96098 - Marketing, Sales and Platforms in the Digital Age

Learning outcomes

At the end of the course, the student knows the way in which marketing is understood and thought up to the digital age that has brought the proliferation of channels and technologies which in turn have radically changed the context in which marketers find themselves operating. The student acquires the new marketing skills: data and analytics, customer experience, content, omni-channels and personalization. The students knows the details of Digital Platforms and underlying reasons for adopting them in a business environment and the strategic and innovative technical details as microservices and API management to have a full picture of the key features that make a digital platform really valuable and effective for an organization. Moreover, the student acquires the key capabilities of an omnichannel platform and the standard tools used to select software and solutions the best fit a specific application. Playing with a high-level general-purpose solution (IFTTT) the student understands how much easy is to create new services on top of open platforms. At the end, the student knows platform business model fundamentals to have a full understanding of what make a digital platform a digital business ecosystem.

Course contents

“Marketing, Sales and Platforms for the Digital Age” is a comprehensive course designed for Master's students in the Digital Transformation program. The course provides an in-depth understanding of how modern marketing strategies are evolving with digital advancements and their impact on businesses. Through a combination of theoretical foundations and practical applications, students will explore key areas such as digital marketing strategies, emotional branding, SEO, SEM, social media, content marketing, omnichannel marketing, data-driven decision-making, and the integration of AI and digital platforms.

The course is structured into four streams, each comprising multiple modules that cover fundamental to advanced topics in digital marketing. Students will engage in group projects, applying their knowledge to real-world scenarios and presenting their findings at the course's conclusion. This course aims to equip students with the skills and insights necessary to lead digital marketing initiatives and drive digital transformation in their future careers. By the end of the course, students will have a solid grasp of digital marketing principles and the ability to implement effective marketing strategies in the digital era.

Stream 1: Foundations of Digital Marketing

The first Stream overs the basics of digital marketing, its evolution, key concepts, and strategic role. Learn to develop marketing strategies and create emotional connections with consumers.

• Module 1: Introduction to Marketing in the Digital Age
• Module 2: Marketing Strategies & Planning
• Module 3: Emotional Branding

Stream 2: Digital Marketing Channels

This Steam focuses on leveraging SEO, SEM, social media, and content marketing. Emphasizes creating engaging campaigns and optimizing digital presence.

• Module 4: Search Marketing (SEO) & (SEM)
• Module 5: Social Marketing
• Module 6: Content Marketing

Stream 3: Advanced Digital Marketing Strategies

The third Stream explores advanced strategies like omnichannel marketing, data-driven decision-making, and AI in marketing.

• Module 7: Omnichannel Marketing
• Module 8: Data-Driven Marketing
• Module 9: Digital & AI Marketing Platforms

Stream 4: Course Conclusions

The final Stream involves presenting group projects and reflecting on learning. Consolidates knowledge and encourages discussion on marketing's role in digital transformation.

• Module 10: Group Presentations & Conclusions

Readings/Bibliography

• Dedicated Lecture Slides
• Selected Online Articles, Videos & Podcasts
• "Digital Marketing Strategy: An Integrated Approach to Online Marketing" by Simon Kingsnorth
• Details will be available in the e-learning web site of the course

Teaching methods

Lectures, seminars, case studies and group work.

 

Assessment methods

Differentiated examination methods are provided for attending students (participation in at least 60% of the lectures) and non-attending students:

• Attending Students
  • Group Work
    • Group presentation
    • Structure:15 to 20 slide presentation (PPT, Keynote, PDF)
    • Value 10pts (33% grade)
  • Individual Work
    • Written Exam
    • Structure: 2 short essays
    • Value 20pts (66% grade)
    • Length – 90 minutes
• Non-Attending Students
  • Group Work (excluded)
  • Individual Work
    • Written Exam
    • Structure: 3 short essays
    • Value 30pts (100% grade)
    • Length – 90 minutes

Grades are assigned on the basis of an overall assessment of knowledge, skills, presentation and discussion skills of the topics covered. The ranges of grades correspond can be described as follows:

18-23: the student has sufficient preparation and analytical skills, spread however, over just few topics taught in the course, the overall jargon is correct

24-27: the student shows and adequate preparation at a technical level with some doubts over the topics. Good, yet not to articulate analytical skills with the use of a correct jargon

28-30: Great knowledge about most of the topics taught in the course, good critical and analytical skills, good usage of the specific jargon

30L: excellent and in depth knowledge of all the topics in the course, excellent critical and analytical skills, excellent usage of specific jargon

Teaching tools

Class presentations, additional readings, sources, and information about the program, will be available on the e-learning website after each class lecture.

Office hours

See the website of Timothy Sean Jr. O'Connell