Marketing research represents a crucial source of information for profit and non-profit organizations to develop market sensitiveness and optimize marketing decisions (strategical as well as tactical).
The course aims to provide students for knowledge and capabilities to manage a research process within a realistic context, especially with regard to:
- methodological foundations and operative tools of marketing research;
- setting of marketing research approach to the specific marketing problem;
- planning and execution of a research process;
- data analysis and explanation;
- effective presentation to management of a research result.
The specific objectives of the course, according to Dublin descriptors, are set out below:
1. Knowledge and understanding: students will gain technical/methodological knowledge to comprehend and manage a marketing research process.
2. Applying knowledge and understanding: students will be able to apply the acquired technical/methodological knowledge in a real context, making use of the tool for data collection and analysis, both qualitative and quantitative.
3. Making judgements: students will develop the problem solving capacity necessary to evaluate the effectiveness of marketing decisions through the acquired technical/methodological knowledge.
4. Communication skills: an interactive and participated learning approach will be adopted, thanks to which students will benefit of a continuous confrontation among each other and with the teacher.
5. Learning skills: through the adoption of business cases, work groups and project works (even on a competitive basis), students shall have several opportunities to enhance their proficiency, either at theoretical or practical level.