Deborah Raccagni
Lecturer
Biography
Deborah Raccagni is a SDA Professor of Marketing at SDA Bocconi School of Management and Lecturer at the Department of Marketing at Università Bocconi. She has been Program Director in the Major Events Management Diploma Program delivered by SDA Bocconi in Qatar for the Josoor Institute and Coordinator of Marketing executive courses. She is Deputy Director of the Marketing Management Master of Science at Università Bocconi. Deborah is a Faculty Member of FIFA Master, Master in Marketing and Communication (MIMEC) and in many other programs in SDA Bocconi and Università Bocconi.
She has been an Affiliate Professor at Frankling College University in Lugano (Switzerland) and Research Assistant at Roma Tre University (Rome, Italy). She has been a Visiting Scholar and Professor at UCLA. She teaches Event Management, Strategic Marketing, Innovation,Digital Marketing and eCommerce in Master and Executive programs.
Her research examines the impact of digital technologies on value creation from both the customer and business perspectives, with a particular interest in the following industries: sport, food and beverage, arts and cultural institutions, beauty. Deborah obtained her Ph.D. in Business Administration and Management and her M.Sc. in Marketing from Università Commerciale Luigi Bocconi (Milan, Italy). She is mum of Rebecca and Simone.
Recent Publications
- 2024
Shopping in 2030: How AI and IoT will redefine the customer experience
RACCAGNI, D., "Shopping in 2030: How AI and IoT will redefine the customer experience", Via Sarfatti 25, 2024, no. 2, pp. 80-81 - 2023
Al di là della vittoria: il fan engagement tra identità e comunità
ANTONELLI, L., D. RACCAGNI, "Al di là della vittoria: il fan engagement tra identità e comunità", Economia & Management, 2023, no. 4, pp. 95-98 - 2022
Battere la concorrenza con Metaverso e NFT. Come utilizzare strumenti innovativi per coinvolgere i clienti nel mondo digitale
PIANCATELLI, C., M. MASSI, D. RACCAGNI, "Battere la concorrenza con Metaverso e NFT. Come utilizzare strumenti innovativi per coinvolgere i clienti nel mondo digitale", Harvard Business Review Italia, October 2022 - 2021
Il ruolo strategico dei social media nel mutato contesto degli eventi
PIANCATELLI, C., D. RACCAGNI, S. MASSERINI, "Il ruolo strategico dei social media nel mutato contesto degli eventi", Harvard Business Review Italia, March 2021 - 2020
Marketing Experiential Events Through New Media: The Ferragnez Wedding Case
PIANCATELLI, C., M. MASSI, D. RACCAGNI, "Marketing Experiential Events Through New Media: The Ferragnez Wedding Case" in Handbook of Research on New Media Applications in Public Relations and Advertising., Elif Esiyok (Ed.), IGI Global, chap. 8, pp. 133-148, 2020 - 2018
Il valore del content marketing, online
RACCAGNI, D., "Il valore del content marketing, online" in Marketing Una Disciplina Fantastica., B. Busacca, M. Costabile (Eds.), Egea, pp. 439-458, 2018 - 2016
Identificare il mercato obiettivo: definizione e segmentazione del mercato
CIRRINCIONE, A., D. RACCAGNI, "Identificare il mercato obiettivo: definizione e segmentazione del mercato" in Marketing@Bocconi., E.Valdani (Ed.), Egea, chap. 6, pp. 139-182, 2016 - 2016
Channel management
RACCAGNI, D., "Channel management" in Marketing@Bocconi., E. Valdani (Ed.), Egea, chap. 19, pp. 521-550, 2016 - 2014
Customer Value Analysis. Problems and Applications
BUSACCA, B., C. CHIZZOLI, D. RACCAGNI - "Customer Value Analysis. Problems and Applications" - 2014, Egea, Milano, Italy - 2013
Product Innovation - Dall'idea al lancio del nuovo prodotto
VICARI, S., P. CILLO, D. RACCAGNI - "Product Innovation - Dall'idea al lancio del nuovo prodotto" - 2013, Egea, Milano, Italy
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