The digital & social media marketing module is developed to appreciate the importance of the ever-evolving digital landscape, and for understanding how to develop skills to improve digital marketing effectiveness.
Social media and new mobile technologies are now ubiquitous, having infiltrated every aspect of our life. Digital technologies are not mere tools to achieve traditional business and marketing goals; they should be considered as part of a paradigm shift, with an increasing emphasis on social interaction with consumers enabling co-creation, cooperation and collaboration.
Digital Marketing is about a cultural change in the marketing manager’s way of viewing consumers and of applying marketing strategies and tools with the new technologies being developed. This module provides awareness of the nature of the challenges and opportunities within the digital environment and outlines the skills and tools required to support and enhance marketing activities.
The module draws on recent researches in digital marketing as well as on interviews with CEOs and practitioners and other types of publications (e.g. academic books, magazines, reports and newspaper articles). This module has a practical approach to the topic in that it discusses the ‘how to’ of social media and how these tools may contribute to brand loyalty, brand image, customer satisfaction, customer acquisition and the like.
The module has a strong focus on social media and underlines the importance of electronic word of mouth and how it is increasingly important to control and monitor what is being said about a company, brand or organization in consumer-to-consumer interactions. In addition, the importance of effective measurement techniques enables an understanding of the return on investment from social media & digital marketing activities.
Raffaele Filieri is Professor in Digital Marketing at Audencia Business School in France. He obtained his PhD in Business Engineering (Complexity Science) (2008) from the Universita’ Roma Tre, in Italy.
Among his main research interests he focuses on Digital & Social Media Marketing, adoption and continuance intention of technology, and inter-organizational knowledge transfer and innovation.
He has won several awards such as the Best paper in track award at the Academy of Marketing Conference 2014 in Bournemouth, England, and the Best conference paper award at the Academy of Marketing Conference 2012 in Southampton, England. He has also worked as a consultant for medium-sized and large organizations.