Tipo Insegnamento:
Obbligatoria
Durata (ore):
40
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Sede:
BRESCIA
Url:
Analytics e Data Science for Economics and Management/PERCORSO COMUNE Anno: 1
Anno:
2024
Course Catalogue:
Dati Generali
Periodo di attività
Secondo Quadrimestre (27/02/2025 - 09/06/2025)
Syllabus
Obiettivi Formativi
KNOWLEDGE AND UNDERSTANDING
The aim of the course is to provide knowledge and the ability to understand the functioning of the prevailing theoretical models developed in the field of digital marketing, with particular reference to setting a digital strategy and the main operational tools available.
Students will learn how to prepare a digital marketing plan, how search engines work, techniques for positioning a website effectively, and, finally, the functionality of web analytics tools.
ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING
At the end of the course, each student can set up a digital marketing plan, complete a SEO strategy for medium and small projects, or tackle even more complex projects supported by more experienced professionals. Once this knowledge has been acquired, each student will be immediately useful and profitable within any web agency or company marketing office.
Finally, once the laboratory is finished, each teaching participant will be able to know and manage the basic metrics of web analytics and technically understand its functioning, thus being able to find employment in agencies and companies that are looking for specific professional figures such as data analysts.
AUTONOMY OF JUDGMENT
The student must be able to develop independent judgments on digital marketing issues that will be proposed within the course through case discussion and preparation of individual and group work.
COMMUNICATION SKILLS
Among the expected learning outcomes is the development of interpersonal communication skills for analyzing/solving problems and sharing ideas. Preparing and presenting individual and group works will allow students to improve their interpersonal communication and public speaking skills.
ABILITY TO LEARN
Another fundamental objective of the course is to develop those learning skills (curiosity/interest) that will allow students to continue their studies autonomously and continuously. Resources and contents will be proposed to allow students to deepen their preparation and keep updated on a rapidly and constantly evolving topic.
The aim of the course is to provide knowledge and the ability to understand the functioning of the prevailing theoretical models developed in the field of digital marketing, with particular reference to setting a digital strategy and the main operational tools available.
Students will learn how to prepare a digital marketing plan, how search engines work, techniques for positioning a website effectively, and, finally, the functionality of web analytics tools.
ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING
At the end of the course, each student can set up a digital marketing plan, complete a SEO strategy for medium and small projects, or tackle even more complex projects supported by more experienced professionals. Once this knowledge has been acquired, each student will be immediately useful and profitable within any web agency or company marketing office.
Finally, once the laboratory is finished, each teaching participant will be able to know and manage the basic metrics of web analytics and technically understand its functioning, thus being able to find employment in agencies and companies that are looking for specific professional figures such as data analysts.
AUTONOMY OF JUDGMENT
The student must be able to develop independent judgments on digital marketing issues that will be proposed within the course through case discussion and preparation of individual and group work.
COMMUNICATION SKILLS
Among the expected learning outcomes is the development of interpersonal communication skills for analyzing/solving problems and sharing ideas. Preparing and presenting individual and group works will allow students to improve their interpersonal communication and public speaking skills.
ABILITY TO LEARN
Another fundamental objective of the course is to develop those learning skills (curiosity/interest) that will allow students to continue their studies autonomously and continuously. Resources and contents will be proposed to allow students to deepen their preparation and keep updated on a rapidly and constantly evolving topic.
Prerequisiti
No specific previous knowledge or skills other than those required for enrollment in the Degree Program are required for the use of the course. Participation is required with a personal computer, and Google Chrome and/or Firefox installed as a browser and the ability to add plugins/extensions to the browser itself.
Metodi didattici
The teaching methods that will be applied are:
- frontal lessons;
- testimonies (in the classroom or remotely);
- guided case studies/incidents analysis (traditional, multimedia);
- group work/assignment;
- other interactive classroom activities (role-playing, business games, simulation, online forums, instant polls).
All students will be required to participate actively. Websites will be assigned to be analyzed. Each student can face the practical phases individually or with groups of up to three people. The practical exercises can also be in-depth and continue outside class hours for the most willing students who want to undertake one of these digital professional careers. Using a personal computer with a Chrome or Firefox browser is required; all the software used in the classroom will be free and open-source.
- frontal lessons;
- testimonies (in the classroom or remotely);
- guided case studies/incidents analysis (traditional, multimedia);
- group work/assignment;
- other interactive classroom activities (role-playing, business games, simulation, online forums, instant polls).
All students will be required to participate actively. Websites will be assigned to be analyzed. Each student can face the practical phases individually or with groups of up to three people. The practical exercises can also be in-depth and continue outside class hours for the most willing students who want to undertake one of these digital professional careers. Using a personal computer with a Chrome or Firefox browser is required; all the software used in the classroom will be free and open-source.
Verifica Apprendimento
ATTENDING STUDENTS
- The first part of the exam will consist of a project allowing participants to use the knowledge and tools acquired, which will be carried out during the course.
