ANALYSIS OF SPATIAL DATA FOR GEOMARKETING (MODULE II)
The course aims to provide principles, concepts, models of spatial data analysis to support geomarketing decision making.
The course aims at developing knowledge and expertise to:
- Use analysis of spatial data to support decisions of the strategic and operational marketing
- Explore trends and relationships among business, market and competitive environment
- Use statistics methodologies and tools to support marketing decision-making and define guidelines for geolocation choices
- Interpret results of statistical methods and digital cartography tailored to define both marketing decisions and localization choices.
Expected learning outcomes:
Knowledge and understanding:
The student should be able to understand both the main strategic and operative marketing decisions in a spatial framework and statistical tools for the territorial analysis of the competitive scenario and demand. He should be able to understand how statistical tools for the territorial analysis can help the localization decisions of diverse firms (e.g. tourism firms, retail firms, service enterprises) and the definition of the marketing mix.
Applying knowledge and understanding:
The student should be able to apply spatial statistical tools and implement them in: the analysis of competitive scenario and demand; the study of localization decisions of diverse typologies of firms (e.g. tourism firms, retail firms, service enterprises); the definition of strategic and operative marketing decisions considering the diverse spatial areas.
The student should be able to use the acquired knowledge to analyse single and multiple case studies. Moreover, he/she should have the maturity and the ability to “think” autonomously a project work project and carry on in all its phases, from the definition of the subject to the data searching and to the implementation of statistical tools in the specific software. The student should be able to interpret data, evaluate possible implications for the marketing strategic plan and define opportune strategic scenarios.
The student should be able to communicate clearly and with an adequate technical language the (individual and/or group) work projects to teacher and to the other colleagues of the Course, demonstrating capacity to build a power point presentation and present analysis in synthetic way. The student should be able to answer clearly and in-depth the questions of the oral examination.
Lifelong learning skills:
The student should be able to show a good learning ability and autonomy in investigating in-depth the matters of the Course using the references provided by the teacher.
Basic knowledge of Statistics and Marketing
I modulo (8 ore):
Geomarketing. Information Marketing System. Geomarketing plan.
II modulo (8 ore):
Evaluation of market and competitors. Segmentation and geotargeting. Social media, web 2.0 and geomarketing.
III modulo (8 ore):
Attractivenes, territorial competitiveness and localization decisions of the firms. Localization decisions of retail and tourism enterprises.
- Gismondi R., Russo M.A. (2004), Definizione e calcolo di un indice territoriale di turisticità: un approccio statistico multivariato, STATISTICA, anno LXIV, n. 3.
- Mauri C. (2000), Geomarketing: principi ed applicazioni al processo di marketing, Micro e Macro Marketing, IX, n. 2, 2000.
- Mauri C. (2001), Applicazioni di Geomarketing. proposta di un metodo per selezionare il mix di negozi di un centro commerciale, Micro e Macro Marketing, X, n. 3, 2001.
- Sciarelli S., Vona R. (2009), Management della distribuzione, McGraw-Hill, cap. 8 e 11.
- Readings will be noted during classes.