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The Marketing in You


The Marketing in You
New frontiers for marketing and retailing leaders

 SDA Bocconi School of Management
9th-11th November 2016



Driving the organization through the turbulence of today's market is a really tough job. Market leaders require leading marketers. And leading marketers are not necessary marketing people.
Whichever the organizational role leading marketers have, they build their actions on three fundamental competences: market  vision, innovation, and leadership.
The Marketing In You, an executive program fruit of the cooperation between SDA Bocconi and ESADE Business School's Faculty, aims at providing food for thought for future leading marketers, by challenging conventional managerial marketing models. In the program, a faculty of expert management professors and top company executives will work together to take out the marketing potential of participants and help them build their NEXT marketing practices.


  • Envisioning the future market: the differential advantage of today's marketing leaders.
  • Marketing imagination: injecting creativity into marketing strategies.
  • Breaking the rules of the game, outside the organization and within.
  • Building the customer-centric organization: shaping customer preferences through market innovation.
  • Driving the organization through the turbulence of innovation: playing the leader's role.
  • Building commitment, supporting motivation, leading the change: a reputation for visionary leaders.


Senior executives who are willing to express their marketing potential and transform it into the next practices of their companies.


Gabriele TroiloSDA Professor of Marketing. Associate Professor, Department of Marketing, Bocconi University

Lluis Martinez RibesAssociate Professor of Marketing at ESADE Business School

Paolo GuenziDirector, Marketing Department at SDA Bocconi School of Management. Associate Professor, Department of Marketing, Bocconi University

Guest speakers who have contributed to the program:

Silvia Caselli
Silvia is Store Operations Director at Sunglass Hut - EMEA, Luxottica Group. Before joining Sunglass Hut, she has been Chief Marketing & Innovation Officer at Feltrinelli Group and Chief Operating Officer at La Feltrinelli Librerie from 2013 to 2014 and General Manager at Mars Espana from 2009 through 2012.

Marco Ortolina
Marco is the General Manager EMEA at the Accessories business in General Electric Healthcare. His career has developed through BtoC, Academia and BtoB.

Davide Zanolini
Davide is Executive Vice President Marketing & Communication at Piaggio Group. Before joining Piaggio, he has been Vice President Global Marketing at Pirelli Group from 2012 to 2013 and Global Marketing Director at Perfetti Van Melle form 2007 to 2012.

With the participation in the program, you will have the right to join our Marketing Community for one year as a benefit Marketing Community




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