The objective of the course is to provide concepts, techniques and tools for analysis and marketing planning based on new technologies and, at the same time, to implement e-business and e-commerce projects.
The first part of the course aims to provide students with the theoretical tools to study and analyze the analytical, strategic and operational marketing process within the digital environment, acquiring knowledge of the techniques to plan, implement and control marketing programs.
The second part of the course will focus on the strategic impacts of the Internet, e-business and e-commerce models, strategic planning of e-commerce and optimization of the buying process.