Gian Luca Marzocchi, Professor of Marketing | BBS

Gian Luca
Marzocchi


Marzocchi
Italy Full Professor of Marketing University of Bologna Core Faculty
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BIO

Gian Luca Marzocchi is Full Professor of Marketing and Consumer Behavior at the Department of Management, University of Bologna. He is Chair of Quality Assurance Committee at University of Bologna. He is also member of the Brand Committee of the University. His research focuses on three areas: the development and application of quality measurement models and customer satisfaction; branding, with particular emphasis on studying the relationship between identification and loyalty in brand communities; intertemporal choices, with special emphasis on the cognitive representation of the past/future continuum. His scientific research has been published in many international scholarly journals, including the Journal of Applied Psychology, Psychology and Marketing, Journal of Economic Psychology, European Journal of Marketing, International Journal of Service Industry Management, Service Industries Journal, Advances in Service Marketing and Management, Entrepreneurship Theory and Practice, Journal of Operational Research Society, Journal of Management and Governance, International Journal of Market Research. He has been Visiting Scholar at the Stern School of Business of New York University.

COURSES

FOCUS SESSION – The component of service is pervasive also within traditional manufacturing chains and is constantly growing. The aim of the workshop is to analyse the main challenges connected to the management of the immaterial component of the business. This will be done analysing the main specificities that the service activities bring to the attention of the management, attributing a specific emphasis to the design of services that are consistent with (the growing) expectations of recipients.

 

Technology and Innovation

The course provides the theoretical and methodological tools to correctly understand the mechanisms underlying consumers’ decision making. In particular, at the end of the course, students will be able to a) master the most relevant theories of consumer choice, b) analyze how consumers make decisions, and c) plan and implement a marketing research aimed to explore and predict consumer choices.

Marketing Management

CORE COURSE – In mature markets, characterized by a high competitive intensity, customer satisfaction, as a forerunner of loyalty and profitability, plays a central role in the construction of a successful business model. The aim of the course is to make participants aware of the main approaches and measurement tools for customer satisfaction currently utilized in advanced business contexts, as well as the related implementation procedures, highlighting the strong operational relationship existing between these methods and the marketing decision-making processes.

 

Sales and Marketing

Some fundamental instruments needed to understand, analyze and build the network that a company establishes with its own market. The fundamental concepts of marketing: client focus, purchase behavior analysis, the role of brands, the segmentation and position processes, the development of new products and the diffusion of innovation, price decisions, distribution and communication. Client loyalty-building policies, business to business and services marketing, marketing plans.

MBA Part-Time (Weekend)