The first part of the course illustrates the main theoretical and empirical principles on which the Internet is based, with reference to market segmentation, targeting, and positioning of a company. Another goal is to expose you to the key challenge/opportunity of a company’s digital transformation, along with its peculiar business implications/key leverage points such as the reshaping of the commercial value chain, the co-petition, and the co-creation. The course also explains the main technicalities related to hybrid business models and, in particular, the golden rules for their design, implementation, development, and management.
In the second part, the course aims at helping you to distinguish the traits of a brilliant digital communication strategy, such that the entire value of the company is advocated and delivered, facing a web world that is growingly crowded and complex. Attention will be focused on the key asset of any online communication, that is to say the company’s website, in terms of usability & architecture, look & feel, KPIs. Main logics and tools, as well as the "do's and don'ts", of a brilliant and consistent "offline communication" will be presented and discussed whilst providing you with a 360°, exhaustive understanding of the communication process.
A successful marketing strategy requires a deep understanding of the market and the competitive arena. Business intelligence is used to foresee development opportunities and to create and deliver the best value for customers. This course is concerned with the process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.