In partnership with: ESMT Berlin


Sales and Marketing are a mix of arts and science. Excellent Commercial Leaders must reconcile the creativity of Arts with the rigor of Science . The choice of Berlin (and Germany) and Milano (and Italy) comes from this idea: two cities that are champions in terms of mixing arts and science and, metaphorically, synthesize the best of these two fields. 


5 days (4 days in classroom + 8 hours in Distance Learning)

I module in classroom: 17-18 September 2018 (ESMT Berlin, Berlin)
II module in classroom: 12-13 November 2018 (SDA Bocconi, Milano)

Distance learning activities: 8 hours from 19th September to 11th November 2018

Value drivers

Excellent commercial leaders must reconcile the creativity of arts with the rigor of science. Our program “The Arts and Science of Commercial Leadership” helps leaders take this step. By exploring how artists turn their creative energy into world-class performances, participants receive inspiration for their own business practices. In addition, participants explore the latest scientific insights on how to achieve commercial excellence and share their own experiences.

Participants leave the program with concrete action items on how to combine arts and science to achieve the next level of commercial excellence with their organizations.


"The arts and science of commercial Leadership" is addressed to senior executives, especially those responsible for marketing, sales, and customer service within their organizations.


I module in Berlin (17-18 September 2018)

  • Truly understanding and catering to customer needs
  • From product selling to solution selling
  • Motivating people for excelling commercially
  • Managing creativity

II module in Milano (12-13 November 2018)

  • Strategizing by understanding competitive dynamics
  • Assessing and developing your social capital
  • Managing sales contents for sales force enablement
  • Leveraging on technology and digitalization of sales force

Learning approach

The program is characterized by a multidisciplinary perspective, an experiential learning approach, a focus on facilitating the sharing of opinions, experiences and practices among participants. In addition to in-class sessions, participants will be involved in some highly experiential off-class activities and in distance learning sessions. This innovative combination of learning methods will help participants:

  • Experience and receive inspiration from artists’ and scientists' pathway toward commercial excellence
  • Discuss state-of-the-art scientific knowledge on how to excel commercially
  • Share and discuss best practices and case studies
  • Network with senior commercial leaders


Paolo Guenzi

Associate Professor of the Department of Marketing at Bocconi University. His research activities focus on three main areas: sales management, relationship marketing and sport marketing.

Johannes Habel

Johannes Habel is an associate professor and ESMT Berlin’s expert for the topic of sales management. Johannes' primary areas of interest are the digital transformation of the sales function as well as sales psychology.


6.500,00 euros + VAT (including teaching materials, coffee breaks, business lunches during the program, excluding accommodation)

Enrollment procedure

Please complete the enrollment request form, soon available on this web page, and mail or fax to:
SDA Bocconi School of Management
fax +39 02 5836.6833
The final deadline for enrollment is 28th August 2018. Please see details in the enrollment form.

Special Payment Terms 

A 10% reduction on the program fee is offered to applications sent in by 19th July 2018.

See all Special Payment Terms