The aim of the course is to provide participants both a theoretical background and practical skills on digital marketing: starting from the changes that digital media have brought to markets, the course will offer an overview on the broader approaches of e-marketing and delve into the digital communication strategy framework. Students will be also presented with those specific tools a digital marketer can use in implementing a digital marketing strategy (website, e-commerce, social media, mobile media).
The course will allow participants to think, argue, plan and implement digital marketing strategies from a business point of view, understanding how the relation between brands and consumers has changed and implementing the proper digital tools according to the defined marketing aims. Starting from the consumer pathway (and its touchpoints), the strategy presented will emphasize how digital marketing tools, in particular monitoring and listening tools, enable businesses to better define and understand consumers (their profiles, interests and behaviors) and thus enable them to build a lasting and solid relation with them.
- From marketing 1.0 to 3.0.
- From the 4Ps to the 4Cs to the 4Es.
- The cluetrain manifesto (reloaded)
Digital platforms: an overview
Developing a digital marketing strategy
|Andrea Davide Cuman, Ph.D|
|Università Cattolica del Sacro Cuore|
Idioma: inglés No. horas: 36
Horario: 9:00 a.m. a 1:00 p.m.
Inicio: martes 5 de junio Fin: viernes 15 de junio
- AE, ANI, AMLI y A&S: 3 créditos del Minor en Marketing Analytics o 3 créditos electivos
- EYFI: 2 créditos Electivos
- GAS: 2 créditos Electivos
- Ingenierías: Electiva de 2 créditos