Ateneo - UPO

New technologies and digital transformation profoundly change the way business and customer interacts, thus generating new tools and new challenges. The course offers an introduction to the themes and tools typical of digital marketing (such as SEO, SEA, social media marketing), highlighting how to integrate them within the broader objectives of a marketing strategy. The course gives a particular emphasis to the analysis of consumer behavior in the digital environment.

The teaching material consists of handouts and slides provided by the teacher, as well as additional readings made available on the online teaching site (dir.uniupo.it).

In addition, particularly for non-attending students, the following textbooks are recommended.

1) Cioffi A. (2024), Digital strategy: il posizionamento sui canali digitali e la trasformazione delle vendite. Hoepli.

2) Tuten T.L., Solomon M.R. (2020), Social media marketing, III Edizione. Pearson

The course aims to analyze the new ways of interacting between business and customer in the digital environment, showing how the tools of digital marketing can be integrated within the marketing strategy of a firm.

There is no formal prerequisite, although preliminary marketing knowledge is useful.

Frontal and interactive lessons. Team work by students

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities. Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

Learning is verified through a written exam and a team work proposed during the course of the lessons.

Through the team work, students can receive up to 12 points, while the written exam assigns up to 20 points. Those who do not participate in the team work can obtain the score through an additional question in the written exam, based on supplementary material specifically indicated on the online teaching site.

- From traditional marketing to digital marketing
- The digital marketing strategy
- Customer centricity and analysis of consumer behavior in the digital environment
- Search engine marketing (SEO, SEA)
- Platforms and social media marketing
- Marketing campaign performance metrics
- Customer satisfaction, user generated contents and digital reputation

- Understanding the new ways of interacting between business and customer in the digital environment
- Knowledge of digital marketing tools
- Ability to apply specific tools for analyzing consumer behavior
- Ability to work in a team, to communicate and present the results of team work