Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).
The course is aimed at providing students for knowledge and skills to manage a research process in a realistic environment, particularly with regard to:
- methodological and operative fundamentals of marketing research;
- coherence of marketing research tools with a stated marketing problem;
- designing and implementing the research process;
- results analysis and interpretation;
- effective management reporting of the research results.
Teaching approach is based on frontal lectures supported by slides, videos, case studies, exercises and expert testimonies to encourage interactivity.
The course includes a specific project work to be carried out in team (maximum four members each) consisting in the design and implementation of a marketing research, according to an assigned marketing problem.
Professional researchers will cooperate with the teacher in coordinating and supervising work groups. The projects will be presented and discussed in class and the relevant score will be part of the overall evaluation.
Given the tight connection between theory and practice, to improve learning effectiveness it is strongly recommended to attend the course.
Prior knowledge assumed: marketing and fundamentals of statistics; excel and powerpoint (or similar).