Digital Challenges in Marketing and Big Data
Fast-paced advances in digital technologies – ranging from web 2.0, big data, social media, the Internet of Things to machine learning and artificial intelligence etc. – have brought about profound transformation in how we communicate with others, how we learn about or introduce new fashions, how we process and filter information, and how we work and do business. They have indeed transformed all areas of social life, drastically remodeling consumption and marketing practices.
This course brings together technology-focused, business-focused, consumer-focused as well as society-focused perspectives on digital challenges in marketing. First, it seeks to provide a practice-focused overview of the current main digital marketing tools, frameworks and best practices. Second, it offers a reflection on a range of the latest technological advancements that open numerous opporunities to create, communicate and deliver value to consumers. Finally, it will focus on the interplay between technology, business objectives and consumer wellbeing across a range of current digital marketing practices.
Considering the speed of change in the field, the course will generally focus on the essential principles of the consumer-centric digital marketing strategies and their underlying logics, which could be rewarding or, on the other hand, challenging or even highly problematic under certain circumstances. Such circumstances will be scrutinized throughout the course via presentation of real-life cases and in-class discussions, thus bringing students’ attention to the need to address digital challenges in marketing in an informed and responsible manner.
• Provide students with an up-to-date overview of key issues in digital marketing practices, frameworks, tools and strategies.
• Prepare students to navigate the complexities of the digital marketplace by bridging together business-focused, technology-focused and consumer-focused perspectives.
• Stimulate a critical reflection on digital marketing that weighs utilities of marketing practices shaped by the digital trends against their (potential) business and social consequences.
Modalità di insegnamento
Traditional lectures, in-class discussions, presentation of real-life cases. Attendance and active class participation is strongly recommended. Selected texts and sources for (optional, yet recommended) further reading will be shared via iCorsi.
Overall course assessment is based on an individual written exam. Detailed evaluation criteria are set at the beginning of the course.
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- Edelman, G. "Why Don’t We Just Ban Targeted Advertising?" WIRED (2020).
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- Oremus, W. "Are you really Facebook’s product? The history of a dangerous idea." Slate (2018).
Puntoni, Stefano, Reczek, Rebecca Walker, Giesler, Markus, Botti, Simona. "Consumers and Artificial Intelligence: An Experiential Perspective." Journal of Marketing, 85, 1 (2020): 131-151.
- Voshmgir, Shermin. Token economy: how the Web3 reinvents the internet. Second edition, first amended printing. Berlin: Token Kitchen, 2020.
- Zuboff, Shoshana. The age of surveillance capitalism: The fight for the future at the new frontier of power.. First edition. London: Profile Books, 2019.
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