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, capitoli 1 e 2.
Slides in Moodle.
Abrate, G., Piacenza, M., Vannoni, D., 2009. The impact of Integrated Tariff Systems on public transport demand: Evidence from Italy. Regional Sciente and Urban Economics 39, 120-127
Benfratello, L., Piacenza, M., Sacchetto, S., 2009. Taste or reputation: what drives market prices in the wine industry? Estimation of a hedonic model for Italian premium wines. Applied Economics 41(17), 2197-2209.

Further lectures

Brasini, Freo, Tassinari, Tassinari, 2010. 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/course/view.php?id=263

Teaching methods

Teacher-led lessons (theory and exercises).

Attendance

Course attendance is not mandatory but it is highly recommended.

Examination

For students attending class lessons, the exam consists of two parts:
1.    The first part of the exam (evaluated with a maximum of 22/30) is a group presentation (the composition of the group must be previously agreed with the teacher), in front of the class, concerning the analysis of a scientific article assigned by teacher. The grade obtained in this first part cannot be changed and will remain valid for all subsequent exam dates. The student has the discretion to refuse the grade obtained in the first part and retake a complete, written exam in the subsequent exam dates;
2.    The second part of the exam (evaluated with a maximum of 8/30) is a written examination that will focus on the following scientific articles (available in Moodle): Leeflang and Wittink (2000a , 2000b) Wedel et al. (2000) , Abrate et al. (2009) , Benfratello et al. (2009).
The final grade is the sum of the grades obtained in the two parts of the exam.
Students who obtained a final grade equal to or greater than 18/30, can also take an optional, oral exam and get a supplementary grade (+/-2/30). During the written exam, students can leave the class within the first 30 minutes but if they don’t, any previous mark obtained in the written exam will be cancelled. Students can take up to 4 consecutive written tests during the exams sessions of June/July 2014, September 2014, January/February 2015.

For students not attending the class lessons, the exam is in writing and will focus on all the material mentioned in the "Course text" session, including the slides in Moodle. Students who obtained a final grade equal to or greater than 18/30, can also take an optional, oral exam and get a supplementary grade (+/-2/30). During the written exam, students can leave the class within the first 30 minutes but if they don’t, any previous mark obtained in the written exam will be cancelled. Students can take up to 4 consecutive written tests during the exams sessions of June/July 2014, September 2014, January/February 2015.