Dates
distance learning
31st October - 29th November 2012
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• Andreina Mandelli - Program director, SDA Bocconi Professor, adjunct Professor USI Lugano and IE business school, Madrid
• Robert Kozinets - Associate Professor, Schulich School of Business, York University
• Matteo Morandi - SDA Bocconi Professor
• Davide Reina - SDA Bocconi Professor
• Chris Ogan - Prof. emerita Indiana university, expert of media systems
Guest speakers last edition
• Derek Browers - Director of Accounts, Momentfeed
• Alex Brunori - Executive Creative Director, MRM + Momentum Worldwide
• Jeff Cole - Director of the Center for the Digital Future, USC Los Angeles
• Paul Gillin - Social Media Strategist, writer and blogger
• Matthias Lufkens - Associate Director Media, World Economic Forum
• Marco Martemucci - CEO, Dixero
• Dennis Pereira - Senior Marketing Manager, PayPal
• Gianluca Ruggiero - Chief Operating Officer, MRM
• Simon Salt - CEO, IncSlingers
• Matteo Sarzana - General Manager, VML/Y&R
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The online sessions will be partially lectures and partly interactive, using a virtual class on a distance learning platform.There will be interaction not only between the teacher and the individual course participants, but also student-to-student and at the entire class-level.
Some of the interactions will be real-time (using the distance learning platform), but there will also be asynchronous forum discussions at class level and group level.
All the online sessions will be recorded and available in the virtual class at any time during the course.
The participants will receive a certificate of attendance.
Value drivers
“Should we have a fan page on Facebook?”, “Should we use Twitter for promotions and customer service?”, “What can we do if somebody writes something bad about us in his blog?”, “Should we abandon advertising for social formats of communication?”, “How can we use a social mobile app for branding?”, “Do we need to have guidelines for employee use of social media?”, “Should we, and how can we, measure the impact of social media communication on firm performance, brand equity and reputation?” …
These are some of the questions communication and marketing managers deal with these days. In our course we will try to address the new interactive and participatory practices in social and mobile service platforms, in a more systematic framework of study of the changes that digital communication and networks are bringing to markets, firms, and businesses.
In this course we will address the major issues concerning how digital networks (pc-based and mobile) and social media are changing marketing and corporate communication, and therefore brand relationships and reputation management. We will do it through 12 evening distance learning sessions, plus 1 entire day in traditional classroom (optional, it can be substituted by access to the online presentations). Cases and field experiences will also be presented and discussed.
The format of the course is also innovative. Quality + convenience and flexibility. This is, in synthesis, the educational and organizational formula, which mixes face-to-face education with distance learning, but also with a post-course sharing & support class network.
Programs contents
Facebook, Twitter, Youtube, and the world of user-generated content
Web 2.0, video and mobile apps: what next? Major trends in digital technology and communication
Enterprise 2.0: redefining the firm, its boundaries and its practices
New logics and techniques for market research and consumer behaviour analysis in the world of social media
Co-creation and collaborative product development within communities of customers
Managing the digital experience and relationships online
Display, search, social and mobile: trends and principles in digital advertising
Creating the buzz: unconventional and guerrilla marketing online
Experiential and collaborative branding: the role of entertainment and community
Mobile app branding
Reputation management in social media
Give up control or beyond control? Monitoring, alerting, metrics, distributed intelligence and conversation leadership as the bases of management in social media
Participants
Managers in the area of marketing and corporate communication, and other professionals who need to address the challenge of the new digital communication and social media
Services
After the course there will be the possibility to partecipate to a class-based group online, for sharing material, continuing the discussions, and keeping updated on the major issues
With the participation in the program, you will have the right to join our Marketing Community for one year as a benefit
