SOCIAL MEDIA MARKETING

Economia e Management SOCIAL MEDIA MARKETING

0212700163
DEPARTMENT OF MANAGEMENT & INNOVATION SYSTEMS
EQF6
BUSINESS MANAGEMENT
2022/2023

YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2014
AUTUMN SEMESTER
CFUHOURSACTIVITY
1060LESSONS
ExamDate
TROISI / CARRUBBO13/12/2022 - 08:30
TROISI / CARRUBBO13/12/2022 - 08:30
TROISI / CARRUBBO12/01/2023 - 08:30
TROISI / CARRUBBO12/01/2023 - 08:30
TROISI / CARRUBBO26/01/2023 - 08:30
TROISI / CARRUBBO26/01/2023 - 08:30
TROISI / CARRUBBO14/02/2023 - 08:30
TROISI / CARRUBBO14/02/2023 - 08:30
TROISI / CARRUBBO17/04/2023 - 08:30
Objectives
THE COURSE AIMS TO PROVIDE STUDENTS WITH AN ADEQUATE UNDERSTANDING OF NEW MARKETING MODELS INCREASINGLY HINGING ON THE POTENTIAL OF DIGITAL CHANNELS.
THROUGH THE PRESENTATION OF THE FOUNDATIONAL ELEMENTS OF SOCIAL MEDIA MARKETING, A BRANCH OF DIGITAL MARKETING WHOSE SOLE FIELD OF ACTION IS SOCIAL PLATFORMS, STUDENTS WILL UNDERSTAND ITS INTENDED BENEFITS IN TERMS OF BUSINESS GROWTH AND DEVELOPMENT.
STUDENTS WILL UNDERSTAND HOW, THROUGH THE DEFINITION AND IMPLEMENTATION OF MULTI-PURPOSE ACTIONS AND STRATEGIES IN THE SOCIAL SPHERE, COMPANIES CAN CONVEY THEIR VALUE PROPOSITION, REACH CURRENT CUSTOMERS OR ENGAGE NEW ONES, BY ENJOYING GREATER VISIBILITY OF THEIR IMAGE AND VALUES. THIS IS BECAUSE THE MISSION OF SOCIAL MEDIA MARKETING IS REPRESENTED PRECISELY BY IMPROVING THE DIGITAL PRESENCE OF A BRAND, STRENGTHENING ITS NOTORIETY AND REPUTATION. HOWEVER, STUDENTS WILL BE OFFERED NOT ONLY INSIGHTS IN TERMS OF OPPORTUNITIES RELATED TO SOCIAL MEDIA MARKETING BUT ALSO ABOUT POSSIBLE RISKS, SO THAT THEY WILL BE ABLE TO MAKE INDEPENDENT AND CRITICAL JUDGMENTS ABOUT THE INCREASINGLY APPROPRIATE USE OF NEW SOCIAL PLATFORMS, POTENTIAL DRIVERS OF VITALITY FOR BUSINESSES.
LEARNERS WILL BE ABLE TO UNDERSTAND THE DYNAMICS BY WHICH USER INTERACTIONS OCCUR ON SOCIAL PLATFORMS AND, THANKS TO THE TOOLS PROVIDED DURING THE COURSE, TO FORMULATE APPROPRIATE INTERPRETIVE ANALYSES AND OUTLINE APPROPRIATE STRATEGIES TO INCREASE BRANDS' POTENTIAL FOR SUCCESS.
Prerequisites
N.A.
Contents
THE COURSE AIMS TO TRAIN STUDENTS ON DIGITAL MARKETING TOPICS BY STIMULATING THEIR INTEREST.
THE COURSE PRESENTS A THEORETICAL PART WITH TOPICS MAINLY BASED ON UNCONVENTIONAL MARKETING, WITH EMPHASIS ON VALUE CO-CREATION, WIN-WIN LOGIC, ROLE OF THE WEB USER, DIGITAL APPROACH TO NEW MARKETS, RECENT DERIVATIONS OF INFLUENCER MARKETING, AND A PRACTICAL PART MADE OF REAL AND CURRENT EXAMPLES.
MAIN COURSE TOPICS ARE:
- PARADIGMATIC SETTINGS OF DIGITAL MARKETING 4 HOURS
- PRINCIPLES OF UNCONVENTIONAL MARKETING, 2 HR. LECTURE;
- NEW MARKETS AND THE IMPACT OF SOCIAL MEDIA, TOTAL DURATION 6 HOURS;
- VALUE CO-CREATION AND VALUE CO-DESTRUCTION, LECTURE AND PRACTICAL EXAMPLES, FOR A TOTAL DURATION OF 8 HOURS;
- DIGITAL MARKETING TOOLS 6H
- INNOVATIVE AND DIGITAL COMMUNICATION TECHNIQUES, FOR A TOTAL DURATION OF 6 HOURS;
- CONTEXTS, SERVICE AND PLATFORMIZATION, LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 8 HOURS;
- WEB-USERS, COMMUNITIES, SOCIAL NETWORKS, LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 4 HRS;
- IMPLEMENTATION OF A DIGITAL MARKETING PLAN, FRONTAL LECTURES WITH PRACTICAL ASSIGNMENTS, FOR A TOTAL DURATION OF 10 HOURS;
- FUTURE TRAJECTORIES, FRONTAL LECTURES WITH PRACTICAL ASSIGNMENTS , FOR A TOTAL DURATION OF 8 HOURS.
Teaching Methods
THE COURSE INCLUDES CLASSROOM ACTIVITIES, CHARACTERIZED BY A THEORETICAL AND PRACTICAL APPROACH, THROUGH DYNAMIC FRONTAL LECTURES, FOR A TOTAL DURATION OF 60 HOURS (10 CFU). DURING THE LECTURES THE ACTIVE PARTICIPATION OF STUDENTS WILL BE STIMULATED THROUGH SOME PRACTICAL ASSIGNMENTS (ANALYSIS OF CASE STUDIES AND DISCUSSION OF BUSINESS CASES)
Verification of learning
THE ACHIEVEMENT OF THE COURSE WILL BE CERTIFIED BY PASSING AN EXAMINATION WITH EVALUATION FROM 18 TO 30 OUT OF 30. THE EXAMINATION WILL CONSIST OF AN ORAL INTERVIEW FOCUSED ON VERIFYING THE COURSE TOPICS AND THEIR UNDERSTANDING. THE INTERVIEW WILL CONSIST OF AT LEAST THREE QUESTIONS AND DISCUSSION ON THE CONTENTS INDICATED IN THE COURSE PROGRAM. IT WILL AIM AT EVALUATING THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACHIEVED BY THE LEARNER AND THE LEVEL OF COMPETENCE ACHIEVED IN THE EXPOSITION THROUGH AN ASSESSMENT OF THE PROPERTY OF LANGUAGE, LOGICAL - DEDUCTIVE AND SYNTHESIS SKILLS, ARGUMENTATION SKILLS AND AUTONOMY OF JUDGMENT.
THE MINIMUM LEVEL (18) IS AWARDED WHEN THE STUDENT PRESENTS A FRAGMENTARY KNOWLEDGE OF THE THEORETICAL CONTENT COVERED BY THE COURSE AND A POOR ABILITY TO CONTEXTUALIZE IT.
THE MAXIMUM LEVEL (30) IS AWARDED WHEN THE STUDENT DEMONSTRATES COMPLETE AND THOROUGH KNOWLEDGE OF THE THEORETICAL CONTENT AND ABILITY TO MAKE CONCEPTUAL CONNECTIONS BETWEEN THEM INDEPENDENTLY.
Texts
- MARKETING DIGITALE. PARADIGMI E STRUMENTI.
AUTHORS: CAROLINA GUERINI, FEDERICA ILARIA FORNACIARI.
EDITORE: FRANCO ANGELI (2020) ISBN: 9788891789716

