«From Design to Insights: A Practical Workshop on Experimental Marketing in Gaming Advertising«
Ponente: Luca Matteo Zagni
PhD Candidate, Department of Management, University of Turin.
PhD Programme in Economics and Business, University of Malaga.
Description:
The workshop will focus on the use of experimental methodologies in marketing, with a particular focus on in-game advertising. Participants will have the opportunity to:
- Learn the basics of experiments in marketing.
- Explore the main phases of an experiment: design, data collection and analysis.
- Participate in the collaborative development of an experimental design adapted to the context of in-game advertising.
As part of the work, a real case study will be presented that incorporates advanced measurement tools to evaluate cognitive, emotional and behavioral responses of consumers, using immersive technologies.
Objective:
To provide participants with practical and applicable knowledge on how to design and conduct experimental research in marketing, particularly in the dynamic context of video games.
Día: 29/11/2024
Hora: 11:00 h.
Lugar: Consumer Behaviour Lab (LICCO), Faculty of Economics and Business, El Ejido Campus, University of Malaga
Evento gratuito con inscripción previa.