Università Roma Tre

 Marketing as a social process: from the orientation to production to digital marketing
 Marketing 4.0 according to Philip Kotler
 The (social) media system and its impact on the marketing changes
 The evolution of devices and its impact on marketing
 A new concept for content: The Content Challenge
 Web usability definition and user centered design
 User experience design and interaction design
 Planning in digital marketing
 Evaluation of results
 Customisation, personalisation and user profiling
 Promotion and communication: SEO, SEM and digital PR
 Word of mouth and social media within the framework of the network theory
 Evaluation of marketing initiatives: classical and advanced tools
 New forms of content: infographics
 On- and offline integration: QR and geolocation
 Microdata and Big data: opportunities and threats
 Co-creation collaborative platforms: hitRECord and Wattpad
 The book cover between marketplace and marketspace.

 Paola Peretti, Marketing digitale, Apogeo 2011
 Techno-Z FH Forschung & Entwicklung GmbH, The Content Challenge.Electronic Publishing and the New Content Industries, Report to the European Commission
DG XIII/E, Salzburg, 1997
 Craig Mod, Reinventare la copertina. Dal libro all’ebook, Apogeo 2012
 Dispense didattiche predisposte dalla docente (per frequentanti e non frequentanti)
 Materiali illustrati in aula (per i soli frequentanti), che verranno distribuiti a fine corso via mail
 Sono previste due testimonianze in aula di professionisti/manager del marketing digitale.

Avvertenza - Gli studenti non frequentanti debbono contattare la docente all'indirizzo mail sabina.addamiano@gmail.com almeno tre mesi prima dell’inizio della sessione in cui intendono sostenere l’esame, al fine di rendere nota alla docente la loro condizione ed eventualmente di concordare un programma specifico.