B7076 - ANALYTICS FOR CONSUMER MINDSETS

Academic Year 2024/2025

  • Teaching Mode: Traditional lectures
  • Campus: Rimini
  • Corso: Second cycle degree programme (LM) in Service Management (cod. 5943)

Learning outcomes

At the end of the course students will learn how to obtain consumer insights concerning brand reputation and service experience through the use of state-of-the-art analytics methods. Students will use exploratory, explanatory and predictive methods to analyze datasets resulting from digital interactions and social media conversation (e.g. online reviews, tweets). The course will have a hands-on approach covering theories (e.g. brand reputation) together with examples and applications in the service sector.

Course contents

Unit 1: Introduction to Analytics for Consumer Mindsets

Unit 2: Introduction to KNIME Analytics

Unit 3: Measuring Brand Reputation from Social Media

Unit 4: Measuring Customer Experience from Online Reviews

Unit 5: Other Consumer Mindset Metrics

Readings/Bibliography

A list of articles will be provided together with the syllabus

Teaching methods

Lectures

Analytics Labs

Hands on Assignments

Assessment methods

• <18 not passed
• 18-23 sufficient
• 24-27 good
• 28-30 very good
• 30 cum laude outstanding

Teaching tools

Software: KNIME Analytics, R

Office hours

See the website of Francisco Javier Villarroel Ordenes