International opportunities for students

Details

Instructors: Giuseppe Turchetti. g.turchetti [at] sssup.it; Ugo Faraguna

Class hours: 36, 6 ECTS
Syllabus 2018-2019 

Contents

The course is organized in three parts: 

a) Conventional marketing: we will focus on the fundamentals of marketing. The following topics will be analyzed: definition of marketing, analysis of the market, segmentation, targeting and positioning strategies, marketing mix tools (product, price, place, promotion), differences between marketing of products and marketing of services.
b) Non conventional marketing: we will focus on non conventional marketing approaches and analyze tribe marketing, guerrilla marketing, viral marketing.
c) Neuromaketing: we will focus on the so called "consumer neuroscientific approach" and its application to marketing (neuromarketing). This part is organized in four sections: c1) we will pave the way to the understanding of consumer neuroscience by offering some fundamentals in functional anatomy; c2) we will introduce the brain imaging approach applied to marketing; c3) we will deal with the parameters influencing perception and the role of non conventional marketing in a wide range of applied fields, from pricing science to in store advertisement to consumer behavior prediction; c4) we will organize a practical experimental test. A paradigm implying the use of eye-tracking will be designed, conducted and analyzed.

Objectives

By the end of the course the students should be able to: i) understand the rationale and tool of conventional and non conventional marketing; ii) understand and interpret basic neuroscientific imaging data; iii) develop an overall critical approach to neuromarketing consultancy; iv) design an eye-tracking experiment.

List of Topics

  • Intro to Marketing (definition, analysis, segmentation, targeting and positioning strategies, tools, differences between marketing of products and marketing of services)
  • Non Conventional Marketing (What is, tribe marketing, Guerrilla marketing, Viral Marketing)
  • Consumer Neuroscience (principles of Functional Neuroanatomy, evolution of the brain, introduction to brain imaging, general principles of brain funtion, top-down and bottom-up processes, eye-tracking approach to marketing)

Teaching methods

Lectures are of three types: i) traditional lectures, where the lecturer presents topics ii) journal clubs, during which students will have the chance to critically read and present relevant literature iii) experimental paradigm design, eye-tracking data collection and analysis.

Evaluation method

50% of the final score will be assigned by individual and group assignments during the course. 
The remaining 50% of the final score will be based on the written exam at the end of the course. A sufficient grade (18/30) is at minimum needed in the written exam to pass.