ID:
511621
Durata (ore):
22
CFU:
3
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Anno:
2026
Dati Generali
Periodo di attività
Primo Semestre (21/09/2026 - 18/12/2026)
Syllabus
Obiettivi Formativi
The course aims to develop students’ advanced ability to analyse and address complex marketing problems through the application of marketing research, analytical methodologies, and data-driven approaches. Through the development of an individual practice-based project, students will investigate a real-world marketing challenge, integrating marketing theory, empirical evidence, and marketing research techniques to generate evidence-based insights and support strategic marketing decision-making.
Upon successful completion of the course, students will be able to:
- Critically analyse marketing problems using appropriate marketing theory, research, and analytical frameworks.
- Design and conduct a marketing research project to address a real-world marketing challenge.
- Collect, analyse, and interpret marketing data using appropriate analytical methods.
- Apply analytical techniques to support evidence-based strategic decision-making.
- Develop evidence-based marketing recommendations with managerial relevance.
- Communicate research objectives, methods, findings, and recommendations effectively in written and oral formats.
Upon successful completion of the course, students will be able to:
- Critically analyse marketing problems using appropriate marketing theory, research, and analytical frameworks.
- Design and conduct a marketing research project to address a real-world marketing challenge.
- Collect, analyse, and interpret marketing data using appropriate analytical methods.
- Apply analytical techniques to support evidence-based strategic decision-making.
- Develop evidence-based marketing recommendations with managerial relevance.
- Communicate research objectives, methods, findings, and recommendations effectively in written and oral formats.
Prerequisiti
None
Metodi didattici
The course adopts an integrated set of teaching methods aimed at developing students’ analytical and decision-making competencies in marketing:
- Frontal lectures provide the theoretical and methodological foundations for the analysis of complex marketing problems, with particular emphasis on marketing research, analytical approaches, and data-driven decision-making.
- Practical sessions support the development of the individual practice-based project through the application of research techniques, analytical tools, and data interpretation methods to a real-world marketing challenge.
- Case study analysis focuses on evidence-based marketing decision-making, enabling students to integrate marketing theory, empirical evidence, and applied research in real-world marketing contexts.
- Group and individual activities foster the formulation, analysis, and presentation of marketing solutions grounded in research findings and strategic reasoning.
- Frontal lectures provide the theoretical and methodological foundations for the analysis of complex marketing problems, with particular emphasis on marketing research, analytical approaches, and data-driven decision-making.
- Practical sessions support the development of the individual practice-based project through the application of research techniques, analytical tools, and data interpretation methods to a real-world marketing challenge.
- Case study analysis focuses on evidence-based marketing decision-making, enabling students to integrate marketing theory, empirical evidence, and applied research in real-world marketing contexts.
- Group and individual activities foster the formulation, analysis, and presentation of marketing solutions grounded in research findings and strategic reasoning.
Verifica Apprendimento
- Individual Research Project (50% of the total grade);
- Written Exam based on both open-ended theoretical and practical questions (50% of the total grade).
The exam is based on the textbook - all chapters - and the slides used during lectures.
The questions aim to assess both understanding and comprehension of the topics covered during the lectures.
The duration of the written exam is 45 minutes.
Grading Scale: the grading scale ranges from 0 to 30 cum laude, with passing the exam requiring a minimum score of 18/30.
The exam is considered passed after achieving a MINIMUM GRADE of 18/30+ in both partial exams (Research Project) and (Written Exam) regardless of the average achieved in both.
Useful materials for the test: calculator and dictionary.
Communication of results: the result of the exam will be communicated through the esse3 system. Acceptance or rejection of the grade must occur in accordance with the current academic regulations of the University.
- Written Exam based on both open-ended theoretical and practical questions (50% of the total grade).
The exam is based on the textbook - all chapters - and the slides used during lectures.
The questions aim to assess both understanding and comprehension of the topics covered during the lectures.
The duration of the written exam is 45 minutes.
Grading Scale: the grading scale ranges from 0 to 30 cum laude, with passing the exam requiring a minimum score of 18/30.
The exam is considered passed after achieving a MINIMUM GRADE of 18/30+ in both partial exams (Research Project) and (Written Exam) regardless of the average achieved in both.
Useful materials for the test: calculator and dictionary.
Communication of results: the result of the exam will be communicated through the esse3 system. Acceptance or rejection of the grade must occur in accordance with the current academic regulations of the University.
Testi
Joseph Jr, F., David, J., & Dana, E. H. (2026). Essentials of marketing research. McGraw-Hill Education.
Supplementary readings will be provided by the professors during the lessons.
Supplementary readings will be provided by the professors during the lessons.
Contenuti
The course covers the following topics:
- Advanced Marketing Research, Analytics, and Evidence-Based Decision-Making.
- Practice-Based Marketing Projects: Research Design and Applied Applications.
- Marketing Problem Definition and Methodological Approaches.
- Marketing Data Collection, Management, and Analytical Techniques.
- Advanced Marketing Analytics for the Analysis of Marketing problemsr.
- Evidence-Based Marketing Strategy Formulation and Managerial Recommendations.
- Communication of Research Findings and Professional Presentation of Project Outputs.
- Advanced Marketing Research, Analytics, and Evidence-Based Decision-Making.
- Practice-Based Marketing Projects: Research Design and Applied Applications.
- Marketing Problem Definition and Methodological Approaches.
- Marketing Data Collection, Management, and Analytical Techniques.
- Advanced Marketing Analytics for the Analysis of Marketing problemsr.
- Evidence-Based Marketing Strategy Formulation and Managerial Recommendations.
- Communication of Research Findings and Professional Presentation of Project Outputs.
Lingua Insegnamento
INGLESE
Altre informazioni
The program of the course may undergo slight variations. Please always refer to the official course page of the course on E-LEARNING.
Corsi
Corsi
INTERNATIONAL BUSINESS AND ENTREPRENEURSHIP
Laurea Magistrale
2 anni
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