INTEGRATED MARKETING - TRADE
| CONSUMER BEHAVIOUR ANALYSIS (6 credits) | CHANNEL METRICS (5 credits) |
Learning outcomes of the course unit
a. Knowledge and understanding
The purpose of the course is to transfer the knowledge necessary to identify the optimal type of research with respect to the cognitive needs and budget constraints of the company, and the skills required to conduct field research. Furthermore, the purpose of the course is to transfer the knowledge necessary to analyse the main trade marketing performance.
b. Applying knowledge and understanding
The students will be able to apply the most appropriate methodological tools to solve a marketing question. Students will have a comprehensive view of problems of performance measurement and will be able to develop advanced skills in applied understanding, analytical and problem solving with reference to the retail channels.
c. Making judgements
At the end of the course, the students will be able to apply the acquired analytical tools to collect, analyze and interpret the data to support decision making in marketing.
d.Communication skills
During the course the students will be encouraged to acquire adequate communication skills.
e. Learning skills
At the end of the course the students will have gained the ability to expand, update and deepen the knowledge acquired from lessons and course textbooks.
Prerequisites
no one
Course contents summary
The aim of the course is to:
- Provide students with conceptual and operative tools in the measurement of theperformance of the retail channels;
- Transfer the knowledge necessary to design and organize marketing researches with the aim of effectively supporting business decision making.
Recommended readings
- Luceri B. (2013), Prospettive della ricerca di marketing. Business, scienza, spazi e vertigini, Egea, Milano.
-Tedeschi M. (2013), Decisioni economiche:l'illusione della scelta, Egea, Milano
-Pellegrini D. (2010), Channel Metrics. Milano, Egea.
Teaching methods
Frontal lecture and Case study analysis
Assessment methods and criteria
The learning results will be assessed through a final written test.
