Alessandra Zammit is a confirmed Researcher of Marketing at the University of Bologna. She received her PhD in Marketing from the University of Bologna and was Visiting at Fuqua School of Business (Duke University, Noth Carolina). Deals with consumer choice issues and context effects. Currently his research focuses on the evolution of preferences, on the social influence on purchasing choices, and on the customization choices for new products. His research has appeared in marketing magazines including: Journal of Consumer Research, Journal of Service Research and European Journal of Marketing.
CORE COURSE – The course provides participants with concepts and techniques to analyse the reference market. In particular, the course delves into the customer’s decision-making process, highlighting the reasons underlying the purchase decision, the development of decision-making attitudes and rules. Furthermore, the course aims at familiarizing participants with logics, methods and techniques at the basis of the development of a market research process. Marketing research provides for the development of questions that are relevant from a managerial viewpoint, for the collection and analysis of data and their interpretation. Statistical tools will be used in order to study and better understand the phenomena that are analysed and to provide a support to managers’ decisions. The curse aims at fostering the acquisition of the logics and mechanisms underlying the carrying out of a rigorous marketing research with the final objective of allowing participants to become “smart” buyers and users of market research activities and marketing studies.
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.
Business Management / Made in Italy
FOCUS SESSION – The aim of the focus session is to familiarize participants with the principles, the methods and, in particular, the techniques underpinning the development of a market research process. Marketing research features the identification of questions that are managerially relevant, the collection and analysis of data and their interpretation. The workshop aims at fostering the acquisition of the principles and mechanisms, including technical ones, that are at the basis of the carrying out of a rigorous, also from a scientific viewpoint, marketing research, with the final objective of enabling participants to become “smart” clients and users of market research and marketing studies.Sales and Marketing
The construction of the market position requires, first of all, the knowledge and the accurate management of the perception of the value for the customer. This implies understanding the logic that governs the purchasing and development processes of the reference markets. Starting from the examination of these aspects, the course explores the processes related to the articulation of strategic marketing plans and their implementation in different sectorial and environmental contexts.
This course revolves around some of the most relevant issues that marketing managers need to take such as defining the characteristics of a product/service, creating and sustaining a strong brand, defining pricing and promotions and identifying and selecting the target segment(s) of customers.
This course provides an introduction to the following topics: marketing management, basics in consumer behavior, segmentation analysis, targeting and positioning. Price strategies, Brand management, New product development, Distribution channels and Retailing, Marketing communication strategies.Hybrid MBA
From business model to marketing operational plan. The basic conceptual and quantitative tools necessary to understand, analyze, and build relationships that a company establishes with its own market: the centrality of the customer, the study of purchasing behavior, the processes of segmentation and positioning, development of new products and diffusion of innovation, pricing decisions, distribution and communication.
From the business model to the operational marketing plan. The fundamental conceptual and quantitative tools necessary for understanding, analyzing and constructing the relationship a company establishes with its market of interest: the centrality of the client, studying acquired behavior, the processes of segmentation and positioning, the development of new products and the spread of innovation, pricing decisions, distribution and communication.
COURSE – An effective sales strategy requires in-depth knowledge of the mechanisms that regulate the client’s perception of the value and competitive arena. This means understanding the logic that governs processes of purchasing and the development of the target market. Starting with an examination of these aspects, the course analyses the processes connected to the articulation of strategic marketing plans and its implantation in various sectors and environmental contexts
An effective marketing strategy requires a deep understanding of the mechanisms that regulate the perception of value for the customer. The course explores the processes related to the articulation of marketing plans in different contexts and environmental sectors. Market orientation; segmentation and positioning; product development; pricing and management of distribution policies. Integrated communication.MBA Part-time (Evening)
From the business model to the operational marketing plan. The fundamental conceptual and quantitative tools necessary for understanding, analyzing and constructing the relationship a company establishes with its market of interest: the centrality of the client, studying acquired behavior, the processes of segmentation and positioning, the development of new products and the spread of innovation, pricing decisions, distribution and communication.Digital Marketing and Communication
The goal of the course is to offer MBA students the opportunity to test theories and make decisions in a risk-free platform. Markstrat is marketing simulation software that allows students to apply under real market conditions the theory they learned during their lessons: students work in teams to manage a company that operates in an established market and has the opportunity to invest in an emerging one. Though the use of Markstrat students can strengthen their knowledge on brand management, segmentation, targeting and positioning analysis. Specifically Markstrat learning objectives are to:
1) Manage products in established and emerging markets
2) Conduct market and competitor analysis
3) Manage essential marketing tools: learn how to read and use marketing research data
4) Plan Research and development projects identifying the most relevant characteristics for target segments
5) Set Product portfolio and launches strategies
6) Identify Sales and distribution strategies