Digital Marketing

Learning objectives: - To become skilled at basic concepts and methodologies needed to perform a marketing research study (problem proposition, sampling, collecting and analysing data, reporting findings); - To comprehend firms' problems in order to design proper marketing research studies; - To apply marketing research processes to real market situations, which are relevant to the firm; - To analyze outcomes of marketing research studies in order to suggest the most appropriate strategic orientation and operational actions. Skills objectives: - To become familiar with a wide range of marketing research methodologies; - To prepare reports and communicate results to an audience of company executives; - To make use of one of the mostly diffused software's programs for marketing research; - To participate in working groups, whose aim is to stimulate creativity and accuracy. Attitudinal objectives: - Curiosity towards marketing and its challenges; - Criticism and creativity to solve managerial problems; - Interest in applying a portfolio of diversified tools needed to draw reliable conclusions; - Ethics, according to the international code and guidelines on market and social research defined by ICC/ESOMAR.

K1: Know the principles and values of democracy and sustainable development, in particular, respect for human rights and fundamental rights, gender equality and non-discrimination, the principles of universal accessibility and climate change. K3: Identify and analyze research methodologies and sources to develop academic work in the field of digital information management K8: Know the fundamentals of digital marketing and the management of presence on social media in order to build loyalty to user communities around digital products. S1: Plan and organize teamwork by making correct decisions based on available information and gathering data in digital environments. S4: Use document preservation and life cycle control techniques to ensure the sustainability of electronic documentation. S6: Be able to collect, process, cleanse and aggregate data by understanding the needs of users and organizations and how they need them. S9: Execute digital marketing strategies and analysis of results for the promotion and optimization of products online C1: Know and be able to manage interpersonal skills on initiative, responsibility, conflict resolution, negotiation, among others, which are required in the professional field. C2: Be able to apply knowledge in a professional way in solving specific digital information management problems using the tools and techniques learned in the academic field C3: Demonstrate ability in the development and execution of digital content projects autonomously working in multidisciplinary teams. C4: Capacity for continuous autonomous learning that facilitates adaptation to new situations and the updating of knowledge in the field of digital information.

1 Introduction to marketing research 2 Research system. Secondary and primary sources 3 Qualitative research 4 Quantitative research 5 Surveys, questionnaire design, and measurement of scales 6 Analysis of the results 7 Preparation and presentation of the report

During the course, students will participate to both theory lectures and practice sessions (based on case study discussions, problem sets solving and use of software packages SPSS), whose aim is that of transferring conceptual and methodological knowledge. In order to improve their personal capabilities, students will individual assignments and participate in a teamwork experience in which all steps of a marketing research study are performed.