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 at computer lab), whose aim is that of transferring conceptual and methodological knowledge.
In order to improve their personal capabilities, students will participate in a teamwork experience (each team being composed by three to four members), by which all steps of a marketing research study are performed. At the beginning of the course, each team will receive a firm¿s marketing problem to face. Accordingly, students will have to: a) identify the objective of the marketing research study; b) design the most appropriate methodology; c) collect and analyze data; and, d) draw conclusions and present results of the study. For each step, a report has to be submitted to the course lecturer. Finally, at the end of the course, each team is expected to make a short presentation of obtained results to a (theoretical) audience composed of corporate executives.