Stefania
Farace
Senior Assistant Professor University of Bologna
Stefania Farace is Senior Assistant Professor of Marketing at the University of Bologna. Stefania previously worked at John Cabot University (Rome), LUISS Guido Carli (Rome), and ECSU (USA), where she taught several marketing courses, such as Product and Brand Management, Consumer Behavior, Marketing Research, and Retailing, targeted to (under)graduate students. Her research interests focus on multimodal visual persuasion. Her publications have appeared in the Journal of Advertising, European Journal of Marketing, and Journal of Interactive Marketing.
COURSES
This course introduces the theory of consumer behavior and its relevance to marketing practice. By understanding how and why consumers behave in specific ways, marketers can design and implement more effective strategies. The study of consumer behavior examines the decision-making processes of consumers and the various factors that influence these decisions, including perception, learning, motivation, self-image, and attitude formation. It also explores external influences such as reference groups and social media, providing a comprehensive understanding of what drives consumer choices.
Applied Marketing and SalesAnalytics and AI for Marketing
