Nicola Tomesani is a management consultant and has been working in the fields of commerce and marketing since 1991. He is a journalist-publicist and adjunct professor of marketing at the University of Bologna, the Head of marketing for the Executive MBA at Bologna Business School and lecturer at the business school of Il Sole-24 Ore. He was CEO for 7 years at a media planning company and was a consultant for Unido (United Nations Industrial Development Organization) and the IX Parliamentary Commission of Inquiry into the National Health Service.
An effective marketing strategy requires an in-depth knowledge of the mechanisms regulating the perception of value for the customer.
Here follow the topics that will be studied:
Market orientation: segmentation and positioning;
Analysis of the attractiveness of countries, customers and markets;
The market segmentation;
Domestic, multi-local, global targeting and competitive positioning;
Product marketing and the process for the launch of new products;
The creation of the brand;
The delivery of value: distribution and commercial choices;
The integrated communication process;
Online/offline advertising and media planning;
The collection of value: pricing;
The tactical management of price
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.
The course teaches how to formulate a plan to launch a new business, whether it is a start-up or a new business branch. Students will be guided in the formulation of a business plan, working in small groups and having the opportunity to use all the management’s tools to create a concrete project. The course aim is to understand and define goals and targets of business plans, designing their structure and content, guiding the writing and critical evaluation of the plan and the attached documents.
CORE COURSE – From the development of the brand to the management of crises, communication is part of every stage of the business strategy. Using the most recent research and features from the best current practices, the course is structured so to understand and manage internal and external communication processes. Topics that will be dealt with include the definition of messages, media planning, the relationships with the market players. Strategies and above-the-line means are compared and integrated with below-the-line initiatives.
This course is aimed to provide students with the theoretical and analytical tools needed to investigate the customer journey across the multiple contact points. The focus of the course will be mainly on, but not limited to, the digital channels and their integration with the offline channels in order to obtain a complete overview of the plethora of firm to customer interactions.
An effective marketing strategy requires a deep understanding of the mechanisms that regulate the perception of value for the customer. The course explores the processes related to the articulation of marketing plans in different contexts and environmental sectors. Market orientation; segmentation and positioning; product development; pricing and management of distribution policies. Integrated communication.
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.
This course clearly defines all the main aspects of managing a successful communication and marketing campaigns within the Food and Wine sector, as well as define in-depth answers to the following questions: how the process of reputation building of companies within the Food and Wine sector occurs. How important are the opinions of food and wine experts and guidebooks? What degree of relevance will these opinions have in a chef's career, in the reputation and performance of a restaurant or a wine producer. What is the role played by Italian cuisine abroad in strengthening the reputation of Italian food and wine, and which instruments will strengthen the reputation of a product in Italy and in foreign markets?
Market orientation and the sales process. The client acquisition model and sales types. Sales planning and budgeting. The customer portfolio matrices. Segmenting client portfolio and value creation. Managing the sales force: motivation, incentives and control. Performance indicators.