International Teaching | MARKETING ANALITICS

cod. 0323200008

MARKETING ANALITICS

	0323200008
	DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
	EQF7
	DIGITAL MARKETING
	2024/2025

CURRICULUM MARKETING, SERVICE AND NEW TECHNOLOGIES

	YEAR OF COURSE 1
	YEAR OF DIDACTIC SYSTEM 2024
	SPRING SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
1	MARKETING ANALITICS - M1
	INF/01	6	30	LESSONS	SUPPLEMENTARY COMPULSORY SUBJECTS
2	MARKETING ANALITICS - M2
	SECS-P/08	6	30	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS

PROFESSORS

	ANTONIO LIETO1 T Curriculum
	MADDALENA DELLA VOLPE2 Curriculum

	Objectives
	THE COURSE INTRODUCES MODELS AND TECHNIQUES FOR EXTRACTING AND ANALYZING INFORMATION AND KNOWLEDGE FROM TEXTS, SOCIAL NETWORKS, PLATFORM LOGS, PUBLIC AND MARKET DATA, WITH PARTICULAR ATTENTION TO PREDICTIVE METHODS BASED ON USER MODELING USED IN VARIOUS FIELDS, FROM E-COMMERCE TO MOBILE APPLICATIONS. PREDICTIVE ANALYSIS HAS ITS ROOTS IN ARTIFICIAL INTELLIGENCE, KNOWLEDGE MANAGEMENT, INFORMATION RETRIEVAL, AND DATA MINING, AND AT THE END OF THE TRAINING ACTIVITY, IT INVOLVES ACQUIRING BASIC MODELS AND TECHNIQUES FROM THESE DISCIPLINES. THE PRACTICAL/APPLICATIVE APPROACH, WHICH EMPHASIZES PREDICTIVE MODELS AND SEEKS TO UNIFY DIFFERENT AREAS OF INVESTIGATION INTO A SINGLE VISION, WILL ALLOW THE USE OF THE STUDIED MODELS TO ANALYZE DATA HELD BY ANY ORGANIZATION AT THE END OF THE TRAINING ACTIVITY. ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING: THROUGH A COMBINATION OF THEORETICAL INSIGHTS AND LABORATORY WORK, STUDENTS WILL GAIN KNOWLEDGE OF THEORIES, TOOLS, AND TECHNIQUES FOR AUTOMATICALLY ANALYZING DATA OF DIFFERENT NATURES FOR STRATEGIC MARKETING DECISION-MAKING PURPOSES. AUTONOMY IN JUDGEMENT: STUDENTS WILL BE ABLE TO INDEPENDENTLY EVALUATE TECHNOLOGICAL CHOICES TO EXTRACT AND OBTAIN DIGITAL INFORMATION USEFUL FOR STRATEGIC AND OPERATIONAL MARKETING PURPOSES. COMMUNICATION SKILLS: THE COURSE AIMS TO PROVIDE STUDENTS WITH THE ABILITY TO COMMUNICATE CLEARLY AND UNAMBIGUOUSLY WITH SPECIALIST INTERLOCUTORS (MANAGERS, ACADEMICS, ICT EXPERTS, ETC.) WHILE ALSO DEVELOPING RELATIONAL AND COMMUNICATION SKILLS WITH NON-SPECIALISTS. LEARNING SKILLS: STUDENTS WILL DEVELOP ADEQUATE LEARNING SKILLS THAT WILL ENABLE THEM TO CONTINUE AND DEEPEN INDEPENDENTLY THE MAIN THEMES OF MARKETING ANALYTICS IN THE WORKING CONTEXTS THEY WILL FIND THEMSELVES IN.

