Italian heartbeat: Ducati opens its doors to the future of marketing

4 June 2025

Engines roaring, history pulsing, innovation accelerating: the Company Visit to Ducati offered participants of the Professional Master in Marketing Management at Bologna Business School a high-impact, immersive experience.

A direct encounter with a brand that embodies Italian excellence, where every detail expresses passion, performance, and vision.

From the factory to the museum, students experienced firsthand what makes Ducati an iconic brand: a perfect synthesis of mechanical craftsmanship and cutting-edge technology. “Ducati doesn’t sell motorcycles. It sells a lifestyle. A sense of freedom, speed, and distinction that takes shape in every design line, every communication choice, every engine roar,” said Ramy El Hakim, a student of the Master.

The encounter with the Ducati world provided a real-world lesson in what it means to position a brand at the top end of the global market. A clear, consistent, and recognizable identity, reinforced by a pull-based production model that allows maximum customization, market responsiveness, and perfect alignment with Ducati’s promise of exclusivity.

Striking, too, was how Ducati transforms its racing legacy into a driver of innovation. Its presence in MotoGP, support for Italian riders, and ongoing development of new technologies in aerodynamics and electronics are not mere storytelling tools. They are engines of credibility and desirability. “Heritage here is a launchpad for the future,” Ramy added. “It’s not a static celebration but a living platform for continuous innovation.”

The visit also highlighted the role of marketing in building lasting relationships. Ducati nurtures customer engagement well beyond the moment of purchase: exclusive experiences, dedicated communities, and personalized services form an ecosystem built to foster loyalty and belonging.

Experiences like this reflect the core of Bologna Business School’s approach: learning through direct engagement with the champions of industrial excellence, gaining concrete and interdisciplinary business insight, and building bridges between the classroom and the real world.

At Ducati, students found more than just a case study. They experienced the soul of a brand that races with heart, speaks to the world, and keeps evolving without ever losing its identity.