SDA Bocconi School of Management
ITA

Maria Carmela Ostillio

Marketing
Maria Carmela Ostillio
Associate Professor of Practice
Brand & Communication
carmela.ostillio@sdabocconi.it

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Biography

Maria Carmela Ostillio is an Associate Professor of Practice of Marketing and Sales at SDA Bocconi School of Management. She teaches and is in charge of the course Brand Management at Università Bocconi.

At SDA Bocconi, she is Director of the Brand Academy. She has been responsible for research and education projects ("Customized-Programs”) for companies focused on consumer goods, Services and B2B.

Her research activities focus mainly on branding, strategic brand management, marketing & corporate communications. She is currently working on other issues linked to her previous research, in particular, direct & interactive marketing, marketing One to One, customer database and marketing information systems.

She is the author of numerous books and articles on her topics of interest. Her works have been published in the Journal of Interactive Marketing, the Journal of Global Fashion Marketing: bridging Fashion and Marketing, the International Journal of Arts Management, Economia & Management and Micromacro Marketing, among others. She has been a Visiting Scholar in many universities, including Columbia University (New York, Usa), Northwestern University (Evanston, Usa), Tuck School of Business (Hanover, Usa) and Eller School of Management at the University of Arizona (Tucson, Usa). She won the best paper award for Aimac in 2013.

Maria Carmela earned a degree in Political Sciences, focused on International Economy, from Università degli Studi di Bari and an MBA – Master in Business Administration - from SDA Bocconi. She is married with two sons. For years, she has been dedicated to volunteering for humanitarian causes and aid focused on children, the elderly and the poor in general. Her activities have taken her to various developing countries (Mali, Namibia, Somalia, etc.) as well as Italy; since 2008 she has volunteered to work with children and teenagers for Dynamo Camp, part of the Serius Fun network.

Teaching domains Strategic Brand Management Brand Reputation Mangement Corporate Communication Storytelling Content Management

Latest publications

BERTOLI G., BUSACCA B., OSTILLIO M. C. Priorità strategiche per lo sviluppo del brand: l’esperienza di S. Pellegrino Micro & Macro Marketing, 2023, no. 2, pp.393-416
BUSACCA B., OSTILLIO M. C. Brand management: fra Ritorno al futuro e Interstellar Economia & Management, 2022, no. 4, pp.69-75
BUSACCA B., BERTOLI G., OSTILLIO M. C. La Marca. Costruzione, Sviluppo, Valutazione Egea, Milano, Italy, 2022
OSTILLIO M. C., BUSACCA B., BERTOLI G. Lineamenti di Brand Management Egea, Milano, Italy, 2021
CARÙ A., MION DALLE CARBONARE P., OSTILLIO M. C., PIANCATELLI C. The Impact of Technology on Visitor Immersion in Art Exhibitions: Evidence from the Modigliani Art Experience exhibition in Digital Transformation in the Cultural and Creative Industries. Production, Consumption and Entrepreneurship in the Digital and Sharing Economy Marta Massi, Marilena Vecco, Yi Lin (Eds),Routledge, chap. 2, pp.13-31, 2021
OSTILLIO M. C. Personal Branding, It's about me Egea, Milano, Italy, 2020
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Grants & Honors

Excellence in Innovation Award - SDA Bocconi School of Management , 2017
Excellence in Marketing paper Award, XII International Conference on Arts and Cultural Management, Universidad de los Andes, Bogotá, Colombia - AIMAC - The International Association of Arts and Cultural Management , 2013

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