ID:
510797
Duration (hours):
44
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Year:
2025
Overview
Date/time interval
Secondo Semestre (16/02/2026 - 23/05/2026)
Syllabus
Course Objectives
The course aims to provide an overview of the strategic role of marketing research in the transformation age. In particular, the course aims at learning the main data analysis techniques applicable for the development of accurate marketing research. In addition, the course offers students the opportunity to develop data analysis skills through the use of the statistical software SPSS.
By the end of the course, students should have acquired a relevant knowledge and understanding of:
- The application of basic analytical tools to conduct accurate marketing research.
- The use of basic analytical tools to support marketing decisions.
- The ability to implement analytical models to support marketing decisions.
- Critical evaluation and appropriate use of analytical marketing techniques.
By the end of the course, students should have acquired a relevant knowledge and understanding of:
- The application of basic analytical tools to conduct accurate marketing research.
- The use of basic analytical tools to support marketing decisions.
- The ability to implement analytical models to support marketing decisions.
- Critical evaluation and appropriate use of analytical marketing techniques.
Course Prerequisites
Understanding the topics covered in the Marketing Analytics course requires that students have a grasp of the basic notions of Marketing covered in the Marketing Course (2nd year of the Bachelor's Degree in Management) and particularly: strategic marketing, operational marketing, and the marketing mix.
Teaching Methods
- Classroom Lectures
- Group Work
- Analysis of Real Case Studies
- Practical Lectures (Data Analysis through SPSS)
During the course, students will be invited to participate in a competition promoted by the Italian Marketing Society (SIM). Participation in the challenge is optional.
- Group Work
- Analysis of Real Case Studies
- Practical Lectures (Data Analysis through SPSS)
During the course, students will be invited to participate in a competition promoted by the Italian Marketing Society (SIM). Participation in the challenge is optional.
Assessment Methods
- Written Exam (open-ended theoretical and practical questions on both textbook, and slides used during lectures).
The questions aim to assess both understanding and comprehension of the topics covered during the course.
The duration of the written exam is 45 minutes.
- GROUP WORK (OPTIONAL - maximum 3 points to be added to the score of the written exam).
Note that the points obtained in the group work will be considered valid only after reaching the minimum score of 18/30 in the written exam.
Grading Scale: the grading scale ranges from 0 to 30 cum laude, with passing the exam requiring a minimum score of 18/30. The written test consists of 3 open-ended questions; the first question is worth 8 points, the second question is worth 10 points, and the third question is worth 13 points for a total of 31/30 (30 cum laude). Note that the ability to critically analyze a phenomenon and to present it with correct and appropriate language will be assessed.
Useful materials for the test: 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.
The questions aim to assess both understanding and comprehension of the topics covered during the course.
The duration of the written exam is 45 minutes.
- GROUP WORK (OPTIONAL - maximum 3 points to be added to the score of the written exam).
Note that the points obtained in the group work will be considered valid only after reaching the minimum score of 18/30 in the written exam.
Grading Scale: the grading scale ranges from 0 to 30 cum laude, with passing the exam requiring a minimum score of 18/30. The written test consists of 3 open-ended questions; the first question is worth 8 points, the second question is worth 10 points, and the third question is worth 13 points for a total of 31/30 (30 cum laude). Note that the ability to critically analyze a phenomenon and to present it with correct and appropriate language will be assessed.
Useful materials for the test: 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.
Texts
L. Molteni e G. Troilo, "Le ricerche di marketing" - II edizione - Egea, Milano, 2022. ISBN: 978-8823833715.
Contents
- The evolution of the marketing concept.
- Data-driven marketing.
- The strategic role of marketing research and data mining in solving complex business problems.
- The development of marketing research.
- The new frontiers of marketing research.
- The development of marketing research for getting marketing decisions (real-world applications).
- Introduction to the statistical software SPSS (descriptive and inferential analysis).
- Data-driven marketing.
- The strategic role of marketing research and data mining in solving complex business problems.
- The development of marketing research.
- The new frontiers of marketing research.
- The development of marketing research for getting marketing decisions (real-world applications).
- Introduction to the statistical software SPSS (descriptive and inferential analysis).
Course Language
Italian
More information
The program of the course may undergo slight variations. Please always refer to the official course page of the course on E-LEARNING.
Degrees
Degrees
BUSINESS MANAGEMENT
Bachelor’s Degree
3 years
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