Learning outcomes of the course unit
At the end of the First Module the student has acquired advanced knowledge of database marketing.
Students will have necessary skills to select appropriate analysis and decision making tools for the specific context. Specifically, they will have a thorough understanding of database marketing problems and will be able to build a relationsal marketing program, related database and customer base analyses.
They will be able to assess the impact of targeted marketing on marketing strategies and will be able to communicate on the above topics and problems with various publics, both academic and business.
By the end of the Second Module students will have acquired in-depth knowledge and understanding regarding Social Media Strategy and tools.
This will enable them to apply knowledge in terms of analytical skills and of problem solving, with particular reference to Social Media policies and to understand the impact of these policies on relations between retailers and on line customers. Through lessons attendance and self-study
students will be able to develop their capability of making judgements independently reaching the ability to take both strategic and executive decisions, even in uncertain conditions. During the Second Module highly specialized/technical language will be adopted in order to stimulate students to improve their communication skills on line and off line with a view to allowing the predisposition of short analytical reports destined to a public of specialists on Retail and Social Media. Learning skills of the students will be stimulated by means of the request to enlarge, update and independently/continually deepen knowledge acquired in class and in personal study.
For Erasmus students: foundations of Marketing are essential
Course contents summary
This Course (composed of two modules: Database and Internet marketing and Social Media Marketing) aims to introduce students to the new frontiers of marketing practices, that are digital and targeted.
The first module goal is to provide knowledge and develop skills to analyse and understand the new marketing activities based on individual customer information (database marketing and Customer Relationship Management).
First, the marketing information revolution is analysed and discussed, and used as background to intepret impact of Big Data, filtering algorithms, segmentation.
Then tools to collect individual data information are discussed, specifically loyalty programs and clubs.
Last, but not least, use of individual customer information is discussed through case studies. All marketing mix aspects that are impacted by new information sources are reviewed.
The aim of the second module (Social Media Marketing) is to highlight the new customer journey in the Web 2.0 context and the principles of Social Media Marketing, starting from a strategic point of view and considering the operational approach at the end.
The course is focused on the retail sector.
Specific topics dealt with during the course are:
- the marketing paradigms of marketing management, relational marketing and social mobile marketing
- the role of data and information in value creation
- measuring loyalty and its contributions to business performance(LTV model)
- data capturing through loyalty programs and clubs
- customer databases
- new metrics and approaches based on customer data for decision making in retailing
- Web 2.0
- The new customer jorney
- Social Media and Social Network
- Social Shopping
- Researching Social Network
- Social Media Marketing: strategy and policies
- Reputation and Crisis Management
- Neuromarketing and Social Network
Lectures, readings and case discussions, group work and conference organisation activity.
The variety of above methodologies and encouragement of in class discussion contributions will stimulate autonomy of judgment and interest for continuous learning about the problems and topics discussed during the course.
Communication skills will be encouraged through the use of specific expressions and report activities which are commonly adopted in the Social Media Marketing community.
Assessment methods and criteria
The final exam is written. Knowledge and understanding will be tested by means of four questions. The written text will aim students to develop the ability to synthesize information and to organize a proposition.
Through the students' responses to exam questions, knowledge and understanding of the issues proposed and the ability of the student to apply the knowledge to specific questions are assessed. Furthermore, since the questions are open, students are able to exercise significant independent judgment with respect to what is required and we can check the communication skills of the student. Finally, the need for handling categories and qualitative information acquired during the course, during the specific cases studies, requires the students to apply knowledge already possessed, and to learn and to evaluate new information.
Each question will carry the same weight in final marking.