Gabriele Pizzi is Assistant Professor of Marketing at the University of Bologna, where is currently holding courses in Innovative Retailing at the Bologna branch and Marketing at the Rimini branch. His research concerns the management of assortment, longitudinal analysis of client satisfaction, touristic marketing and brand management and they have been published in highly regarded reviews such as the Journal of Retailing, Journal of Behavioral Decision Making, Journal of Economic Psychology and Micro&Macro Marketing. As of 2013 he is the scientist in charge for a research project aiming to develop a new innovative methodology for product category definition.
The objective of the course in Digital Marketing is to provide the necessary knowledge for successfully implementing a marketing strategy utilizing new information technology, analyzing the needs of the client, the company communication and sales. A principally quantitative approach for measuring the effectiveness of Digital Marketing activities, which finds their natural application in an online context (e.g. Social Media, E-Commerce, Direct Marketing), without overlooking the application of new technologies in an offline context (e.g. Apps and Mobile Marketing in a modern Retailing environment). At the end of the course, it is expected that the students will have acquired a high level of knowledge on the main tools used in the field of Digital Marketing, allowing them to: define and implement a coherent Digital Marketing strategy; select the best suited tools based on strategic objectives; monitor the effectiveness by means of rigorous analytical procedures.
This course provides an overview of the most relevant ongoing trends in the retail industry. On the one side, the course focuses on innovation of the in-store format with a particular emphasis on the definition of store assortment and layout. On the other side, the course tackles the most promising technological innovations that are likely to reshape the modern distribution channels.
General principles of retailing. Overview and tendencies in retail formats. Managing product assortment. Studying the consumer. Local and global distribution strategies. The sales point: location, design and layout. Alternative channels: e-commerce, automatic distribution and retail kiosks. Technological innovation in the area of modern retailing and self-service technology. Innovative retail tools: 3D-printers and enhanced reality.