Guida degli insegnamenti
Syllabus
Partially translatedTradotto parzialmente
Andrea PERNA
Lingua di erogazione: INGLESELessons taught in: ENGLISH
Laurea - [ET07] DIGITAL ECONOMICS AND BUSINESS First Cycle Degree (3 years) - [ET07] DIGITAL ECONOMICS AND BUSINESS
Dipartimento: [040002] Dipartimento Scienze Economiche e SocialiDepartment: [040002] Dipartimento Scienze Economiche e Sociali
Anno di corsoDegree programme year : 3 - Secondo Semestre
Anno offertaAcademic year: 2024-2025
Anno regolamentoAnno regolamento: 2022-2023
Obbligatorio
Crediti: 9
Ore di lezioneTeaching hours: 66
TipologiaType: B - Caratterizzante
Settore disciplinareAcademic discipline: SECS-P/08 - ECONOMIA E GESTIONE DELLE IMPRESE
English
English
An Italian secondary school diploma or a certified foreign equivalent demonstrating 12 years of study is required.
B2 in the European Common Framework of Reference for Languages is required
An Italian secondary school diploma or a certified foreign equivalent demonstrating 12 years of study is required.
B2 in the European Common Framework of Reference for Languages is required
On completion of the course the students will be able to:
- Demonstrate that they know and comprehend relevant marketing concepts
- Describe, explain and evaluate the service process and its particularity compared to product systems
- Describe, explain and analyze concepts, models, and theories of service marketing
- Describe the need and use of marketing information within organizations utilizing digital platforms
- Explain and discuss digital marketing tools and concepts
- Explain current research and development work in the field of service marketing and its digital application through case studies.
Capacity to apply Knowledge and Understanding.
Participants will acquire competences in order to use a mix of practical and theoretical features applicable when managing and marketing services in different contexts; analyze, assess and deal with the complex phenomena of marketing and its specific issues and situations associated with digitalization of consumption; explain and discuss digital marketing tools and their advantages and disadvantages in solving different types of practical challenges and problems.
Transversal Skills.
- Analyze marketing problems from theoretical, practical and ethical perspectives
- Display a service mindset essential to customer relationships in a service context
- Digital tools selection and implementation
- Observation of real case studies and discussions
- Critical thinking
- Data driven knowledge applications
Knowledge and Understanding.
On completion of the course the students will be able to:
- Demonstrate that they know and comprehend relevant marketing concepts
- Describe, explain and evaluate the service process and its particularity compared to product systems
- Describe, explain and analyze concepts, models, and theories of service marketing
- Describe the need and use of marketing information within organizations utilizing digital platforms
- Explain and discuss digital marketing tools and concepts
- Explain current research and development work in the field of service marketing and its digital application through case studies.
Capacity to apply Knowledge and Understanding.
Participants will acquire competences in order to use a mix of practical and theoretical features applicable when managing and marketing services in different contexts; analyze, assess and deal with the complex phenomena of marketing and its specific issues and situations associated with digitalization of consumption; explain and discuss digital marketing tools and their advantages and disadvantages in solving different types of practical challenges and problems.
Transversal Skills.
- Analyze marketing problems from theoretical, practical and ethical perspectives
- Display a service mindset essential to customer relationships in a service context
- Digital tools selection and implementation
- Observation of real case studies and discussions
- Critical thinking
- Data driven knowledge applications
- Marketing approaches and theory: from traditional to digital marketing
- The extended marketing mix
- Consumer behavior
- Customer expectations
- Customer Perceptions
- Digital customer experience: VR and AR
- Building customer relationship in a btoc perspective
- Service innovation
- Physical and virtual serviscape
- Distribution through electronic channels
- Data driven marketing in btoc market
- Digitalization and sustainable issues
Project Work
- Marketing approaches and theory: from traditional to digital marketing
- The extended marketing mix
- Consumer behavior
- Customer expectations
- Customer Perceptions
- Digital customer experience: VR and AR
- Building customer relationship in a btoc perspective
- Service innovation
- Physical and virtual serviscape
- Distribution through electronic channels
- Data driven marketing in btoc market
- Digitalization and sustainable issues
Project Work
Le informazioni contenute nella presente scheda assumono carattere definitivo solo a partire dall'A.A. di effettiva erogazione dell'insegnamento. Academic year 2024-2025
Università Politecnica delle Marche
P.zza Roma 22, 60121 Ancona
Tel (+39) 071.220.1, Fax (+39) 071.220.2324
P.I. 00382520427