Nicola
Tomesani


Tomesani
Italy Management Consultant and Adjunct Professor of Marketing University of Bologna Adjunct
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BIO

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.

COURSES

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



An effective marketing strategy requires a deep knowledge of the mechanisms that govern the perception of value for the customer.
The topics covered are:

Market orientation: segmentation and positioning;

Analysis of the attractiveness of countries, customers and markets;

Market segmentation;

National, multilocal, global and competitive positioning targeting;

Product marketing and the process of launching new products;

The creation of the brand;

Value delivery: distribution and commercial choices;

The integrated communication process;

Online/offline advertising and media planning;

Value collection: pricing;

Tactical price management

Translated with www.DeepL.com/Translator



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.



INSPIRATIONAL AND MOTIVATIONAL SESSIONS - Companies around the world face fundamental changes in the way they communicate. New digital channels are used by customers to search for information on brands, products and services. This new digital world represents a great opportunity for companies that wish to expand their customer base and profitability. New media also contribute to giving consumers more opportunities for interaction with companies and organizations. This course gives an overview of how marketing has changed thanks to new media. Furthermore, as social media and digital channels are strongly data driven, the new monitoring metrics will be discussed.



COURSE - An effective sales strategy requires in-depth knowledge of the mechanisms that regulate the client’s perception of the value and competitive arena. This means understanding the logic that governs processes of purchasing and the development of the target market. Starting with an examination of these aspects, the course analyses the processes connected to the articulation of strategic marketing plans and its implantation in various sectors and environmental contexts



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 explores the strategies that companies can adopt in order to establish, nurture and maintain relationships with their customers by using all (“omni”) the available channels, selecting the most appropriate channel mix for each customer or customer segment and integrating the activities performed across all the touchpoints. Students will receive theoretical and analytical tools needed to investigate the customer journey across the multiple contact points. The focus of the course is 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-customer interactions.  

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.