MARKETING STATISTICS AND METRICS

Single discipline educational activity

Course Sheet

Course code:

MASMIT19

Academic Year of enrolment:

2019

Year of supply:

2019/2020

Type of Course:

Characterising

Degree:

Course of 2nd Cycle Degree in DIGITAL MARKETING

Disciplinary Sector:

Statistics

Language:

Italian

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

DI BATTISTA Tonio

Cycle:

Second four months

Hours of classroom activity:

Individual study hours:

171

Prerequisites:

Although no prerequisites are required, it is recommended to know the essential concepts of basic statistics.

Objectives

Educational goals:
With reference to the general objectives of the Master Degree, the teaching aims to provide students with advanced mathematical-statistical skills to train professionals able to collect and analyze big data and insights to support the company’s decision-making system.
The specific objective of the course is to allow students to become familiar with the statistical-informatics methods for the treatment of market data in order to perform predictive and descriptive analyzes, to present and interpret the results inherent to the brand’s reputation, and therefore support decisions regarding the marketing strategies to be pursued.

Contents

The course aims to provide participants with the theoretical and technical knowledge necessary for an in-depth understanding of business phenomena through the analysis of available market data.
With respect to the professional profile that the course of study aims to train, teaching is aimed at developing the following skills:
1)Knowledge and understanding:
- to collect and organize market data;
- to analyze big data with the statistical software R;
- to capture information to support marketing strategies via advanced statistical methods.
2)Autonomy of judgment:
- to independently choose the most suitable type of analysis based on the context and the type of data available;
- to autonomously interpret the results obtained form an advanced statistical analysis without having to resort to external experts.
3)Communication / application skills:
- to use the appropriate statistical terminology with respect to the type of analysis conducted,
- to apply the acquired knowledge for the diagnosis and understanding of business phenomena;
- to cleverly communicate the results of a statistical analysis based on the objectives to be pursued and the recipient of the report.

Extended Syllabus

MODULE I:
Recalls of elements of statistics and linear algebra: vectors, matrices, relationships, operations, rank, determinant.
Metrics.
The exploratory analysis of information.
Review of univariate and bivariate statistics.
Multiple linear regression.
Logistic regression.
MODULE II:
ANOVA.
Factor analysis.
The analysis of groups.
Market segmentation.
The discriminating analysis.
Sales forecasting methods.
Statistical methods for marketing.
The conjoint analysis as a market research technique.
Customer satisfaction.
Overview of functional analysis. Application examples on google trends.
Notes on the analysis of social networks
MODULE III:
The R environment.
The organization of data.
Exercises with the R software using business cases with real datasets.

Recommended Bibliography

Main book:
Amedeo De Luca. Le applicazioni dei metodi statistici alle analisi di mercato. Manuale di ricerche per il marketing. Franco Angeli Editore, 2010
Further books:
-Chris Chapman and Elea McDonnell Feit, 2015. F for Marketing Research and Analytics. Springer.
-Tonio Di Battista, 2014. Metodi statistici per la valutazione. Franco Angeli
-James H.Stock and Mark W.Watson, 2009. Introduzione all’econometria. Pearson Addison Wesley. Edizione Italiana a cura di Franco Peracchi
The supplementary teaching material for the exercises with R will be published by the teacher on the course website in the university e-learning platform.

Methods of Provision

Conventional

Teaching Methods

The course includes 54 hours of lessons, which will be taught through lectures organized in theoretical lessons, laboratories with R and seminars.

Evaluation methods

Verification of learning:

The assessment of the students’ learning will be carried out with the use of intermediate tests carried out at the end of each module. For the first two modules will be administered a written test consisting of exercises related to the marketing statistics’ methods that will be explained during the course and some questions about the theory. For the last module will use a personal computer. Alternatively, the examination can be taken on a single date in all its parts.
The main objective of the test is to probe "knowledge" and "know-how", as well as communication skills, mastering the specific technical language of the discipline dealt with, clarity of exposition and the ability to interpret.

Contacts/More Information

ERASMUS students are invited to contact the teacher for their program.
ERASMUN students can discuss the exam in English.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree