Gabriele Pizzi is Associate Professor at the Department of Management of the University of Bologna, where is currently holding courses in Innovative Retailing, Consumer Behavior and Customer Value Management. His research deals with the management of assortment, longitudinal analysis of customer satisfaction, and the implementation of digital technologies in the retail industry, and they have been published in top international journals such as the Journal of Retailing, Journal of Retailing and Consumer Services, Journal of Service Research and Journal of Interactive Marketing. Since 2013 he is the Scientific Director of a research project aiming to develop a new innovative methodology for product category definition, and in 2017 he has been awarded a Grant by the Italiana Marketing Association for his studies on the application of Virtual Reality to retailing.
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