Web Marketing

            

                                            

The course is focused on the analysis of the MNEs global network. The purpose of the course is to provide a deep analysis of the organisational design of MNEs and of those SMEs which have started a process of internationalisation. The topics covered in the course include the following items:
- a focus on the MNE "core" activities;
- the consolidation of the MNE business value chain;
- the entry of SMEs with high rate of growth, localized in advanced countries, in emerging markets.

Some emblematic cases will be discussed, such as those of some EU and US companies, distinguishing the processes of internationalization market-driven from the processes of internationalization labour cost-driven, or studying the entry of some American and European SMEs in emerging countries (re-shoring). The last issue presented is related to the advantages of in-sourcing strategies in US and in Europe.

            

                                            

Strategy is a complex and integrative discipline. It is important to acquire insights into a number of promising advanced topics:
a) the strategic processes: strategic thinking, the formulation of strategies, the change of
strategies;
b) the strategic contents: at business level, at firm level, or at network level;
c) the strategic contexts: related to the firm, the organisation, and its international dimension.
Examples of topics are: strategies related to the management of knowledge (internal investment on R&D or focus on the external absorptive capacity, exploitation vs. exploration, business verticalisation vs. new firms creation and start-ups, product differentiation vs. dominant design and modularity; internationalisation or/and  relocation.
The course aims also to develop a concrete and practical ability for the preparation of a Business Plan.

            

                                            

The purpose of this course is to introduce students to the most important concepts and principles of accounting and finance. It is intended to provide students with the knowledge and the basic skills that allow them to understand and analyze annual reports. Moreover, the course introduces students to non-financial reporting, by focusing on some social reporting methods such as the Balanced Scorecard, the Triple Bottom Line and the GRI. Upon completion of this course, students should:
- have a basic understanding of the fundamentals of accounting;
- be able to read and understand annual reports;
- be familiar with the fundamentals of social reporting.

            

                                            

The module aims to provide students with guidelines for understanding and analyzing the problems of logistics. It will address issues related to the last part of the Global Supply Chain Management adopting the perspective of developing efficient services (knowledge management & information sharing in global supply chains, logistics outsourcing, 3PL role, supply chain strategy, logistics performance, inventory management, and global risk management). The course will also include the study of the rules and regulations for documentary credits for export (pro forma invoice, commercial invoice, packing list).

            

                                            

The module aims to treat the architectural and technological aspects of the construction of web sites (web design).
After a presentation of the World Wide Web and information technologies that characterize it, the module provides the knowledge necessary for the design and development of websites with the use of the most advanced technologies. Students will gain an understanding of the various types of existing web technologies, and will learn the basics of website development technology based on dynamic XML (with particular attention to the aspects of interactivity on the web through scripting languages).

            

                                            

The module aims to provide the skills for the design and management of marketing communication activities based on new digital media, with particular attention to the issue of coherence and integration between tools on-and off-line activities such situations BtoB and BtoC. Topics include: how to advertise online; how to develop and manage the online brand community; how to create original content;  how to choose the platforms, applications and services to support the activities of digital communication; how to manage the information required for the planning, organization and control of advertising and digital marketing; how to use patterns of communication and languages (internet, mobile, web 2.0, social media, etc..). In the module are treated off-site and on-site web analytics, together with a description of both the traditional methods (server log file analysis), of which the most innovative is Java-based (page tagging).

            

                                            

The module deals with the management of activities aimed at obtaining a better position (detection, analysis, and interpretation) of a business website by the search engine spiders (Search Engine Optimization, SEO). The analysis also plans to consider the optimization of the structure of the website and the URL (URL optmization), the accessibility of the information from the engine (robots and sitemap optimization), and the connections with links for further information (link optimization), considering the effects of the presence in the web page of both text and images with integrative content.

            

                                            

This module aims to provide the tools to analyze the performance of Web sites through the use of tools such as google analytics. Web analytics is the collection, measurement, and analysis of data generated automatically from the websites for the purpose of optimizing the use of the web. It can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns. In the module are treated off-site and on-site web analytics, together with a description of both the traditional methods (server log file analysis), of which the most innovative Java-based (page tagging).

            

                                            

This module aims to provide the tools to analyze the performance of Internet marketing and Web sites  selling through the use of on-line selling, on-line platforms, and BtoC e-commerce. Websites characteristics for the purpose of optimizing the use of the web will be described. It can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns (optimize your website, create content, get social, convert visitors into leads, nurture leads into customers, analyze and refine).

            

                                            

Internet and social media can be used as a tool to support the strategy of introducing new products or to implement effective communication campaigns in order to support new marketing and selling strategies. Emphasis is given on the designing of market-driven strategies. Examples, case studies, and team exercises integrate the concepts illustrated by the teachers and consultants (i.e. the Porter’s five competitive forces model, swot analysis, survey building), providing practical information to students willing to become international marketing experts.

Download Call for applications 2016-2017

 

Department of Economics and Management 
Master Office
via U. Bassi 1 (4th floor),  35131 Padova
Opening hours: Tuesday-Friday, 9:00-14:00
phone: +39 049 8271229
mail: master.economia@unipd.it