Harnessing Innovation: Xavier Rosero’s Journey in Digital Marketing at Bologna Business School

29 May 2024

Embarking on a transformative educational journey, Xavier Rosero delved deep into the evolving world of digital marketing through the Professional Master in Digital Marketing and Communication at Bologna Business School. In a landscape where digital transformation and artificial intelligence are reshaping industries, Rosero’s experience highlights the integral role of practical application and innovative strategies in mastering the field. From leveraging advanced technologies to engaging in high-stakes competitions, his journey not only enhanced his skills but also positioned him to excel in the digital marketing arena. Here, Rosero shares insights into the impactful experiences and cutting-edge curriculum that have significantly shaped his professional outlook and prepared him for the dynamic challenges of the digital world.

What made you choose the Master in Digital Marketing and Communication at Bologna Business School? How does this step align with your long-term career goals?

I have long contemplated pursuing a Master’s degree in Marketing, and it was imperative for me that the program be conducted in English. To be honest, my initial search led me to explore options in the United States, Canada, and the UK, then I turned my attention to Europe, where I discovered Bologna Business School.

Upon reviewing the program curriculum, I was particularly drawn to courses such as Storytelling, Digital Analytics, and Marketing Strategy, among others. Furthermore, a friend of mine who had studied at BBS in Italy spoke highly of her experience, which further solidified my decision to apply. I was fortunate to receive a scholarship, which served as an added incentive.

Italy has always held a special place in my heart, with its rich history, vibrant culture, renowned museums, delectable gastronomy, and even its passion for calico (football). Thus, in summary, my decision to pursue my Master’s at BBS was influenced by several factors:

  • The comprehensive curriculum offered by the program.
  • The opportunity to study in English.
  • Favorable word-of-mouth and the esteemed reputation of BBS.
  • The experience of living in Italy and immersing myself in a new culture and learning a new language.

I believe that completing my Master’s at BBS, along with the accompanying internship, will significantly enhance my credentials and distinguish me from other job candidates. Italy is well-regarded for its industries, and gaining firsthand experience in this environment will undoubtedly benefit any organization I join.

Furthermore, my time at BBS has enabled me to forge valuable connections and friendships. In fact, discussions have already begun regarding potential startup ventures or might say adventures.

You were one of the most active and involved students in your class. What experiences offered by the Master’s program, among the many you enthusiastically joined, do you feel had the greatest impact on your professional growth? Can you share a project or activity that particularly inspired or challenged you? 

Well, one aspect I found particularly appealing about the courses in this Master’s program was the emphasis on practical application. After almost every course, we were tasked with delivering a presentation centered on a company. While each project aligned with the course material, what stood out was the integration of insights from other lectures. We were challenged to craft social media strategies targeting specific audiences; develop comprehensive strategies to revive struggling companies from a bankrupt or failed project; create e-commerce platforms alongside its sales strategy; and leverage emerging social media platforms to articulate business communication and purpose; among other tasks.

What made these projects compelling was that in a couple of them we had the opportunity to present our strategies directly to representatives from the companies involved. Their feedback provided invaluable insights into the feasibility and viability of our proposals, enriching our learning experience. However, the project that resonated the most for me stemmed from BBS’s collaboration with esteemed universities and companies across Italy and Europe. Organized by the Motor Valley Acceleration Organization, this project tasked us with conceiving a startup idea to address specific themes within a tight 10-day timeframe. Competing against teams from other universities, our group advanced to the final stage, where we showcased our project to various industry leaders. While we didn’t emerge as winners, our podium finish and subsequent interest from one of the participating companies were immensely gratifying.

Digital marketing is a rapidly evolving field. Based on your studies, what are your thoughts on emerging trends in the sector? Which ones do you think will be crucial in the coming years and how do you plan to integrate them into your future career?

Yes, absolutely Digital Marketing undergoes constant evolution with each passing year witnessing new advancements.  The advent of AI tools has further accelerated this pace of change, necessitating swift adaptation on the part of digital marketers like us. So I believe that the emerging trend across not just in Digital Marketing but in other industries lies in the integration and utilization of AI tools to help and assist the work process. Therefore we need to learn, test, and re-test this technology ensuring that we harness its potential while also acknowledging the importance of the human element. Our ability to effectively communicate honed through the Communication skills developed during this Master’s program, serves as a vital asset in navigating this dynamic landscape. I vividly recall a presentation by Dr. Waldemar Pfoertsch, in which he explored the symbiotic relationship between Human-to-Human (H2H) Marketing and AI. His insights underscored the transformative potential of combining these two tools, as a game changer, emphasizing how this union can revolutionize customer experiences, fostering deeper connections and personalized interactions. In essence, as we embrace AI technologies, we must remain mindful of preserving the human touch in our marketing endeavors. Striking a harmonious balance between AI-driven innovation and human-centric communication will undoubtedly pave the way for more meaningful engagement and lasting relationships with our audience.

What advice would you give future Master’s in Digital Marketing and Communication students to get the most out of their experience at Bologna Business School?

My advice to the next Digital Marketers experts will be to take advantage of every resource that BBS offers you. Embrace this journey wholeheartedly and actively engage in all available activities, not only for the sake of learning but also for fostering valuable connections and experiences. One of the remarkable aspects of pursuing a Master’s at BBS, particularly in Bologna, is that you will find people from all over the world and with different backgrounds, beyond your immediate classmates, you’ll interact with students from all corners of the globe, each bringing their unique backgrounds and perspectives. Approach this opportunity with an open mind, ready to absorb insights from others and share your own cultural richness. The growth you’ll experience, both professionally and personally, through the exchange of ideas and exposure to diverse cultures is truly remarkable. By participating in courses alongside students from different programs and attending the various events hosted by BBS, you’ll expand your network exponentially. Furthermore, to international students like myself, I strongly recommend to learn Italian and immerse yourself in the Bolognese culture, explore the city’s hidden gems, indulge in its gastronomic delights, and engage with its warm-hearted residents.

I assure you, the whole Master experience will leave an indelible mark on your heart, becoming a cherished memory for years to come.


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