Fabio Guido Ulderico

Italy Full Professor of Marketing University of Bologna Core Faculty
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Fabio Ancarani is a Professor of Marketing at the University of Bologna aCore Faculty, Program Director and Senior Advisor di Bologna Business School, where he is also Director of the Executive Master in Sales and Marketing. Professor Ancarani has served as a member of the board of Directors of Fondazione BBS. Professor Ancarani has been visiting scholar at Smith School of Business, University of Maryland and a Visiting Professor at ESCP-EAP in Paris. He also took his ITP (International Teachers Program) at the Stockholm School of Economics. He has been a Researcher and Associate Professor at Bocconi University. He teaches courses on marketing management, strategic marketing, pricing and customer value management, marketing metrics and performance. Professor’s Ancarani research interests are focused mainly on strategic marketing, customer value analysis and measurement, pricing, and value management.  Over the past 10 years, he has overseen the Italian editions of Philip Kotler and his colleagues’ volumes on marketing management topics. He recently published the Kotler, P., Keller, K., Ancarani, F., Costabile, M. (2022), Marketing Management, Pearson, 16th Italian edition and Marketing Framework, (2024), also published by Pearson. In professional activities, Prof. Ancarani serves as advisor for marketing and management consultant for top international and national companies, on topics such as the development of marketing competencies, marketing strategies and marketing planning. He is a member of the General Council of the Fondazione Fiera Milano.


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
Technology and Innovation

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

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

An effective marketing strategy requires in-depth knowledge of the competitive arena and of mechanisms that regulate perceptions of value for the client. This entails the 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

Customer satisfaction customer retention. CRM and customer loyalty.

MBA 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 Weekend

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.

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.

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
Data Marketing and Analytics

The construction of the market position requires, first of all, the knowledge and the accurate management of the perception of the value for the customer. This implies understanding the logic that governs the purchasing and development processes of the reference markets. Starting from the examination of these aspects, the course explores the processes related to the articulation of strategic marketing plans and their implementation in different sectorial and environmental contexts.

Hybrid MBA

The great revolution in contemporary marketing moves from the centrality of the customer to the human being, with his or her needs, now intrinsically linked to values such as sustainability and social responsibility. From the rigid distinction between B2B and B2C (via B2B2C and BTP), marketing is looking at the customer as a person, as a human being with values of his own, who seeks companies that can understand and satisfy him through a mix of products and services.


Sales and Marketing