B031307 - DIGITAL MARKETING AND MARKET AUTOMATION

Italian

The course aims to analyze the overall impact of digital technologies on the marketing management processes whose target is to create value for customer. The concept of digital marketing and the related marketing automation applications based on processing of marketing-oriented databases will be studied.

Textbooks for non-attending students: Marketing 4.0, Philip Kotler, Hoepli Editore, Milano, 2017. Marketing 5.0, Philip Kotler, Hoepli Editore, Milano, 2021. Attending students will be provided with specific teaching material in English by the teacher.

The course has the main target of developing students' awareness of the full impact of digital technologies on marketing management activities. Students will acquire skills and competences on digital marketing applications of analytical, strategic and operational marketing. Students will apply the competences on: development of machine learning algorithms aimed at analyzing the demand; application of marketing automation technologies to retail management; digitization of customer interactions through chatbots.

No one.

The course will be delivered with two lesson modules per week. Students will participate in lectures, business cases and assignment (individual and in groups) with data processing and presentations in the classroom. The exercises will be based on the use of a database relating to consumer products that allows the development of algorithms aimed at formulating responses to specific analytical marketing needs. The lesson modules will be delivered with the support of the moodle platform.

Attending students must register on the MOODLE platform.

The exam will be held for all students in oral form. For attending students, in addition to the outcome of the oral exam, the assessment will take into account the active participation in the lessons, the discussion of cases, the final report on individual or group assignment and will be aimed at determining the ability to use the concepts critically. given during the course. To be considered attending students, it is necessary to attend 75% of the lessons. For non-attending students, the exam will be aimed at find out the competences and critical understanding of the concepts and information that can be acquired from the textbook and/or from journal articles provided by the teacher. For attending students, the oral exam will consist of questions on the assigment and on the entire course program. The final vote, out of thirty, takes into account all the answers.

The course aims to analyze the conceptual foundations of Marketing in HCMEs (Hypermedia Computer-Mediated Environments) and the subsequent development of Digital Marketing as a set of business processes based on digital technologies whose target is to create customer value. We will examine the different areas of application of digital technologies to marketing activities such as Artificial Intelligence, Health Marketing, In Store Marketing, Mobile and Social Marketing, Digital Platforms and Ecosystems. We will offer insights into the different marketing automation methods dedicated to the digitization of business - customer interaction in the different touch points of the customer journey. As part of the course, monographic insights will also be developed relating to the various industrial and retail sectors such as fashion and luxury chain and grocery distribution.

Sustainable consumption and production; Industry, Innovation and Infrastructure; Decent work and Economic Growth.