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.

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.

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

A selection of academic articles from leading marketing journals will be used throughout the course.

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)

Compliant students: 1/3 group project presentations 2/3 final written exam Not-Compliant students: 100% written exam

none in particular