Marketing and Digital Technologies

Business coursesTechnology courses
Start Date
January 23, 2023
Duration
42 hours
MQF/EQF
EQF 7
ETCS credits
6 CFU's
Language
English
Accreditation
University of Cassino and southern Lazio
Teaching methods
Online

Overview

The marketing and digital technologies course follows the marketing plan structure. Models of the application of digital technologies (web applications, artificial intelligence, machine learning, etc.) to market research, consumer behavior and marketing plan are presented through online lessons.

The course opens presenting the principles of marketing and follows with lectures on market research with a specific focus on the application of technologies to data collection and analysis, with an in-depth study of the potential and limits of artificial intelligence and machine learning in supporting strategic marketing decisions, especially in the management of web-based companies.

This course is provided by the University of Cassino and Southern Lazio in partnership with Mediterranean Academy of Culture, Technologies and Trade.

Target group

  • Marketing and companies of all sizes
  • Students about to start their first business
  • Public employees responsible for the marketing area
  • Communication experts
  • Any professionals or entrepreneurs who want to successfully market their businesses, products, or services

General objectives

Main Goal

The programme includes consumer behaviour studies, the analysis of applications for promotion and performance analysis of the websites (with a focus on e-commerce websites), market analysis in digital contexts and key information about the marketing plan framework in the web context.

Goal Achieved

This course will improve your marketing planning skills and prepare you to effectively develop your marketing plan.

Entry requirements

The entry requirement for this course is a Bachelor degree (in any field of study) and an English knwledge certification (minimum level B2)

Course structure

Course is 42 hours lenght and it is taught in 21 lessons (2hours per lecture) – online. After the lectures, students grouped in teams will write a Marketing Plan to present to the exam commette. On the same day of the presentation, students will have the final exam (multiple choices test).

Lessons: 21 lessons
Duration of one lesson: 2 hour
Self-study hours: 108 hours
Practice Hours: 2 hours
Assessment Hours: 1 hours

Course will be activated with a minimum number of participants (15); participants should be present at least for 80% of lecture hours.

Registration conditions

To participate in the course it is necessary, first of all, to check if you meet the minimum participation requirements and read the contractual conditions at this link:
If you meet the requirements and you agree with the contractual conditions, you can proceed with the purchase of the course by clicking on: Add to basket
You will have to fill in the form with your details, accept the general and course terms and conditions and continue with the purchase.
You may be asked to pay a deposit for the booking and upon receipt of your order, you will be redirected to the course participant data collection page.
Our organizing secretariat will contact you to check the entry requirements and, if everything is in order, will enroll you in the course.
We remind you that to participate in the course, you must have paid the full fee before the course starts.

Other info

Difficulty
Advanced
Hours of lessons
42
Hours of self-study
108
Hours of practice
2
Hours of verification
1
How to participate
Part-time
Age target
26 - 65+

Course booking

850
Request more info

20 available


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Course lessons calendar

UNIVERSITÀ DEGLI STUDI DI CASSINO E LAZIO MERIDIONALE

Department of ECONOMICS AND LAW

Course name: MARKETING AND DIGITAL TECHNOLOGIES

Advanced Training Course – 42 ore

Lectures in english language on Google Meet of UNICAS

In cooperation with Mediterranean Academy of Culture, Technology and Trade – Malta  –

Provisional timetable

 

Module number module Teaching hours n. of lectures dates
1 Principles of marketing 6 3 Jan 23

Jan 24

Jan 25

2 Market analysis 6 3 Jan 26

Jan 27

Jan 30

3 Market research and digital technologies 6 3 Jan 31

Feb1

Feb 2

4 Artificial intelligence and machine learning 6 3 Feb 6

Feb 7

Feb 8

5 Consumer behaviour 5 2 Feb 9

Feb 10

6 Web applications and analytics 8 4 Feb 13

Feb 14

Feb 15

Feb 16

7 Marketing plan 5 2 Feb 17

Feb 18

         
Total teaching hours 42 20  
P Presentations (15 min each team) 2 1 Feb 27
E Exam 1 1 Feb 28

Course Modules

The first module presents the marketing definition and relations between marketing, value and interactions among company, markets and stakeholders.

Marketing roots are presented looking at the basics of the discipline with a focus on segmentation, targeting and positioning. The module follows with an overview about the role of marketing framework for companies in the complex macroenvironmental context characterized by the system of elements (including technology and big data) that are continuosly changing markets and customer-company interaction.

The module closes with the presentation of marketing value co-creation driven like a framework supported by technologies favoring the actor to actor relationships within the network of actors where the customer is an element of the system

Hours of Total Learning: 6 hours

– Total Contact Hours: 6 hours
– Practice Hours: 4 hours
– Self-Study Hours: 15 hours

Lecturer: Prof. Roberto Bruni

The aim of this module is to describe the market analysis process in digital context. It enables participants understand the online consumer’s behavior, market trends and competitors that is the key to success for any e-commerce.

This course introduces the process of marketing analysis in web context through a combination of lectures, case studies and course project: definition of the research object, establishment of the research objectives, design of the research, collection and analysis of data and report of the research results.

Hours of Total Learning: 6 hours

– Total Contact Hours: 6 hours
– Practice Hours: 4 hours
– Self-Study Hours: 15 hours

Lecturer: Prof. Amor Messaoud

This module aims at an overview of the main statistical methods for data analysis in a marketing context.

All methods will be introduced focusing on both their main methodological aspects and on their application on real datasets, using the software XLStat. In particular, the Linear Regression Model will be used for the definition of the marketing plan.

