The objective of the course is to deepen and analyze the knowledge of all market research methodologies through both theoretical and practical contents. The course provides the tools to think and manage the knowledge needs of strategic and operational marketing with particular attention to the business decisions to be made in terms of positioning strategies in B2B/B2C markets.

The training course will go beyond traditional market analysis methodologies dealing with Neuroscience applied to marketing (Neuromarketing). The purpose of this choice completes the students training and allows them to learn the techniques of analyzing the consumer's experience and, in particular, the knowledge and technologies of measuring the emotional/irrational experience.

• The marketing information system and the importance of market research
• The characteristics of marketing research
• Qualitative marketing research (RQL)
• Quantitative marketing research (RQT)
• Sampling in market research
• Research for strategic marketing (market segmentation; positioning of brands and products; launch of new products; analysis of product and market performance; analysis of market potential)
• Research for operational marketing (control and definition of prices; decisions and controls on communication and promotions; decisions and controls on distribution)
• The characteristics and importance of Neuromarketing research (NMKTG)
• The scientific, neurophysiological and psychological bases of Neuromarketing data
• Technologies, tools and applications of Neuromarketing research

Knowledge and ability to learn: at the end of the course students must have acquired the knowledge and ability to know about research methodologies. Knowledge of the themes and topics will be demonstrated through an exposition which must be correct in terms of the languages and processes used, and must also be personalized with examples and cases of applied research. Knowledge and understanding will be promoted by lessons, classroom discussions and practical experiences.

Knowledge and ability to apply it: at the end of the course, students must be able to apply the right research methodologies, in relation to the information system in general and, in particular, to specific marketing problems and decision-making needs. In particular, the student must be able to apply the principles, criteria and techniques of qualitative research, quantitative research and neuroscientific research. Skills development will be facilitated by business cases, group work, testimonials and seminars.

Autonomy in judgment: at the end of the course students must have acquired the critical ability to identify and evaluate whether, when and how to implement a research process.

Communication skills: students, in addition to a good ability to speak about the knowledge acquired, will have to demonstrate that they are in possession of a technical language, capable of speaking clearly with research specialists (researchers and research institutes) and being able to communicate the importance of data and research to non-specialists (responsible for other company areas).

Learning skills: Students will have to develop adequate skills that allow them to:

- know how to orient yourself in the knowledge of marketing research;
- independently update yourself on market research during your professional career and working contexts;
- carry out further individual training courses.

The ability will be stimulated through the testimonies and material provided by the teacher on the blended platform.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

During the course there will be company visits, meetings with sector operators and testimonials from important Italian companies that use or offer market research services. This will allow us to better delve into real cases, the discipline and its recent developments.

Teaching

The course involves the use of different teaching methods including:

• frontal lessons;
• classroom discussions and exercises;
• testimonials from managers or entrepreneurs.

Innovative teaching methods

We will use business cases and dynamic techniques capable of better understanding topics of the discipline (for example, the "brainstorming" of qualitative research)

Course books

Teaching material and support activities: The teaching material made available by the teacher can be found on the Moodle platform › blended.uniurb.it

Study texts:

• L. Molteni, G. Trolio (ed.), Marketing Research – Methodologies and techniques for strategic and operational marketing decisions, Milan, Egea, 2022 – second edition. The manual must be prepared entirely with the EXCLUSION of some parts
• C. Garofalo, F. Gallucci, M. Diotto (eds.), Neuromarketing Manual, Milan, Hoepli, 2021. The manual must be prepared entirely, with the EXCLUSION of some parts

Assessment

The evaluation is with a written test lasting 1 hour and 30 minutes. There will be 5 open-ended questions worth 6 points each and 1 closed-ended question (True/False) worth 2 points.

The evaluation criteria will be: the level of mastery of knowledge, the degree of articulation of the answer, the adequacy of the explanations and the ability to think and use the research methodologies in an integrated way.

The maximum score achievable is 32 points, equivalent to 30 cum laude. The test is passed with a minimum score of 18 points.

If communicated before the exam, an oral test may be scheduled following the written test.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

• L. Molteni, G. Trolio (ed.), Marketing Research – Methodologies and techniques for strategic and operational marketing decisions, Milan, Egea, 2022 – second edition. The manual must be prepared ENTIRELY
• C. Garofalo, F. Gallucci, M. Diotto (eds.), Neuromarketing Manual, Milan, Hoepli, 2021. The manual must be prepared ENTIRELY.

Assessment

The evaluation takes place in the same ways indicated for attending students.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.