Course program
Part 1. Fundamentals and advanced marketing strategies; Principles of marketing and management (Marketing, Strategic marketing, Marketing operational, Segmentation, Targeting, Positioning, Value); Marketing planning; The Definition of Advanced Marketing.
Part 2. Metrics, models and analysis for strategic marketing; Analysis of the competitive environment: predictive models and big data analytics; Advanced segmentation, targeting and positioning models: case studies and practical applications; KPIs and marketing performance measurement tools; Data analysis and interpretation: content analysis and tools for evaluating web marketing strategies.
Part 3. Consumer behaviour and digital innovation in marketing; Models for analysing purchasing behaviour and decision-making; Influencing factors on buying behaviour: emotions, experiences and digital context; The new dynamics of the post-modern consumer and the personalisation of the experience; Consumption trends and sustainability: the evolution of consumer choices; The impact of social media and digital communication on consumer behaviour; Emerging technologies and buying behaviour: e-commerce, artificial intelligence metaverse and augmented reality; Artificial intelligence and machine learning for predictive marketing.
Part 4. Practical applications and marketing cases.
