WEB MARKETING AND COMMUNICATION
Syllabus
Aggiornato A.A. 2024-2025
Aggiornato A.A. 2024-2025
MARKETING FOR DIGITAL INNOVATION (9cfu)
PROF. SIMONETTA PATTUGLIA
pattuglia@economia.uniroma2.it
Tutors to the projects: Nicola Leone and Federica Vitali nicola.leone@uniroma2.it federica.vitali@uniroma2.it
PROGRAMME
The Course will be based on the new potentialities that the marketing system is showing towards companies, products, services, people and processes reflecting the enormous changes occurring in theory and practice due to the changing evolution of the digital environment.
The content and organization respond to the new analytical, strategic and operational trends: from the traditional customer relationship management to the need of new research and segmentation and to big data analysis and AI orientation; from brand management to new event management and experiential marketing and to new brand purposes; from targeting to “fragmentingg and digital marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the very last influencer marketing and customised relationship marketing and communication
New paradigms, platforms and instruments such as geomarketing, unconventional marketing, social media marketing, mobile marketing, IoT-Internet of Things, Metaverse and new applications of IA platforms (to products, services, territory, time and entertainment) will be provided. New convergence platforms - web, social, and mobile – will be focused and integrated in the marketing processes.
New company communications are heavily involved in this huge analytical and strategic scenario: on and offline processes and integrations are the daily challenge for individuals, small and big peer groups, management of companies, and public sector.
The Course develops a peculiar analysis on the role and the perspectives new technologies and media show in this panorama and particularly after the pandemic disruption. The digital platforms and the social technologies are leading the companies to set new strategies and new business models to launch and manage products, services and brands, processes and experiences oriented to new consumers belonging to different generations: Alpha, Z, Millennials, Generation X, Baby Boomers.
The Course will focus with a special attention media and entertainment channels internet, broadcasting and cinema, mobile and social, apps, IoT and virtual reality, considered as instruments not only devoted once to the information or communication or entertainment sectors but as platforms in which analytical skills, strategic activities and operational marketing could convey a new way of realising management innovation.
The Course intends also to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available (adv, native adv, programmatic adv; online and offline public relations; promotions and sponsorships) for implementing effective communication initiatives on an economic as well as on a social level.
In our contemporary digital, emotional, experiential dimensions only apparently dystonic (electronic/digital vs physical/emotional) converge in a complex management able to lead to meaningful experiences, customer and stakeholder satisfaction and loyalty, company profitability.
Some Lectures by Top managers will complete the programme:
Mr. Paolo Gagliardo, Consultant, Pininfarina, Turin - Brand Management; Mrs. Marianna Cherubini, Marketing Director, Omoda/Jaecoo Chery Group, Madrid, New business, new customers; Tommaso Papi, Marketing and Digital Commerce Director, P&G, Geneve, The digital platforms and fmcg; Madcrumbs, SEO, SEM and the revolutionary AI
EXAM
Project work (to be candidated to the Italiam Marketing Association Award) & written exam (5 open ended questions).
The exam (pw+we) is evaluated X out of 30 (25% project work, 75% written exam).
No oral exam is scheduled.
BOOKS AND ARTICLES
- Kotler P., Kartajawa H., Setiawan I., Marketing 6.0. The future is immersive, John Wiley & Sonos, Dec. 2023
- Pattuglia S. Integrated Marketing Communication and Brand Management. The case study of Fiat 500, Macmillan Ideas, online open access
Pattuglia S., Leone N., Bellotto M., De Luca P., (2023) Marketing Opportunities in the Metaverse. A Narrative Literature Review in an Interdisciplinary Perspective and some Exploratory Cases, Proceedings XX SIM Conference “Marketing Florence, 20-21 ottobre, ISBN 978-88-947829-0-5
- Teacher’s slides
No oral exam is scheduled.