Unit STRATEGIC AND DIGITAL MARKETING
- Course
- Economics and management
- Study-unit Code
- A004829
- Location
- PERUGIA
- Curriculum
- Economia e management dell'innovazione
- Teacher
- Andrea Runfola
- Teachers
-
- Andrea Runfola
- Hours
- 63 ore - Andrea Runfola
- CFU
- 9
- Course Regulation
- Coorte 2024
- Offered
- 2025/26
- Learning activities
- Caratterizzante
- Area
- Aziendale
- Academic discipline
- SECS-P/08
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- Language of instruction
- Italian
- Contents
- This course adopts a specialized approach to topics in strategic and digital marketing. It emphasizes market and customer knowledge, especially focusing on the recent developments in marketing, strategies, and the tools used to understand customers, their decision-making processes, and the factors behind their satisfaction. The course also highlights the impact and opportunities brought by new digital technologies. The goal is to provide advanced knowledge and skills, including conceptual elements, strategic planning, and digital marketing tools that can help in the sustainable growth of a firm. Specifically, the course will include the following topics: • Marketing, its evolution, and strategic marketing • New technologies, digital evolution, and changing marketing processes • Purchase and consumption processes: approaches and the impact of digital technologies • Marketing strategies, metrics, and business development • Customer value: approaches and measurement metrics • Customer satisfaction and its determinants • Customer loyalty and customer relationship management in the digital economy • Qualitative marketing research for market knowledge • Quantitative marketing research for market knowledge • New marketing research techniques and the role of digital tools for market knowledge • Strategic and digital marketing in business-to-business (b2b) markets • The specifics of b2b customers, purchasing behavior, and the impact of digital technology • Branding and communication in the digital economy • Social media, digital analytics, and strategic marketing decisions • Artificial intelligence, marketing automation, and marketing processes
- Reference texts
- Information about textbooks will be provided at the beginning of the lessons
- Educational objectives
- This course is an advanced marketing class that explores strategic and digital marketing topics. Its main goal is to equip students with knowledge and skills in the core areas of strategic and digital marketing. Key knowledge gained will include: • Understanding the main dynamics of change in marketing and strategic marketing • Advanced understanding of the digital economy and how digital transformation impacts marketing processes • In-depth knowledge of customer decision-making processes, especially considering digital technology influence • Advanced skills in developing effective marketing strategies • Familiarity with key marketing metrics • Knowledge of primary strategic marketing tools for market analysis • Awareness of essential digital tools to support marketing decisions Key skills acquired (i.e., the ability to apply the knowledge gained) will include: • Identifying strategic marketing options for business growth • Executing marketing decisions within digital environments • Creating and implementing a marketing plan • Recognizing and utilizing digital marketing tools • Analyzing marketing metrics, including those related to digital marketing initiatives and environments
- Prerequisites
- To understand the topics covered in the course, students need to know basic marketing and basic management.
- Teaching methods
- The course includes: - Lectures; - Seminars; - Business case class discussion; - Project work.
- Other information
- Please refer to the web page of the Department of Economics at the following address: www.econ.unipg.it.
- Learning verification modality
- Written exam. The exam is designed to verify the knowledge and skills covered in the course. For the purposes of the final evaluation, it is also considered the result of the discussion of a project work related to the topics covered in the course and that students may have made on a voluntarily basis.
- Extended program
- This course adopts a specialized approach to topics in strategic and digital marketing. It emphasizes market and customer knowledge, especially focusing on the recent developments in marketing, strategies, and the tools used to understand customers, their decision-making processes, and the factors behind their satisfaction. The course also highlights the impact and opportunities brought by new digital technologies. The goal is to provide advanced knowledge and skills, including conceptual elements, strategic planning, and digital marketing tools that can help in the sustainable growth of a firm. Specifically, the course will include the following topics: • Marketing, its evolution, and strategic marketing • New technologies, digital evolution, and changing marketing processes • Purchase and consumption processes: approaches and the impact of digital technologies • Marketing strategies, metrics, and business development • Customer value: approaches and measurement metrics • Customer satisfaction and its determinants • Customer loyalty and customer relationship management in the digital economy • Qualitative marketing research for market knowledge • Quantitative marketing research for market knowledge • New marketing research techniques and the role of digital tools for market knowledge • Strategic and digital marketing in business-to-business (b2b) markets • The specifics of b2b customers, purchasing behavior, and the impact of digital technology • Branding and communication in the digital economy • Social media, digital analytics, and strategic marketing decisions • Artificial intelligence, marketing automation, and marketing processes