Italy Full Professor of Marketing University of Bologna Core Faculty
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Fabio Ancarani is Full Professor of Economics and Business Management and Marketing; he is also member of the Council of the School of Economics, Management and Statistics the University of Bologna. Furthermore, he is Associate Dean, member of CDA. He is sales and marketing management director and is also director of Executive master in sales and marketing at Bologna Business School. He has obtained ITP at the Stockholm School of Economics. He has been Visiting Scholar at the Robert H. Smith of Business University of Meryland and Visiting Professor at the ESCP-EAP (European School of Management) in Paris. His research is focused on the strategies of marketing, customer value management, customer value pricing and competitive dynamics of digital economy. He has edited many articles both in international and national periodics.


CORE COURSE - An effective marking strategy requires in depth knowledge of the competitive arena and of mechanisms that regulate perceptions of value for the client. This entails understanding the logic that governs purchasing and development processes of the target markets. The course delves into processes linked to the drafting of strategic marketing plans and their implementation in different contexts. Market orientation; segmentation and positioning; product development; strategic pricing and management of distribution policies.

Some fundamental instruments needed to understand, analyze and build the network that a company establishes with its own market. The fundamental concepts of marketing: client focus, purchase behavior analysis, the role of brands, the segmentation and position processes, the development of new products and the diffusion of innovation, price decisions, distribution and communication. Client loyalty-building policies, business to business and services marketing, marketing plans.

The new priorities of marketing management: the marketing metrics and dashboard indicators of marketing.  From the value for the customer to the value of the customer: customer value, satisfaction, loyalty and customer equity. Analysis, measurement and management. Customer Relationship Management: acting on acquisition, retention and development. Big Data and Customer Insight Management. Customer insights and Big Data for improving marketing decisions and management. Marketing Modeling and Marketing Analytics.

CORE COURSE - The effective commercialization of innovation requires a deep understanding of the mechanisms that regulate value perception for the client, as well as in the competitive arena. This implies understanding the mechanisms that govern the procurement and development processes of the reference markets. Beginning with the analysis of these aspects, the course aims to analyze the management modalities of the interaction between management and planning of innovation and its commercialization.

CORE COURSE - The Marketing Management process: from the analysis of value for the customer to communication and delivery of value to the market. Analysis of the value for the customer: the customer value drivers. The construction of value for the customer: segmentation, targeting, positioning and definition of the value proposition. The measure of value for the customer and pricing choices. From the construction of value to value commutation: above and below the line communication. The distribution of value: go to market, sales and key account management. The marketing plan and the sales and marketing performance metrics.

The process of marketing and sales management: from value analysis for the client to communication and delivery in the market. Value analysis for the client: the drivers of value for the client. Construction value for the client: segmentation, targeting, positioning and defining value proposition. Measuring the value for the client and pricing choices.  From the construction of the value to the commutation of the value: communication above and below the line. Distributing value: go to market, sales and key account management. The marketing plan, sales metrics and marketing performance.

CORE COURSE – The determination and management of the sales price between competition costs and value for customers. The customer-based price; how to measure the value perceived by the customer and define the price. From the definition to the management of price: differentiation of prices, versioning, price bundling and unbundling. How to avoid price wars: from price competition to value competition.

The price of costs, competition and perceived value. Cost based pricing. Competition based pricing. Analyzing and measuring the value as perceived by the client. Customer based pricing. Techniques and tools for analysis. Pricing strategies: price distinction, price bundling and unbundling. Price competition and value competition: how to avoid price wars.

Customer satisfaction customer retention. CRM and customer loyalty.