THE COURSE INTRODUCES MODELS AND TECHNIQUES FOR EXTRACTING AND ANALYZING INFORMATION AND KNOWLEDGE FROM TEXTS, SOCIAL NETWORKS, PLATFORM LOGS, PUBLIC AND MARKET DATA, WITH PARTICULAR ATTENTION TO PREDICTIVE METHODS BASED ON USER MODELING USED IN VARIOUS FIELDS, FROM E-COMMERCE TO MOBILE APPLICATIONS.
PREDICTIVE ANALYSIS HAS ITS ROOTS IN ARTIFICIAL INTELLIGENCE, KNOWLEDGE MANAGEMENT, INFORMATION RETRIEVAL, AND DATA MINING, AND AT THE END OF THE TRAINING ACTIVITY, IT INVOLVES ACQUIRING BASIC MODELS AND TECHNIQUES FROM THESE DISCIPLINES. THE PRACTICAL/APPLICATIVE APPROACH, WHICH EMPHASIZES PREDICTIVE MODELS AND SEEKS TO UNIFY DIFFERENT AREAS OF INVESTIGATION INTO A SINGLE VISION, WILL ALLOW THE USE OF THE STUDIED MODELS TO ANALYZE DATA HELD BY ANY ORGANIZATION AT THE END OF THE TRAINING ACTIVITY.

ABILITY TO APPLY KNOWLEDGE AND UNDERSTANDING:
THROUGH A COMBINATION OF THEORETICAL INSIGHTS AND LABORATORY WORK, STUDENTS WILL GAIN KNOWLEDGE OF THEORIES, TOOLS, AND TECHNIQUES FOR AUTOMATICALLY ANALYZING DATA OF DIFFERENT NATURES FOR STRATEGIC MARKETING DECISION-MAKING PURPOSES.

AUTONOMY IN JUDGEMENT:
STUDENTS WILL BE ABLE TO INDEPENDENTLY EVALUATE TECHNOLOGICAL CHOICES TO EXTRACT AND OBTAIN DIGITAL INFORMATION USEFUL FOR STRATEGIC AND OPERATIONAL MARKETING PURPOSES.

COMMUNICATION SKILLS:
THE COURSE AIMS TO PROVIDE STUDENTS WITH THE ABILITY TO COMMUNICATE CLEARLY AND UNAMBIGUOUSLY WITH SPECIALIST INTERLOCUTORS (MANAGERS, ACADEMICS, ICT EXPERTS, ETC.) WHILE ALSO DEVELOPING RELATIONAL AND COMMUNICATION SKILLS WITH NON-SPECIALISTS.

LEARNING SKILLS:
STUDENTS WILL DEVELOP ADEQUATE LEARNING SKILLS THAT WILL ENABLE THEM TO CONTINUE AND DEEPEN INDEPENDENTLY THE MAIN THEMES OF MARKETING ANALYTICS IN THE WORKING CONTEXTS THEY WILL FIND THEMSELVES IN.

	Prerequisites
	None

	Contents
	MODULE 2 (30 HOURS – 6 CFU): THE COURSE FOCUSES ON THE FOLLOWING THEMES: •ENTREPRENEURSHIP AND AI (5 HOURS) •BUSINESS MODEL INNOVATION (5 HOURS) •FROM BUSINESS MANAGEMENT TO ECOSYSTEM MANAGEMENT (5 HOURS) •CIRCULAR MANAGEMENT, ARTIFICIAL INTELLIGENCE AND CORPORATE COMMUNICATION (5 HOURS) •COMPONENTS FOR AI SUPPORT: HUMAN ASPECT, STRATEGY, TECHNOLOGY, CAPABILITIES (10 HOURS).

	Teaching Methods
	The Module 2 of the course is structured in dynamic frontal lessons, characterized by a theoretical approach supported by case studies, for a total duration of 30 hours (6 CFU).

