Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).
The course aims to provide students for knowledge and capabilities to manage a research process within a realistic context, especially with regard to:
- methodological foundations and operative tools of marketing research;
- setting of marketing research approach to the specific marketing problem;
- planning and execution of a research process;
- data analysis and explanation;
- effective presentation to management of a research result.
The specific objectives of the course, according to Dublin descriptors, are set out below:
1. Knowledge and understanding: students will gain technical/methodological knowledge to comprehend and manage a marketing research process.
2. Applying knowledge and understanding: students will be able to apply the acquired technical/methodological knowledge in a real context, making use of the tool for data collection and analysis, both qualitative and quantitative.
3. Making judgements: students will develop the problem solving capacity necessary to evaluate the effectiveness of marketing decisions through the acquired technical/methodological knowledge.
4. Communication skills: an interactive and participated learning approach will be adopted, thanks to which students will benefit of a continuous confrontation among each other and with the teacher.
5. Learning skills: through the adoption of business cases, work groups and project works (even on a competitive basis), students shall have several opportunities to enhance their proficiency, either at theoretical or practical level.
The course aims to provide students for knowledge and capabilities to manage a research process within a realistic context, especially with regard to:
- methodological foundations and operative tools of marketing research;
- setting of marketing research approach to the specific marketing problem;
- planning and execution of a research process;
- data analysis and explanation;
- effective presentation to management of a research result.
The specific objectives of the course, according to Dublin descriptors, are set out below:
1. Knowledge and understanding: students will gain technical/methodological knowledge to comprehend and manage a marketing research process.
2. Applying knowledge and understanding: students will be able to apply the acquired technical/methodological knowledge in a real context, making use of the tool for data collection and analysis, both qualitative and quantitative.
3. Making judgements: students will develop the problem solving capacity necessary to evaluate the effectiveness of marketing decisions through the acquired technical/methodological knowledge.
4. Communication skills: an interactive and participated learning approach will be adopted, thanks to which students will benefit of a continuous confrontation among each other and with the teacher.
5. Learning skills: through the adoption of business cases, work groups and project works (even on a competitive basis), students shall have several opportunities to enhance their proficiency, either at theoretical or practical level.
Curriculum
teacher profile teaching materials
Main course topics are structured as follows:
• Marketing research and marketing information system
• Subjcets, processes and typology of researches
• The research process: phases, contents, critical issues
• Exploratory research
• Conclusive research
• Data analysis: preparation, exploration, interpretation (some multivariate statistical techniques will be presented)
• Examples of research applied to specific marketing problems.
Attending students:
Chapters: 1-5; 7-9.
Non-attending students:
Chapters: 1-5; 7-9; 12-14.
Programme
Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).Main course topics are structured as follows:
• Marketing research and marketing information system
• Subjcets, processes and typology of researches
• The research process: phases, contents, critical issues
• Exploratory research
• Conclusive research
• Data analysis: preparation, exploration, interpretation (some multivariate statistical techniques will be presented)
• Examples of research applied to specific marketing problems.
Core Documentation
Molteni, M., Troilo, G., 2012. Ricerche di Marketing. Egea, Milano.Attending students:
Chapters: 1-5; 7-9.
Non-attending students:
Chapters: 1-5; 7-9; 12-14.
Reference Bibliography
Malhotra N.K., 2019. Marketing Research: An Applied Orientation, Global Edition. Palgrave. Mazzocchi M., 2008. Statistics for Marketing and Consumer Research. Springer.Type of delivery of the course
Teaching approach is based on frontal lectures supported by slides, videos, case studies, exercises and expert testimonies to encourage interactivity. The course includes a specific project work to be carried out in team (maximum four members each) consisting in the design and implementation of a marketing research, according to an assigned marketing problem. Professional researchers will cooperate with the teacher in coordinating and supervising work groups. The projects will be presented and discussed in class and the relevant score will be part of the overall evaluation. Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend the course.Type of evaluation
The exam is aimed at establishing the comprehension of the theoretical/practical concepts of the subject. The final evaluation will be formed according to the following scheme: Remote oral exam through the Microsoft Teams platform; project work evalution, when carried out (1 to six points). Project work grade will be summed to the oral one. Whenever the exam session foresees three dates, student can only take part to two of them. Criteria for the assignment of final dissertation Number of requests evaluated in chronological order, student merit (marketing research and related subjects scores). All the thesis assigned will include the design and implementation of a marketing research to be autonomously managed, which the student will be responsible for. teacher profile teaching materials
Main course topics are structured as follows:
• Marketing research and marketing information system
• Subjcets, processes and typology of researches
• The research process: phases, contents, critical issues
• Exploratory research
• Conclusive research
• Data analysis: preparation, exploration, interpretation (some multivariate statistical techniques will be presented)
• Examples of research applied to specific marketing problems.
Attending students:
Chapters: 1-5; 7-9.
Non-attending students:
Chapters: 1-5; 7-9; 12-14.
Mutuazione: 21201567 RICERCHE DI MARKETING in Economia e Management LM-77 N0 MATTIA GIOVANNI
Programme
Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).Main course topics are structured as follows:
• Marketing research and marketing information system
• Subjcets, processes and typology of researches
• The research process: phases, contents, critical issues
• Exploratory research
• Conclusive research
• Data analysis: preparation, exploration, interpretation (some multivariate statistical techniques will be presented)
• Examples of research applied to specific marketing problems.
Core Documentation
Molteni, M., Troilo, G., 2012. Ricerche di Marketing. Egea, Milano.Attending students:
Chapters: 1-5; 7-9.
Non-attending students:
Chapters: 1-5; 7-9; 12-14.
Reference Bibliography
Malhotra N.K., 2019. Marketing Research: An Applied Orientation, Global Edition. Palgrave. Mazzocchi M., 2008. Statistics for Marketing and Consumer Research. Springer.Type of delivery of the course
Teaching approach is based on frontal lectures supported by slides, videos, case studies, exercises and expert testimonies to encourage interactivity. The course includes a specific project work to be carried out in team (maximum four members each) consisting in the design and implementation of a marketing research, according to an assigned marketing problem. Professional researchers will cooperate with the teacher in coordinating and supervising work groups. The projects will be presented and discussed in class and the relevant score will be part of the overall evaluation. Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend the course.Type of evaluation
The exam is aimed at establishing the comprehension of the theoretical/practical concepts of the subject. The final evaluation will be formed according to the following scheme: Remote oral exam through the Microsoft Teams platform; project work evalution, when carried out (1 to six points). Project work grade will be summed to the oral one. Whenever the exam session foresees three dates, student can only take part to two of them. Criteria for the assignment of final dissertation Number of requests evaluated in chronological order, student merit (marketing research and related subjects scores). All the thesis assigned will include the design and implementation of a marketing research to be autonomously managed, which the student will be responsible for.