Organization and Marketing for Corporate Communication

EDUCATIONAL OBJECTIVES The course is designed to provide students with knowledge and skills, basic and advanced, aimed at statistical data analysis. Through the use of specifically dedicated software, the application of innovative teaching strategies (learning by doing¸ problem solving, cooperative learning, etc.) and the enhancement of experiences and testimonies of professionals in the field (variously connected with institutions, associations, companies), the objective is to transmit practical knowledge and critical awareness in: selecting and querying accredited statistical sources; preparing and checking data; analyzing and synthesizing data at different levels and in a comparative key; interpreting and communicating results; and reporting. 1. Knowledge and Understanding The course aims to provide the skills necessary to be able to consciously use differentiated techniques of quantitative data analysis. Students will be guided through a shrewd descriptive statistics course that will enable them to use data from external sources (secondary data analysis); construct a data matrix; check/evaluate and analyze data; interpret results; and consciously use the most appropriate graphical-tabular representation techniques. 2. Ability to Apply Knowledge and Understanding Upon completion of the course, the student will be able to navigate the use of basic and advanced data analysis procedures; know how to appropriately choose the most relevant forms of representation; know how to make use of secondary data and metadata; and know how to interpret the results of such analyses. 3. Critical and Judgmental Skills The student will acquire the ability to develop an analysis plan and to determine the appropriateness of the data and statistical techniques applied in relation to the analysis objectives. 4. Ability to communicate what has been learned Through constant classroom exercises and the performance of group project works, the student will be able to describe, including in the context of public presentation/discussion opportunities, the rationale for the analyses performed and to communicate the results concisely and effectively, using appropriate and rigorous language. 5. Ability to continue studying independently The student will be able to apply, in an original way, descriptive statistical techniques to any thematic domain of interest. In addition, he/she will be able to independently update and expand his/her knowledge by appropriately selecting databases, official reports and sources. Finally, he/she will be able to autonomously interpret the results of research already carried out in differentiated domains, developing a critical reading and comparative skills. The skills he/she will acquire will be fully expendable in business and marketing research (corporate and brand positioning strategies; customer satisfaction; reputation analysis of companies, brands, products/services, etc.). 6. Expected Outcomes: The student will learn, from a theoretical and application perspective, the main techniques of descriptive statistics to independently and consciously perform data analysis and to appropriately and effectively communicate the results of such analysis.