Strategic marketing
Understanding the new frontiers of value to drive marketing strategies in the age of data
Strategic marketing has a key role for the company: to understand and interpret both the present and the evolution of markets and customers. Sometimes to readily adapt to change, sometimes to shape it, at best to create it. Yet, often, our attention is entirely absorbed by daily emergencies, making that balancing game between the threats to be routed daily and the opportunities to be built on a longer time horizon more difficult.
The course offers participants an opportunity to reflect in this dual perspective, emphasizing the ambidextrous role of marketing in winning organizations: knowing how to best play the current game while simultaneously refining strategies for future development. With this in mind, the program strengthens managerial skills in internal, customer and new competitive dynamics analysis in the era of data, generative AI and hyper-connectedness. In addition, the course emphasizes the importance of creativity, enriched by numerous real-world cases, for sustainable value creation over time.
Who should apply
Want to delve into the strategic maneuvers available to the company today from a customer-centric perspective. The program is open to cross-functional figures involved in customer, product or market management: Product Managers, Marketing Managers, profiles involved in business development, as well as sales figures, entrepreneurs/entrepreneurs, General Managers or heads of other functional areas who wish to expand their marketing knowledge and skills.
It is advisable to have at least 7-10 years of professional experience.
SDA Bocconi Executive Education Certificate
To navigate today’s evolving macroeconomic landscape and organizational change, it is essential to broaden managerial capabilities. Learning plays a central role in this journey.
An initial conversation with our Program Advisors is a required step to design a coherent learning path, clarify objectives and participation options, and to be eligible to earn the Certificate. From there, participants can choose the learning format that best supports their professional development.
Program Advisory
Learning is never a linear journey—it is a path built together, combining specific learning needs with practical tools tailored to individual challenges. Contact our team of Program Advisors, and together we will design the ideal learning path for you or your team, ensuring alignment with your goals.
Your benefits:
A dedicated orientation meeting, either in-person or remotely, to identify learning needs and create a customized plan. Throughout the course, you will experience a tailored welcome to introduce you to the program and foster networking between participants and instructors. Upon completion, your evaluation will become a valuable contribution for continuous improvement of the offering.
How your organization benefits:
Advisory on the program with HR managers to analyze organizational needs and develop personalized projects. Ongoing progress monitoring and a final follow-up to share results and gather feedback, ensuring constant alignment with pre-set goals.
Get in touch with Cristina Popescu
Structure and contents
The program consists of 3 days, totaling 24 equivalent hours and is built on 3 pillars.
Competitive dynamics in the age of hyper-connectedness and Artificial Intelligence
Exploring new ways to create value in a hyper-connected world
Driving competitive cycles: from metrics to strategic priorities in today's marketing
Calendar and information
Via Sarfatti 10, 20136 Milano
Calendar
- 23 - 25 giugno 2026On campus07:00 - 16:00
Fees
€3,200 + VAT
The fee is net of VAT but includes teaching materials and working lunches.
Special payment terms
Bocconi Alumni
Bocconi Alumni are entitled to a 20% reduction on participation fees. To take advantage of the discount, please enter your Alumnus status when registering by indicating “ALUMNI 20” in the notes section. Remember that without this indication, the discount will not be applicable.
Women are good for business
To foster and contribute to women’s professional development, SDA Bocconi School of Management offers them until 8 March 2027 a 20% discount on the participation fee for all Executive Open Programs and Executive Online Programs.
Multiple enrollments
Companies, institutions and public bodies that enroll at least 3 participants in a single program are granted a 20% discount for each registration fee. The concession is not applicable for personal enrollment and must be formalized by the start date of the course.
Corporate education programs
In the case of learning needs involving several resources of the same company enrolled in more than one program, it is possible to define a customized plan from the specific needs of the organization. In this case, our Program Advisors are available to build with the client organizations ad hoc training plans with special pricing.
Partnerships and channel agreements
SDA Bocconi offers the possibility to initiate collaborations that allow them to expand the portfolio of educational trainings to be offered to their members. In this case, the School is available to evaluate partnerships and channel agreements so as to respond in a timely manner to the specific needs of the organization.
By attending at least 80% of the classes, you will receive a certificate of participation in the program and a digital badge to share with your network on LinkedIn.
Program Direction
Anticipating change has always been the strategic orientation of successful companies in the long run. In the short run, however, market changes can be both valuable opportunities and dangerous failures. An excellent manager must know when and how to start his or her own revolution, when to join the...
What people say
(…) A unique experience that gave me the opportunity to explore deeply the world of Marketing thanks to the extraordinary expertise of [the teachers] and to interact with brilliant minds from various backgrounds and industries, making this experience even more special.
(…) An intense and enriching journey packed with fresh insights & cutting-edge strategies. A chance to sharpen new skills & keep learning.
Food for thought! (…)
It was an incredible learning experience that gave me deep insight into the strategic levers available to companies, and more importantly, the mindset needed to interpret both the present and the evolving dynamics of the market. (…).
(…) It’s been an incredible journey diving into #marketing strategies and exploring new market approaches – all while exchanging ideas with a group of truly brilliant and passionate professionals.
Feeling energized and full of fresh perspectives!
(…) Tre giornate intense e piene di approfondimenti di grande applicabilità.
(…) Dei compagni di viaggio unici, il cui valore aggiunto sta nella grande varietà di esperienza e background!
(…) Grata per questa bellissima e valevole esperienza!
Il corso Strategic Marketing si distingue per l'eccellenza dell'insegnamento e l'approccio pratico, offrendo spunti di ispirazione e riflessione per affrontare con successo le sfide tecnologiche future.
Food for thought! Per me vale solo questo alla fine di ogni corso: ‘non dirmi quanto è stato bello, dimmi cosa farai di diverso da domani.’ ...E io ho già iniziato a fare le cose diversamente.
Il corso di Marketing strategico è stata una delle esperienze più profittevoli che io abbia svolto fino ad ora. (…) Mi ha dato la possibilità di apprendere nozioni ma soprattutto metodi, il tutto arricchito da casi reali che ancor più permettono di capire non solo la teoria ma anche la pratica.
