Short Course The Marketing in You

SDA Bocconi School of Management

Tuition fee:
  • € 3,400 / Year (EEA)
Start date: November  2015
Duration full-time: 3 days
  • English
Delivery mode: On Campus
Educational variant: Full-time

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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.



* 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.


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.


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