must cite "ChatGPT. (DD, MONTH, AAA of the query). "Query text." Generated with OpenAI. https://chat.openai.com/"
you must be transparent in how you used the AI tools, indicating the original part that was the result of your contribution. the student must ensure that the use of AI-based tools does not violate copyright or intellectual property laws.
artificial intelligence-based tools must not be used to cheat in exam papers.
artificial intelligence-based tools must not be used to copy content without citing the source.

Violations of these rules will result in penalties such as a reduced grade or retaking the exam. If you have any questions, please talk to me first so we can figure out together how best to use these tools responsibly.

Examples of frequently asked questions and / or exercises

Definition of Digital Marketing
The tools of digital marketing
What is the customer journey map?
What are personas profiles?
What is social engagement?
What are the principles of the 3i's?
What is the difference between on-page and off-page optimization?
How does Google Ads work?
Benefits and difficulties of display advertising
How do you design an email marketing campaign?
How do you design a social media marketing campaign?

VERSIONE IN ITALIANO

Corso di laurea magistrale in

Direzione Aziendale