Daniele Scarpi is Associate Professor of Marketing at the University of Bologna, where he obtained his Ph.D. in Business Management. His main research field is consumer behavior. In particular, his research includes decision-making processes and behavior in distribution channels. His research has been published in several marketing magazines including Journal of Retailing, Marketing Letters, Industrial Marketing Management and Journal of Interactive Marketing.
Branding has evolved and businesses are facing new challenges in managing brand reputation. The course provides knowledge and skills to understand the management of brands and products, considering both theoretical and practical aspects through the classroom discussion of business cases to offer results and insights that offer significant implications for the management of brands and products. The course focuses on different aspects of branding and product management, from development to dilution. This includes large areas such as the characteristics and functions of the brand, the process by which a product becomes a brand, the construction and maintenance of brand equity, brand strategies and positioning.
Analysis of business models and competitive strategies on the Internet. The new consumer: features and on-line consumer behavior. Web analytics.