Ateneo - UPO

Quali-quantitative research in marketing, which variables to represent marketing objectives?, demand of goods and marketing strategies, models to represent consumer demand, digital marketing. Relationship between companies and their customers. Lead generation. Marketing plan. The landscape of digital marketing tools. Data analysis. Social media as marketing tools. Consumer behavior and his fidelization. Prepare a digital marketing strategy. Scientific research in marketing following an experimental and interdisciplinary approach. Review the marketing tactics (7 Ps). Review results and performance by using the most relevant metrics and KPIs.
Marketing evolution and innovative tools

The course contents might be modfied to include seminars or lectures by Visiting Professors.

For "Marketing Analysis and Decisions" (Prof. Bruno, Osman, Reig)
David F. Birks,Naresh K. Malhotra,Dan Nunan (2017). Marketing Research: An applied approach, 5/E. Pearson.
Wayne L. Winston, 2014. Marketing Analytics. Data-driven Techniques with Microsoft Excel. John Wiley & Sons Inc.
Franses, Paap, 2001. Quantitative models in marketing research. Cambridge, chapters 1, 2, 3, 4, 5.
Fraquelli, 2006, Impresa, mercato e gestione del valore, UTET.

For the module of "Marketing strategy" (Prof.ssa Faralla)
The teaching material consists of readings, articles, slides and other materials that will be indicated during the course and made available at: dir.uniupo.it. Non-attending students need to contact the lecturer about the assignment of readings.

For the module of "Marketing strategy"(Prof. Doninelli)
Alessio Semoli – Digital Analytics - Hoepli

For all modules
Slides in Moodle.
Possible further lectures distributed during the lessons and then made available in Moodle, with specific indication of their mandatory/optional nature as far as the final examination is concerned.

Analysis of marketing policies and tools by means of data-driven techniques using real data. The course content is mainly applied, with immediate verification of theoretical premises through the application of software-based methodologies by students.
Evaluate the marketing mix.
Provide experimental tools for the design of qualitative and quantitative studies through seminar and laboratory activities;deepen the techniques of data storytelling, data visualization and presentation, and writing experimental reports.

Digital marketing as the basis for the relationship between companies and customers.
Prepare digital marketing objectives. Digital marketing results evaluation. Understand all the elements digital marketing plan.

In-depth analysis of marketing evolution and of some innovative tools.

Students are invited to attend and pass the "Data and predictive analytics" and the "Diritto per il Marketing" exams.

Teacher-led lessons (theory and exercises also in the laboratory). Lessons will be held in Italian (Prof. Doninelli, Prof. Faralla and prof. Bruno) and in English (Prof. Osman e Reig).

Useful resources:
https://ideas.repec.org/
http://www.ssrn.com/en/
www.scholar.google.com
www.scopus.com
http://apps.webofknowledge.com/UA_GeneralSearch_input.do?product=UA&search_mode=GeneralSearch&SID=Z1PHRcE6xJX5IyMyunz&preferencesSaved=
(from a University’s PC or from a UPO network)
www.thinkwithgoogle.com
https://marketingplatform.google.com/about

http://smartinsights.com/
https://econsultancy.com
https://www.emarketer.com/
https://www.theidm.com/
https://www.hubspot.com/
https://digiday.com/
https://moz.com/
https://www.socialmediaexaminer.com/
searchenginewatch.com
blog.hootsuite.com
https://searchengineland.com/

Attendance
Course attendance is not mandatory but it is highly recommended.

Confidentiality
Candidates using organizational information, dealing with sensitive/confidential material or issues, must seek advice and permission from the organization about its inclusion in the assignment. Where confidentiality is an issue, candidates are advised to anonymize their work so that it cannot be attributed to a particular organization.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

