Business Innovation Design


The Executive Master in Business Innovation Design is meant for managers, entrepreneurs and consultants wishing to transform the opportunities linked to innovation into business objectives, aware of the fact that nowadays these challenges are relevant for everyone.

In the context of the search for a balance between managerial approaches and methods that originate in the design world, what is delved into is the project culture: a helpful tool to plan change-determined scenarios, enabling businesses to grow globally.

Innovators are able to keep diverging knowledge bases into account and relate them to the market through a system of continuous search, that can regulate and spur creativity in each division. This approach finds in the technological input a solution to real problems and at the same time makes it a scalable factor.

Attending the Executive Master in Business Innovation Design means becoming a leader of innovation: someone endowed with an open mentality and the necessary skills to create synergies among all stakeholders involved in the digital transformation process.

The program, the only one in Italy combining management with people intelligence and enabling technologies, features 30 classroom days organized as residentials (Friday and Saturday every 2/3 weeks), to meet the participants’ work needs. Besides the core courses, the other teaching techniques featured are: distance learning, focus sessions to exchange views on the topics of innovation by design with industry managers and professionals, and company visits, a networking occasion at the companies that are leader partners of Bologna Business School.

Those in whose hands innovation resides are leaders, able to control all innovation levers. Book an interview with the course’s Director to start this journey.



Flaviano Celaschi

Flaviano Celaschi

Scientific Director

" Design-centered practices and cultures are fundamental to integrate the B2B and the B2C worlds that meet and merge in the context of the digital revolution. We intend to learn to operate on an innovation which is transforming, at the same time, society, market and businesses, in an interconnected and systemic way. Learning how to do it has become an imperative for this process' players. "


    The Master is meant for managers, senior professionals, project leaders and consultants operating in:

    - industrial service or goods businesses, for which the innovation ability is a distinguishing factor;
    - businesses developing products, processes and services devised on the basis of user experience and usability;
    - businesses wishing to become innovation catalysts using design methods;
    - businesses wishing to develop a radical transformation ability, rethinking their model for value creation starting from the customer.

    Candidates must have at least 3 years of professional experience and a university degree. The Master is open also to those not having a university degree, in this case 5 years of professional experience are required.

    This is the Master first edition, therefore there are no data available on the profiles of past editions.


The Executive Master in Business Innovation Design is made of people, where opportunities of formal and informal exchange of views are provided, in order to promote the exchange of ideas and experiences among participants. The networking grows within the class, between participants and faculty, as well as with students of different courses and with the School community.




The Executive Master in Business Innovation Design is the ideal journey to develop management skills and leadership abilities. Starting from the main problems and topics that businesses highlighted during the design stage, in their specific contexts, it was then possible to focus and understand the needs and expectations concerning this training. The design meetings featured:

Biesse Group, Cisco, Crif, Unipol, Unicredit, Ducati, Galletti, Gartner, Gester, IMA,, PDFOR, Protesa – Gruppo Sacmi, SCM Group, Viabizzuno


 Saponelli bn


“The project becomes the business strategic stage, each action is helpful to improve the simulation of the reality on which the intervention is required, it goes in the direction of strengthening innovation and making if effective.”

Roberto Saponelli, R&D and Research Funding Manager, Protesa –  SACMI Group

Vacchi bn



“The innovation models enabled by digital technologies are different from the previous ones, they get extended to the entire complex network of agents in which every single company operates and they’re Human Centered, they focus on individual’s needs as the central element of interaction.”

Daniele Vacchi, Director Corporate Communication, IMA Group

Guidotti bn



“Culture, awareness, ability to understand and ruling of complex ecosystems whose center is customer experience, they’re the new key factors to grasp the opportunities offered by the radical and disrupting innovation.”

Stefano Guidotti, Managing Partner Aksia Group SGR – Private Equity


International Week


The Executive Master in Business Innovation Design is a part-time program compatible with your work activity. It’s an 11-month course consisting of  30 days in total in the classroom featuring 10 residentials (Thursdays, Fridays and Saturdays, once a month). The courses includes the 10 residentials above as well a warm up day and a day devoted to the presentation of the final project works.

The teaching program features 10 courses, divided into 2 areas:



Each module is formed by courses, focus sessions, meetings with managers and professionals of the digital business world, hackathons and project work sessions (Company Digital Business Analysis). Contents are structured to ensure the succession of the activities and to allow participants to delve into every single subjetc.


10 consecutive courses  to delve deeper, course after course, into a specific discipline, alternating classroom activities and e-learning. The Master includes courses to consolidate management fundamentals and courses linked to innovation, thus creating a balance between managerial rationale and methods coming from the world of design. Participants need to sit 2 exams to assess their learning.


3  half-day meetings with managers, professionals and university professors to delve deeper into some of the central aspects of innovation by design like Perceptive Ergonomics, Performing and Contemporary art and Storytelling.


24 weeks of distance learning using the school e-learning platform. It also includes the study of educational materials, exercises to be carried out, the discussion of real company case-studies and the exchange of views on questions asked by the teaching tutor and colleagues on the specific forum;


3 company visits devoted to the exchange of views with managers and entrepreneurs on examples of excellence of business innovation;


5+ leader’s corners, meetings with company managers and professionals, helpful to promote the exchange of views and continuous update;


From the third module onward, participants will start working on the knowledge bases and the tools acquired with the aim of completing a project work that will be presented on the last day of the Master.



“Today’s businesses must deal with the fundamental shift from traditional product incremental innovation processes to a radical innovation business model: through the creative mediation of design thinking and the availability of digital technologies, business innovation is implemented with change management methods, with the aim of identifying sustainable and competitive value propositions.”

