Short Course The Marketing in You

SDA Bocconi School of Management | Milan, Italy
The most relevant current issues in marketing and the commercial world from the perspective of Senior Management. A collaboration between SDA Bocconi School of Management, ESADE Business School, builds a "branding toolkit" to help executives address these challenges.

Description of The Marketing in You


Driving the organization through the turbulence of today's market is a really tough job. Market leaders require leading marketers. And leading marketers are not necessary marketing people.
Whichever the organizational role leading marketers have, they build their actions on three fundamental competences: market vision, innovation, and leadership.
The Marketing In You, an executive program fruit of the cooperation between SDA Bocconi and ESADE Business School's Faculty, aims at providing food for thought for future leading marketers, by challenging conventional managerial marketing models.
In the program, a faculty of expert management professors and top company executives will work together to take out the marketing potential of participants and help them build their NEXT marketing practices.

Detailed Course Facts

Tuition fee
  • EUR 3400 Year (EEA)

3.400 + VAT (if required)

A 10% reduction on the program fee is offered to applications sent in by 6th September, 2014.

Start date November  2015 5th November 2014
Duration full-time 3 days
  • English
Take an IELTS test
Delivery mode On Campus
Educational variant Full-time

Course Content


  • Envisioning the future market: the differential advantage of today's marketing leaders.
  • Marketing imagination: injecting creativity into marketing strategies.
  • Breaking the rules of the game, outside the organization and within.
  • Building the customer-centric organization: shaping customer preferences through market innovation.
  • Driving the organization through the turbulence of innovation: playing the leader's role.
  • Building commitment, supporting motivation, leading the change: a reputation for visionary leaders.


Senior executives who are willing to express their marketing potential and transform it into the next practices of their companies.


Guest speakers who have contributed to the program:

Silvia Caselli Silvia has been General Manager for Mars España from 2009 through 2012.
Her 15-year career has developed within the Mars Group in four countries: Italy, UK,
Switzerland and Spain. Marketing has been the backbone of her career, having moved
from Country Brand Manager to European Brand Manager, Country Marketing Director,
Business Unit Director and finally General Manager. Now she is designing her future
entrepreneurial life in Madrid.
Marco Ortolina Marco is the General Manager EMEA for the Accessories business in
General Electric Healthcare. His career has developed through BtoC, Academia and BtoB.
He joined Unilever in 1995, where he was Group Product Manager and Consumer Insight
Manager, in Italy and France. In 2007 he went to France to take the job of Marketing
Director for the Accessories business in GE Healthcare, before moving to a general
management position in 2009.

Requirements for The Marketing in You

Senior managers from across all sectors that want to incorporate current innovation and best practices in marketing management and who posses a high-level of business English.

Work Experience for The Marketing in You

No work experience is required.

More Information

The Global Study Awards: get funded with up to £10,000 to study abroad

Together with the ISIC Association and British Council IELTS we offer you the chance to receive up to £10,000 to expand your horizon and study abroad. We want to ultimately encourage you to study abroad in order to experience and explore new countries, cultures and languages.

SDA Bocconi School of Management, Italy

Italy SDA Bocconi is the leading School of Management in Italy and also stands among the top-ranked European Institutions. Founded in 1971, with its over 40-year experience, SDA Bocconi School of Management is a pioneer in business education in Italy: its hallmark is innovation and far-reaching modelling that manifest themselves through a wide array of executive courses and master programs. The School offers a Full-time MBA and a Global Executive MBA in English as well as a modular Executive MBA and an Evening Executive MBA in Italian. It also offers 10 Full-time Specialized Master Programs (5 International + 5 in Italian) and 6 Executive Specialized Master Programs (2 International + 4 in Italian). Furthermore, the School offers a large variety of Executive Education Open and Custom Programs each year.