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  • Digital marketing - Prof. Alessio Lossano - a.a. 2016/2017


    Alessio Lossano was born in Vico Equense on 17/01/1983. He graduated with honors in advertising and corporate communications at the University of Teramo. He is manager, consultant and lecturer in marketing and business management. Trained in the large-scale distribution of clothing, he served time in the functions of department manager, business manager and CEO. Consultant and entrepreneur, he working with government agencies, trade associations and companies in the field of marketing and collaborates with universities and training institutions as a lecturer in marketing, digital marketing, fashion marketing, business management and business communication. At the University of Teramo, since 2009 he is assistant professor for the course in brand management at the Faculty of Communication Sciences, in the academic years 2011/2012, 2012/2013, 2013/2014 he is lecturer of the workshop in social media & web marketing innovation at the Faculty of communication Sciences, in the academic year 2014/2015 he is a lecturer in social media marketing at the Faculty of Communication Sciences, Master's degree in management and business communication. For the academic year 2015/2016 he is a lecturer in digital marketing at the Master's degree in management and business communication.  

    INFO
    Objectives of the course

    The course aims to transfer a clear vision of the potential and technical information useful for setting strategic operations of digital marketing in general, with a focus on the new professionals, the "Social media marketing specialist" and the "expert in digital marketing", increasingly in demand in the labor market. In order to make it easier to understand these students should possess advance technical knowledge of Marketing, Brand Management and possess sufficiently advanced knowledge of Computer Science and Economics.

    PREREQUISITE AND PREPARATORY
    • Prerequisite: In order to facilitate their understanding of the subject, the student should possess advance technical knowledge of Marketing, Brand Management and possess sufficiently advanced knowledge of Computer Science and Economics.
    • Preparatory: There are no prerequisites.

    Dublin Descriptors for unit

    UNIT 1: The changes of the digital age on our lives

    • Knowledge and understanding: The course aims to transfer a clear vision of the potential and technical information useful for setting strategic operations of digital marketing in general, with a focus on the new professionals of the "Social media marketing specialist" and '"expert in digital marketing" , increasingly in demand in the labor market. In order to make it easier to understand these students should possess advance technical knowledge of Marketing, Brand Management and possess sufficiently advanced knowledge of Computer Science and Economics.
    • Applying knowledge and understanding: Understand and measure the effects of digital marketing on reputation, the customer management and the company's income statement.
      Understand the contribution of digital media in the transformation of the brand equity in "brand-equity holdings, and" analyzing the dynamics of the story-telling and marketing of digital content.
    • Making judgements: Analyze and understand the effects of using the web to socio-cultural level and measure its range with particular reference to new generations of users. Analyze the genesis of new highly specialized professionals in the design and planning of strategies of digital marketing and use, in the management and monitoring of the main digital channels.
    • Communication: Acquisition of a technical and analytical methodology and practice for understanding, use and management of marketing applied to the web and new social media and their integration in the macro business strategy of a company.
    • Learning skills: At the end of the course the student will be able to analyze, understand and process strategies based digital marketing. It will acquire the tools needed to measure basic results of digital marketing and make any corrections. Will acquire professional skills in line with current business needs the discipline undergoing education.


    UNIT 2: Digital strategy and its contents

    • Knowledge and understanding: The course aims to transfer a clear vision of the potential and technical information useful for setting strategic operations of digital marketing in general, with a focus on the new professionals of the "Social media marketing specialist" and '"expert in digital marketing" , increasingly in demand in the labor market. In order to make it easier to understand these students should possess advance technical knowledge of Marketing, Brand Management and possess sufficiently advanced knowledge of Computer Science and Economics.
    • Applying knowledge and understanding: Understand and measure the effects of digital marketing on reputation, the customer management and the company's income statement.
      Understand the contribution of digital media in the transformation of the brand equity in "brand-equity holdings, and" analyzing the dynamics of the story-telling and marketing of digital content.
    • Making judgements: Analyze and understand the effects of using the web to socio-cultural level and measure its range with particular reference to new generations of users. Analyze the genesis of new highly specialized professionals in the design and planning of strategies of digital marketing and use, in the management and monitoring of the main digital channels.
    • Communication: Acquisition of a technical and analytical methodology and practice for understanding, use and management of marketing applied to the web and new social media and their integration in the macro business strategy of a company.
    • Learning skills: At the end of the course the student will be able to analyze, understand and process strategies based digital marketing. It will acquire the tools needed to measure basic results of digital marketing and make any corrections. Will acquire professional skills in line with current business needs the discipline undergoing education.


