COMPANIES, MARKETING AND DIGITAL MEDIA
- Overview
- Assessment methods
- Learning objectives
- Contents
- Full programme
- Delivery method
- Teaching methods
- Contacts/Info
The course doesn’t require previous knowledge
The final examination consists of a verbal test.
The final mark is based on a assessment on the answers to the questions.
The exam is passed with the minimum score of 18/30.
The Society, Marketing and Digital Media course belongs to the field of economics. At the end of the course the student will be able to:
a) Acquire a general marketing framework
b) Know the fundamental characteristics of the market
c) Critically read the socio-cultural context and the behavior of consumers and businesses
d) Understand the Marketing Strategies and Social Media Marketing
Consumer, needs, goods (and services). The perception of value. The creation of value. Production, product, sale. Marketing and business organization. Strategic Marketing and Operational Marketing. Strategic marketing planning. Internal and external audit. S.W.O.T. analysis. Market segmentation (Targeting) and brand and product positioning. The 4 Ps of Marketing: product, price, point of sale, promotion and the 4Cs of Marketing. Marketing mix. The 3 key processes: PDM (product & service development management), SCM (supply chain management), CRM (customer relationship management). Competitive analysis. Competitive strategies. The definition of the brand (Branding). The product line. Life cycle of the product. Communication and media. Advertising. Event marketing. “Unconventional” Marketing: Viral Marketing, Tribal Marketing, Web Marketing, Marketing and Social Networks. Applications of Visual Merchandising to Marketing. Direct Marketing. Experiential marketing. Territorial marketing. Digital marketing. Marketing and digital economy. Digital influences and subcultures. Offline and Online. The era of connectivity. From Aware to Advocate. Content Marketing. Omnichannel marketing. The 4 great archetypes. Tactical applications of Marketing in the digital economy. Humanistic brands. The media channels. Engagement Marketing.
Consumer, needs, goods (and services). The perception of value. The creation of value. Production, product, sale. Marketing and business organization. Strategic Marketing and Operational Marketing. Strategic marketing planning. Internal and external audit. S.W.O.T. analysis. Market segmentation (Targeting) and brand and product positioning. The 4 Ps of Marketing: product, price, point of sale, promotion and the 4Cs of Marketing. Marketing mix. The 3 key processes: PDM (product & service development management), SCM (supply chain management), CRM (customer relationship management). Competitive analysis. Competitive strategies. The definition of the brand (Branding). The product line. Life cycle of the product. Communication and media. Advertising. Event marketing. “Unconventional” Marketing: Viral Marketing, Tribal Marketing, Web Marketing, Marketing and Social Networks. Applications of Visual Merchandising to Marketing. Direct Marketing. Experiential marketing. Territorial marketing. Digital marketing. Marketing and digital economy. Digital influences and subcultures. Offline and Online. The era of connectivity. From Aware to Advocate. Content Marketing. Omnichannel marketing. The 4 great archetypes. Tactical applications of Marketing in the digital economy. Humanistic brands. The media channels. Engagement Marketing.
The course will be delivered with frontal lessons, for the total amount of 64 hours. They will be all conducted by the tenured professor of the course, with the support of PPT presentations, encouraging interaction between the lecturer and students. At the end of each lesson students can ask for clarifications and further explanations of the topics proposed.
e-mail: brusa@polimi.it
Kotler P., MARKETING 4.0 - Ed. HOEPLI, 2017
S. Godin, LA MUCCA VIOLA, ROI edizioni, 2021
G. Brusa, GOLEMARKETING, Ed. Maggioli, 2018