Based on the same model, the Conjoint Analysis will be applied to define the scenarios and to estimate partial and total utility coefficients. Finally the use of Principal Component Analysis (PCA) will be illustrated by an application on marketing data.

Hours of Total Learning: 6 hours

– Total Contact Hours: 6 hours
– Practice Hours: N/D
– Self-Study Hours: 15 hours

Lecturer: Prof. Simona Balzano

The aim of this module is to describe machine learning and artificial intelligence methods commonly used in web application to characterize the behavior of online customers.

In particular, probabilistic decision rules and supervised classification algorithms will be considered, with examples in recommendation systems and user profiling.

Practical examples will guide course participants through their implementation and usage, highlighting their limits and capabilities

Hours of Total Learning: 6 hours

– Total Contact Hours: 6 hours
– Practice Hours: N/D
– Self-Study Hours: 15 hours

Lecturer: Prof. Mario Guarracino

The module intends to deepen the models for the analysis of consumer behavior and the factors that generally impact on the behavior of buyers and on the intentions and frequency of purchase. A particular

focus is placed on digital technologies from a double point of view:

1) how new technologies and tools have changed consumer behavior (from the perception of need to post-consumer satisfaction);

2) how the purchasing behavior in e-commerce is configured (analogy and differences with the instore purchase).

Hours of Total Learning: 5 hours

– Total Contact Hours: 5 hours
– Practice Hours: N/D
– Self-Study Hours: 12 hours

Lecturer: Prof. ………………..

This module provides students with a broad overview and understanding of the many elements, disciplines, and issues related to web applications and analytics.

As it makes no assumptions about any particular subject, students of any background should be able to cope with the course. Although the general contents of the module are broad, part of it has a strong focus on practical issues in terms of a web application, best-case scenarios, digital business models and strategies, and tools available to browse vast amounts of data. The general aim of this 8-hours long module is to ensure that students understand web applications, and consequently profound analytical approach, is the real world of the Internet.

Hours of Total Learning: 8 hours

– Total Contact Hours: 8 hours
– Practice Hours: N/D
– Self-Study Hours: 20 hours

Lecturer: Prof. Dusan Mladenovjic

Stemming from the general business plan the marketing plan is a crucial element of the company decision-making in determining its future actions and market success.

This, the module brings general understanding of the strong connections between business objectives and marketing goals as well as more specific training on how to develop marketing plans in the web context.

The students will learn to perform situation and competition analysis, develop marketing goals and define marketing strategy, analyze and understand target groups, determine marketing segments and marketing channels, combine sales strategy with other marketing communications strategies, create a roadmap, develop a financial plan and an evaluation plan necessary for final analyses of the achievements of set marketing goals.

They will learn to use a number of state-of-the art planning tools, such as for example Business Model Canvas, SWOT analysis and Customer Funnel.

Hours of Total Learning: 5 hours

– Total Contact Hours: 5 hours
– Practice Hours: N/D
– Self-Study Hours: 12 hours

Lecturer: Prof. Galjina Ognjanov

Course name   MARKETING AND DIGITAL TECHNOLOGIES  

Advanced Training Course – 42 ore Lectures in english language on Google Meet di UNICAS In cooperation with Mediterranean Academy of Culture, Technology and Trade – Malta  –     Provisional timetable  

Module number module Teaching hours n. of lectures dates
1 Principles of marketing 6 3 Jan 23 Jan 24 Jan 25
2 Market analysis 6 3 Jan 26 Jan 27 Jan 30
3 Market research and digital technologies 6 3 Jan 31 Feb1 Feb 2
4 Artificial intelligence and machine learning 6 3 Feb 6 Feb 7 Feb 8
5 Consumer behaviour 5 2 Feb 9 Feb 10
6 Web applications and analytics 8 4 Feb 13 Feb 14 Feb 15 Feb 16
7 Marketing plan 5 2 Feb 17 Feb 18
         
Total teaching hours 42 20  
P Presentations (15 min each team) 2 1 Feb 27
E Exam 1 1 Feb 28

Events in January 2023

Monday Tuesday Wednesday Thursday Friday
23/01/2023(1 event)

Module 1 - Principles of marketing

24/01/2023(1 event)

Module 1 - Principles of marketing

25/01/2023(1 event)

Module 1 - Principles of marketing

26/01/2023(1 event)

Module 2 - Market analysis

27/01/2023(1 event)

Module 2 - Market analysis

30/01/2023(1 event)

Module 2 - Market analysis

31/01/2023(1 event)

Module 3 - Market research and digital technologies

01/02/2023(1 event)

Module 3 - Market research and digital technologies

02/02/2023(1 event)

Module 3 - Market research and digital technologies

03/02/2023

Lecturers

This course is delivered by the University of Cassino (Italy) in partnership with the Mediterranean Academy of Culture, Technologies and Trade of Malta.

Students who complete the course will be issued a certificate by the University of Cassino certifying the completed training for 6 ECTS credits.

In order to ensure the delivery of high-quality training experience, the academic staff involved in the design and provision of this Module has been carefully selected by the University of Cassino (Italy).

Roberto Bruni

PhD, Associate Professor
Dušan Mladenović
Ph.D. lecturer

Mario Guarracino

Lecturer

Simona Balzano

Lecturer
Galjina Ognjanov
PhD, lecturer

Amor Messaoud

Lecturer
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Course booking

850
Request more info

20 available


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Location
Online platform of the University of Cassino

Other info

Difficulty
Advanced
Hours of lessons
42
Hours of self-study
108
Hours of practice
2
Hours of verification
1
How to participate
Part-time
Age target
26 - 65+

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