Analytics and AI for Marketing

The course provides students with basic knowledge of the fundamentals of business ethics, as well as the economic, environmental and social sustainability challenges that come about in the both private and public sectors. The students will gain the knowledge, skills and tools needed to effectively respond to these challenges in order to drive impactful change and develop sustainable business practices.

This course aims to provide participants with a comprehensive understanding of the strengths and weaknesses of various customer loyalty and value measurement approaches. It will explore the connections between Customer Loyalty scores, Customer Relationship Management (CRM) tools, and Customer Profitability, demonstrating how companies translate CRM metrics into strategic decisions. Participants will also gain insight into the practical implementation of CRM within organizations, including the tools, skills, and processes involved. Additionally, through case studies, they will examine how CRM strategies and metrics vary depending on strategic goals, industry dynamics, and business models.

This course introduces the theory of consumer behavior and its relevance to marketing practice. By understanding how and why consumers behave in specific ways, marketers can design and implement more effective strategies. The study of consumer behavior examines the decision-making processes of consumers and the various factors that influence these decisions, including perception, learning, motivation, self-image, and attitude formation. It also explores external influences such as reference groups and social media, providing a comprehensive understanding of what drives consumer choices.

The course is practical in nature and is aimed to provide students with the appropriate methodological tools to analyze the different areas that contribute to creating value for the customer and to obtain value from the customer. Therefore, the theoretical foundations examined in class will be translated into the marketing practice by means of class exercises in the lab.

Introduction to governance, project management and IT elements useful to understand how to lead a Data Lake for Marketing (and subsequently Customer Data Platform) initiative to success.

The course will provide students with the tools to implement an end-to-end data marketing project, from conception to implementation and the business value it brings, using structured (analytical) and unstructured (images and text) data.

This course focuses on the importance of using multiple sources and platforms to make data-driven marketing decisions in today’s digital business environment. It focuses on how to manage multi-platform, multi-structured and big data to provide data-driven solutions to business problems.

This course will provide the theoretical and methodological framework to properly
design a marketing data strategy: Starting from the analysis of the negative effect of a “poor” data
strategy, the course will go through (using also use cases and practical application) the main steps
necessary to assess organizational business needs, define priorities and design a data strategy
execution plan.

It is a fully comprehensive journey on data visualization which provides a skillset that will allow students to manage data visualization in its various shapes. The course has a business focus dedicated to building and polishing the basic dashboard elements to optimize the typical requests presented by companies such as those from marketing department.

The course aims to introduce students to the most relevant issues (foundational and more advanced) of digital technologies, discussing the most important present and future consequences on the lives of individuals and on the structure and functioning of organizations and processes. The course consists of 5 seminars: Ai & Machine Learning, All-in Security, Cloud & Beyond, The Science of Data, Internet of Things.

This course enables students to develop an effective and updated vision of the digital scenario using social network marketing, digital marketing, lead generation, e-commerce, loyalty and content marketing.

Artificial intelligence (AI) is a discipline whose goal is to realize this dream through the use of a wide variety of techniques, from logic-based symbolic computation to sub-symbolic models inspired by the structure of the brain, such as neural networks. This course will provide an introductory overview of the various existing artificial intelligence techniques, focusing on industrial applications, discussing future challenges and opportunities, and also addressing some of the social, economic, and ethical implications.

This course introduces the basic principles and methods of Business Intelligence with emphasis on Data Warehousing, OLAP analysis, and social intelligence. It also focuses on how Business Intelligence solutions can be designed according to user requirements and desires and includes a hands-on session with OLAP tools (mainly Power BI).

The course is organized in order to provide students with the possibility to learn by actively applying the tools learnt in class to concrete cases. Due to its practical nature, the course will enable students to learn about the tools to be used in order to generate, nurture, and maintain over time the relationship with the customer.

This course provides an introduction to marketing automation, covering the fundamental concepts, tools and strategies used to improve customer engagement and drive business growth.

The process of marketing and sales management: from value analysis for the client to communication and delivery in the market. Value analysis for the client: the drivers of value for the client. Construction value for the client: segmentation, targeting, positioning and defining value proposition. Measuring the value for the client and pricing choices.  From the construction of the value to the commutation of the value: communication above and below the line. Distributing value: go to market, sales and key account management. The marketing plan, sales metrics and marketing performance.

The objective of this course is to introduce students to the fundamentals of applied neuroscience methodology, with a view at providing an understanding of human behavior in marketing contexts and neuroscience-based methods for its investigation. The course will be centred around neuroscience research exploring why and how the investigation of implicit processing and neurophysiological responses is vital to understand human behavior. After this course, students will be able to integrate neuroscience-based insights into their work for a better understanding of consumers behavior and application in marketing strategies.

The goal of the course is to give the participants a toolbox of techniques to apply in personal communications. Vital among these is providing tools for analysing, comparing and contrasting yourself with your audience. A series of techniques for lateral thinking and persuasion in the context of personal communication will be reviewed. The scope of these final meetings will be preparing for the job interviews demanded by the placement process at BBS. To this end, a series of “mock interviews” will be executed by professionals in the HR and Marketing fields.

The purpose of this course is to provide students with the basic knowledge of financial and managerial accounting that will allow them i) to construct and analyze financial statements using generally accepted accounting principles, and ii) to support the decision-making process. Accounting is the “language of business,” and students shall become sufficiently fluent in this language as to understand the financial condition and the performance of a business by reading its financial statements.