- Docente: Daniele Scarpi
- Credits: 3
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Forli
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Corso:
Second cycle degree programme (LM) in
Economics and management (cod. 9203)
Also valid for Second cycle degree programme (LM) in Economics and management (cod. 9203)
Second cycle degree programme (LM) in Economics and management (cod. 9203)
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from Nov 18, 2022 to Dec 21, 2022
Learning outcomes
The goal of the course is to provide students with an understanding of the tools and approaches that can be used to measure the effectiveness of marketing expenditures and the understanding of how to assess and communicate the returns from marketing spending to management. Specifically, participants will leave this course knowing: - how to determine which marketing metrics are the most appropriate for different business; - how to assess the marketing data available as input metrics; - how to calculate the most relevant output metrics; - how to develop additional sources of data; - how to implement a marketing measurement program.
Course contents
Introduction to the main multivariate techniques, how to build and test a questionnaire, exploratory factor analysis, conjoint analysis, muldimensional scaling, cluster analysis, experimental design, MANOVA
Readings/Bibliography
Multivariate Data Analysis -7th edition- Hair, Black, Babin - Pearson Ed.
Teaching methods
Frontal teaching in the lab; analyses of datasets in the lab using SPSS
Assessment methods
Written exam.
The exam is based on the program of the academic year during which it takes place, regardless of the year one attended classes.
Evaluation:
18-23: sufficient preparation and analytical skills but related to a limited number of topics covered in the course.
24-27: technically adequate preparation but with some limits with respect to the topics covered, good analytical skills, even if not particularly articulated, expressed in correct language;
27-29: excellent knowledge of a large number of topics covered in the course, good analytical and critical skills, mastery of specific terminology;
30-30L: excellent and exhaustive knowledge of the topics addressed in the course, ability of critical analysis and connection, mastery of specific terminology.
Teaching tools
SPSS; excel; slides
Office hours
See the website of Daniele Scarpi
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.