- MARKETING 5.0. TECNOLOGIE PER L'UMANITÀ.
AUTHORS: PHILIP KOTLER, HERMAWAN KARTAJAYA, IWAN SETIAWAN.
EDITORE: HOEPLI. ISBN: 883600556X

- LE SCELTE «INCONSAPEVOLI» NELLE NUOVE DINAMICHE D'ACQUISTO. IL NEUROMARKETING E LA TUTELA DEL CONSUMATORE-FOLLOWER
AUTHORS: CARRUBBO-MENDOLA
EDITOR: CEDAM 2022 (LETTURA SUGGERITA)

- TEACHING MATERIALS PROVIDED BY THE LECTURER
More Information
- SAKAYA GÜNGÖR, A. S., & OZANSOY ÇADIRCI, T. O. (2022). UNDERSTANDING DIGITAL CONSUMER: A REVIEW, SYNTHESIS, AND FUTURE RESEARCH AGENDA. INTERNATIONAL JOURNAL OF CONSUMER STUDIES, 00, 1–30. HTTPS://DOI. ORG/10.1111/IJCS.12809

-BUI HT. EXPLORING AND EXPLAINING OLDER CONSUMERS' BEHAVIOUR IN THE BOOM OF SOCIAL MEDIA. INT J CONSUM STUD. 2022;46:601–620. HTTPS://DOI.ORG/10.1111/ IJCS.12715
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