Fabio Ancarani is Full Professor of Economics and Business Management and Marketing. He is Associate Dean for Executive Education and Scientific Director of the Executive Master in Sales and Marketing. He has been a member of the Board of Directors of the Bologna Business School Foundation. He holds an ITP from the Stockholm School of Economics. He has been Visiting Scholar at the Robert H. Smith School of Business of the University of Maryland and Visiting Professor at the ESCP-EAP (European School of Management) in Paris and has directed for 6 years the Marketing Area of SDA Bocconi School of Management. His research activity is aimed at deepening the marketing strategies, customer value management, customer value pricing and competitive dynamics of the digital economy. On these issues he is also advisor to important multinational and Italian companies. He has published numerous books and articles, both in leading international and national journals.
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.