MARKETING FOR DIGITAL INNOVATION
Syllabus
EN
IT
Learning Objectives
LEARNING OUTCOMES:
Deep understanding and awareness of the main marketing theories and practices applied to the new digital environment
KNOWLEDGE AND UNDERSTANDING:
Knowledge and understanding of the theories and practices in marketing using an integrated vision related to digital platforms
APPLYING KNOWLEDGE AND UNDERSTANDING:
The course is based on applied marketing and will introduce students to the best practice in the marketing and communication issues applied to digital contexts
MAKING JUDGEMENTS:
Students will be able to understand, develop and use marketing and communication plan in digital context developing and presenting marketing plan students will be able to develop and interpret in the digital contexts
COMMUNICATION SKILLS:
Students will be able to express themselves appropriately in developing and presenting marketing and communication plans in digital contexts
LEARNING SKILLS
Students will be able to understand, develop and know how to use marketing anc communication plan in digital contexts
Deep understanding and awareness of the main marketing theories and practices applied to the new digital environment
KNOWLEDGE AND UNDERSTANDING:
Knowledge and understanding of the theories and practices in marketing using an integrated vision related to digital platforms
APPLYING KNOWLEDGE AND UNDERSTANDING:
The course is based on applied marketing and will introduce students to the best practice in the marketing and communication issues applied to digital contexts
MAKING JUDGEMENTS:
Students will be able to understand, develop and use marketing and communication plan in digital context developing and presenting marketing plan students will be able to develop and interpret in the digital contexts
COMMUNICATION SKILLS:
Students will be able to express themselves appropriately in developing and presenting marketing and communication plans in digital contexts
LEARNING SKILLS
Students will be able to understand, develop and know how to use marketing anc communication plan in digital contexts
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 Jerseyor analogous manuals
Students that do not have such knowledge have to study in advance the following compulsory reading:
Kotler, P., & Keller, K. L., Marketing management. New Jerseyor analogous manuals
Program
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.
The program will be structured as follows: over the nine weeks, each delivered in three lectures (2 hours each):
First week: Innovative marketing and its four main drivers. Briefing of project work for working groups on a corporate marketing plan applied to a case study.
Second week: Targeting and customer relationship management, AI applications.
Third week: Brand management: brand purpose, sustainability, and new technologies. Applications and in-depth seminars. Review of project work on a corporate marketing plan applied to a case study.
Fourth week: Event management. Hybrid events and applications of innovative technologies. VR, ER, AI. In-depth seminars.
Fifth week: Co-marketing and new alliances in marketing and communications. The convergent supply chain. In-depth seminars. Review of project work on a corporate marketing plan applied to a case study.
Sixth week: Marketing and digital communication plans. Performance marketing. In-depth seminars.
Seventh week: Marketing and digital communication plans. In-depth seminars
Eight week: The future evolution of the media system and applications through new digital platforms (ER, VR, and AI). In-depth seminars
Nineth week: Discussion of the project work on a corporate marketing plan applied to a case study. Discussion and debate among the groups.
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.
The program will be structured as follows: over the nine weeks, each delivered in three lectures (2 hours each):
First week: Innovative marketing and its four main drivers. Briefing of project work for working groups on a corporate marketing plan applied to a case study.
Second week: Targeting and customer relationship management, AI applications.
Third week: Brand management: brand purpose, sustainability, and new technologies. Applications and in-depth seminars. Review of project work on a corporate marketing plan applied to a case study.
Fourth week: Event management. Hybrid events and applications of innovative technologies. VR, ER, AI. In-depth seminars.
Fifth week: Co-marketing and new alliances in marketing and communications. The convergent supply chain. In-depth seminars. Review of project work on a corporate marketing plan applied to a case study.
Sixth week: Marketing and digital communication plans. Performance marketing. In-depth seminars.
Seventh week: Marketing and digital communication plans. In-depth seminars
Eight week: The future evolution of the media system and applications through new digital platforms (ER, VR, and AI). In-depth seminars
Nineth week: Discussion of the project work on a corporate marketing plan applied to a case study. Discussion and debate among the groups.
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, 20-21 ottobre, ISBN 978-88-947829-0-5
- Teacher’s slides
All these readings are necessary for successfully completing the exam.
- 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
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
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
- Lectures 60%
- Physical or online guest lectures (managers), exercises, 20%
- Project work Marketing and Communication plan 20%
- Physical or online guest lectures (managers), exercises, 20%
- Project work Marketing and Communication plan 20%
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.
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.