ID:
508813
Duration (hours):
40
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Year:
2025
Overview
Date/time interval
Secondo Semestre (23/02/2026 - 29/05/2026)
Syllabus
Course Objectives
The main goal of the course is to help students develope knowledge and practical skills in digital marketing. E-marketing dynamics will be the mai focus of the course and case studies will be used as a teaching tool to show the application of theories and concepts in the real-word context.
By the end of the course, the student will be able to i) understand the contemporary digital marketing revolution; ii) understand the marketing process; iii) understand which technologies are used in digital marketing campaigns; iv) develop a whole marketing plan; v) critically analyze the e-marketing impact on both business activities and consumers.
Course Prerequisites
The course requires previous knowledge of basics in marketing.
Fluent english is not required but useful in order to consult compulsory teaching materials.
Teaching Methods
Lectures rely on both theory and case studies. The course will be integrated with several seminars (whose materials will be an integral part of the exam), held by digital and international marketing experts and managers. Attendance is not mandatory but strongly recommended.
Assessment Methods
Attendants: the final exam is a project work. A digital marketing plan on a given case to be developed in group.
Non-attendants: The exam will consist of recording a speech supported by slides on one of the topics covered in the course (students can choose from a list of topics).
Non-attendants: The exam will consist of recording a speech supported by slides on one of the topics covered in the course (students can choose from a list of topics).
Texts
Readings, case studies, teaching materials, and information about the course and the exam are presented in the first lecture. They will be available on KIRO, accessible with the UNIPV students' credentials. Access to the KIRO page of the course is indispensable and compulsory for attendants/non-attendant students enrolled in the marketing course. The reading of all the materials uploaded by the lecturer on the KIRO platform is equally mandatory to pass the exam successfully.
ATTENDANTS- > Compulsory reading: «Digital Marketing Planner, your step by step guide», di Annmarie Hanlon, Sage 2022. Optional reading Tuten, T. L., & Solomon, M. R. (2020). Social media marketing. Pearson Italia, Edizioni MyLab.
NON ATTENDANTS -> Mandatory reading Tuten, T. L., & Solomon, M. R. (2020). Social media marketing. Pearson Italia, Edizioni MyLab.
As complementary readings to integrate knowledge about marketing principles and rules, students can also refer to the following optional texts:
«Social media marketing. Marketer nella rivoluzione digitale» di P. Kotler, S. Hollensen, M. O. Opresnik (Hoepli, 2019).
«Digital marketing: strategic planning and integration», di Annmarie Hanlon, Sage, 2019.
«Marketing 4.0. Dal tradizionale al digitale» di P. Kotler, K. Hermawan, S. Iwan (Hoepli, 2017).
All the texts are available in UNIPV's libraries
ATTENDANTS- > Compulsory reading: «Digital Marketing Planner, your step by step guide», di Annmarie Hanlon, Sage 2022. Optional reading Tuten, T. L., & Solomon, M. R. (2020). Social media marketing. Pearson Italia, Edizioni MyLab.
NON ATTENDANTS -> Mandatory reading Tuten, T. L., & Solomon, M. R. (2020). Social media marketing. Pearson Italia, Edizioni MyLab.
As complementary readings to integrate knowledge about marketing principles and rules, students can also refer to the following optional texts:
«Social media marketing. Marketer nella rivoluzione digitale» di P. Kotler, S. Hollensen, M. O. Opresnik (Hoepli, 2019).
«Digital marketing: strategic planning and integration», di Annmarie Hanlon, Sage, 2019.
«Marketing 4.0. Dal tradizionale al digitale» di P. Kotler, K. Hermawan, S. Iwan (Hoepli, 2017).
All the texts are available in UNIPV's libraries
Contents
• Introduction to corporate strategy. Analysis of micro and macro environments for strategy and marketing. Competitive strategies and the role of marketing. The business model and the value proposition.
• Introduction to marketing and essential concepts of Marketing 4.0, digital transformation, and its impact on marketing activities.
• Defining objectives and metrics in a digital marketing plan: identifying key objectives in the digital context, selecting meaningful metrics to measure the success of a campaign.
• Market analysis for a digital marketing campaign.
• Creating a clear value proposition to effectively position products or services.
• Customer Engagement Techniques: exploring approaches to engage customers, including content personalization and storytelling.
• Customer acquisition and retention: in-depth exploration of customer acquisition strategies through paid, owned, and earned media.
• Studying tactics for customer loyalty in the digital world.
• Attribution and budget distribution: in-depth analysis of conversion attribution and effective budget allocation across different platforms.
• Drafting and presenting a digital marketing plan.
• Introduction to marketing and essential concepts of Marketing 4.0, digital transformation, and its impact on marketing activities.
• Defining objectives and metrics in a digital marketing plan: identifying key objectives in the digital context, selecting meaningful metrics to measure the success of a campaign.
• Market analysis for a digital marketing campaign.
• Creating a clear value proposition to effectively position products or services.
• Customer Engagement Techniques: exploring approaches to engage customers, including content personalization and storytelling.
• Customer acquisition and retention: in-depth exploration of customer acquisition strategies through paid, owned, and earned media.
• Studying tactics for customer loyalty in the digital world.
• Attribution and budget distribution: in-depth analysis of conversion attribution and effective budget allocation across different platforms.
• Drafting and presenting a digital marketing plan.
Course Language
Italian
More information
Slides, readings, case studies, and all the information about the course are weekly uploaded on the KIRO platform, accessible with the UNIPV students' credentials. For any further doubts or requests please consult the KIRO materials and the FAQ listed in the presentation of the first lecture.
Degrees
Degrees
DIGITAL COMMUNICATION
Master’s Degree
2 years
No Results Found
People
People (2)
No Results Found