Digital Marketing Lab

Course summary

The course focuses on a theoretical rather than a technical understanding of e-marketing and the digital environment, exploring the main practices and exploiting tools and techniques that can be used to this purpose.

Learning Objectives

The course addresses the following questions and issues:

1. identifying market opportunities and understanding consumer online behavior,
2. developing a digital marketing strategy,
3. implementing effective product, promotion, pricing, and distribution strategies in a digital environment.

Course Material: Readings, slides and cases will be provided via e-learning platform.

Assessment Methods: Friendly qualitative feedback will be given based on the individual class participation and final presentations by small groups.

The course is an introduction to our University’s interactive and hands-on approach to teaching the BSc in International Economics and Management.