    UNIT 3: Being a marketing manager today: rule the digital landscape

    • Knowledge and understanding: The course aims to transfer a clear vision of the potential and technical information useful for setting strategic operations of digital marketing in general, with a focus on the new professionals of the "Social media marketing specialist" and '"expert in digital marketing" , increasingly in demand in the labor market. In order to make it easier to understand these students should possess advance technical knowledge of Marketing, Brand Management and possess sufficiently advanced knowledge of Computer Science and Economics.
    • Applying knowledge and understanding: Understand and measure the effects of digital marketing on reputation, the customer management and the company's income statement.
      Understand the contribution of digital media in the transformation of the brand equity in "brand-equity holdings, and" analyzing the dynamics of the story-telling and marketing of digital content.
    • Making judgements: Analyze and understand the effects of using the web to socio-cultural level and measure its range with particular reference to new generations of users. Analyze the genesis of new highly specialized professionals in the design and planning of strategies of digital marketing and use, in the management and monitoring of the main digital channels.
    • Communication: Acquisition of a technical and analytical methodology and practice for understanding, use and management of marketing applied to the web and new social media and their integration in the macro business strategy of a company.
    • Learning skills: At the end of the course the student will be able to analyze, understand and process strategies based digital marketing. It will acquire the tools needed to measure basic results of digital marketing and make any corrections. Will acquire professional skills in line with current business needs the discipline undergoing education.



    • Digital Marketing: Integrating strategy and tactics with values, a guidebook for executives, managers and students, Ira Kaufman, Chris Horton, Rutledge, 2015 (1st edition)
    • Digital Minds: 12 things every business needs to know about digital marketing (paperback), by WSI, Friesen Press, 2014 (2nd edition) 

    During the lectures will be given the chapters and the parts to study for the final exam.

    Non-attending students must study completely textbooks.


    Tools and techniques to streamline the presence of a brand on the web through the adoption of a strategy and a method aimed to achieve its target users and customers. In addition to the definition of strategies, we will be monitoring the results achieved, to bring more presence digital sales, justifying investments undertaken online.

    Therefore, the program will focus on:

    Design an effective strategy of digital marketing;

    What is the starting point to define clear objectives in using the tools of online promotion and social platforms;

    How to do a proper set up, launch and operate profitably in the social profiles of a company;

    How to measure the performance of marketing on digital channels and the effectiveness of actions taken in the short and medium-long term (Digital Media ROI);

    How to create a plan of drafting social winning;

    How to leverage digital channels to facilitate the online sale;

    Social media marketing as a tool to create new relationships with users-customers (Social CRM);

    Social advertising, SEO, SEM and digital positioning;

    Digital content, digital branding and digital perceptioning;

    Mobile marketing, location-based and proximity marketing;

    Social media content and story-telling;

    Social contest, engagement and social buzz;

    Brand e-quity through the web.


    The program also includes the participation of professionals, group exercises and presentations of successful cases.

     

    • Monday hours 13.30 - 17.30 - Classroom 4

     The exam is oral and includes the study of two textbooks as well as any additional material discussed in class. During the course will involve practical exercises to check the status of student learning and the skills which are operating in line with the curriculum.

    For students attending there will be two intermediate test. The dates of the test are given in the planning of lessons attached.

  • 1 - Strong thoughts that change marketing (Unit 1)

    Digital Change.

    Digital Marketing.

    Digital Business.

  • 2 - Digital strategy (Unit 1)

    What's Strategy?

    Digital Strategy.

    Sky the limits.

    Have success.

    An effective method.

  • 3 - Create a digital strategy, in practice (Unit 1)

    Influencers.

    How you doing? (Part I)

  • 4 - Create a digital strategy, in practice (Unit 1)

    How you doing? (Part II)

    Implement a strategy.

    Practice.

    • 5 - Adopt a Digital Mindset (Unit 2)

      Introduce tha digital culture into the existing organizational culture.

      • 6 - Embrace a new Model (Unit 2)

        Integrate the fundamentals of the New Marketing Normal into current marketing efforts.

      • 7 - Formulate a new Strategy (Unit 2)

        Apply integrated Digital Marketing tactics and tools to enhance marketing initiatives.

      • 8 - Execute its Implementation (Unit 3)

        Incorporate Integrated Digital Marketing best practices to facilitate open communication and collaboration within and without the organization.

      • 9 - Generate Sustainability (Unit 3)

        Align the core values of the organization with its actions to create a Digitally Integrated Organization, which benefits customers, stakeholders, and the wider community.