Introducing the FUS Faculty: Giulia Miniero

ASSOCIATE 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, Office 1
Phone: +41 91 985 22 78
Email: gminiero@fus.edu

Giulia Miniero obtained a Ph.D in Business Administration and Management from Bocconi University in 2011. She is also fellow of the Marketing Department of SDA Bocconi School of Management, in Milan, Italy.

Prior to joining Franklin University Switzerland, Professor Miniero was a postdoctoral researcher at the Università della Svizzera Italiana (Lugano, Switzerland) and Brescia University. Professor Miniero is interested in investigating the basis of consumers’ decisions and information processing, specifically in the context of cultural and artistic consumption, communication and branding strategies and green marketing. Her articles have appeared, among the others, on European Journal of Marketing, Psychology and Marketing, the International Journal of Research in Marketing, the International Journal of Consumer Studies and The Journal of Consumer Marketing.

Since 2013, she has taught a variety of courses at Franklin, such as Marketing, Integrated Marketing Communication, Consumer Behavior and Digital Marketing. Prof. Miniero was awarded the FUS "Excellence in Professional Engagement" Faculty Award for the academic year 2023/24.

2024-2025 Courses

BUS 136	Marketing in a Global Context	FALL 2024
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 199	Good Game! Exploring the Business of Social Gaming Platforms	FALL 2024
Videogames are widely used, especially by younger generations. Many companies, cultural institutions and not for profit organizations are now using videogames and the social gaming platforms (e.g. Twitch) to create innovative experiences for their audiences. By looking at examples from different industries (e.g. fashion, art, consumer products, food) and different domains (wild animals protection, do it yourself tutorial, fundraising campaigns) students will explore how: i)social gaming platforms, their ad hoc created jargon and their symbols are becoming a new way to approach customers; ii) gamification plays an important role in people's lives; iii) companies are including social gaming platforms in their campaigns; iv) to leverage on gaming, technology and the natural attraction that young individuals have toward these devices to enhance value, culture, sensitivity and social engagement. Like all First Year Seminars, this course will cultivate the fundamental critical and analytical skills necessary to succeed at university.
BUS 385	Consumer Behavior in International Marketing	FALL 2024
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 136T	Marketing in a Global Context (Mediterranean Region)	SPRING 2025
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. The travel component of the course will provide students with the opportunity to experience the marketing concepts (product, place, price and promotion) for the specific case of a cruise company (MSC Cruise). Students will go on a cruise on the Mediterranean Sea and will work side to side with the cruise management.
BUS 274	Brand Management	SPRING 2025
The course focuses on how to build and manage a brand, based on the concept of Customer-Based Brand Equity (CBBE). The goal of the course is to expose students to the challenges that today brands face both from competitors' but also from consumers' points of view and to make students aware and to experience the potential tools companies can use to manage brands today.
BUS 342W	Marketing for a Sustainable Society	SPRING 2025
Sustainability is a consolidated managerial approach that companies today embrace when managing their businesses. The course illustrates the main sustainability models in marketing employed by corporations across industries to operate in ways that respect both people and planet while still being profitable. Specific attention will be given to mechanisms that foster sustainable consumption through marketing communication campaigns aimed at customers and stakeholders in general. (This writing-intensive course counts towards the Academic Writing requirement.)

Publications:

Miniero, G., Pizzetti, M., Baccelloni, A., Ricotta, F. (2021) “Design Thinking for Food Well being: an adolescent language perspective”, in Design Thinking for Food Well Being, Edited by Batat, W, Springer New York

Addis, M., Miniero, G., & Ricotta, F. (2020). Value co-production made easy: the role of fantastical thinking. European Journal of Marketing.

Bonera, Michelle, Anna Paola Codini, and Giulia Miniero. "The great Millennials’ trouble: leading or confused green generation? An Italian insight." Italian Journal of Marketing 2020.4 (2020): 289-308.

Miniero, G., Holst, C. (2020) “Corporate Communication and the Arts: The Mistake of not engaging”, in Managing the Cultural Business Avoiding Mistakes, Finding Success. Edited by Addis, M., Rurale, A, Routdlege,

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. (2017) “Nuove frontiere dell’esperienza di consumo: il ruolo della fantasia”, Egea ISBN: 978-88-238-4576-3

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

Miniero, G. Codini, A., Bonera, M., Bertoli, G., Corvi, E (2014). “Being green: from attitude to actual consumption”, International Journal of Consumer Studies, vol 8, issue 5, August

Miniero, G. Chizzoli, C., Pate, A. (2013) “The impact of product placement on brand equity” Finanza Marketing e Produzione, vol 1, Part 2

Miniero, G. (2012) “Fantastical Thinking, Transportation and Persuasion in Advertising”, Economia & Management, issue 3

Hornik, J., Miniero, G. (2010) “Are advertising appeal effective? Insights from a Meta- Analysis”, Finanza Marketing e Produzione, vol 4

Hornik, J., Miniero, G., (2009) “Synchrony Effect on Customers' Response and Behavior", International Journal of Research in Marketing, vol 26, issue 1

Jarach, D., Miniero, G., Zerbini, F., (2009) “When legacy carriers converge with low cost: the hybrid approach of Brussels Airlines”, Journal of Air Transportation Management vol 15, issue 6

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

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