Course code:
Academic year:
Course title:
Marketing and E-Commerce
Module:
Teacher 1:
Teacher 1:
Splitting 1:
Module 1:
Type 1:
Teacher 2:
Teacher 2:
Splitting 2:
Module 2:
Type 2:
Teacher 3:
Teacher 3:
Splitting 3:
Module 3:
Type 3:
Reference sector:
Year of degree course:
Third
Faculty:
Type:
Semester:
Sub period:
Total credits:
Workload
| Attività frontale: Lectures: |
48.0 |
|
|
| Esercitazioni: Applied activities: |
0.0 |
|
|
| Studio individuale: Individual work: |
50.0 |
|
|
| Attività didattica a piccoli gruppi: Group work: |
0.0 |
|
|
|
|
| Seminari: Seminars: |
0.0 |
|
|
|
|
| Laboratori: Laboratories: |
52.0 |
|
|
| TOTALE (voci sopra-elencate): TOTAL: |
150.0 |
|
|
| Ore di lezione settimanali: |
6.0 |
Prerequisites:
In addition to the degree programme requirements, students should have taken the course in Marketing
Educational goals:
To attain a good knowledge of on-line marketing activities developed both in theory and in practice. To apply such activities to e-commerce and the many channels of business.
Course contents:
1. Introduction to internet marketing and e-marketing 2. Theoretical and practical differences from basic marketing 3. B2C marketing: on-line behaviour identification and analysis; on-line product marketing; on-line promotion and publicity; sales conduit integration - Perception of prices on the internet; Instruments to analyse new consumers. CRM: the birth of mass customization; m-commerce. 4. B2B marketing: New supply models; New contract formats; supply chain processes and relationships between suppliers; e-auctions: on-line auctioning as new supply model. 5. The on-line marketing plan
Course text 1:
Course text 2:
Teaching activities:
Assessment:
written + oral
After each of the four meetings, an online activity should be carried out. The final test is on-line, plus an oral discussion of the practical work carried out previously.
Teaching language:
Italian
Other information:
SUB-PERIODS IV - V - VI