Digital Marketing Lab
Professor: Deborah Raccagni, Laura Colm
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.
The course addresses the following questions and issues:
- identifying market opportunities and understanding consumer online behavior,
- developing a digital marketing strategy,
- 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.