Annamaria
Tuan
Senior assistant professor (fixed-term) University of Bologna Core Faculty
Annamaria Tuan is Assistant Professor of Marketing at the Department of Management of the University of Bologna. She holds a PhD in Business Studies from the University of Udine and she spent four years as Researcher at the University of Pisa, before joining University of Bologna.
Her research interests focus on the intersection between Corporate Social Responsibility communication and Social Media Marketing. Her work is mainly focused on text analysis, with a particular interest on the effect of content and linguistic features of text coming from traditional sources (e.g. CSR reports) or digital sources (e.g. online reviews, tweets, social media posts) on outcome variables such as consumer word of mouth, companies’ reputation, spreading of news, legitimacy issues in a range of consumer and corporate contexts. Annamaria’s research has appeared in various marketing and management journals including Journal of Interactive Marketing, Journal of Retailing and Consumer Services, Journal of Business Ethics and International Journal of Hospitality Management. She is in the Editorial Board of the Italian Journal of Marketing and she is member of the Italian Marketing Association’s Junior Faculty (Società Italiana Marketing). In 2019 she has been awarded a Grant by the Italian Marketing Association and Academy of Marketing Science for her studies on the diffusion of fake news on social media and the impact on corporate reputation.
COURSES
This course enables students to develop an effective and updated vision of the digital scenario using social network marketing, digital marketing, lead generation, e-commerce, loyalty and content marketing.
Digital Marketing and CommunicationMarketing Management
Data Marketing and Analytics
The goal of this course is to set the basis and prepare the audience for this class to be effective leaders in a business landscape that involves data and analytics in different areas of management. The course will introduce a broad range of mathematical and statistical methods that are used to solve data problems. Participants will gain hands-on practice gathering and analyzing data sets and cases in dedicated lab sessions. The course is organized in three sub-sessions to set the bases of analytics into different key business areas: accounting, finance, and statistics for marketing. In the end, the student will have gain greater analytical and statistical skills for data analysis in the areas of cost management, financial analysis, and marketing analytics, and will be ready to face advance courses in each discipline. cs.
Design, Fashion and Luxury GoodsFood and Wine
Supercars, Superbikes and Motorsports
AI and Manufacturing
Green Energy and Sustainable Businesses
The objective of the course in Digital Marketing is to provide the necessary knowledge for successfully implementing a marketing strategy utilizing new information technology, analyzing the needs of the client, the company communication and sales. A principally quantitative approach for measuring the effectiveness of Digital Marketing activities, which finds their natural application in an online context (e.g. Social Media, E-Commerce, Direct Marketing), without overlooking the application of new technologies in an offline context (e.g. Apps and Mobile Marketing in a modern Retailing environment). At the end of the course, it is expected that the students will have acquired a high level of knowledge on the main tools used in the field of Digital Marketing, allowing them to: define and implement a coherent Digital Marketing strategy; select the best suited tools based on strategic objectives; monitor the effectiveness by means of rigorous analytical procedures.
Business Management – Italian Premium BrandsThe objective of the course in Digital Marketing is to provide the necessary knowledge for successfully implementing a marketing strategy utilizing new information technology, analyzing the needs of the client, the company communication and sales. A principally quantitative approach for measuring the effectiveness of Digital Marketing activities, which finds their natural application in an online context (e.g. Social Media, E-Commerce, Direct Marketing), without overlooking the application of new technologies in an offline context (e.g. Apps and Mobile Marketing in a modern Retailing environment). At the end of the course, it is expected that the students will have acquired a high level of knowledge on the main tools used in the field of Digital Marketing, allowing them to: define and implement a coherent Digital Marketing strategy; select the best suited tools based on strategic objectives; monitor the effectiveness by means of rigorous analytical procedures.
Gestione d’Impresa – Made in ItalyGestione d’Impresa – Food & Wine
Gestione d’Impresa – Retail Management and E-Commerce
Business Management – Global and Emerging Markets
Business Management – Green Management and Sustainable Businesses
Business Management – Tourism, Heritage and Events
Business Management – Life Science and MedTech
