MARKETING AND COMMUNICATIONS FOR DIGITAL INNOVATION
Syllabus
Aggiornato A.A. 2026-2027
MARKETING AND COMMUNICATIONS FOR DIGITAL INNOVATION
a.y. 2026 2027
Prof.ssa Simonetta Pattuglia
e-mail: pattuglia@economia.uniroma2.it
twittername: @SPattuglia
Teaching Ass. Nona Kokoladze nona.kokoladze.geo@gmail.com
Tutor Società Italiana Marketing Award dott.ssa Sara Amoroso Phd sara.amoroso@uniroma2.it
Office Hours: To be weekly checked with the Professor by email
Update 23 09 2026
COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS
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, practice, IA implementation.
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 “fragmenting” and online marketing; from traditional instruments and media to new forms of corporate and marketing integrated communications; from transactional marketing to the 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, mobile, AI – 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, AI, 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 marketing cube - 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.
The Course will host some Managerial Lectures from various industrial sectors
CONTENT
FIRST WEEK
SEPT. 29TH – PHYSICAL CLASSROOM - INTRODUCTION TO THE COURSE - FROM THE MARKETING AS USUAL TO THE MARKETING AS INNOVATIVE. THE FOUR DIMENSIONS OF THE INNOVATIVE MARKETING: 1-FROM TARGETING TO CRM; 2-FROM MARKETING MIX TO CO-MARKETING MIX; 3-FROM SELLING TO EVENT MANAGEMENT; 4- FROM PLANNING TO BRANDING.
SEPT. 30TH – PHYSICAL CLASSROOM - THE RELATIONSHIP MARKETING AND THE CRM/CUSTOMER RELATIONSHIP MANAGEMENT (First part)
OCT. 1ST - VIDEOLECTURE or ASSIGNMENT
SECOND WEEK
OCT. 6TH – PHYSICAL CLASSROOM - FROM TARGETING TO CRM - CONDUCTING MARKETING RESEARCH - THE CASE APPLE MILLENNIALS, GENERATION X, BABY BOOMERS
OCT. 7TH – PHYSICAL CLASSROOM – GUEST LECTURE PAOLINO GAGLIARDO – BRAND MANAGEMENT The brand management system between values and the new digital ecosystems.
OCT. 8TH – VIDEOLECTURE - BRAND MANAGEMENT PRODUCT INNOVATION & BRANDING - Setting Product Strategy - Introducing New Market Offerings - BRANDING AS LONG-TERM PLANNING - Identifying Market Segments and Targets - Crafting the Brand Positioning (First part)
THIRD WEEK
OCT. 13RD – PHYSICAL CLASSROOM - FROM SELLING TO EVENT MANAGEMENT. SELLING AND POINTS OF SALE. EVENT BUDGETING (First part)
OCT. 14TH – PHYSICAL CLASSROOM FROM SELLING TO EVENT MANAGEMENT. SELLING AND POINTS OF SALE. EVENT BUDGETING (Second part)
OCT. 15TH – VIDEOLECTURE - Assignment “the Fyre Festival” (Netflix)
FOURTH WEEK
OCT. 20th – PHYSICAL CLASSROOM NONA KOKOLADZE AND SARA AMOROSO BY REMOTE PROJECT WORK SIM SOCIETA’ ITALIANA MARKETING “COOP CASE” 2026 2027 AWARD - Dott.ssa Sara Amoroso phd, Tutor SIM-Società Italiana Marketing-Premio Marketing, Docente di Marketing; Dott.ssa Nona Kokoladze, Phd Student, Digital Marketing, REA-Real Estate, Digital Marketer of the Year 2024, Georgia TUTORS SOCIETA’ ITALIANA MARKETING (project work, part of the examination) + RECAP MARKETING PLAN
OCT. 21st – PHYSICAL CLASSROOM Mapping the experience. Customer journey, touchpoints and satisfaction (First part)
OCT. 22nd – VIDEOLECTURE - Mapping the experience. Customer journey, touchpoints and satisfaction (Second part)
PAUSE OCT 27 28 29 /GRADUATIONS DAYS
FIFTH WEEK
NOV 3rd – H.14-16PM - ON TEAMS/MOODLE - On teams /MOODLE GUEST Lecture - BRANDING AND DIGITAL MARKETING, Tommaso Papi, head of digital marketing, procter & gAmble, Geneve
NOV 4th - PHYSICAL CLASSROOM NONA KOKOLADZE AND SARA AMOROSO BY REMOTE MID-TERM DISCUSSION PROJECT WORK SIM SOCIETA’ ITALIANA MARKETING “COOP CASE” 2026 2027 AWARD - Dott.ssa Sara Amoroso phd, Tutor SIM-Società Italiana Marketing-Premio Marketing, Docente di Marketing; Dott.ssa Nona Kokoladze, Phd Student, Digital Marketing, REA-Real Estate, Digital Marketer of the Year 2024, Georgia TUTORS SOCIETA’ ITALIANA MARKETING (project work, part of the examination) + RECAP COMMUNICATION PLAN
NOV 5th – VIDEOLECTURE - Mapping the experience. Customer journey, touchpoints and satisfaction (Third part)
SIXTH WEEK
NOV 10TH – ONLINE CLASSROOM TEAMS/MOODLE - students’ DISCUSSION ASSIGNMENT FYRE FESTIVAL (PPT PRESENTATION MAX 5 SLIDES EACH)
NOV. 11TH – PHYSYCAL CLASSROOM - SEO, SEM, GOOGLE ADV AND SOCIAL MEDIA MARKETING - Dott.ssa Nona Kokoladze, Phd Student, Digital Marketing, REA-Real Estate, Digital Marketer of the Year 2024, Georgia (First part)
