Università Roma Tre

The course aims to introduce students in the field of marketing research and opinion, with focus and insight on both the world of public companies and public institutions, with the aim of providing the course participants the main tools you need to:
• Structuring marketing strategies through the design and analysis of market research;
• Developing marketing plans for companies and public bodies;
• Develop and successfully read research briefing;
• Develop and read research reports;
• Integrate communication with data and scenario analysis;
• Identify, analyze and manage social events and critical massmediatici.
The main topics to be discussed during classes through support of research, models, analysis, test media products:
• Introduction to market research: keywords, methods, techniques and goals
• The market for market research in Italy and in the world of tradition and innovation
• The trends of Italian public opinion: politics-current and trend scenarios of parties and political leaders
• The trends of Italian public opinion: culture and economy
• Qualitative research – Focus groups and in-depth interviews
• Quantitative research-MARKETING-Customer satisfaction and corporate image
• Quantitative research – OPINION – polls, exit polls, projections
• Territorial marketing research: Learn about and engage the community to co-create experiences, promote destinations and attracting investments
• Political communication – election campaigns
• Political communication – history and trends of political election logos and labels

Frequentanti:
N. Piepoli / R. Baldassari, L'opinione degli italiani ai tempi di Renzi e Gentiloni, Annuario 2015-2016, Aton Edizioni Roma 2017.



Non Frequentanti:
N. Piepoli / R. Baldassari, L'opinione degli italiani ai tempi di Renzi e Gentiloni, Annuario 2015-2016, Aton Edizioni Roma 2017 (per chi non riuscisse a reperire il testo può rivolgersi al docente);

L. Gigliuto, Come promuovere la città. Strumenti e azioni efficaci di marketing del territorio, FrancoAngeli Milano 2015.