88184 - Laboratory Of Marketing Analytics

Learning outcomes

This course will provide you with an introduction to the main analytical tools to support marketing decisions. We will study various tools for generating marketing insights from empirical data in such areas as segmentation, targeting and positioning, customer lifetime analysis, product and price decisions using conjoint analysis. This will be a hands-on course, in which you apply the tools studied to actual business situations. You will also complete a group project in which you collect and analyze data or introduce your fellow students to a marketing analytics technique not studied in class.

By the end of the course, you will be able to: analyze the structure of a market and identify the main segments; represent how consumer perceive products in a market; calculate the CLTV.

Course contents

-The concept of value for the customer and the firm

-Customer Value and measurement of the CLTV

-Modelling market response

-Consumer perception and product positioning: building perceptual maps

Readings/Bibliography

Multivariate Data Analysis -7th edition- Hair, Black, Babin - Pearson Ed.

Blattberg R.C, B. Kim e S.A. Neslin “Database Marketing,” Capitoli 5 e 6.

Charan, Ashok, "Marketing Analytics" Chapter 1

Teaching methods

The course involves both lectures and weekly lab sessions

During the lab the following software will be used: Excel and SPSS

Assessment methods

The course assessment is based on a written exam in which both students' understanding of the theoretical constructs and their ability to use and comment on the above mentioned methodologies will be evaluated.

Students have the opportunity to carry out a final project that can contribute to the final assessment up to 40%

Teaching tools

See the website of Elisa Montaguti [https://www.unibo.it/sitoweb/elisa.montaguti]

Office hours

See the website of Elisa Montaguti