Driving marketing competencies for success
Leading marketing - with vision, method and impact - as enterprise orientation
Don't be misled by the English title! The course will be in Italian...but it starts from the consideration that marketing - from overseas - has been inspiring management in companies for years, so we used a title that could inspire and guide executive behavior.
The program aims to develop a strong marketing culture because it is a strategic lever in dealing with the uncertainty and complexity of today's markets. With the goal of guiding managers, professionals, and organizations toward an increasingly customer-centric approach, the course aims to integrate traditional and innovative approaches, strategic vision and operational skills.
Through models, tools and concrete cases, participants will learn, go deeper into and learn how to apply, design, implement and evaluate marketing actions that are effective, sustainable and consistent with business objectives. The program offers a learning journey designed to develop decision-making processes focused on growth, experimentation, and value creation — both today and in the long term.
Who should apply
The program is designed for professionals seeking to develop a strategic marketing vision aligned with business objectives — whether they already work in specialist areas such as CRM, brand or sales management, or come from generalist or executive roles and wish to strengthen their market orientation and customer insight to foster a marketing-driven mindset.
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 6 pillars, with a total duration of 40 hours. The training is aimed at maximizing participant engagement through alternating synchronous ("live") and asynchronous (independently usable by participants) sessions.
New marketing challenges: business strategy & source strategy
Marketing Management: customer centricity & competitive strategy
Marketing research, positioning, pricing and value measurement
Marketing management and marketing plan. Marketing communication and content marketing
New media, digital communication and channel marketing
We apply and guide marketing skills in business orientation for achieving success
Calendar and information
Calendar
- 03 novembre 2026Online Live16:30 - 18:30
- 05 novembre 2026Online Live16:30 - 18:30
- 10 novembre 2026Online Live16:30 - 18:30
- 12 novembre 2026Online Live16:30 - 18:00
- 17 novembre 2026Online Live16:30 - 18:30
- 19 novembre 2026Online Live16:30 - 18:30
- 24 novembre 2026Online Live16:30 - 18:30
- 26 novembre 2026Online Live16:30 - 18:30
- 01 dicembre 2026Online Live16:30 - 18:30
- 03 dicembre 2026Online Live16:30 - 18:30
- 10 dicembre 2026Online Live16:30 - 18:30
- 15 dicembre 2026Online Live16:30 - 18:30
- Asynchronous
16 hours
(estimated time) of activities to be completed in the indicated period.
Fees
€ 2.500 + VAT
The fee is exclusive of VAT and includes course materials and working breakfasts.
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
Orienting and approaching marketing as a key driver of development - especially in dealing with today's unprecedented uncertainty and continuous changes in markets and organizations - has become the main challenge that can no longer be ignored. A marketing-oriented mindset is fundamental to all busi...
