Italy Associate Professor of Marketing University of Bologna Core Faculty
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Daniele Scarpi is Associate Professor of Marketing at the University of Bologna. His main research fields include the decisional process of the consumer, the management of assortment in retailing – both from the consumer and the distributor’s perspective – and acquiring online services and brand communities. His research has been published in first class international reviews such as the Journal of Retailing, the Journal of Behavioral Decision Making, the Journal of Economic Psychology, Industrial Marketing Management and the Journal of Interactive Marketing. He is engaged as a board member for the Journal of Information Technology Research (JITR) USA, and as an ad hoc reviewer for: European Journal of Marketing, Journal of Interactive Marketing, International Review of Retail, Distribution and Consumer Services. His academics concern consumer behavior, services marketing, marketing 2.0 and brand management. He has obtained a Ph.D in Company Management and a degree in Economics and Commerce at the University of Bologna.


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.