Students’ performances are collectively evaluated by the teachers in order to get the final score, considering the evaluations obtained by students in the three modules
"Marketing Analysis and decisions".
Attending students (A student is “attending" if he has prepared in group an analytical work):
The final exam consists of two parts:
1. Presentation of a group project (22/30), prepared following the teacher instruction and delivered by the deadline, aimed at verifying the capability of applying knowledge and understanding. The grade is unique for all the team members (2-4 people) and will be summed to the one obtained in the subsequent written exam.
2. Compulsory written exam (11/30), verifying knowledge and understanding. Content: all the program, including slides and exercises in DIR and the parts of the textbooks indicated (in DIR) as part of the program for “Attending Students”.
Non-attending students: written exam verifying knowledge and understanding of the topics developed and the capability of applying knowledge and understanding to real cases or academic works based on empirical data. Content: all the program, including the slides and the exercises in DIR and the parts of the reference textbooks indicated (in DIR) as part of the program for “Non-Attending Students”.
"Marketing strategy" (Prof. Faralla).
The seminar and laboratory activities planned during the course are evaluated and therefore contribute to determining the final grade through an oral presentation and related report ("attending students". For "non-attending students" (without oral presentation and report), there is a final exam which will consist of a written test with open-ended questions on the materials indicated by the teacher.
"Marketing strategy" (Prof. Doninelli).
The exam has three objectives: 1) to verify the knowledge of digital marketing topics, including technical terms; 2) capability to analyze concrete cases and ;3) the attitude to face them suggesting realistic solutions.
So called ‘Attending students’ students are those who will present a team work in front of the class.
For attending students the exam is composed of two parts: 1) presentation of a project based on a subject assigned by the teacher.
The project must be prepared in team (no less than 3 and no more than 5 components), in Italian or in English. Each group component will be in charge of a part of the work. The grade obtained is unique and provisional and will be assigned to all the members of the team. At the end of the presentation, individual written test will establish the final grade of each student (75% of the final grade from the group job – 25% from the individual one, but both must be sufficient)
Non-attending students: written test with 10 questions based on all the program of the course.
For each module, students can take up to 3 (even consecutive) exams during the solar year.

For "Marketing Analysis and Decisions" (Prof. Bruno, Osman, Reig)
1. Introduction to marketing research
2. Quantitative analysis in the marketing research. Variables.
3. Continuous variables for representing marketing performance and their representation.
4. Representation of variables: discrete binomial and multinomial variables. Examples.
5. Ordered and unordered multinomial variables. Only partially observed variables. Duration variables.
6. Continuous variables. The linear regression model. Applications. Interpretations of estimated coefficients
7. Introduction to the concept of elasticity of demand. Applications.
8.Discrete choice modelling
9. Discrete choice modelling: examples and applications
10. In-depth topics
11. Understanding consumer Behaviour
12. Decision Making in Consumer Behaviour
13. Psychology of Consumers
14. Evolution of marketing, evolution of the consumer. Emotional and sensory marketing.
15. Digital Business Models; Key trends; Innovation and Ecosystems.
16. Education and work in the next 50 years; Marketing and Immersive technology.

For the module of "Marketing strategy" (Prof. Faralla)
1) Introduction to the course: Consumer Behavior Strategies; Ethics in Marketing; Information on working groups.
2) Case studies on Neuromarketing, Brand and Digital Marketing. Marketing mix.
3) Experimental research methods (quantitative and qualitative).
4) Laboratory: Experimental setting.
5) Data storytelling, Data Visualization and Presentation, Report Writing.
6) Laboratory: Data preparation and analysis.
7) Seminar activity: presentation and discussion of laboratory experiments on the topics of Marketing Strategy, Analysis, and Decisions.

For the module of "Marketing strategy" (Prof. Doninelli)
Customers and company: intermediate or direct relationship?
The chain company-customer
The digital era: acquisition and sharing of information
Marketing database, customer data Platform and personalized adverting.
Marketing plan: examples
CRM: How to manage customer relationship. Data collection, data enrichment, data qualification
Customer loyalty
Personal relationship with the customer: the customer behavior and its analysis
Web usability and AB testing
The customer on the web: Google analytics
User Experience. Conversion rate optimization
Social media as marketing tools.
The attribution models and the customer journey
Digital marketing KPI
Web Customer acquisition: SEO, Google Adwords. Affiliation programs
Remarketing and cookie policy
Social media as marketing tools. Do they work? Yes-No-Why?
Comarketing campaigns
Email Marketing and marketing automation examples.

The course program might be modfied to include seminars or lectures by Visiting Professors.

In the analysis of consumers and of their behavior and preferences, the role of gender may be considered within the consumers'characteristics.

At the end of the course, students will have acquired the necessary knowledge necessary to understand the specific characteristics of marketing strategies, to indicate the necessary information and the most appropriate models to assess their effectiveness and will possess the capability of applying this knowledge to measure their impact on business performance. They will be able to know the digital marketing basics and to apply such knowledge to analyze campaigns and customer behaviour. At the end of the course, students will have competence on the evolution of marketing and on some innovative tools. At the end of the course, students will have understood, and will be able to describe the key element of digital marketing strategies creation.
The course aims to promote theoretical skills, discussing case studies on Digital Marketing, Brand and Neuromarketing, but particularly practical and experimental ones, through seminar and laboratory activities that will promote the ability to apply basic experimental tools (from the setting of the experimental project to the presentation of the results).