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. The landscape of digital marketing tools. The marketing plan and its components. Digital marketing and data analysis. Social media as marketing tools. Consumer behavior and customer loyalty. Prepare a digital marketing strategy. Scientific research in marketing following an experimental and interdisciplinary approach. Analyzing marketing mix. Review results and performance by using the most relevant metrics and KPIs.
Evolution of marketing and new tools.

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

For Marketing Strategy (Prof. Bruno and Reig)
The teaching material consists of slides, handouts, reading, exercises, academic papers provided by the teacher during the course on dir.uniupo.it
For the module of Marketing Analysis and Decisions (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 should contact the lecturer regarding the assignment of readings.

For the module of Marketing strategy (Prof. Doninelli). materials will be made available by the lecturer via the DIR platform.
For further information:
www.thinkwithgoogle.com

For all modules:
Slides in Moodle - DIR.
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.

The course content is mainly applied, with immediate verification of theoretical premises through examples, case-study, exercises and the application of software-based methodologies by students. The main objectives are listed below.
Analysis of marketing policies and tools by means of data-driven techniques using real data. 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.
Knowledge of the evolution of marketing 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. Bruno, Prof. Doninelli, and Prof. Faralla) and in English (Prof. 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) For updates on digital marketing topics: 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 reference office consulting the University webpage: https://www.uniupo.it/en/services/services-students-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 Strategy (Prof. Bruno and Reig)
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. The examination consists of open and closed-ended questions.
Content: all the program developed in class, with reference to the material provided on DIR, including slides, handouts, readings and exercises. The examination is deemed to have been passed with the attainment of an overall mark equal to 18. Maximum score: 33/30 (30 cum laude).
Marketing Analysis and Decisions (Prof. Faralla).
The seminar and laboratory activities planned during the course are evaluated and therefore contribute to determining the final grade through the production of a group project, which will consist of an oral presentation and a related report (attending students). The group project is aimed at assessing the understanding and the ability to independently apply the topics covered during the course, as well as communication skills. The final grade will be the same for all group members (groups may consist of 3 to 5 participants, with a preference given to groups of 3). The minimum grade required to pass the exam through group project is 18, while the maximum grade is 30 cum laude. For non-attending students (who do not produce the presentation and the report), a final exam is required. This will consist of a written test with three open-ended questions base on materials indicated by the lecturer, aimed at assessing knowledge and understanding of the topics covered, adopting a critical reflection approach. The materials will be grouped into three macro-areas: theoretical foundations, methodological section, and case studies. One question will be assigned for each area. Each question carries a maximum score of 10 points, for a total of 30 points. The written test is considered passed with an overall score of no less than 18 points. 30 cum laude may be awarded to those who demonstrate excellent mastery of the content, accompanied by strong critical analysis and in-depth argumentation skills. Please contact the lecturer for the bibliography.

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 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; (2) during the exam, 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 Strategy (Prof. Bruno and Reig):
1) Fundamentals and Evolution of Marketing: Fundamentals of marketing and evolution of the marketing mix; Evolution of marketing; Evolution of the consumer; Emotional and sensory marketing.
2) Market research: qualitative methods.
Ethnographic methods, interviews and focus groups; Social listening and digital conversation analysis; Integration of qualitative and quantitative insights.
3) Market research: quantitative methods. The role of market research in strategy; Surveys, Big Data and predictive analytics; Use cases in digital marketing and retail.
4) New business models and emerging trends: Digital Business; Key Trends; Innovation and Ecosystems.
5) Applied innovation and future exploration: Education and work in the next 50 years; New competencies for marketing professionals. Marketing and immersivity; Immersive artificial intelligence and the metaverse; Use cases of campaigns in virtual environments.
6) Advanced Marketing Trends: Artificial Intelligence in Marketing; Social Media and New Formats; Sustainable and Responsible Marketing.
7) Quantitative methods and consumers preferences: linear regression models and analysis of demand functions.

For the module of Marketing Analysis and Decisions (Prof. Faralla):
1) Course Introduction: Definition and principles of marketing; Relationship marketing; Sustainable marketing; Marketing and ethics; Marketing analysis. Information on group projects (procedures, deadlines, etc.).
2) Consumer Behaviour; Emotional Marketing and Neurosciences; Services Marketing; Digital Marketing; Marketing and Artificial Intelligence.
3) Case Studies in the various areas covered in points (1) and (2): Neuromarketing, Branding, Digital Marketing, Visual Merchandising, etc.
4) The marketing research process: from research design to the presentation of results. Observation methods. Data-driven techniques (internet, social media marketing, etc.). Data collection, analysis, and management. Marketing analytics.
5) Quantitative Methods (questionnaires, laboratory experiments, field experiments, etc.) and related analytical techniques.
6) Qualitative Methods (focus groups, visual methodologies, etc.) and related analytical techniques.
7) Laboratory Activities: Selection and setup of group projects. The importance of Consumer Insights in the context of Marketing Analysis and Decisions.
8) How to find, read, and analyze literature (focus on Marketing Analysis and Decisions).
9) Communication: Data visualization and presentation.
10) Data Storytelling. Report writing.
11) Seminar Activity: Presentation and discussion of the group projects’ oral presentations. Guidelines for report submission.

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. The marketing plan.
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.
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 modified 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 understood, and will be able to describe the key element of digital marketing strategies creation. They will also have acquired knowledge about the evolution of marketing and innovative tools.

The course aims to promote theoretical skills by discussing case studies in the domains of marketing addressed throughout the program (digital marketing, neuromarketing, etc.), but particularly practical and experimental skills, through seminars and laboratory activities, which will enhance the ability to use basic research tools (from research design to the presentation of results).