Instructional goals
The course is designed to equip students with practical skills in designing experiments to optimize marketing strategies. It emphasizes hands-on applications across key areas such as in-store atmosphere, pricing, loyalty programs, web marketing, email marketing, and social media marketing. Students will learn how to test and evaluate marketing actions in real-world scenarios to support data-driven decision-making. The course also explores how recent advancements in AI can enhance experimental research and improve marketing management.
Prerequisites
Basic knowledge of marketing research
Intended learning outcomes
Understand the logic and potential of experimental methods for marketing management. Identify and distinguish between manipulated, measured, moderating, and mediating variables in an experimental setting. Analyze and interpret data from marketing experiments using appropriate tools and techniques. Apply experimental logic to a variety of real-world marketing contexts, ranging from physical retail environments to digital platforms.
Course Contents
1. Fundamentals of experimental research in marketing 2. Designing and conducting marketing experiments 3. Applications of experimental research across various marketing contexts, including: In-store atmosphere Pricing strategies Promotional activities Loyalty programs Online user experience Email marketing Social media marketing
Reference Books
A selection of academic articles from leading marketing journals will be used throughout the course.
Teaching Methods
Classes will be highly interactive, using articles from marketing top journals and managerial reports. There will be a constant interconnection between the topics covered and the applications on the software (SPSS)
Assessment Method
Compliant students:
1/3 group project presentations
2/3 final written exam
Not-Compliant students:
100% written exam
Thesis assignment criteria
none in particular
Week 1
Introduction to Experimental Research
Week 2
Fundamentals of Experimental Design Developing a simple experimental design
Week 3
Moderation Analysis
Week 4
Mediation Analysis
Week 5
Practical Applications: data management
Week 6
Practical Applications: In-store atmosphere
Week 7
Practical Applications: Pricing and promotions
Week 8
Practical Applications: Loyalty programs
Week 9
Practical Applications: Landing Pages and Email Marketing
Week 10
Practical Applications: Social Media Marketing
Week 11
Practical Applications:
Chatbots
Week 12
AI, silicon samples and experimental research