Sara Valentini is Associate Professor of Marketing at the School of Economics and Management, University of Bologna, where she teaches Marketing, Social Media Marketing, and Marketing Models. Her area of expertise is in the measurement and analysis of marketing effectiveness and customer profitability, especially in the fields of omni-channel marketing and customer relationship management. She has additional expertise in customer satisfaction and service recovery. She has been the Italian Executive Member of the European Marketing Academy (EMAC), she is an Executive Member of the Internationalization Committee of the Italian Marketing Academy (SIM). Sara’s research has appeared in Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science, Psychology & Marketing, MIT press. She holds a Degree (Laurea) cum laude in Statistics and a Ph.D. in General Management, University of Bologna. She was visiting scholar (2007) at the Tuck school of Business, Dartmouth College (USA).
Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.
Gestione d’Impresa – Made in Italy
The goal of this course is to set the basis and prepare the audience for this class to be effective leaders in a business landscape that involves data and analytics in different areas of management. The course will introduce a broad range of mathematical and statistical methods that are used to solve data problems. Participants will gain hands-on practice gathering and analyzing data sets and cases in dedicated lab sessions. The course is organized in three sub-sessions to set the bases of analytics into different key business areas: accounting, finance, and statistics for marketing. In the end, the student will have gain greater analytical and statistical skills for data analysis in the areas of cost management, financial analysis, and marketing analytics, and will be ready to face advance courses in each discipline. cs.Design, Fashion and Luxury Goods
CORE COURSE – The course provides participants with concepts and techniques to analyse the reference market. In particular, the course delves into the customer’s decision-making process, highlighting the reasons underlying the purchase decision, the development of decision-making attitudes and rules. Furthermore, the course aims at familiarizing participants with logics, methods and techniques at the basis of the development of a market research process. Marketing research provides for the development of questions that are relevant from a managerial viewpoint, for the collection and analysis of data and their interpretation. Statistical tools will be used in order to study and better understand the phenomena that are analysed and to provide a support to managers’ decisions. The curse aims at fostering the acquisition of the logics and mechanisms underlying the carrying out of a rigorous marketing research with the final objective of allowing participants to become “smart” buyers and users of market research activities and marketing studies.
L’obiettivo del corso è di introdurre gli studenti alle attività, decisioni e strategie usate dai professionisti del marketing per raccogliere le informazioni e utilizzare strumenti statistici. Il corso offre un’introduzione approfondita alle ricerche di mercato e affronta i concetti chiave, processi, tecniche e applicazioni. Oltre a una overview sulle ricerche di mercato, il corso comprende il research design e i metodi quantitativi utilizzati per l’analisi e l’utilizzo operativo di dati di mercato.
FOCUS SESSION – Until recently, it would have taken a long time and a few million dollar mainframe would have been necessary to analyze a “mountain” of data (Small or Medium Data). Today, using a simple algorithm, that same information can be processed in a few hours. In recent years, big data and business intelligence have become increasingly important, in both the academic and economic communities. The aim of the course is to highlight the connection between big data and business intelligence, and the way in which this relationship affects the companies’ business model, with a specific focus on real business cases.Sales and Marketing