Marketing corso progredito - ENG

ADVANCED COURSE IN MARKETING

Prof. Anna Menozzi

Course code: EA069
Subject course: SSD SECS-P/08
6 ECTS – 48 hours
Location: Novara

Educational aims

Introduction to basic quantitative tools for the analysis of marketing policies. The course content is mainly applied, examples and exercises are based on real data. At the end of the course, students will be able to describe the specific characteristics of marketing strategies, to indicate the necessary information and the most appropriate models to assess their effectiveness and to measure their impact on business performance.

Contents of the course

Research in quantitative marketing, which variables to represent marketing objectives?, demand of goods and marketing strategies, models to represent consumers’ demand, hedonic prices, conjoint analysis

Prerequisites

The course does not require any particular prerequisite.

Course texts

Franses, Paap, 2001. Quantitative models in marketing research. Cambridge
Brasini, Tassinari, Tassinari, 1996. Marketing e pubblicità - Metodi di analisi statistica. Il Mulino
Cappuccio, Orsi, 2005. Econometria. Il Mulino
Griffiths, Hill, 2001. Undergraduate Econometrics. Wiley

For further information, please check over the course on D.I.R. at:

https://eco.dir.unipmn.it/login/index.php

Teaching methods

Teacher-led lessons (theory and exercises).

Attendance

Course attendance is not mandatory but it is highly recommended.

Examination

In-class written exam. Students may also take an oral exam and integrate the grades obtained in the test. Students may renounce to take the test during the first 30’ of the exam. Students may take the exam up to 4 times in the exam sessions June/July 2013, September 2013, January/February 2014. No intermediate tests are scheduled.