In this course, students explore the role of marketing research in the overall
marketing effort, the research process and the most common approaches &
techniques used. Marketing research is critical to helping marketers make
decisions. Students explore the information needs of marketers, develop the
research process, and discuss sampling techniques and data collection methods of
primary data. Particular emphasis is placed on explorative research: the first key
step into marketing research.
Students will analyze company cases to evaluate if, when and how to use marketing research tools and they will work to complete a marketing research project. The course is aimed at allowing students to grasp the relevance and contribution of marketing research within the overall marketing and management decision making processes.
This course discusses and analyses how digital media technology has changed the
way people and organizations communicate, and offers perspectives on how
these new technologies can be used to communicate an idea or to “sell” a
product. During the course, we will analyze some of the most important and
common new media, describing their nature, the reason why they exist and the
kinds of messages they communicate.
We will critically evaluate various forms of new media and determine their uses, benefits and drawbacks to understand the importance of clear and “perfect” knowledge about the idea or product, including its identity. We will also analyze different types of public and learn how to communicate with them depending on the message or product, distinguishing between new media rules, conventions, ethics and “best practices”, as well as planning a new media strategy to communicate with the target public.
This course will specifically analyze brand power as the main challenge for luxury industry. Through case histories, best practices and business models, we will focus on the marketing issues related to branding in an industry where this has a very strong impact on the strategic and business decisions. Consumer attitudes, product knowledge, brand image and many other relevant topics will be faced in order to develop a superior knowledge of the world of international luxury.