NOV. 12ND – VIDEOLECTURE - SEO, SEM, GOOGLE ADV AND SOCIAL MEDIA MARKETING - Dott.ssa Nona Kokoladze, Phd Student, Digital Marketing, REA-Real Estate, Digital Marketer of the Year 2024, Georgia
SEVENTH WEEK
NOV. 17TH – ONLINE CLASSROOM TEAMS/MOODLE - DOING MARKETING AND COMMUNICATIONS WITH AI Dott.ssa Nona Kokoladze, Phd Student, Digital Marketing, REA-Real Estate, Digital Marketer of the Year 2024, Georgia (First part)
NOV. 18TH – PHYSICAL CLASSROOM - DOING MARKETING AND COMMUNICATIONS WITH AI, Dott.ssa Nona Kokoladze, Phd Student, Digital Marketing, REA-Real Estate, Digital Marketer of the Year 2024, Georgia (Second part)
NOV. 19TH – Videolecture - THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE. The digital influence and TARGETS engagement (First part)
EIGHTH WEEK
NOV. 24th - - ONLINE CLASSROOM TEAMS/MOODLE - THE MEDIA CONVERGENCE. THE CASE OF GOOGLE, FACEBOOK, AMAZON, APPLE. The digital influence and TARGETS engagement (Second part)
NOV. 25th – TEAMS/MOODLE - Designing and Managing Integrated Marketing Communications: the performance marketing (First part)
NOV. 26th – VIDEOLECTURE - Designing and Managing Integrated Marketing Communications: the performance marketing (Second part)
NINETH WEEK
DEC. 9TH–H.11.30-13.30 AND 14.30-18.30 - PHYSICAL CLASSROOM - DISCUSSION PROJECT WORKS (Exam, 25%)
DEC. 11TH– 14.30-18.30 - PHYSICAL CLASSROOM - DISCUSSION PROJECT WORKS (Exam, 25%)
DEC. 16TH - Exams (written, 75%)
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Prerequisites
Students are required to have good knowledge of marketing. Students that do not have such knowledge have to study in advance the following compulsory reading: Kotler, P., & Keller, K. L., Marketing management. New Jersey or analogous manuals
Books
- 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, ISBN 978-88-947829-0-5
- Teacher’s slides
All these readings are necessary for successfully completing the exam.
Bibliography
Kotler, P., Keller, K. L., Chernev, Marketing management, Global edition, Pearson New Jersey, 2021
This book or analogous manuals are recommended for students that would like to have the appropriate basis to dig more into the subjects. of the Course. Other readings will be recommended by the instructor during the course
Teaching methods
- Physical lectures 40%
- Physical or online guest lectures (managers), exercises, 30%
- Project work Marketing and Communication plan 30%
Exam Rules
Project work (public discussion) and 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.
There is no difference between the exams for attending and non-attending students.
Furthermore, factors such as proactive participation and answering optional questions assigned by the instructor may result in bonuses added to the final grade at the discretion of the instructor on an individual basis.
Exam results will be published on Delphi as soon as they are available.
The final grade will be based 70% on the students' level of knowledge and 30% on the students' ability to express themselves and make independent judgements.
The exam will be evaluated according to the following criteria:
Unsatisfactory: significant deficiencies and/or inaccuracies in knowledge and understanding of the topics; limited analytical and synthesis skills; frequent generalizations and limited critical and judgement skills; topics are presented incoherently and with inappropriate language;
18-20: barely adequate knowledge and understanding of the topics, with possible generalizations and imperfections; Sufficient analytical, synthesis, and independent judgment skills; arguments are frequently presented in an incoherent manner and with inappropriate/technical language.
21-23: Routine knowledge and understanding of topics; correct analytical and synthesis skills with sufficiently coherent logical argumentation and appropriate/technical language.
24-26: Fair knowledge and understanding of topics; good analytical and synthesis skills with arguments expressed rigorously but not always using appropriate/technical language.
27-29: Complete knowledge and understanding of topics; notable analytical and synthesis skills. Good independent judgment. Arguments are presented rigorously and with appropriate/technical language.
30-30L: Excellent level of knowledge and in-depth understanding of topics. Excellent analytical, synthesis, and independent judgment skills. Arguments are expressed in an original manner and with appropriate technical language.