Gabriele Pizzi is Associate Professor of Marketing at the University of Bologna, where he earned also a Ph.D. in Management in 2010 and a Master Degree in Statistical Sciences in 2006 (with gradee 110 with honors). He is Scientific Director of the International Full-Time Master in Marketing Management at Bologna Business School, and Scientific Director of the Retail Observatory on Virtual Reality and Artificial Intelligence established by the Department of Management – University of Bologna – in collaboration with Retail Institute Italy.
His research interests revolve around retail and channel management, consumer behavior, and the impact of digital technologies on retail management. He published several papers on the main scientific journals, such as the Journal of Retailing, the Journal of Business Research, the Journal of Service Research, the Journal of Retailing and Consumer Services and the Journal of Interactive Marketing. He was Visiting Scholar at University of Maryland and he received several awards for his research activities such as the 2009 Fisher IMS & American Marketing Association SERVSIG Doctoral Dissertation Award and the 2020 Best Conference Paper Award at the Italian Marketing Society Conference 2020. In 2017, he received a Research Grant from the Italian Marketing Society for his research on the application of Virtual Reality in the Retail industry.
General principles of retailing. Overview and tendencies in retail formats. Managing product assortment. Studying the consumer. Local and global distribution strategies. The sales point: location, design and layout. Alternative channels: e-commerce, automatic distribution and retail kiosks. Technological innovation in the area of modern retailing and self-service technology. Innovative retail tools: 3D-printers and enhanced reality.Marketing Management
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.Gestione d’Impresa – Made in Italy
The course focuses on the value creation process and it aims at providing methodological and practical knowledge on brand building and management activities, in its different types of relationship with the product and the company’s reputation. During the course the process of transforming the product into a brand and the relationship between innovation, development, product management and brand consolidation will be analyzed. The brand equity generation and the development of the purchasing experience will also be addressees, as well as the development and launch of new products. In parallel, the course will deal with service topics in B2B and B2C environments.Sales and Marketing
Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.Digital Marketing and Communication