Federica
Caboni


Federica Caboni
Junior Assistant Professor University of Bologna

Federica Caboni is a Junior Assistant Professor the Department of Business Sciences, University of Bologna. She holds a PhD in Business Economics and Management and a Doctor Europaeus from the Department of Economic and Business Sciences at the University of Cagliari. From 2019 to 2023, she was a Researcher and Lecturer in Business Communication for the Master’s Degree in International Management at the University of Cagliari. Currently, she is a Lecturer in Corporate Communication and Digital Marketing at the University of Bologna. From 2017 to 2022, she carried out teaching and research activities as a Visiting Researcher at the University of Gothenburg, School of Business, Economics and Law, Centre for Retailing. She is the co-author of several studies published in international journals and has presented at various national and international conferences. Her research mainly focuses on the analysis and application of digital technologies to support and develop retail, with particular attention to specific research topics related to the digitalization of retail and augmented reality.

COURSES

Importanza strategica del cliente; soddisfazione del cliente; il concetto di valore; comprensione del mercato; capire che ruolo hanno le imprese in qualità di clienti; strategie di mercato. Introduzione ai principi generali di trade marketing; strategie e tecnologie. Panoramica sul mercato dei beni di largo consumo; new media e marketing commerciale. Introduzione ai principali strumenti di vendita. Introduzione pratica alle strategie di marketing commerciale; customer planning; analisi per cluster; piani d’azione dei clienti principali.

Principi generali di retailing. Panoramica e tendenze nei format distributivi. La gestione dell’assortimento di prodotto. Lo studio del consumatore. Strategie locali e globali di distribuzione. Il punto vendita: location, design e layout. Canali alternativi: e-commerce, distributori automatici e retail kiosks. L’innovazione tecnologica nel panorama del retailing moderno e le tecnologie self-service. Strumenti innovativi di retailing: le stampanti 3D e la realtà aumentata.