The second part will consist of an oral test that will focus on all the content given during the course, on the assigned book chapters, and on the project carried out to verify the learning and mastery of the tools used during the course. The oral assessment will also consider the more or less active participation during lessons and exercises.
The overall evaluation will be determined as follows: 50% project grade and 50% oral evaluation.
The rounding of the exam grade will only be done at the end of joint exams.
NON ATTENDING STUDENTS
The first part of the exam is in written form, referencing the content of the texts and chapters indicated for non-attending students. It consists of an articulated test on closed and open questions.
The second part will be an oral exam on the content of the texts and chapters indicated for non-attending students.
The overall evaluation will be determined based on a 50% mark on the written exam and a 50% mark on the oral exam.
The rounding of the exam grade will only be done at the end of joint exams.
- The first part of the exam will consist of a project allowing participants to use the knowledge and tools acquired, which will be carried out during the course.
The second part will consist of an oral test that will focus on all the content given during the course, on the assigned book chapters, and on the project carried out to verify the learning and mastery of the tools used during the course. The oral assessment will also consider the more or less active participation during lessons and exercises.
The overall evaluation will be determined as follows: 50% project grade and 50% oral evaluation.
The rounding of the exam grade will only be done at the end of joint exams.
NON ATTENDING STUDENTS
The first part of the exam is in written form, referencing the content of the texts and chapters indicated for non-attending students. It consists of an articulated test on closed and open questions.
The second part will be an oral exam on the content of the texts and chapters indicated for non-attending students.
The overall evaluation will be determined based on a 50% mark on the written exam and a 50% mark on the oral exam.
The rounding of the exam grade will only be done at the end of joint exams.
Testi
Attending students must study the slides provided by the professors.
Non-attending students can take the exam by referring to the following book: Hanlon, A. (2022). Digital marketing: Strategic planning & integration. Sage.
Non-attending students must also study the slides provided by the teachers.
Non-attending students can take the exam by referring to the following book: Hanlon, A. (2022). Digital marketing: Strategic planning & integration. Sage.
Non-attending students must also study the slides provided by the teachers.
Contenuti
In an era of growing digital transformation, the discipline of digital marketing plays a crucial role in marketing. Marketing has evolved from a recent phase in which it focused on the ability to optimize the offer through knowledge of the market to a new phase in which there is the ability to know and get in touch with the individual customer by creating a relationship of quality that generates value in the different interactions.
The course will start with the basic paradigms of digital marketing, such as Customer centricity, customer experience as an output of customer centricity, the value of digital marketing, and the marketing funnel.
Then, we will explain the structure and phases of the digital marketing project, the creative concept, and the brand narrative strategy. We will proceed with the social media marketing plan and performance measurement metrics.
The second part of the course will address two main themes: SEO and Web Analytics.
With a practical approach, the course provides direct and concrete examples of how to deal with a digital promotion project, positioning it correctly in search engine results and measuring the impact of marketing activities. Students will know and learn to use Avinash Kaushik's "See, Think, Do, Care" framework, a beneficial model for setting up a digital marketing strategy. The course will detail how to set up an SEO project, from analyzing search entities to SEO optimizations, on-page and off-page, both simple and more advanced, such as structured data.
Finally, the issues of digital measurement will be addressed, particularly web analytics, showing and operationally using some web analytics software such as Google Analytics and ShinyStat.
The path will end with online advertising, e-mail marketing, influencer marketing and affiliate marketing.
Therefore, the course will have a strong operational component, which will be established during the lessons and exercised through direct application and the use of digital resources.
The course will start with the basic paradigms of digital marketing, such as Customer centricity, customer experience as an output of customer centricity, the value of digital marketing, and the marketing funnel.
Then, we will explain the structure and phases of the digital marketing project, the creative concept, and the brand narrative strategy. We will proceed with the social media marketing plan and performance measurement metrics.
The second part of the course will address two main themes: SEO and Web Analytics.
With a practical approach, the course provides direct and concrete examples of how to deal with a digital promotion project, positioning it correctly in search engine results and measuring the impact of marketing activities. Students will know and learn to use Avinash Kaushik's "See, Think, Do, Care" framework, a beneficial model for setting up a digital marketing strategy. The course will detail how to set up an SEO project, from analyzing search entities to SEO optimizations, on-page and off-page, both simple and more advanced, such as structured data.
Finally, the issues of digital measurement will be addressed, particularly web analytics, showing and operationally using some web analytics software such as Google Analytics and ShinyStat.
The path will end with online advertising, e-mail marketing, influencer marketing and affiliate marketing.
Therefore, the course will have a strong operational component, which will be established during the lessons and exercised through direct application and the use of digital resources.
Lingua Insegnamento
Inglese
Altre informazioni
The distinction between attending and non-attending students is made on the basis of participation in work in the presence and outside class hours and attendance (at least 75% of those recorded).
Corsi
Corsi
Analytics e Data Science for Economics and Management
Laurea Magistrale
2 anni
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