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.