Learning objectives
CBA MODULE
a. Knowledge and understanding
The purpose of the course is to transfer the knowledge necessary to
identify the optimal type of research with respect to the cognitive needs
and budget constraints of the company, and the skills required to conduct
field research. In particular, the students will develop advanced
knowledge of Marketing research (Non standard and standard research), Validity and reliability of the research, Statistical analysis of data, Decision-making system, cognitive errors and social influences.
These results, in terms of knowledge and understanding, will be achieved
through the combined use of monographic lectures, seminars held by
business operators and team works.
b. Applying knowledge and understanding
The students will be able to apply the most appropriate methodological
tools to solve a marketing question. At the end of the course, the
students will have a complete view of the marketing research process
and will have acquired skills of applied comprehension, analytical ability
and problem solving. The ability to apply the knowledge gained will be
done through critical reflection on the themes proposed for self-study,
the study of specific case studies and team works.
c. Making judgements
At the end of the course, the students will be able to apply the acquired
analytical tools to collect, analyze and interpret the data to support
decision making in marketing. The ability of making judgments will be
stimulated promoting the ability to develop an individual process of
reflection and management of a research project.
d. Communication skills
During the course the students will be encouraged to acquire adequate
communication skills. They will be asked to transfer in a clear and
effective way information and concepts related to specific issues of
marketing research. Specifically, they will be asked to prepare brief
papers, or provide an oral summary on specific topics, also with the aid of
information technology tools and media.
e. Learning skills
At the end of the course the students will have gained the ability to
expand, update and deepen the knowledge acquired from lessons and
course textbooks. The presentation of case studies and guided discussion
of hot topics will aim to stimulate intellectual curiosity, willingness to
update and to strength the acquired application skills.
NEURO MODULE
a. Knowledge and understanding
The purpose of the course is to transfer the knowledge necessary to
understand the consumer behaviour in support of company decisions
making, and to identify optimal type of marketing research tecnique with
respect to the cognitive needs.
In particular, the students will develop advanced knowledge of:
• theoretical evolution of consumer research;
• needs, motivation and involvement;
• attitudes and behavioural theories;
• perception and learning;
• memory systems;
• emotions;
• the development of neuromarketing;
• neuromarketing techniques.
These results, in terms of knowledge and understanding, will be achieved
through the combined use of monographic lectures, seminars held by
business operators and team works.
b. Applying knowledge and understanding
The students will be able to understand the behaviour of the consumer
and to identify the research techniques most appropriate for the analysis.
The ability to apply the knowledge gained will be done through critical
reflection on the themes proposed for self-study, the study of specific
case studies and team works.
c. Making judgements
At the end of the course, the students will be able to apply the acquired
analytical tools to analyze the consumer behaviour. The ability of making
judgments will be stimulated promoting the ability to develop an
individual process of reflection and management of a research project.
(to see other point, please go to Neuroshopping Module Syllabus - due to space limitations it is not possible to complete this part)
Prerequisites
NO
Course unit content
CBA MODULE
The course illustrates the design and organization of marketing research
with the aim of effectively supporting business decision making.
The course is divided into two main sections. The first section explores
the scientific and operational aspects of the research process: design of
the research project, methods of data acquisition, measurement tools,
techniques of analysis and presentation of results. Particular attention is
devoted to the most important qualitative and quantitative research
techniques employed in marketing. The issue of the validity and reliability
of the research is examined in order to produce accurate, relevant and
timely information to support decision-making. On the application side,
the knowledge needed to analyze advanced data collection with both
qualitative and quantitative methods is transmitted. The second session
focuses on cognitive bias and related psychological and social aspects
that can compromise the quality of the research. The strategies and
solutions useful to counteract them are illustrated.
NEURO MODULE
The course aims to provide students the conceptual tools to understand
the consumer behaviour and illustrate the research techniques available
to analyze it in support of business decisions making.
The course is divided into three main sections. The first section focuses on the factors that influence consumer behaviour and the decision-making
process. The second part is devoted to understanding the role played by
emotions in influencing the consumer behaviour. The third section focuses on neuromarketing discipline, with particular
focus on research techniques employed in marketing.
Full programme
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Bibliography
CBA MODULE
Luceri B. (in corso di pubblicazione), Tecniche della ricerca di marketing. Egea, Milano.
Supplementary materials that will be made available on the course Elly
page.
NEURO MODULE
Luceri B. e Zerbini C. (2019) Teste tempestose. Capire il consumatore: dal comportamentismo al neuromarketing. Giappichelli
Teaching methods
CBA MODULE
Frontal lecture and Case study analysis.
During the course, an optional group work will be provided which will give
students the opportunity to confront on a practical level with market
research techniques and the analysis of the data collected (qualitative
and quantitative). The group work will allow to accrue up to 2 bonus
points for the exam, valid in all the exams of the first semester. Groups
can consist of 2 or 3 students. More information on group work will be
given during the course.
The class calendar can be seen in the "Lesson Plan" file published on the
Department's website (Class Calendar) and on the Elly page of the
course.
Assessment methods and criteria
CBA MODULE
To test the knowledge and understanding skills, the ability to apply
knowledge, the autonomy of judgment and the ability to learn, the ability
to communicate with an appropriate technical language, will be carried
out two questions with a score from 0 to 7.5 each (the score will be
added to the one obtained in the Neuroshopping module of Prof. Zerbini).
The exam is in written form. It will allow to ascertain both the
understanding of the subject from a theoretical point of view, and the
ability to reason and apply the theory to practical and real cases.
The overall grade of the exam (given by the sum of the scores obtained
in the two modules it consists of) will be published on the ESSE3 portal.
The results of the individual modules will be published on the Elly portal.
NEURO MODULE
To test the knowledge and understanding skills, the ability to apply
knowledge, the autonomy of judgment and the ability to learn, the ability
to communicate with an appropriate technical language, will be carried
out two questions with a score from 0 to 7.5 each (the score will be
added to the one obtained in the Consumer Behaviour Analysis module of Prof. Luceri).
The exam is in written form. It will allow to ascertain both the
understanding of the subject from a theoretical point of view, and the
ability to reason and apply the theory to practical and real cases.
The overall grade of the exam (given by the sum of the scores obtained
in the two modules it consists of) will be published on the ESSE3 portal.
The results of the individual modules will be published on the Elly portal.
Other information
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