Daniele
Scarpi
Italy Associate Professor of Marketing University of Bologna Adjunct
BIO
Daniele Scarpi is Associate Professor of Marketing at the University of Bologna, where he obtained his Ph.D. in Business Management. His main research field is consumer behavior. In particular, his research includes decision-making processes and behavior in distribution channels. His research has been published in several marketing magazines including Journal of Retailing, Marketing Letters, Industrial Marketing Management and Journal of Interactive Marketing.
COURSES
Analysis of business models and competitive strategies in the web 2.0. The new consumer, features and online consumer behavior. Web analytics.
ManagementAnalysis 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 ManagementThe 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