Daniele Scarpi holds a degree with honors in economics (2000) and a Ph.D in business administration (2004) at Alma Mater Studiorum-University of Bologna, where he has been Associate Professor of Marketing since 2014. He is the Scientific Director of the Open Program in Sales and Marketing at the Bologna Business School, he also carries out post-graduate teaching activities at national and international universities and business schools. He was visiting scholar in Kingston upon Thames (UK) and Toulouse Business School (FR). His research activity focuses on consumer behavior, marketing management, distribution channels and decision-making processes. On these issues he has published some volumes with the main national and international publishing houses, and numerous articles in the main international scientific journals such as Journal of Retailing, Travel Research, Journal of Interactive Marketing, Marketing Letters, Journal of Business Research, Advertising Research, Tourism Management , Industrial Marketing Management, and various others. He is on the board of Journal of Business Research and Italian Journal of Marketing.
Analysis of business models and competitive strategies in the web 2.0. The new consumer, features and online consumer behavior. Web analytics.
Analysis of business models and competitive strategies on the Internet. The new consumer: features and on-line consumer behavior. Web analytics.
Branding has evolved and businesses are facing new challenges in managing brand reputation. The course provides knowledge and skills to understand the management of brands and products, considering both theoretical and practical aspects through the classroom discussion of business cases to offer results and insights that offer significant implications for the management of brands and products. The course focuses on different aspects of branding and product management, from development to dilution. This includes large areas such as the characteristics and functions of the brand, the process by which a product becomes a brand, the construction and maintenance of brand equity, brand strategies and positioning.Marketing Management
The strategic importance of all the customers; customer satisfaction; the value concept; to understand the value; the market sensing; to understand companies in their role as customer; market strategy. Introduction to general trade marketing principles; strategies and terminology. Overview of FMCG market; mass market sales channels; new media for retail marketing applications. Introduction to the main retailing mix tools. Practical introduction to trade marketing strategies; customer planning; cluster analysis; major clients action plans.Digital Marketing and Communication
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