ANALISI E RICERCHE DI MERCATO

The Data Analysis and Marketing Research course deals with methods of data collection and analysis for market research in order to support firms in the marketing policies and strategies. After introducing the principles of marketing and the tourism product definition, the course focuses on data analysis and marketing research of the tourist destination. In particular, this course examines the models and tools for analyzing tourism demand, planning and intervention through which the actors of the territory can guide the development of a tourist area towards medium-long term objectives. Particular emphasis is given to marketing information systems and data collection methods. Qualitative, quantitative research and concept tests are the tools for surveying and analyzing the databases proposed as management tools for the territorial marketing. Social media, Web marketing metrics and KPIs complete the discussion.

Knowledge and understanding: This course aims to provide the student with theoretical and operational knowledge of the main methods and tools for market research and data analysis. The course, which is part of the Degree in Tourism Sciences, focuses on Destination Management and the analysis of tourism demand through marketing and web marketing metrics. At the end of the course, students will know the main sources for data research and the meaning of the performance indicators and their application in the field of tourism. They will also understand the criteria underlying the design of data collection, limits and advantages of qualitative and quantitative research for tourism and the usefulness of qualitative and quantitative data to support strategic decisions and marketing policies for tourism destination.

Applying knowledge and understanding: The course aims to develop in the student critical and analytical skills related to marketing and destination management activities. At the end of the course, the student will be able to define the tourism product, estimate and analyze tourism demand and visitors behavior, research economic sources and information data, conduct marketing research, select the most appropriate KPIs, evaluate the web reputation of a destination and draw up a summary report. The approach adopted is inductive. Through the examination of case studies, testimonials from marketing experts and web analytics tools, the student will be able to reconstruct the conceptual categories, matrixes and concept maps and to apply them correctly in the various decision-making contexts. The practical activities, carried out individually and in groups, and the reports presentation in the classroom will allow these activities to be further refined.

Making judgements: At the end of the course, the student will develop autonomy of judgment and ability to connect theoretical arguments and related application models, with particular reference to market analysis and research models. The student will be able to express judgments on the tourism products and destination management activities adequately supported by data, as well as to propose solutions for the improvement of the destination attractiveness and its web reputation.

Communication skills: Students will be able to effectively communicate ideas in written and oral form. They will use appropriate technical language that will allow them to relate effectively with the professionals they will meet in the job market. Communication skills, in particular, consist in analyzing data and presenting the results based on marketing metrics. These skills will be stimulated by classroom discussions and debates, by the activities carried out in groups, and by the presentation of individual or team projects. Students will be encouraged to use digital tools and create content to be shared online.

Learning skills: At the end of the cycle of lectures, students will have acquired specific knowledge and critical evaluation skills that will allow them to explore the marketing metrics topic. They will acquire the ability to critically read and summarize articles and case studies and will be able to select further training in master and bachelor's degree programs. Learning skills will be stimulated during the lessons through active and participatory involvement of students, research, laboratory activities and field observations. Learning will be gradual and will be favoured by the analysis of case studies, applied activities, in-class presentations and discussions with experts, , and a thorough knowledge of the teaching material. Companies tour are also planned (if possible). Reports, individual and group assignments, and project works will further support the learning process and of understanding. Students will present and discuss case studies, papers and project work, developed by working in small groups.

• Lectures
• Applied Activities, Case Studies, In-Class Presentations
• Discussions with Executives, Managers, Start-uppers and Entrepreneurs
• Individual and Group Assignments.
• Final tests.

Pre- requisites: None. 

Attendance: Strongly recommended

Class discussion is a central part of the learning experience. Students are expected to actively participate in the classroom, read the teaching material in advance, discuss cases and readings, argue their ideas and respond to comments from others. Classroom interventions are expected to be constructive, articulated, documented and well motivated.

The main topics are: 

Tourism Product - Destination Management - Territorial Governance - Tourism Demand Analysis - Marketing Information System - Marketing research - Methods for data collection - Qualitative research - Quantitative research - Marketing metrics - Web and social media for the Destination Management - Web Marketing Metrics: Analytics and KPI

• Martini U., 2017, Marketing e Management delle Destinazioni Turistiche Territoriali, McGraw Hill, Milano, Cap. 2, 3, 6,7,8 (e-book)
• Molteni L., Troilo G., 2022, Ricerche di Mercato. Metodologie e tecniche per le decisioni strategiche e operative di marketing, EGEA, Milano, Cap. 1, 2, 3, 4.
• Supplementary teaching materials used during the course (slides, case studies, book chapters, scientific articles and other readings) available on Studium

Attending students

• Written test (50%  of the final grade), based on the whole program. The written test is divided into true / false, multiple and semi-open questions and takes place in 20 minutes. The vote is expressed out of thirty.
  
• Project work (50% of the final grade). The vote is expressed out of thirty and takes into account the relevance of the topic, the quality of the project and the oral presentation.
  

The written test and the presentation of the project will take place exclusively in the first exam session scheduled for January. Reservations are required on the student portal. To pass the final exam, it is necessary to obtain a pass in both tests.

 Non-attending students

• Written exam (100% of the final grade) is divided into true / false, multiple, semi-open and open questions and takes place in 40 minutes. The vote is expressed out of thirty. The written test is based on the contents discussed during the lessons, the book chapters and the supplementary teaching materials, as reported in the syllabus. 
  
• The written test is adopted for each session. Reservation is required for each exam session. 
  

Evaluation Criteria: The final evaluation expressed out of thirty will be carried out by assigning a partial score to the following criteria in line with the objectives indicated above: knowledge of the assigned topic, appropriateness of the technical language, relevance of the answers to the questions posed, ability to connect between the topic discussed and other topics inherent to the program, logical ability to argue the assigned topic, ability to contextualize the topic with practical examples taken from the company reality, active participation in the classroom.

 Readings, testimonials of firms and material distributed in the classroom are among the topics required for attending and non-attending students.

1. What do we mean by a tourist destination from a marketing perspective? 
   
2. What are the tools for analyzing the demand of the tourist destination?
   
3. What is the contribution of marketing research to the tourist destination?
   
4. Which types of data are available for the analysis of the tourist demand?
   
5. What are the benefits and limitations of qualitative marketing research?
   
6. What are the main methods used for marketing research?
   
7. What are the benefits and limitations of quantitative marketing research?
   
8. How can marketing metrics be classified?
   
9. Which structure can data reports have?
   
10. Which analytics tools and KPI are used for web reputation monitoring?