Board Advisory, CEO, Consultant in Luxury High End market and FMCG Core Faculty

Eugenio Morselli left from the Bologna Alma Mater with a top score graduation, to develop a two stages career as an international manager: the first one in the FMCG markets with leading multibrand groups like Procter & Gamble, PepsiCo. and Barilla and the second one “out of the Supermarket and into the Boutiques” in the luxury / fashion global business.

Eugenio built his international career from the marketing and commercial functions to land to GM and CEO positions to create sustainable added values, living in Portugal, Spain, USA and London, where for PepsiCo. he led the Product Innovation department for the whole of Europe, including the M&A function.

Moving into the Fashion world, always from top seats, he than contributed to grow small cap national companies operating into the leather good accessories like Giuseppe Zanotti or Aquazzura, into real global players and licensed brands like Roberto Cavalli, Dsquared or Balmain into leading global brands creating structural value particularly by conquering significant market shares in Cina and the Far east.

With these experiences under his belt, since some years Eugenio cooperates with the BBS Made in Italy Master as visiting Professor, teaching Global Strategies matters, with key focus on Brand positioning, best practises for the go-to-market, deepening the competitive advantages for the Made in Italy.

Beyond his teaching activity, run also for Polimoda (Florence) and Univ. Bocconi (Milan), Eugenio continue to serve as an advisor to Board of Director both in the Luxury and Fashion markets as well as in the FMCG, including the uprunning Fintech market.


This course structure consists of select lectures and three company projects.

LECTURES: Cover the current and future trends in the markets and in the management of companies that carry out activities connected to Made in Italy. The penetration of international markets. The ways in which Made in Italy firms are present on the international stage: direct presence, agreements, business activities, manufacturing activities. The “made in” of other countries: similarities and differences with Made in Italy.

COMPANY PROJECTS: The course also includes 3 business projects of 1 month each. The projects are carried out by working in groups of 4-5 participants and begin with the presentation of the company by a manager of a company who is a partner in the School’s network. The manager details to the group the scope of the project. During each project work, participants are assisted by a tutor; at the end of the month there is a meeting with the management and a presentation of the deliverables created by the participants. Teachers and management both provide an assessment, in order to review both the originality of the managerial solutions proposed as well as the practical feasibility and implementation potential in a real business context.

Business Management – Italian Premium Brands