96098 - MARKETING, SALES AND PLATFORMS FOR THE DIGITAL AGE

Conoscenze e abilità da conseguire

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.

Contenuti

Module1:

Introduction to Modern Marketing
Omnichannel and Moment-Based Strategy

Module 2:

Service Design process:

• Discovery phase
• Conceptual phase
• Experience Design
• Experience Development
• Optimisation

Module 3:

• Content Strategy
• Content Management Platforms & Digital Asset Management Platforms
• Diversity & Inclusion

Module 4:

• Digital Platforms
• Platform Business Models

Testi/Bibliografia

Slides

Articles (TBA)

Details will be available in the e-learning web site of the course

Metodi didattici

Lectures, seminars and case studies analysis, workshops and laboratory.

Modalità di verifica e valutazione dell'apprendimento

Written assignment and project work.

 

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

Strumenti a supporto della didattica

Powerpoint class presentations, laboratory and use of collaboration, design and content management software, additional readings, sources and information about the program, and case studies are available on the e-learning website.

Orario di ricevimento

Consulta il sito web di Andrea Pia