Courses & Workshops
Graduate Courses
My courses for master students deal with New Product Development issues, Market Research and Data Analysis.
Undergraduate Courses
My courses for bachelor students introduce them to basic marketing concepts and tools such as product and branding management.
Research Workshops
My research workshops bring PhD students many valuable insights on semi automated textual analysis with R, Iramuteq and, LIWC.
Graduate Courses
This graduate-level course in New Product Development equips students with essential skills to manage the lifecycle of innovative products from concept to launch. Covering key aspects such as idea generation, concept screening, and market analysis, the course emphasizes strategic and practical tools to meet real-world market demands. Through case studies, interactive workshops, and project-based learning, students will gain a comprehensive understanding of product development processes, cross-functional collaboration, and effective decision-making. By the end of the course, participants will be prepared to develop successful products that align with consumer needs and industry trends.
Market Research
This graduate course in Market Research provides students with comprehensive tools to gather, analyze, and interpret data to make informed marketing decisions. Covering essential methods such as qualitative and quantitative research, sampling, survey design, and data analysis, the course emphasizes practical applications within real-world business contexts. Students engage in hands-on projects, exploring market trends, customer behavior, and brand perception. By the end of the course, participants will be skilled in developing actionable insights that guide strategic marketing, ensuring products and services align with consumer needs and preferences.
Data Analysis
This graduate-level Data Analysis course immerses students in data exploration and interpretation, leveraging R and Jamovi for practical applications. Emphasizing data manipulation, statistical testing, and visualization, the course equips students with the ability to draw insights from complex datasets. Hands-on exercises using R and Jamovi will help students build proficiency in coding, performing regression analyses, and interpreting outputs. By the end of the course, participants will confidently employ statistical methods to solve real-world problems, advancing their analytical skillset for research or business applications.
Undergraduate
Product and Branding Management
This undergraduate course in Product and Branding Management introduces students to essential concepts and strategies in developing, positioning, and managing brands within competitive markets. The course covers product lifecycle stages, brand equity, and consumer perception, using case studies and industry examples to illustrate brand strategy and product differentiation. Students will engage in projects that explore brand positioning, loyalty, and innovation, preparing them to understand the nuances of brand value and identity. By the end of the course, students will have a foundational understanding of creating and sustaining impactful brands in dynamic environments.
Research Workshops
Semi Automated textual Analysis
This doctoral course in Semi-Automated Textual Analysis introduces advanced methods for analyzing large-scale text data, leveraging R, LIWC (Linguistic Inquiry and Word Count), and web scraping. Students will explore techniques for text preprocessing, sentiment analysis, and thematic categorization, using R for coding and automation, LIWC for linguistic insights, and web scraping for real-time data extraction. Through practical exercises, they will build proficiency in automating data collection and conducting nuanced textual analyses, equipping them with skills to apply these methods across research contexts in social sciences and beyond.