The development of the Marketing Area is linked to the continuous increase in its legacy of knowledge. The process of enriching this knowledge does not occur only at the individual level, but is also fuelled by empirical research commissioned by companies on topics of particular interest to them.
In particular, ten research projects have been launched in recent years:

The dimensions of success of a customer loyalty programme
The research analyses various customer loyalty programmes considered as successful with the goal of investigating the impact on the company's future life. The project aims to answer the question: can customer loyalty programmes be a source of competitive advantage? In what conditions?

Experience, symbolic consumption and communication in products and services
The goal of the research is to look in depth at the question of experientiality with reference to consumption, purchase and communication processes for both products and services. The value of the experiences will be analysed in both the BtoB and BtoC contexts.

"Made in Italy" and international markets
Starting out from the now consolidated knowledge of the "made in Italy" concept and the factors for its international rise, the research examines in depth the issues of brand communication and management on international markets.

Monobrand or multibrand? Marketing strategies in the high-end pret-a-porter segment
The project's main research goal is to explore the evolution of the marketing strategies of business groups and single companies in the fashion sector and, more specifically, in the high-end pret-à-porter segment.

The relations between marketing and sales functions
This empirical research project examines the main critical points and most significant trends underway in the processes of integration and co-ordination of marketing activities, on the one hand, and sales, on the other, in the broader framework of the commercial management of a business.

Museum Shop
This research studies retailing in museums and art galleries. The project aims to give a descriptive analysis of the sector of museum stores and an explanatory analysis of a sample of clients.

Wine Marketing Osservatorio
The project's goal is to lay the foundations for  an Osservatorio specialised in the analysis of wine marketing. The first empirical research will look in depth at the commercial policies implemented by Italian wine-making companies.

Use of Integrated Marketing Communication
The purpose of this research is to check the use of Integrated Marketing Communication in Italy with reference to the various sectors of activity. In particular, the research intends to investigate the role of different players (companies, agencies and media centres) in the framework of this process and to define the indicators of integrated marketing communication.

Air transport
This research investigates, through personal interviews with the CEOs of the leading players in the European airline business, the main paths in trends of marketing management that this strategic sector will develop in coming years. The dynamics of five specific clusters will be explored: legacy, regional, low-cost, charter and cargo.

Customer insight
This research will explore the relations between the methods activated by companies to generate customer insights and a series of “organisational factors” (organisational structures, operating mechanisms and managerial competencies).