Alessandra
Zammit


Zammit
Italy Assistant Professor of Marketing University of Bologna Core Faculty
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BIO

Alessandra Zammit is an Assistant Professor of Marketing at the University of Bologna. She deals with issues of consumer choice and effects of context, social norms, choices of customization and aversion to extremes, evolving preferences in a dynamic entry of new products, the effect of compromise and the theory of levels of representation, propensity to planning, techniques of meta-analysis and structural equation modeling. She received her PhD in Marketing from the University of Bologna and was a Visiting Professor at Fuqua School of Business (Duke University, North Carolina).

COURSES

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.

 



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.