	Verification of learning
	MODULE 2: THE ACHIEVEMENT OF THE TEACHING OBJECTIVES WILL BE ASSESSED THROUGH PASSING AN EXAM GRADED ON A SCALE OF THIRTY. THE EXAM INTERVIEW AIMS TO VERIFY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT ON THE COURSE TOPICS AND THEIR DEPTH OF UNDERSTANDING. EXAM QUESTIONS WILL FOCUS ON THE CONTENTS INDICATED IN THE TEACHING PROGRAM AND WILL AIM TO ASSESS THE LEVEL OF COMPETENCE REACHED IN THE EXPOSITION THROUGH EVALUATION OF LANGUAGE PROFICIENCY, LOGICAL-DEDUCTIVE ABILITIES, SYNTHESIS, ARGUMENTATION, AND CRITICAL THINKING. WHEN A STUDENT DEMONSTRATES FRAGMENTED KNOWLEDGE OF THE THEORETICAL TOPICS COVERED, ALONG WITH A LIMITED ABILITY TO CONTEXTUALIZE THE THEORETICAL CONTENT, THEY WILL ACHIEVE THE MINIMUM SCORE LEVEL OF 18/30. WHEN THE STUDENT SHOWS COMPREHENSIVE AND IN-DEPTH KNOWLEDGE OF THE TOPICS COVERED, ALONG WITH THE ABILITY TO INDEPENDENTLY MAKE CONCEPTUAL CONNECTIONS WITHIN THE DISCIPLINE, THEY WILL ACHIEVE THE MAXIMUM SCORE OF 30/30. IF THE STUDENT'S MASTERY OF THE CONTENT IS SUPPORTED BY A HIGH LEVEL OF ARGUMENTATION, PROFICIENCY IN SCIENTIFIC LANGUAGE, AND AUTONOMY IN CONTEXTUALIZATION, EXTENDING BEYOND THE CONTEXTS ILLUSTRATED BY THE TEACHER, THEY WILL BE AWARDED WITH DISTINCTION.

Verification of learning

MODULE 2:
THE ACHIEVEMENT OF THE TEACHING OBJECTIVES WILL BE ASSESSED THROUGH PASSING AN EXAM GRADED ON A SCALE OF THIRTY.
THE EXAM INTERVIEW AIMS TO VERIFY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT ON THE COURSE TOPICS AND THEIR DEPTH OF UNDERSTANDING. EXAM QUESTIONS WILL FOCUS ON THE CONTENTS INDICATED IN THE TEACHING PROGRAM AND WILL AIM TO ASSESS THE LEVEL OF COMPETENCE REACHED IN THE EXPOSITION THROUGH EVALUATION OF LANGUAGE PROFICIENCY, LOGICAL-DEDUCTIVE ABILITIES, SYNTHESIS, ARGUMENTATION, AND CRITICAL THINKING.
WHEN A STUDENT DEMONSTRATES FRAGMENTED KNOWLEDGE OF THE THEORETICAL TOPICS COVERED, ALONG WITH A LIMITED ABILITY TO CONTEXTUALIZE THE THEORETICAL CONTENT, THEY WILL ACHIEVE THE MINIMUM SCORE LEVEL OF 18/30.
WHEN THE STUDENT SHOWS COMPREHENSIVE AND IN-DEPTH KNOWLEDGE OF THE TOPICS COVERED, ALONG WITH THE ABILITY TO INDEPENDENTLY MAKE CONCEPTUAL CONNECTIONS WITHIN THE DISCIPLINE, THEY WILL ACHIEVE THE MAXIMUM SCORE OF 30/30.
IF THE STUDENT'S MASTERY OF THE CONTENT IS SUPPORTED BY A HIGH LEVEL OF ARGUMENTATION, PROFICIENCY IN SCIENTIFIC LANGUAGE, AND AUTONOMY IN CONTEXTUALIZATION, EXTENDING BEYOND THE CONTEXTS ILLUSTRATED BY THE TEACHER, THEY WILL BE AWARDED WITH DISTINCTION.

	Texts
	DAVENPORT, T. H., & MITTAL, N. (2023). ALL-IN ON AI: HOW SMART COMPANIES WIN BIG WITH ARTIFICIAL INTELLIGENCE. HARVARD BUSINESS PRESS. DURING THE COURSE, TEACHING MATERIAL WILL BE MADE AVAILABLE.

	More Information
	During the course, students will be provided with teaching materials.

BETA VERSION Data source ESSE3

International Teaching | MARKETING ANALITICS