DIGITAL MARKETING AND ANALYTICS - 164017-ENG

courses

ID:

164017-ENG

Dettaglio:

SSD: Corporate Finance Duration: 48 CFU: 6

Located in:

BERGAMO

Url:

Course Details:

INTERNATIONAL MANAGEMENT AND MARKETING - 184-270-EN/INTERNATIONAL MANAGEMENT Year: 2

Course Details:

INTERNATIONAL MANAGEMENT AND MARKETING - 184-R-EN/MARKETING Year: 1

Year:

2025

Date/time interval

Primo Semestre (15/09/2025 - 19/12/2025)

Course Objectives

Students are expected to apply the writing, and the presentation skills learned in previous Marketing classes, in addition they will create personal and team projects, write reports, and discuss results.
Students will also learn how to create their own website and develop its promotion and communication.
Applying specific practical instructions, students will learn how to make decisions and to develop a marketing campaign for their website.
Attendees will develop skills and competencies to become digital marketing assistants

Course Prerequisites

Marketing Course
Students need to be especially familiar with the material on communication, consumer behaviour, marketing strategy, segmenting, targeting, differentiation, and positioning.

Teaching Methods

This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students’ cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments.

Students are required to:
- Attend at least 75% of the classes in order to participate actively in the work group and business testimonials, in order to put into practice the knowledge acquired
- participate actively in class case discussions, general discussions in order to develop the collective learning process
- read papers in advance and contribute to the discussion at the end of students’ presentation;
- write case study reports in groups and deliver for reviews to activate the skills related to the topics.

Assessment Methods

The exam is divided into two partes:
1. a test consisting of 16 multiple choice questions, composing the 50% of the exam.
2. two open questions composing the other half of the exam.
Students will have 90 minutes to finish the exam.

1) DIGITAL MARKETING STRATEGY Recommend a variety of strategies for using the internet to market to relevant stakeholders.
2) MEASURING EFFECTIVENESS Assess the effectiveness of digital marketing strategy and tactics in achieving an organization’s business objectives.
3) TECHNOLOGY Describe and apply current technologies supporting and enabling the strategic digital marketing function.
4) GLOBAL TRENDS AND OPPORTUNITY ANALYSIS Describe major internet challenges and opportunities based on historical and current events in the global business environment.

Online Resources

More information

Course's attendance is not compulsory but highly recommended. In the case in which the course will be taught completely or partly on distance, the course syllabus will be slightly or significantly changed to make it suited for online teaching and learning.

For attending students 1. Group/individual assignments during the course (50 % of course grade) 2.Final examination (50 % of course grade, based on the course textbook and the other course readings)

Non-attending students will have to take an exam divided into two partes: 1. a test consisting of 16 multiple choice questions, composing the 50% of the exam. 2. two open questions composing the other half of the exam. Students will have 90 minutes to finish the exam.