Digital marketingUNIVERSITÀ DELLA SVIZZERA ITALIANA
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- Mendrisio (Svizzera)
Cosa impari in questo corso?
This course is designed as an introduction to the rapidly evolving world of marketing in new media. It blends conceptual frameworks and theory with an applied perspective. The topics of the course include planning of digital marketing activities, monitoring of digital marketing activities and metrics, online advertising, online consumer behavior, consumer engagement and online communities, and basic social network insight and analytics. The objectives of this lecture will be met through lectures, text readings, practical exercises, and in-class discussions. As integrative part of this class students will participate in the Google Online Marketing challenge (http://www.google.com/onlinechallenge/ ).
the grading is 70% exam and 30% will be a group presentation
Enrollment required. Limited number of participants.