The course "Sustainable Marketing Analytics" aims to equip students with the skills to design and conduct marketing research applied to environmental sustainability. Combining theory with practice, students will learn how to develop, execute, and analyze market research using both quantitative and qualitative methods, supported by statistical software such as SPSS. The course culminates in a hands-on research project, in which students investigate a sustainability-related marketing topic, such as consumer behavior or strategic branding. The overall goal is to develop analytical, methodological, and critical thinking skills that support data-driven and sustainability-oriented marketing decisions.
Learning Objectives
· Understand the theoretical and methodological foundations of marketing research, with a specific focus on environmental sustainability topics.
· Acquire practical skills in designing and conducting marketing research projects, from defining objectives to collecting and analyzing data.
· Use statistical tools and data analysis software (e.g., SPSS) to critically interpret research results within a sustainability framework.
· Apply both quantitative and qualitative methods to explore consumer perceptions, behaviors, and attitudes toward sustainability.
· Develop the ability to translate research findings into strategic recommendations to support sustainable marketing decisions.
· Carry out an original research project, individually or in groups, on a sustainability-related marketing topic, following a rigorous and scientific approach.
· Critically reflect on research ethics, data reliability, and the role of evidence in fostering genuinely sustainable marketing practices.
Learning Objectives
· Understand the theoretical and methodological foundations of marketing research, with a specific focus on environmental sustainability topics.
· Acquire practical skills in designing and conducting marketing research projects, from defining objectives to collecting and analyzing data.
· Use statistical tools and data analysis software (e.g., SPSS) to critically interpret research results within a sustainability framework.
· Apply both quantitative and qualitative methods to explore consumer perceptions, behaviors, and attitudes toward sustainability.
· Develop the ability to translate research findings into strategic recommendations to support sustainable marketing decisions.
· Carry out an original research project, individually or in groups, on a sustainability-related marketing topic, following a rigorous and scientific approach.
· Critically reflect on research ethics, data reliability, and the role of evidence in fostering genuinely sustainable marketing practices.
Curriculum
teacher profile teaching materials
• Sustainable Development concept and models
• SDGs importance and origins
• Culture and Sustainable Development
2) Culture, Cultural Domains and creative and cultural firms
• Definition(s) of culture and cultural domain
• Cultural development measurement.
• Tangible Cultural Heritage: the offering system
• Creative and cultural firms and the benefits deriving from cultural goods’ consumption.
• Cultural participation: measurement and data.
3) Well-being and Resilience
• Well-being: definition, dimensions and measurements;
• Resilience: definition and measurements;
• Impact of art consumption and cultural participation on well-being;
4) Innovation and Digital Technologies in the cultural sector
• Innovation, Open Innovation
• Digital technologies and their impact on the sector
5) Business Models and Business Model Innovation in the cultural sector.
Programme
1) Sustainable Development and SDGs• Sustainable Development concept and models
• SDGs importance and origins
• Culture and Sustainable Development
2) Culture, Cultural Domains and creative and cultural firms
• Definition(s) of culture and cultural domain
• Cultural development measurement.
• Tangible Cultural Heritage: the offering system
• Creative and cultural firms and the benefits deriving from cultural goods’ consumption.
• Cultural participation: measurement and data.
3) Well-being and Resilience
• Well-being: definition, dimensions and measurements;
• Resilience: definition and measurements;
• Impact of art consumption and cultural participation on well-being;
4) Innovation and Digital Technologies in the cultural sector
• Innovation, Open Innovation
• Digital technologies and their impact on the sector
5) Business Models and Business Model Innovation in the cultural sector.
Core Documentation
Slides, reports, and other study materials will be supplied on the Moodle and Teams platforms. Further indications will be provided during the course.Attendance
Course attendance and active participation are strongly recommended.Type of evaluation
For attending students, there will be a written test at the end of the course consisting of open-ended questions on the topics covered during the lectures. They will work on individual and/or group assignments whose evaluation will be added to the written test grade - considering only the tests with positive evaluations (18/30). Individual assignments/group work evaluations will be valid for the entire academic year. For non-attending students, there will be a written examination on the topics covered in the lectures. Further details will be provided at the beginning of the course. teacher profile teaching materials
• Sustainable Development concept and models
• SDGs importance and origins
• Culture and Sustainable Development
2) Culture, Cultural Domains and creative and cultural firms
• Definition(s) of culture and cultural domain
• Cultural development measurement.
• Tangible Cultural Heritage: the offering system
• Creative and cultural firms and the benefits deriving from cultural goods’ consumption.
• Cultural participation: measurement and data.
3) Well-being and Resilience
• Well-being: definition, dimensions and measurements;
• Resilience: definition and measurements;
• Impact of art consumption and cultural participation on well-being;
4) Innovation and Digital Technologies in the cultural sector
• Innovation, Open Innovation
• Digital technologies and their impact on the sector
5) Business Models and Business Model Innovation in the cultural sector.
Programme
1) Sustainable Development and SDGs• Sustainable Development concept and models
• SDGs importance and origins
• Culture and Sustainable Development
2) Culture, Cultural Domains and creative and cultural firms
• Definition(s) of culture and cultural domain
• Cultural development measurement.
• Tangible Cultural Heritage: the offering system
• Creative and cultural firms and the benefits deriving from cultural goods’ consumption.
• Cultural participation: measurement and data.
3) Well-being and Resilience
• Well-being: definition, dimensions and measurements;
• Resilience: definition and measurements;
• Impact of art consumption and cultural participation on well-being;
4) Innovation and Digital Technologies in the cultural sector
• Innovation, Open Innovation
• Digital technologies and their impact on the sector
5) Business Models and Business Model Innovation in the cultural sector.
Core Documentation
Slides, reports, and other study materials will be supplied on the Moodle and Teams platforms. Further indications will be provided during the course.Attendance
Course attendance and active participation are strongly recommended.Type of evaluation
For attending students, there will be a written test at the end of the course consisting of open-ended questions on the topics covered during the lectures. They will work on individual and/or group assignments whose evaluation will be added to the written test grade - considering only the tests with positive evaluations (18/30). Individual assignments/group work evaluations will be valid for the entire academic year. For non-attending students, there will be a written examination on the topics covered in the lectures. Further details will be provided at the beginning of the course.