INTRODUCTION
Assistant Lecturer since 2022, tutor in the fields of Management, Customer Relationship Management and Marketing.
Graduated in Management with honours at the international Master's course in Service Management, actually working as an Assistant Lecturer for several Marketing and Management courses and as a Marketing Analyst Consultant.
Awarded at the Chamber of Deputies for being elected twice among the “Best Italian graduates” in 2019 and 2021, thesis topics vary from Neuromarketing, to Consumer Behaviour and International Marketing.
Member of Rimini Campus' Alumni Chapter since 2021 with a role of Social Media Manager.
She took part as a speaker in business and academic webinars on PMO, personal branding, intercultural connections in a multinational working environment, and career development.
EDUCATION
Graduated in Organisational Theory - part of Political, Social and International Sciences at the University of Bologna in 2019 with final elaboration in Microeconomics: "Neuromarketing: methodology and e applications in market research".
Graduated in Service Management - part of Business Administration and Organisation at the University of Bologna - Rimini Campus in 2021 with final elaboration in Customer Relationship Management: "Impact of satisfaction and quality on intent to purchase: managerial implications and relevance in future marketing strategies for brands in the tobacco industry".
She also achieved a Master in Digital Strategist and Social Media Blogger - part of Global Marketing, Communication and Made in Italy with final elaboration in International marketing and communication: "Micro- and macro-economic analysis for an international marketing plan in order to overcome barriers to energetic improvement of multi-familiar residential buildings".
In the last years she had the chance to take part in multiple webinars and seminars on Deep learning and artificial neural networks from urban utility to financial services; Application of AI and big data in tourism and real estates; Machine learning and imagine pattern recognition; Blockchain, from food industry to cryptocurrency; Power BI; SQL; Storytelling; Self-Coaching; Conflict moderation; AI/IoT essentials; Personal Branding; Basic Data Analytics; Digital neuromarketing; Excel; R.
Bachelor’s Degree in Organisational Theory - final elaboration in Microeconomics: "Neuromarketing: methodology and e applications in market research"
This elaboration has the purpose to investigate both from the theoretical and the practical point of view, the extant methodologies (just like eye-tracking, which is one of the most used instruments) in the market research field and their applications in the neuromarketing sector.
By means of this a theoretical excursus on the multidisciplinarity of neuromarketing is approached, starting from notions about marketing and going to its evolution in neuromarketing, thus presenting the highlights of neuromarketing bibliography, such as the studies conducted by Read Montague and by Martin Lindstrom, which represent true milestones of the field.
This elaboration also tries to shed light on the relationship between neuromarketing and other disciplines, such as the scientific branches of knowledge: giving notions about the nervous system in the human body and the neurosciences, hence analysing under functional terms the cerebral anatomy, including areas like nucleus accumbens, amygdala, and prefrontal cortex.
Among other disciplines with which neuromarketing interfaces daily, there is also cognitive psychology, and socio-humanistic disciplines too, behavioural economics, microeconomics and, last but not least, ethics, with which neuromarketing is asked to confront in a transparent and fair manner.
Finally, the elaboration tries to propose its own contribution to the enlargement of the neuromarketing research field, by means of a study conducted with eye-tracking (and, in particular, thanks to an instrument called FaceReader), by giving interpretations to the results and to their effects on high- and low-end brands.
Master’s Degree in Service Management - final elaboration in Customer Relationship Management: "Impact of satisfaction and quality on intent to purchase: managerial implications and relevance in future marketing strategies for brands in the tobacco industry"
The purpose of this elaboration is to examine the impact of product packaging and pricing strategies on satisfaction and intention to purchase for factory-made cigarettes in a hypothetical plain packaging environment to be settled in Italy. A survey was used to collect data from Italian consumers of several tobacco products and similar, ranging from traditionally-made cigarettes to electronic ones. Three-hundred-twenty-nine questionnaires were filled in by smokers, retrieved on the main Internet sites and social media networks, such as Facebook groups, Instagram pages, and Whatsapp chats dedicated to the smoke topic. The study established that of all the variables considered, packaging is the most relevant one in determining higher intention to purchase. Nevertheless, packaging as feature related to quality, only demonstrated to have an indirect effect, direct on satisfaction, which is primary in explaining purchase intentions of consumers.
The researcher studied such results and recommended courses of actions to be developed by the main players of the industry. Tobacco multinationals were advised to assess improved forms pricing strategies and to reconsider the determination of premium and budget brand categories.
Furthermore, the Italian government and policymakers all over the world received recommendations to insist on a stricter regulatory framework, to harmonise laws’ enactment globally, and to extend rigid advertising bans to the market of electronic tobacco products.
Finally, the parties were invited to cooperate as this could benefit all players.
Master in Digital Strategist and Social Media Blogger - final elaboration in International marketing and communication: "Micro- and macro-economic analysis for an international marketing plan in order to overcome barriers to energetic improvement of multi-familiar residential buildings"
This elaboration aims at the business extension in the energetic sector of a chosen company by implementing a targeted communication plan, being on and offline, to support operations. To do this, it was necessary to identify the main differences between the company itself and its target - Lithuanian condominium residents. It was also crucial to design a marketing strategy which would be apt to achieve the above mentioned objective.
At the end of the analysis, it resulted that the main governmental tools applied by the Lithuanian state were not sufficient to sustain the energetic development. The underlying motivations are multiple, and range from the lack of time, to the scarce knowledge of the energetic solutions available and of their benefits.
TEACHING ACTIVITY
Since 2022 she assists tenured professors in their teaching activities for Bachelor’s and Master’s Degrees within the school of Economics, Management and Statistics at the University of Bologna.
She currently has the role of assistant lecturer for Bachelor’s Degrees in Economia dell'impresa and Management e Marketing, and for Master's Degrees in Service Management, Direzione Aziendale, Economia e Management, Statistica, economia e impresa and Management dell'economia sociale.
PRIZES AND AWARDS
Best project work: award given to the best team able to design a marketing & sales strategy for a high-end brand of a SME working in the field of optical measuring machines.
Deserving students: merit-based scholarship due to the average during Year I of the Master’s degree.
Internship abroad: merit-based scholarship for the execution of an internship abroad.
Best Italian graduates: merit-based scholarship given according to the academic results obtained during the Bachelor’s degree.
MORE ACTIVITIES
Tutor since 2022 for the course organised by Lions school “Young Entrepreneurs and Aspiring Managers”.
Marketing Analyst Consultant since 2021 for a multinational company working in the IT consultancy field.
Alumna since 2021 of the Rimini Campus Chapter, with which she collaborates as a Social Media Manager.
Speaker since 2021 for academic webinars on personal branding and on career development, and for business webinars on cultural connections in a multinational working environment and on the role of a Project Management Officer inside the company.
Student representative at the SEM Ambassador Program in 2020 with the aim of promoting the course towards potential future students.
