Executive Master's in Sales & Marketing | University of Bologna

Fabio
Ancarani


Ancarani
Italy Associate Dean - Full Professor of Marketing University of Bologna Core Faculty
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BIO

Fabio Ancarani is Full Professor of Economics and Business Management and Marketing. He is Associate Dean for Executive Education and Scientific Director of the Executive Master in Sales and Marketing. He has been a member of the Board of Directors of the Bologna Business School Foundation. He holds an ITP from the Stockholm School of Economics. He has been Visiting Scholar at the Robert H. Smith School of Business of the University of Maryland and Visiting Professor at the ESCP-EAP (European School of Management) in Paris and has directed for 6 years the Marketing Area of SDA Bocconi School of Management. His research activity is aimed at deepening the marketing strategies, customer value management, customer value pricing and competitive dynamics of the digital economy. On these issues he is also advisor to important multinational and Italian companies. He has published numerous books and articles, both in leading international and national journals.

 

 

COURSES

FOCUS SESSION – This seminar aims to provide the tools to understand how to combine in the marketing plan every single element of marketing and Sales addressed during the master.

Sales and Marketing

CORE COURSE – The determination and management of the sales price between competition costs and value for customers. The customer-based price; how to measure the value perceived by the customer and define the price. From the definition to the management of price: differentiation of prices, versioning, price bundling and unbundling. How to avoid price wars: from price competition to value competition.

Sales and Marketing

CORE COURSE – An effective marking strategy requires in depth knowledge of the competitive arena and of mechanisms that regulate perceptions of value for the client. This entails understanding the logic that governs purchasing and development processes of the target markets. The course delves into processes linked to the drafting of strategic marketing plans and their implementation in different contexts. Market orientation; segmentation and positioning; product development; strategic pricing and management of distribution policies.

Executive MBA

The new priorities of marketing management: the marketing metrics and dashboard indicators of marketing.  From the value for the customer to the value of the customer: customer value, satisfaction, loyalty and customer equity. Analysis, measurement and management. Customer Relationship Management: acting on acquisition, retention and development. Big Data and Customer Insight Management. Customer insights and Big Data for improving marketing decisions and management. Marketing Modeling and Marketing Analytics.

Data Science
Digital Technology Management / Cyber Security
Digital Technology Management / Artificial Intelligence

Customer satisfaction customer retention. CRM and customer loyalty.

MBA Part-time (Evening)

Some fundamental instruments needed to understand, analyze and build the network that a company establishes with its own market. The fundamental concepts of marketing: client focus, purchase behavior analysis, the role of brands, the segmentation and position processes, the development of new products and the diffusion of innovation, price decisions, distribution and communication. Client loyalty-building policies, business to business and services marketing, marketing plans.

MBA Part-Time (Weekend)

CORE COURSE – The Marketing Management process: from the analysis of value for the customer to communication and delivery of value to the market. Analysis of the value for the customer: the customer value drivers. The construction of value for the customer: segmentation, targeting, positioning and definition of the value proposition. The measure of value for the customer and pricing choices. From the construction of value to value commutation: above and below the line communication. The distribution of value: go to market, sales and key account management. The marketing plan and the sales and marketing performance metrics.

Sales and Marketing

CORE COURSE – Il corso fornisce metodi e strumenti di supporto e di controllo alla gestione continuativa nel tempo di clienti strategici per l’azienda. Il punto di partenza è l’analisi di tali clienti, ciò consente di classificarli in base a indicatori di profittabilità e potenzialità e di identificare i target. Il passo successivo è la creazione del piano di azione commerciale, dalla costruzione di obiettivi di profittabilità nel breve e medio periodo, alla pianificazione delle attività e gestione del team. Infine, l’azione in campo: la gestione win win della negoziazione e della relazione con i grandi clienti nel tempo. Il corso guiderà i partecipanti verso una panoramica di differenti soluzioni organizzative di supporto ai differenti clienti.

CORE COURSE – The course provides methods and tools for the on-going support to the management of strategic Customers for the company. Customer strategic analysis: customer classification based on profitability, potential and target identification indicators; the commercial action Plan: construction of short- and medium-term profitability objectives, activity planning and sales team management; the action “on the field”: the ‘win win’ management of negotiations with big customers; how to make the relationship last over time: tools to control and monitor service levels and customer satisfaction; the different organizational solutions to support different customers.

Sales and Marketing

FOCUS SESSION – Il Sales e Marketing Internazionale tra adattamento e standardizzazione. Il workshop affronterà i temi riguardanti la selezione dei mercati internazionali, con un focus su BRICIS. Saranno poi affrontate e declinate le strategie di ingresso nei mercati internazionali, con un’attenzione particolare alla costruzione della rete locale. Durante il workshop saranno condivise le strategie combinabili in funzione di prodotto, prezzo, comunicazione e branding nei i mercati internazionali. Infine, le tecniche di ricerca per identificare il valore per il cliente nei BRICIS e l’identificazione del profilo dell’impresa che ascolta il cliente nei mercati emergenti.

FOCUS SESSION – International Sales & Marketing between adaptation and standardization. How to select the international markets. Focus on BRICIS. Strategies to access international markets. Establishing a local network. Product, price, communication and branding for international markets. The research techniques to identify value for customers in BRICIS. The profile of the enterprise that takes into account customers’ needs in emerging markets.

Sales and Marketing

The course provides the theoretical and methodological tools to correctly understand the mechanisms underlying consumers’ decision making. In particular, at the end of the course, students will be able to a) master the most relevant theories of consumer choice, b) analyze how consumers make decisions, and c) plan and implement a marketing research aimed to explore and predict consumer choices.

Marketing Management