PRINCIPLES OF MARKETING
The module’s aim is to focus on the main aspects of marketing, with a particular focus on digital marketing. Starting from the main concepts of marketing and its development during time, the disruptive changes brought on by digital media are introduced. Digital transformation in marketing is studied within a given business, taken as an example, imagining a company mission and exploring how to plan a proper action plan. By using this case study, marketing strategies are investigated. Significant importance will be given to the relationship with the final customer, and how he/she needs to be interlinked with the growth strategy of any given business. Particularly important for growing digitally and strategically are feedbacks