€ 2,000
Price (+ VAT)
Calendar: Dec 3, 2020 - Dec 22, 2020 (4 Days)

Your opportunity


Today, we all leave digital footprints of our behavior. This huge mass of data and the artificial intelligence (AI) algorithms are the new strategic resources to create value for businesses and individuals. Through these you can customize your marketing offers, brand content, and interactions with social media, and even develop new tailored products. As an advertiser, you can optimize your ad investment. As a retailer, you can design more effective omnichannel experiences. But to do all this you need to be able to apply new marketing principles and methods.


Skype Chat with the Direction
Please write to the Director and Coordinator to book your place and arrange your time slot.
Andreina Mandelli, Director - Skype ID: Andreina.mandelli
Chiara Piancatelli, Coordinator - Skype ID: chiarapiancatelli

Program Agenda

4-day equivalent (16 online sessions): from 3 to 22 December 2020


I module (6 asynchronous sessions in DL*): from 3 to 8 December 2020

II module (7 synchronous sessions: Live webinars): from 9 to 18 December 2020

Live webinars will take place between 6 and 7:30 pm on the following dates:

  • 9/12
  • 10/12
  • 14/12
  • 15/12
  • 16/12
  • 17/12
  • 18/12

III module (3 asynchronous sessions in DL*): from 19 to 22 December 2020


*Distance Learning (DL) identifies an individual independent activity: it refers to an asynchronous learning mode that provides access to training sessions, business cases and materials on an e-learning platform. The expected average commitment for each DL session is 2 hours; participants will be able to organize their schedule themselves based on their own availability, but must stay within the specified time frame.

What you’ll be working on
What you’ll be working on


  • Big data and AI trends
  • Machine learning, deep learning, and the power of predictive approaches
  • The integration of big and small data in market research
  • A/B testing and the adaptive approach to planning
  • Big data analytics
  • Hyperpersonalization and the new augmented and adjusted offer
  • Data-driven experience management
  • Content automation
  • Programmatic advertising
  • Natural language processing, conversational automation and automated customer service
  • Examples and cases from different industries
  • The new marketing competencies



Download the brochure and learn more about the program

Who it is for


This program is designed for:

  • Marketing and communication managers
  • Other managers involved in digital transformation processes


What participants say about us

The course allowed me to understand the main opportunities and challenges of Big Data and AI, and to set up my Monday morning actions.

Antonello Cocco
Head of Business Intelligence & CRM

#HotTopics "Machine Learning is the new normal in marketing" with Andreina Mandelli


#BigData #technologies are not new anymore; this is the new normal in marketing. We use AI (machine learning and deep learning) to analyze data and support marketing decisions. Companies are able to anticipate what consumers will do and their expectations through predictive analytics.

#Artificial intelligence & #Advanced Analytics: What are the new challenges?
At the beginning the problem was to understand the advantages of using these technologies. Today we need to understand how to use them in the best way. We need new competencies and only if technology speaks with marketing and viceversa, Big Data & AI will become a great resource for value generation.

Data is abundant, data is continuous, data is diverse. All market behaviours and interactions generate data. The ability to analyze it and transform it into insights, and then into marketing decisions, is what makes the difference. It’s a problem of quality of data and quality of AI analytics, but most of all, a problem of quality of marketing management.


Go to CV

Andreina Mandelli
Learn More
Request information

Enrollment requests are reviewed on a rolling basis.

At the end of the inititative, each participant will receive a certificate of attendance.


Bocconi Alumni are entitled to a 30% reduction on the participation fee. To take advantage of the discount, please enter your Alum status when registering by indicating “ALUMNI 30” in the notes. Remember that without this indication, the discount will not be applicable.


The two offers are not cumulative.


Women Are Good For Business


To foster and contribute to women’s professional development, SDA Bocconi School of Management offers them, until 8th March 2021, a 20% reduction on the participation fee for all Executive Programs.

This reduction only applies to Programs beginning in the above mentioned period, and cannot be combined with other promotional offers.


Learn more




The technical requirements to access the platform are: MAC, Windows, or Linux PC with internet connection (ADSL, Wi-Fi)

Compatible Browsers:

  • IE10+
  • Firefox
  • Chrome
  • Safari

Mobile Device with an internet connection (preferably Wi-Fi):

  • IOS7+
  • Android 4.X



All those who have taken part in the School's training programs become members, free of charge and with no expiration date, of the #MINE Community.

Learn more


For further information and orientation

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