DIGIN22 - DIGITAL INNOVATION

courses

ID:

DIGIN22

Duration (hours):

54

CFU:

SSD:

ORGANIZZAZIONE AZIENDALE

Located in:

PESCARA

Url:

Course Details:

DIGITAL MARKETING/CORSO GENERICO Year: 1

Year:

2025

Course Catalogue:

https://unich.coursecatalogue.cineca.it/af/2025?co...

Date/time interval

Primo Quadrimestre (16/09/2025 - 20/12/2025)

Course Objectives

At the end of the course, students will be able to: Knowledge - Describe the main models of innovation. - Explain the fundamental features of innovation processes. - Understand the strategic, organizational, and operational dimensions that support innovation. - Identify the specific challenges of innovation in digital ecosystems and cyberspace. - Recognize the structure and implementation issues of digital marketing strategies. - Understand the distinctive features of innovation in SMEs. Skills - Apply analytical tools to understand and interpret technological innovation processes. - Analyze business cases and propose innovative solutions. - Use theoretical frameworks to design innovation strategies. Autonomy of judgment - Critically evaluate the economic, social, and technological implications of innovation. - Integrate organizational, economic, and technological aspects in innovation decisions. Communication skills - Communicate effectively using technical and managerial language related to innovation. - Contribute actively to group discussions and business case analysis. - Present innovation strategies to both technical and non-technical audiences. Learning abilities - Independently acquire new knowledge on innovation tools, practices, and models. - Stay critically updated on technological developments and digital transformation trends.

Course Prerequisites

In order to successfully attend the classes, basics of managements and economics are required.

Teaching Methods

The teaching method is based on a combination of traditional lecture, guest - seminars, case discussions and students’ presentations.
Traditional lecture will count for the 30% of the overall students’ workload. Besides, guest seminars and specialized laboratories on specific topics (e.g. platforms ecosystems, digital strategies, cybersecurity, project management) will count for another 30%. Case discussions and students’ presentations will count for the 40%. A similar division of the work load will be followed when structuring the final exam.

Assessment Methods

The final grade is expressed in thirtieths (out of 30). The assessment verifies the achievement of the expected learning outcomes and follows different procedures for attending and non-attending students. Attending students Final grade breakdown: - Active participation in class discussions: 10% - Business case discussions: 30% - Group work carried out during the course: 30% - Written exam (individual analysis of a business case + open-ended questions): 30% Non-attending students The exam consists of an individual written test, which includes: - Analysis of a business case, selected by the instructor and communicated on the day of the exam - Open-ended questions based on the course contents and textbook chapters The business case will be chosen from those available on the e-learning platform, such as: From PDA to Smartphones; Blu-Ray versus HD-DVD; From SixDegrees.com to Facebook; TataNano; chotuKool; Uber; Mobile Payments; Digital Music Revolution; Apple; Google; Frog; SkullCandy

Texts

Attending students: papers and case studies distributed in class + selected chapters from Schilling (2017) Strategic Management of Technological Innovation, McGraw Hill
Not attending students: Schilling (2017) Strategic Management of Technological Innovation, McGraw Hill. chapters: 1-2-3-4-5-10-11-12

The course analyzes innovation processes within firms, with a specific focus on their strategic, organizational, and operational dimensions in the context of the digital ecosystem and cyberspace. Key challenges related to the implementation of digital marketing strategies will be addressed, with a final focus on innovation in small and medium-sized enterprises (SMEs).

Course Language

English

More information

All information concerning the course, the lecture notes, the support materials and the exercises and all communications will take place through the e-learning page