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
Module 1. Introduction to Sustainable Marketing and Marketing Research
• Fundamentals of sustainable marketing
• The role of data and research in sustainability
• Types of research (exploratory, descriptive, causal)
Module 2. Research Ethics and Data Quality
• Ethics in marketing research and social impact
• Bias, greenwashing, and transparency
• Validity, reliability, and replicability
Module 3. Data Collection Methods for Sustainable Marketing
• Questionnaire design and measurement scales
• Conceptual and statistical validation of measures
• Introduction to Likert, semantic differential, and other scale types
Module 4. Factor Analysis (EFA and PCA)
• When and why to use factor analysis
• Factor extraction, rotation, and interpretation
• Application with SPSS: building valid measurement scales
Module 5. Experiments in Sustainable Marketing
• Causal logic: independent, dependent, and control variables
• Between-subjects and within-subjects designs
• Randomization and realistic manipulations
Module 6. Experimental Data Analysis: t-tests and ANOVA
• Independent and paired samples t-tests
• One-way and factorial ANOVA
• Interpretation of results in SPSS and strategic implications
Module 7. Regression and Predictive Models
• Simple and multiple linear regression
• Interpreting coefficients, VIF, and R²
• Building predictive models for sustainability-focused insights
Module 8. Integrated Qualitative Methods
• Interviews, focus groups, and thematic analysis
• How to triangulate qualitative and quantitative data
• Hands-on practice with thematic coding
Module 9. Applications: Final Research Project Development
• From theory to practice: designing a complete research project
• Personalized support for data analysis and report writing
• Final presentation of individual or group research projects
Main Textbook
1. Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.
Evaluation
• Active participation and labs: 20%
• Midterm test on SPSS and statistical techniques: 30%
• Final individual or group research project with presentation: 50%
Programme
Module 1. Introduction to Sustainable Marketing and Marketing Research
• Fundamentals of sustainable marketing
• The role of data and research in sustainability
• Types of research (exploratory, descriptive, causal)
Module 2. Research Ethics and Data Quality
• Ethics in marketing research and social impact
• Bias, greenwashing, and transparency
• Validity, reliability, and replicability
Module 3. Data Collection Methods for Sustainable Marketing
• Questionnaire design and measurement scales
• Conceptual and statistical validation of measures
• Introduction to Likert, semantic differential, and other scale types
Module 4. Factor Analysis (EFA and PCA)
• When and why to use factor analysis
• Factor extraction, rotation, and interpretation
• Application with SPSS: building valid measurement scales
Module 5. Experiments in Sustainable Marketing
• Causal logic: independent, dependent, and control variables
• Between-subjects and within-subjects designs
• Randomization and realistic manipulations
Module 6. Experimental Data Analysis: t-tests and ANOVA
• Independent and paired samples t-tests
• One-way and factorial ANOVA
• Interpretation of results in SPSS and strategic implications
Module 7. Regression and Predictive Models
• Simple and multiple linear regression
• Interpreting coefficients, VIF, and R²
• Building predictive models for sustainability-focused insights
Module 8. Integrated Qualitative Methods
• Interviews, focus groups, and thematic analysis
• How to triangulate qualitative and quantitative data
• Hands-on practice with thematic coding
Module 9. Applications: Final Research Project Development
• From theory to practice: designing a complete research project
• Personalized support for data analysis and report writing
• Final presentation of individual or group research projects
Main Textbook
1. Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.
Evaluation
• Active participation and labs: 20%
• Midterm test on SPSS and statistical techniques: 30%
• Final individual or group research project with presentation: 50%
Core Documentation
Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.Type of evaluation
Written Exam Team Porject Evalutaion teacher profile teaching materials
Module 1. Introduction to Sustainable Marketing and Marketing Research
• Fundamentals of sustainable marketing
• The role of data and research in sustainability
• Types of research (exploratory, descriptive, causal)
Module 2. Research Ethics and Data Quality
• Ethics in marketing research and social impact
• Bias, greenwashing, and transparency
• Validity, reliability, and replicability
Module 3. Data Collection Methods for Sustainable Marketing
• Questionnaire design and measurement scales
• Conceptual and statistical validation of measures
• Introduction to Likert, semantic differential, and other scale types
Module 4. Factor Analysis (EFA and PCA)
• When and why to use factor analysis
• Factor extraction, rotation, and interpretation
• Application with SPSS: building valid measurement scales
Module 5. Experiments in Sustainable Marketing
• Causal logic: independent, dependent, and control variables
• Between-subjects and within-subjects designs
• Randomization and realistic manipulations
Module 6. Experimental Data Analysis: t-tests and ANOVA
• Independent and paired samples t-tests
• One-way and factorial ANOVA
• Interpretation of results in SPSS and strategic implications
Module 7. Regression and Predictive Models
• Simple and multiple linear regression
• Interpreting coefficients, VIF, and R²
• Building predictive models for sustainability-focused insights
Module 8. Integrated Qualitative Methods
• Interviews, focus groups, and thematic analysis
• How to triangulate qualitative and quantitative data
• Hands-on practice with thematic coding
Module 9. Applications: Final Research Project Development
• From theory to practice: designing a complete research project
• Personalized support for data analysis and report writing
• Final presentation of individual or group research projects
Main Textbook
1. Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.
Evaluation
• Active participation and labs: 20%
• Midterm test on SPSS and statistical techniques: 30%
• Final individual or group research project with presentation: 50%
Mutuazione: 21210422 Sustainable Development Management in Economia dell'ambiente, lavoro e sviluppo sostenibile LM-56 R DONATO CARMELA
Programme
Module 1. Introduction to Sustainable Marketing and Marketing Research
• Fundamentals of sustainable marketing
• The role of data and research in sustainability
• Types of research (exploratory, descriptive, causal)
Module 2. Research Ethics and Data Quality
• Ethics in marketing research and social impact
• Bias, greenwashing, and transparency
• Validity, reliability, and replicability
Module 3. Data Collection Methods for Sustainable Marketing
• Questionnaire design and measurement scales
• Conceptual and statistical validation of measures
• Introduction to Likert, semantic differential, and other scale types
Module 4. Factor Analysis (EFA and PCA)
• When and why to use factor analysis
• Factor extraction, rotation, and interpretation
• Application with SPSS: building valid measurement scales
Module 5. Experiments in Sustainable Marketing
• Causal logic: independent, dependent, and control variables
• Between-subjects and within-subjects designs
• Randomization and realistic manipulations
Module 6. Experimental Data Analysis: t-tests and ANOVA
• Independent and paired samples t-tests
• One-way and factorial ANOVA
• Interpretation of results in SPSS and strategic implications
Module 7. Regression and Predictive Models
• Simple and multiple linear regression
• Interpreting coefficients, VIF, and R²
• Building predictive models for sustainability-focused insights
Module 8. Integrated Qualitative Methods
• Interviews, focus groups, and thematic analysis
• How to triangulate qualitative and quantitative data
• Hands-on practice with thematic coding
Module 9. Applications: Final Research Project Development
• From theory to practice: designing a complete research project
• Personalized support for data analysis and report writing
• Final presentation of individual or group research projects
Main Textbook
1. Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.
Evaluation
• Active participation and labs: 20%
• Midterm test on SPSS and statistical techniques: 30%
• Final individual or group research project with presentation: 50%
Core Documentation
Malhotra, N., Nunan, D., & Birks, D. (2020). Marketing Research: An Applied Approach (5th ed.). Pearson.Type of evaluation
Written Exam Team Porject Evalutaion