Marketing
Daniele Pederzoli
Head of Department
The department is responsible for all teaching associated with marketing, communication, sales and retailing throughout the School’s programmes. Its research activities contribute to the international academic reputation of the institution. The department is currently setting up a European Erasmus Mundus teaching cooperation programme with highly reputed European institutions.
The research interests of the department’s faculty cover a number of fields : brand management, customer services and relations, marketing to children and teenagers, management of retailing, luxury products and cultural products. The department makes a strong contribution to the development of two of the School’s centres of expertise : Consumption in the 0-25 age group and Retail networks.
As regards teaching methods, particular attention is paid to encouraging students to learn and apply basic problem solving routines which will allow them to advance in their career while enabling them to keep up with the inevitable evolution of the discipline. Students and other participants are given the opportunity to put their conceptual and technical knowledge to the test in realistic business simulations. Coursework end with seminars during which participants work on a real-life problem, in collaboration with various companies (Coca-cola, Henkel, Ferrero, Unilever, Citroën, etc.). Every year, the department produces a number of case studies which are widely used by other educational establishments.
The department proposes three majors in the Master in Management 'Grande Ecole' (Marketing of Products and Communication, Marketing of Services, Retailing and Leisure Activities, International Marketing) and is responsible for the coursework of several Specialised Masters : Market Research and Marketing Management, Retail Management, Marketing Products for Children and Young People and Corporate Communication Strategies.
