DIGITAL MARKETING AND ANALYTICS | Università degli studi di Bergamo - Didattica e Rubrica

DIGITAL MARKETING AND ANALYTICS

Attività formativa monodisciplinare
Codice dell'attività formativa: 
164017-ENG

Scheda dell'insegnamento

Per studenti immatricolati al 1° anno a.a.: 
2021/2022
Insegnamento (nome in italiano): 
DIGITAL MARKETING AND ANALYTICS
Insegnamento (nome in inglese): 
DIGITAL MARKETING AND ANALYTICS
Tipo di attività formativa: 
Attività formativa Affine/Integrativa
Tipo di insegnamento: 
Opzionale
Settore disciplinare: 
ECONOMIA E GESTIONE DELLE IMPRESE (SECS-P/08)
Anno di corso: 
2
Anno accademico di offerta: 
2022/2023
Crediti: 
6
Responsabile della didattica: 
Altri docenti: 
Yogesh Kumar DWIVEDI
Mutuazioni
  • Corso di studi in MANAGEMENT, MARKETING AND FINANCE - Percorso formativo in INTERNATIONAL MANAGEMENT AND DIGITAL BUSINESS

Altre informazioni sull'insegnamento

Modalità di erogazione: 
Didattica Convenzionale
Lingua: 
Inglese
Ciclo: 
Primo Semestre
Obbligo di frequenza: 
No
Ore di attività frontale: 
48
Ore di studio individuale: 
102
Ambito: 
Attività formative affini o integrative
Prerequisites

Marketing Course
Students need to be especially familiar with the material on communication, consumer behaviour, marketing strategy, segmenting, targeting, differentiation, and positioning.

Educational goals

Students are expected to apply the writing, and the presentation skills learned in previous Marketing classes, in addition they will create personal and team projects, write reports, and discuss results.
Students will also learn how to create their own website and develop its promotion and communication.
Applying specific practical instructions, students will learn how to make decisions and to develop a marketing campaign for their website.
Attendees will develop skills and competencies to become digital marketing assistants

Course content

1) DIGITAL MARKETING STRATEGY Recommend a variety of strategies for using the internet to market to relevant stakeholders.
2) MEASURING EFFECTIVENESS Assess the effectiveness of digital marketing strategy and tactics in achieving an organization’s business objectives.
3) TECHNOLOGY Describe and apply current technologies supporting and enabling the strategic digital marketing function.
4) GLOBAL TRENDS AND OPPORTUNITY ANALYSIS Describe major internet challenges and opportunities based on historical and current events in the global business environment.

Teaching methods

This course is based on a group-learning methodology, which requires cooperation among students and individual commitment. The aim of this course is to improve students’ cognitive abilities, critical evaluation of the given task and ability to work with others. For two months students will simulate to work in different marketing departments.

Students are required to:
- Attend at least 75% of the classes in order to participate actively in the work group and business testimonials, in order to put into practice the knowledge acquired
- participate actively in class case discussions, general discussions in order to develop the collective learning process
- read papers in advance and contribute to the discussion at the end of students’ presentation;
- write case study reports in groups and deliver for reviews to activate the skills related to the topics.

PLEASE NOTE
In case of provisions of the competent authority on containment and management of epidemiological emergency, the teaching may be subject to changes from what is declared in the syllabus in order to make the course and examinations in line with the regulations

Assessment and Evaluation

The exam is divided into two partes:
1. a test consisting of 16 multiple choice questions, composing the 50% of the exam.
2. two open questions composing the other half of the exam.
Students will have 90 minutes to finish the exam.

Further information

Course's attendance is not compulsory but highly recommended. In the case in which the course will be taught completely or partly on distance, the course syllabus will be slightly or significantly changed to make it suited for online teaching and learning.

For attending students
1. Group/individual assignments during the course (50 % of course grade)
2.Final examination (50 % of course grade, based on the course textbook and the other course readings)

Non-attending students will have to take an exam divided into two partes:
1. a test consisting of 16 multiple choice questions, composing the 50% of the exam.
2. two open questions composing the other half of the exam.
Students will have 90 minutes to finish the exam.