Giulia Miniero

Assistant Professor of Marketing

Ph.D. in Business Administration and Management, Bocconi University, Milan, Italy
Master Degree in Economics for Arts, Culture and Communication, Bocconi University, Milan, Italy

Office: Kaletsch Campus, Faculty Office 1
Phone: +41 91 985 22 78
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Profile:

Giulia Miniero obtained a Ph.D in Business Administration and Management from Bocconi University in 2011. Prior to joining Franklin University Switzerland, Professor Miniero was a post doctoral researcher at the Università della Svizzera Italiana (Lugano, Switzerland) and Brescia University. She is also fellow of the Marketing Department of SDA Bocconi School of Management, in Milan, Italy.

Since 2013, she has taught a variety of courses at Franklin, such as Marketing, Integrated Marketing Communication, Consumer Behavior and Digital Marketing. Professor Miniero is interested in investigating how consumers make decisions and process information in the context of cultural and artistic consumption, and how communication and branding strategies influence individuals. Her articles have appeared in Psychology and Marketing, the International Journal of Research in Marketing, the International Journal of Consumer Studies and the Journal of Consumer Marketing.

2020-2021 Courses:

BUS 136	Marketing in a Global Context	FALL 2020
This course is an introduction to the tools and concepts used in the marketing process for consumer and industrial products as well as for services. The focus is on the basic marketing concepts (product, place, price, promotion) as they relate to the field of global marketing. Emphasis is placed on the increasingly important role of interdisciplinary tools to analyze economic, cultural and structural differences across international markets. Specific consideration is given to the development of integrated marketing programs for a complex, global environment.
BUS 236T	Marketing for Movies (Italy)	FALL 2020
This course will expose students to the challenges of creating a market for artistic products, in particular for movies. Marketing movies requires a deep understanding of the needs consumers are trying to satisfy when deciding to consume an experience. At the same time, dealing with artists and managers of artistic institutions requires a solid understanding of their mindset and the intrinsic motivations for creating artistic pieces. There is thus a constant trade off between market orientation and product orientation. This course will focus in particular on understanding the specifics of creative production and aligning it with the right audience. Students will learn how to create a marketing plan for such an endeavor. The travel component will explore two cities in Italy, Rome and Bologna, so as to take advantage of the Rome Film Festival and the Cineteca (in Bologna).
BUS 256	Marketing Research Methods	FALL 2020
This course introduces students to the most common qualitative and quantitative techniques for conducting marketing research with an emphasis on their application. The definition of marketing research problems, the set-up of research plans, and the subsequent data collection and analysis are illustrated and applied by means of real world projects. Students are required to implement, in groups, the skills covered in class, and to prepare a final research report to discuss and present in class.
BUS 385	Consumer Behavior in International Marketing	FALL 2020
This course focuses on the understanding of the consumer as fundamental to marketing efforts. The course includes observational research in the community where students develop a greater understanding of consumers' consumption and decision-making behavior. Areas of focus include the consumer decision making process, research techniques, learning and motivation, segmentation and targeting, the impact of lifestyle and values, the role of society and culture in consumption, and ethical issues in consumer relationships.

Journal Publications:

Addis, M., Miniero, G., Ricotta, F. (2018) “Building brands through experiential events: when entertainment meets education”, African Journal of Business Management, vol 12 (20),pp 596-608

Addis, M., Miniero, G.,Soscia, I., (2018) “Facing contradictory Emotions in Event Marketing”, Journal of Consumer Marketing, vol 35 issue 2.

Codini, A. P., Miniero, G., & Bonera, M. (2018). Why not promote promotion for green consumption? The controversial role of regulatory focus. European Business Review, 30(5), 554-570.

Miniero, G., Addis, M., Rurale, A. (2014) “Effects of arousal, dominance and their interaction on pleasure in cultural environment”, Psychology and Marketing, vol 31, issue 8, August, DOI: 10.1002/mar.20723

Miniero, G. Codini, A., Bonera, M., Bertoli, G., Corvi, E. “Being green: from attitude to actual consumption”, International Journal of Consumer Studies, vol 8, issue 5, August DOI: 10.1111/ijcs.12128

Hornik, J., Miniero, G., “Synchrony Effect on Customers' Response and Behavior", International Journal of Research in Marketing, vol 26, issue 1, 2009, ISSN: 0167-8116

Jarach, D., Miniero, G., Zerbini, F., “When legacy carriers converge with low cost: the hybrid approach of Brussels Airlines”, Journal of Air Transportation Management vol 15, issue 6, ISSN: 0969-6997, (IF:0,931)

Hornik, J., Miniero, G., “Synchrony Effect on Customers' Response and Behavior", Recanati Business School (Tel Aviv) Working Paper Series, n°3, 2007

Ashkenazi, T., Miniero, G., Hornik, J. (2006) ”Exploring the Intentional Gap Between Signing an Organ Donor Card and Actual Behavior : Comparing the Jewish State and Christian Italy”, Journal of International Consumer Marketing, vol 18, issue 4, ISSN: 0896-1530