Italy Associate Professor of Marketing University of Bologna Core Faculty
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Sara Valentini is Associate Professor of Marketing at the School of Economics, Management and Statistics, University of Bologna, where she teaches Marketing (undergraduate degree), Social Media Marketing (Master of Science Degree), and Introduction to Statistics (PhD). She is currently the Italian representative executive member of European Marketing Academy. Sara's research has appeared in Journal of Marketing, Journal of the Academy of Marketing. She holds a degree (Laurea) cum laude in Statistics and a Ph.D. in General Management, University of Bologna. Science, Psychology & Marketing. She was visiting scholar (2007) at the Tuck school of Business, Dartmouth College (USA).


This course explores the strategies that companies can adopt in order to establish, nurture and maintain relationships with their customers by using all (“omni”) the available channels, selecting the most appropriate channel mix for each customer or customer segment and integrating the activities performed across all the touchpoints. Students will receive theoretical and analytical tools needed to investigate the customer journey across the multiple contact points. The focus of the course is mainly on, but not limited to, the digital channels and their integration with the offline channels in order to obtain a complete overview of the plethora of firm-customer interactions.  

This course provides an introduction to the following topics: marketing management, basics in consumer behavior, segmentation analysis, targeting and positioning. Price strategies, Brand management, New product development, Distribution channels and Retailing, Marketing communication strategies. The course contents will also include elements of marketing research, basics in statistics and data analysis, hypothesis testing, univariate and multivariate data analysis, correlation and regression analysis, clustering and positioning techniques.

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.

The main purpose of the course is to give students an introduction to the key analytical tools necessary to effectively pursue the core courses. The course provides a survey of fundamental tools for analyzing financial and managerial problems including time value of money, elements of financial analysis, discounting, data analysis and basics of statistics and econometrics.