English Syllabus for Web Marketing CLEBA

Teaching language:
Italian
Textbooks and Reading Materials.
For attending students:
• Lecture notes
• E-commerce vincente: Dai modelli di business alle strategie di vendita online
di Daniele Rutigliano (author) di Hoepli

• Marketing Automation: Guida completa per automatizzare il tuo business online
di Alessio Semoli (author) di Hoepli

• Digital Analytics: Prendi il controllo del tuo business online
da Alessio Semoli (author)

Learning objectives.
The course is designed to provide to the students the strategic skills and operational tools in the world of web marketing to build effective digital marketing plans.
This objective is related to the following learning outcomes:

Knowledge and understanding - The teaching aims to provide the student with knowledge and skills related to the broad world of web marketing. This knowledge and skills are achieved through participation in face-to-face lectures and seminars organized during the course with company testimonials, as well as through individual, guided and autonomous study.

Ability to apply knowledge and understanding - The teaching aims to foster the development of a strategic and operational interpretation of the role of web marketing in the company. This result is pursued through a didactic approach aimed at deepening issues related to digital marketing. The ability to apply knowledge and understanding is manifested through the construction of web marketing plans that involve the use of different tools; and is favoured by the study of business cases illustrated by the teacher and by experts, invited to intervene during seminars organized by the teacher of the web marketing class.

Knowledge and understanding on:
• Web marketing strategic approach
• Web Marketing tools
• Social media marketing
• Content marketing
Prerequisites:
To facilitate attendance and learning content of the course, it is appropriate that all students have passed the basic computer skills exam.
Didactic Method:
Lectures
Discussion of Business Cases
Assessment methods:
The assessment consists in a preliminary written test and then in oral interview.
During the exam we will discuss on web marketing strategy, tools and analytics to evaluate ROI of marketing activities.

Contents.
The course will be structured in:
- Web marketing strategy: from the market to the comapny
- Web marketing tools: how to implement effective strategies
- Web marketing trend for the next years

Detailed program.
1st Module
Web Marketing: history and company role
Web Marketing, Relationship Marketing and Transactional Marketing
Inbound Makreting and Customer lifecycle
Digital Marketing Plan
Digital Marketing Plan: Strategies and tools for analysis

2nd Module
Digital Marketing Plan. Operation tools
Content Marketing: b2b vs b2c
Landing Page: how to build a qualified lead database
Email Marketing: relationship strategies
Email Marketing: tools and case studies
SEO and SEM: teoric approach
SEO and SEM: tools best practice
Social Media Strategy: the foundamentals
Social Media Plan: how to create tthe best Editorial Plan
Best practive for Social Media Plan

3rd Module
E-Commerce: the foundamentals
Digital Marketing Paln for E-commerce
Marketing Automation: the right approach
Marketing Automation: case studies
Digital Marketing Paln evolution between Cloud Platform and Machine Learning