Digital and interactive marketing for goods and services (2019/2020)

Course code
Name of lecturer
Alessandro Bigi
Alessandro Bigi
Number of ECTS credits allocated
Academic sector
Language of instruction
I semestre (Lingue e letterature straniere) dal Sep 30, 2019 al Jan 11, 2020.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course has the aim to give the students useful tools and competencies to un-derstand, define and manage digital marketing processes for goods and services both in B2B and B2C activities.

Using interactive lectures, business cases, testimonials, and class exercise an active approach, students will identify the leading theories to apply in the definition of a marketing plan, studying both theoretical and practical aspects of marketing and facing the digital and classical challenges of today's world.

In addition to the theoretical aspects, the course will teach a methodological ap-proach to digital, strategic and operational marketing, identifying the information needed to start a correct decisional process and the steps to reach the marketing targets identified.



- Definitions of Marketing and the role of customer
- Digital marketing, a definition
- Marketing process and marketing plan
- The marketing plan, from its definition to its implementation
- The role of digital marketing in the different steps of a marketing plan
- Value as a measure of company performance
- Marketing and digital marketing of goods and services; principal aspects and differences
- Market analysis and the strategic alternatives
--- Demand Analysis
--- Supply Analysis
--- Consumer analysis
--- Market dynamics
- Supply and its segmentation. The big Italian lifestyle map study
--- Company and Brand identity and digital image
--- The vision, the mission, the values
--- Critical Success Factors
--- Market approach: product oriented or customer oriented
- Communication: the user and the value
- User-generated content and digital communication

Reference books
Author Title Publisher Year ISBN Note
Patrizia Menchiari Cardiomarketing (Edizione 1) Flaccovio Dario 2018 Libro a supporto dell'insegnamento. Non oggetto d'esame
Jean-Jacques Lambin Market-driven management. Marketing strategico e operativo (Edizione 7) McGraw-Hill Education 2016
Philip Kotler Marketing 4.0 Hoepli 2017 Libro a supporto dell'insegnamento. Non oggetto d'esame
Luigi Pirandello Uno, nessuno e centomila Giunti 2007 9788844034054 Libro a supporto dell'insegnamento. Non oggetto d'esame

Assessment methods and criteria

The exam is divided into a written test and an oral one for those who got a +18 mark in the written test.

The material for attendees has been illustrated during the course and consists as well the chapters to study.
Other students have to study the entire book "Marketing. Il management orientato al mercato. Mattiacci, Pastore"