Obj 1 - Learn how the data and analysis that can be done on them can be a valuable tool for marketing strategy. Understanding what is changing today in technology and society and how it will change marketing.

Obj 2 - Understand the main sources of data that are available today and how they can become knowledge to be integrated into operational and strategic marketing.

Obj 3 - Know the main techniques of data analysis, from the most traditional, to the most innovative.

Obj 4 - Understand how data analysis currently applies in business context across different business cases, from segmentation to customer value.

Obj 5 - Demonstrate the role of data analysis in marketing activities in the digital world and grasp its scope at the corporate and social level.

Obj 6 - Present future perspectives for marketing analytics in the context of concepts that are beginning to have enormous relevance, such as IoT and smart cities.