"G. d'Annunzio"
To facilitate attendance and learning content of the course, it is appropriate that all students have passed the basic computer skills exam
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The course is designed to provide to the students the strategic skills and operational tools in the world of web marketing to build effective digital marketing plans. Knowledge and understanding on: • Web marketing strategic approach • Web Marketing tools • Social media marketing • Content marketing
The course will be structured in: - Web marketing strategy: from the market to the comapny - Web marketing tools: how to implement effective strategies - Web marketing trend for the next years
I Module Web Marketing: history and company role Web Marketing, Relationship Marketing and Transactional Marketing Inbound Makreting and Customer lifecycle Digital Marketing Plan Digital Marketing Plan: Strategies and tools for analysis
II Module Digital Marketing Plan. Operation tools Content Marketing: b2b vs b2c Landing Page: how to build a qualified lead database Email Marketing: relationship strategies Email Marketing: tools and case studies SEO and SEM: teoric approach SEO and SEM: tools best practice Social Media Strategy: the foundamentals Social Media Plan: how to create tthe best Editorial Plan Best practive for Social Media Plan
III Module E-Commerce: the foundamentals Digital Marketing Paln for E-commerce Marketing Automation: the right approach Marketing Automation: case studies Digital Marketing Paln evolution between Cloud Platform and Machine Learning
For attending students: • Lecture notes • E-commerce vincente: Dai modelli di business alle strategie di vendita online di Daniele Rutigliano (author) di Hoepli • Marketing Automation: Guida completa per automatizzare il tuo business online di Alessio Semoli (author) di Hoepli • Digital Analytics: Prendi il controllo del tuo business online da Alessio Semoli (author)
Lectures Discussion of Business Cases
The assessment consists in a preliminary written test and then in oral interview. During the exam we will discuss on web marketing strategy, tools and analytics to evaluate ROI of marketing activities
