Giulia Miniero

Visiting 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.

2018-2019 Courses:

BUS 136	Marketing in a Global Context	FALL 2018
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 286	Product and Services Management	FALL 2018
This course is designed to provide an understanding of how to manage both products and services over their life cycles. This course is designed to build on the conceptual tools covered in the introductory marketing course by applying them to management issues related to products and services. The course will be divided into two parts. The first half will focus on issues related to product management, moving from new product design and development to product line and product category decisions. The second half will focus on services marketing strategies to increase customer satisfaction, improve customer retention and create dominant service brands.
BUS 385	Consumer Behavior in International Marketing	FALL 2018
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.
BUS 285	Integrated Marketing Communications	SPRING 2019
This course exposes students to an integrated, global approach of two-way communication with consumers, customers and suppliers, and other stakeholders of companies and organizations. Students explore the communications process that is essential in contemporary global business cultures. Media options are explored for a range of target audiences. Discussions on the use of advertising, public relations, sales promotions, internet promotion, direct marketing and other techniques will be included. It takes a contemporary approach to the field of integrated marketing communications, highlighting how recent changes and rapid changes in the family, business environment, technology and the world in general are forcing communications specialists and advertisers to make major changes in the way they reach their markets. The course will draw on knowledge in fields such as psychology, sociology and anthropology, as well as media studies and communications.
BUS 383	Digital Marketing	SPRING 2019
This course focuses on how Internet technology and its pervasiveness shapes the most common business and marketing practices today. This course outlines the impact of the digital revolution and how it has transformed decision-making processes in marketing including the development of relationships with clients, delivering the customer experience, the implementation of a communication campaign, and the evaluation of channel performances. Through discussion of cases and lectures, the course will provide students with the tools to interpret and forecast the ever-shifting digital environment for companies. Recommended Prerequisite: BUS 285
MGT 541	Consumer Behavior in Global Markets	SPRING 2019
In today’s globalized markets, differences in customer values, behaviors and perceptions exert a powerful impact on product acceptance. This specialist course examines current global marketing issues and aims to provide the skills that you will need in order to stay at the forefront of this discipline throughout your career. Students’ studies will extend their awareness of the complex, dynamic and sometimes hostile international business environment. They will learn specific psychosocial models such as the Fishbein multi-attribute model, TRA, PBC, and VALS which will allow them to gain actionable customer insights in global markets. The course will also explore more qualitative techniques such as ZMET, IAT as well as Newly Developed Neuro-marketing methods which provide a deeper examination and exploitation of implicit or unconscious consumer's processes.

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