Insegnamento a.a. 2020-2021

The course has three major parts:

1. Market and Consumer-level analysis using aggregate and disaggregate (panel) data. We cover:
   • Consumer choice model.
   • Advertising Response Model.
   • Linking marketing metrics to financial market performance.
2. Customer Relationship Management (CRM) and One-to-One Marketing. We focus on the key questions driving firm strategy in many forward-thinking firms today:
   • If you are starting a new business or a new product line, how ought you to go about acquiring new customers?
   • Once you have a core base of good customers, how do you go about finding more customers like the profitable customers you have?
   • How do you strengthen the relationships with your profitable customers and build their loyalty?
   • How do you prevent your good customers from leaving you for your competitors?
3. Social media marketing:  
   • Online marketing metrics
   • Social Media and social networks.

• Understand the mechanisms of consumer data analytics.
• Learn the marketing metrics and tools for analyzing customers and firm decisions.
• Learn the principle of customer management in terms of acquisition and retention.
• Get the principles of digital marketing in terms of online advertising and social media.
• Learn the measurement of marketing performances.

• Analyze and interpret customer decisions using panel data.
• Analyze customer profitability.
• Prioritize customers and select appropriate actions across different segments.
• Analyze firm marketing decisions and its performance.
• Analyze consumers and firm decisions in digital settings.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments

All methods others than face-to-face lectures are used to give evidence to the application of theoretical concepts and models.

With the purpose of measuring the acquisition of the above-mentioned learning outcomes, the students’ assessment is based on the following main components:

• Group assignments aimed to test the students’ ability to identify a marketing problem, analyze and interpret customer decisions or firm marketing decisions using panel data, and find possible solutions. Students gain experience by applying some of the methods and tools learned in the course to solving real-world marketing analytics problems.
• Written exam. The written exam consists of exercises and open questions aimed to assess students’ understanding of the mechanisms of consumer data analytics and principles of customer management as well as students’ ability to apply the methods learned in the course in various marketing analytics tasks.
• Class Participation.

Written individual exam.

• Lecture Notes
• Hand-outs
• Software: Stata

Recommended Reference

• Peter C. Verhoef, Edwin Kooge, and Natasha Walk (2016), Creating Value with Big Data Analytics: Making Smarter Marketing Decisions, Routledge; ISBN-10: 9781138837973; ISBN-13: 978-1138837973

Peter C. Verhoef, Edwin Kooge, and Natasha Walk (2016), Creating Value with Big Data Analytics: Making Smarter Marketing Decisions, Routledge; ISBN-10: 9781138837973; ISBN-13: 978-1138837973