DIGITAL MARKETING USER EXPERIENCE

Single discipline educational activity

Course Sheet

Course code:

DIMUS19

Academic Year of enrolment:

2019

Year of supply:

2019/2020

Type of Course:

Elective Course

Degree:

Course of 2nd Cycle Degree in DIGITAL MARKETING

Disciplinary Sector:

Corporate Finance

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

BARBAROSSA Fabrizio

Cycle:

Third four months

Hours of classroom activity:

Individual study hours:

114

Prerequisites:

Although no prerequisites are required, knowledge of the main fundamentals of Marketing and Digital Marketing is recommended.

Objectives

With reference to the general objectives of the CdS, teaching pursues the objective of providing knowledge and skills related to the digital profession and the understanding of web marketing.
By acquiring the general and particular principles of online communication, the differences between the traditional and digital use of the user will facilitate the correct reading and interpretation of the particularities of digital marketing.
The approach makes extensive use of the practice and use of external software or applications or available online. 30% of laboratory hours will be used in such a way that the student is able to concretely carry out concrete projects in order to develop concrete, albeit first level, competence in the use of professional technologies.
Understanding the integrated digital communication system will allow for easier action, interpretation and choice in digital managerial areas.
At the end of the course, the student must have the technical ability to understand digital ecosystems, their interrelationships, measurements and the applicable decision-making levers.
The student must also be able to know how to organize the work with his colleagues (Group Project Work) and present it professionally.
The goal is to equip the managerial figure with the knowledge and skills necessary to operate in the new digital environment.
The student must acquire the skills necessary to:
- Understand the principles of use of digital information;
- Apply the basic principles of digital communication;
- Knowing how to interpret the entire corporate digital ecosystem;
- Define possible managerial and marketing decisions in the digital ecosystem;
- Indicate digital operations aimed at achieving the different business objectives.
To this end, the course proposes to transmit the following skills and knowledge in terms of particular objectives:
KNOWLEDGE AND UNDERSTANDING
- Recognize all the components of a digital ecosystem;
- Distinguish the possible marketing activities in the different sub-elements;
- Detect the limiting and / or enhancing activities within the integrated system;
- Apply specific digital marketing methods;
- Measure the activities and results of the digital communication process
- Draw up a digital communication plan;
- Draw up an organizational plan for digital activity;
AUTONOMY OF JUDGMENT:
- Interprets and understands the various online business objectives, sales, prospecting and capitalization of the business relationship
- Interprets and judges the completeness of an online business system
- Judge the company's marketing and online sales methods with reference to the main online marketing methods
COMMUNICATION SKILLS
Orally and graphically (presentation) expresses the fundamental aspects of online business and organizes the company to achieve its goals

Contents

1.The Traditional Digital Ecosystem:
- Digital Marketing Processes;
- Visibility on Google;
- The S.E.O. Search Engine Optimization;
- Content Marketing;
- The S.E.A. Search Engine Advertising;
- Display Arvertising;
- You Tube Advertising;
- Social Marketing;
- Organic Visibility Development;
- Facebook Ads;
- Mobile Advertising;
- Competitive analysis
Digital Marketing 2.0;
- Funneling;
- Marketing Automation;
- Growth Hacking;
- Integrated Digital Marketing;
Digital Business;
- Digital Business
- Digital Business Plan;
- The life cycle of customers;
- The C.L.V .;
- The Customer Engadgment;
- Customer Satisfaction;
- Organization of the Digital activity;
- Big Data;
- Analysis of Big Data for Business Purposes
Group Project Work:
- The Project Work is a concrete exercise aimed at developing a digital ecosystem of a new company (Content, Brand, Social, Adv hypothesis, etc.) for the realization of a concrete Digital Marketing Plan with final presentation in Powerpoint or similar. The class will be divided into operational groups of minimum 5 people.

Extended Syllabus

Recommended Bibliography

BARBAROSSA F., "THE CUSTOMER FACTORY - THE EVOLUTION OF DIGITAL MARKETING", White Rabbit Editions, 2019
BARBAROSSA F., "Google Marketing - Guide to the largest market in the world", Edizioni Franco Angeli, 2010
The lessons and exercises may also include video / audio material in Italian or English.

Methods of Provision

Conventional

Teaching Methods

The teaching includes 36 hours of lessons divided into 3 lessons of 2 hours per week.
The organization of the course is carried out on the basis of "Listening", an experimental model for the continuous improvement of the quality of university teaching. The course will be organized in modules whose lessons will mainly focus on the use of the following teaching methods: remote video lessons (in presence only in the case of news on the restriction rules ex covid-19), tutoring video lessons, case study analysis . The exercises will be carried out remotely through the e-learning platform indicated by the institute. Attendance is strongly suggested.

Evaluation methods

Verification of learning:

The assessment of the students' learning level will be carried out with the use of a written test and a subsequent oral test.
The first test is the "Presentation of the Project Work".
This test lasts 2 hours and is aimed at probing above all "knowledge" and "know-how" (Dublin Descriptors 1 and 2). It represents 50% of the overall evaluation (expressed in thirtieths) articulated in relation to the training objectives to be evaluated.
The individual oral test (50% of the overall assessment) is aimed at probing the learner on the one hand the communication skills, mastery of the specific technical language of the discipline dealt with and clarity of presentation, on the other the ability to interpret and analyze accounting operations and a summary in the financial statements.
The examination procedures are the same for attending and non-attending students.

Contacts/More Information

ERASMUS students are invited to contact the teacher for their program.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree