Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2021/2022
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Disciplinary sector: 
ECONOMIC STATISTICS (SECS-S/03)
Language: 
Italian
Credits: 
9
Year of study: 
2
Teachers: 
Cycle: 
Second semester
Hours of front activity: 
72

Language

Italian and English for lessons and for project work (on demand)

Course description

The growing market instability and competition between economic operators induce firms to employ increasingly sophisticated quantitative techniques, designed to follow the trend of behaviour and choice of consumer purchasing and their reactions to marketing-mix strategies. Statistical methodologies adopted in marketing research are an essential support to the choice of target markets, especially, in the formulation and planning of marketing strategies, in the measure of the effectiveness of marketing tools, in the forecast of the real and financial aggregates. In this perspective, the course aims to provide an operational tool to investigate and process information, which originate in the markets, useful to cope with demand variability by means of appropriate statistical techniques of market analysis.
The learning objectives of the course can be declined as follows:
Knowledge and understanding: the student must be able to identify the techniques useful for finding information, must be able to use the data sources already available and to process qualitative and quantitative data by interpreting the results. It must also be able to formulate a marketing problem, defining its resolution objectives and strategies, adequately choosing the quantitative tools available to correctly analyze the different types of information.
Ability to apply knowledge and understanding: at the end of the course, the student will have the main quantitative methods aimed at understanding, measuring and analyzing the evolution of the markets, studying the social and cultural environment, the economic and psychological factors to be which originates consumer behavior (need, perception and satisfaction). He will be able to plan a market research, identify the most suitable quantitative analysis technique to solve a certain marketing problem, elaborate and interpret the results obtained.
Autonomy of judgment: the student will be able to identify limits and advantages of each market analysis technique, within those studied, interpret quantitative results by providing concrete support to those who make strategic managerial decisions in the marketing area. Above all, he will be able to develop a specific analysis methodology for each marketing problem encountered.
Communication skills: the student will have the opportunity to present a project work (ppt or precious) to the reference teacher, to the students and other interested teachers and to external interlocutors (companies involved) in seminars organized during the course. Above all, students will have to present results in a clear and appropriate form, with a technical-scientific language.
Learning skills: the student will have to deepen his knowledge by consulting recommended articles and texts and participating in seminars relating to the topics of the course.

Prerequisites

Basic knowledge of mathematics and statistical analysis

Syllabus

The objective of this course consists in to enable students to develop the ability to manage quantitative instruments aimed to the comprehension, the measure and the analysis of market evolution, as well as to the study of social and cultural environment, of economic and psychological factors where the consumer behavior originates (needs, perceptions and customer satisfaction).
The course provides an iterative process of guided teaching and learning, including discussions, case studies, exercises and skills development activities. It can be divided into V parts: Part I (about 6 hours): Marketing Research: phases, measuring scales and sampling techniques.
Part II (about 12 hours): Analysis of market potential and customer behaviour: multiple linear regression and logistic regression.
Part III (about 18 hours): Market segmentation techniques: Cluster analysis and Discriminant analysis.
Part IV (about 12 hours): Positioning Techniques: MultiDimensional Scaling (MDS). Part V (about 6 hours): text Mining. Part VI (about 18 hours): Project Work

The objective of this course consists in to enable students to develop the ability to manage quantitative instruments aimed to the comprehension, the measure and the analysis of market evolution, as well as to the study of social and cultural environment, of economic and psychological factors where the consumer behavior originates (needs, perceptions and customer satisfaction).
The course provides an iterative process of guided teaching and learning, including discussions, case studies, exercises and skills development activities.

Teaching Methods

The course will be organised in standard lessons and in computer lab. During the course, the implementation of quantitative techniques will be illustrated, in fact, with the aid of main statistical softwares

Textbooks

A scelta uno dei seguenti:
– Brasini S., Freo M., Tassinari F., Tassinari G. (2002), Statistica aziendale e analisi di mercato, Il Mulino
– S. Brasini, F. Tassinari, G. Tassinari, Marketing e pubblicità, metodi di analisi statistica, il Mulino (pp. 231-249 e pp. 274-278)
– Cerioli A., Zani S. (2007), Analisi dei dati e data mining per le decisioni aziendali. Giuffrè Editore
– De Luca A. (ult .ed), Le applicazioni dei metodi statistici alle analisi di mercato, Manuale di marketing quantitativo, F. Angeli (pp. 95-106)
– Fabbris L. (ult. Ed.), Statistica multivariata analisi esplorativa dei dati, McGraw-Hill (pp. 355-396)
– Molteni L., Troilo G. (2012), Ricerche di Marketing. Metodologie e tecniche per le decisioni strategiche e operative di marketing, McGrawHill
– Zani S. (2000), Analisi dei dati statistici II osservazioni multidimensionali, volume II, Giuffrè editore-Milano (pp. 319-360)
Materiale didattico integrativo fornito durante lo svolgimento del corso.
Manuale del software statistico SPSS.

Learning assessment

For attendants, a first verification moment test is given by the presentation of a project work, with a score to add to result of the final test. This project work has the objective to collect and analyse data, partly carried out through the use of the SPSS statistical software, and the interpretation of the results. All students will have to take a multiple choice test on the elearning.uniparthenope.it/mod platform. The duration of the test will be approximately 30 minutes and will take place in the computer room. In itinere, further verification moments will consist of computer lab exercises and exam simulations.

More information

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