New frontiers for marketing and retailing leaders

What participants think about this program



8th - 10th November, 2017


Driving the organization through the turbulence of today’s market is a tough job. Market leaders require leading marketers, and leading marketers are not necessary marketing people. Whatever the organizational role leading marketers have, they build their actions on three fundamental competences: market vision, innovation and leadership.
The Marketing in You aims to provide food for thought for leading marketers, by challenging conventional managerial marketing models. In the program, a faculty of marketing professors and top company executives will work together to bring out the marketing potential of participants and help them build their next marketing practices.

Participants will find the answers to the following questions

  • How to ignite the business through a spark of creativity?
  • How to lead a customer-centric transformation of the organization?
  • How to design and follow the right innovation path to succes


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

"Great satisfaction about the content of the course, the quality of the professors. After this program I will have more openess and wide vision and the ability to ask questions and be curious."

Virginie Drean, 2016 Partecipant




  • 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.
  • Building commitment, supporting motivation, leading the change: a reputation for visionary leaders.
  • Developing customer-led business models.
  • Engaging key stakeholders and building consensus over the business model.


  • Gabriele Troilo
    SDA Professor of Marketing. Associate Professor, Department of Marketing, Bocconi University

  • David Bardolet
     SDA Professor of Strategy and Entrepreneurship

  • Paolo Guenzi
    Director, Marketing Department at SDA Bocconi School of Management. Associate Professor, Department of Marketing, Bocconi University

Guest speakers who have contributed to the program:

Silvia Caselli
Silvia is business Unit director at Salmoiraghi e Viganò, Luxottica Group.
She has been Chief Marketing & Innovation Officer at Feltrinelli Group and
Chief Operating Officer at La Feltrinelli Librerie from 2013 to 2014 and General Manager at
Mars Espana from 2009 through 2012.

Marco Ortolina

Marco is the General Manager EMEA at the Accessories business in General Electric
Healthcare. His career has developed through BtoC, Academia and BtoB.

Davide Zanolini
Davide is Executive Vice President Marketing & Communication at Piaggio Group. Before
joining Piaggio, he has been Vice President Global Marketing at Pirelli Group from 2012 to
2013 and Global Marketing Director at Perfetti Van Melle form 2007 to 2012.

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 19 October 2017. Please see details in the enrollment form.

Participation fee 

€ 3.500 + VAT (if required) 

Special Payment Terms 

A 10% reduction on the program fee is offered to applications sent in by 9th September, 2017.

Channel & Retail Academy


This program is part of SDA Bocconi School of Management Channel & Retail Academy (CRA) .



With the participation in the program, you will have the right to join our Marketing Community for one year as a benefit.