Giuseppe Padula, Technologies Coordinator




“Innovation challenge takes place through people. To create business innovation we require leaders endowed with awareness, able to facilitate the work of diverse teams and get the most out of people, both in terms of problem finding and change making. It’s a fascinating journey searching for the collaborative and creative potential of human beings.”

Massimiliano Ghini, Human Resources Coordinator



The Business Strategy course delves deeper into the company’s decision-making process, the planning approach and the search for the target competitive positioning in changing contexts. It provides logical tools for the understanding of the competitive environment and competitive dynamics, of the value generation process and the role played in this field by the internal resources and expertise and the relationships with other players. 

The course deals with topics related to the measuring and management of innovation project performance. Specifically, the following will be dealt with: techniques to pre-determine the project economic and financial opportunity (Net Present Value, Internal Rate of Return, Payback Period, etc.); techniques to inter-functionally manage project costs and margins starting from the creation stage (Target Costing, Life Cycle Costing); techniques to assess the adequacy of costs incurred versus the generated value (Data Envelopment Analysis and Value Analysis); techniques aimed at supporting the implementation of measures to spur all company areas.

Operations module will give to students the necessary skillset to understand which will be the principal evolutions of the field in the next years, so to be able to anticipate, face and benefit from those transformational changes. The course will also include a strong contamination from real world, in terms of advanced technologies (provided both from corporates and startups), new business models and real cases of innovation in the field.

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

In this module, participants will be exposed to the principles and tools of design thinking applied to business models, will use these tools in a guided journey, with the following objectives: 

  • Understanding the meaning of “Customer Centricity” and the approach to the design of digital services and business models
  • Analyzing consumers’ needs and defining new services to satisfy them better
  • Knowing and implementing tools for the design of all the business model elements
  • Assessing the business potential of an innovative idea
  • Creating a “pitch deck” of the new business idea
  • Understanding the difficulties linked to the establishment of innovative business models (“The Innovator’s dilemma”) in the framework of a ‘traditional’ company, and strategies that proved helpful in overcoming them

The People & Leadership course delves deeper into the most relevant topics for the management of people in the company, in a perspective centered around sustainability and positive relationships. Inspired by the principles of the “Positive Organizational Psychology”, the course provides logics tools to enhance human capital, motivation and team management. Also, the most relevant leadership styles are analyzed, highlighting pros and cons in the context of different, wide-ranging daily situations.

We’re used at recognizing and managing innovation when it’s lead by technology, often though it’s the change of expressive languages and people’s behaviors that generate and guide the change. In addition to this, today innovation hides in the integration of all three these phenomena: we call this process  Design Innovation  and deal with the topic of change, how to manage it, which tools and practices to anticipate and build it.

We’re experiencing a strategic period in terms of technological change, speed, but mostly the wide-ranging spread of enabling technologies of the industrial internet generate a change that needs to be acknowledged and understood in order to manage and ride it. In this module we’ll start from the enabling technologies and we’ll understand their effectiveness and functioning in individual and integrated manner.

The immaterial component prevails in today’s business, we talk about product systems: simultaneous integration of communication/services/product and we try to understand what it means to design a service and consistently define its immaterial and analog dimensions, which determine the contemporary phygital condition.

Learning method


Each course starts with a residential and normally lasts a couple of days, on top of the number of hours necessary to interact on the platform in the following weeks. Learning then follows a linear path, constantly monitored by the course tutor, always available for clarifications and further explanations, about 8 hours of individual study a week are envisaged. In addition there are two additional cross-cutting courses, during the Master, on the topics of design and change management. At the end of each module participants must sit an exam to assess the level of learning achieved.


The project work allows contextualizing the knowledge bases and the tools that have been acquired. It can be done in small groups or individually. The project work is the activity characterizing the program and it allows further analyzing the knowledge base, techniques and tools that have been acquired.








Enrollment fee for the Master:

  • 16.200€ (+VAT) for enrollments from companies and institutions
  • 13.200€ (+VAT) for enrollments for private individuals

Special rates are available for individual registrations. For further information:


The enrollment fee includes:

  •  Free access to the gym
  • BBS Community events
  • Computer lab
  • Wireless connection
  • Access to the Database of corporate financial sheets


Participants are eligible to apply for loan with subsidised rate and complete coverage of the application fee.
For more information please mail to


Special terms are available thanks to Interprofessional Funds:

Fondimpresa funds training activities aiming at supporting product and/or process technological innovation for SME’s in the manufacturing industry. Click here for further information.


The Master is meant for managers, senior professionals, project leaders and consultants operating in:

  • industrial service or goods businesses, for which the innovation ability is a distinguishing factor;
  • businesses developing products, processes and services devised on the basis of user experience and usability;
  • businesses wishing to become innovation catalysts using design methods;
  • businesses wishing to develop a radical transformation ability, rethinking their model for value creation starting from the customer.

Candidates must have at least 3 years of professional experience and a university degree. The Master is open also to those not having a university degree, in this case 5 years of professional experience are required.


The selection process will feature the analysis of the Curriculum Vitae followed by an individual interview, the aim being to identify the candidate’s professional profile and its consistency with the participation to the Master. 

To access the selection stage for the Master please send your Curriculum Vitae to

The School will get in touch with the Candidates to agree on the selection interview with the Master’s Direction.


The selection interview is necessary but not binding. If necessary, a second meeting can be held to provide further clarification.
There is a rolling selection process which finishes with the end of registration.
The program manager can provide attendance certificates at the end of each lesson to those who require it.


Eleonora Leporatti
Eleonora LeporattiCoordinatore Didattico

Phone: +39 0512090177


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