Francisco
Villarroel Ordenes
Full Professor of Marketing University of Bologna
Dr. Francisco Villarroel Ordenes (PhD. in Marketing, Maastricht University) is a Full Professor of Marketing at the University of Bologna. Francisco has experience teaching the courses Branding, Social Media Marketing, Performance Marketing, Analytics, and Text Mining, at the Bachelor, Master’s and PhD level. His research revolves around the themes of branding, customer experience, and digital marketing, and it has been published in leading journals including the Journal of Consumer Research, Journal of Marketing, Journal of Service Research, Journal of Retailing, among others. He currently serves on the editorial review boards of the Journal of Consumer Research, Journal of Retailing, the Journal of Service Research, and the Journal of Business Research.
COURSES
Il branding si è evoluto e le imprese stanno affrontando nuove sfide nella gestione della reputazione della marca. Il corso fornisce conoscenze e competenze per comprendere la gestione di marche e prodotti, considerando sia aspetti teorici sia pratici tramite la discussione in aula di casi aziendali per offrire risultati e intuizioni che offrano implicazioni significative per la gestione di marche e prodotti. Il corso si concentra su diversi aspetti del branding e della gestione del prodotto, dallo sviluppo alla diluizione. Ciò include aree ampie come le caratteristiche e funzioni della marca, il processo con cui un prodotto si trasforma in brand, la costruzione e il mantenimento della brand equity, le strategie di marca e il posizionamento.
This session moves from technology to data-driven marketing decisions in the context of Marketing Communications, Branding and Social Media Platforms
Topics
- Generative AI Impact on Marketing: Strategy, Actions and Research
- AI and Content Design
- AI and Creativity
- AI and Influencer Marketing
- Application: Augmenting Creativity in Branding and Communication Strategies
Practical activity
Use of AI tools to create and evaluate branding elements and communication tactics in a specific sector.
AI and Marketing
Focus shifts to the use of Generative AI in Marketing Analytics
Topics
- Generative AI Impact on Marketing Analytics: Augmentation and Replacement
- Aspect Based Sentiment Analysis
- Brand Reputation Measurement
- Customer Experience Measurement
- Synthetic Data, Digital Twins, and Societies of Agents
- Application: Use of Generative AI tools for measuring consumer opinions and to generate consumer insight
Workshop
Participants use The KNIME Analytics Platform (open source and free) to use AI tools (e.g., Open AI) for analyzing social media data.
AI and Marketing