Barbara Lorenzini is a Consultant and Adjunct Professor at the University of Bologna. She is a researcher and consultant on the subject of sports and territorial marketing in the sector of large-scale distribution. Graduated in Business Economics at the same university, she then achieved a Master in Communication and Marketing at Publitalia.
Participants in the program will actively work on business development concepts during a project that does not merely entail the practical application of theoretical issues but a “learning by doing” project, during which they will discuss, analyze and work with a hands-on approach. Participants in the project will be led by a manager in order to develop a real-life challenging long term project of business redefinition, launch and development, where not only the analysis is important but also planning for the implementation stage.
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.
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.