The Executive Program provides a comprehensive overview of the development of Branding & Marketing in the Beauty sector in all its segments from Skin and Hair Care to Make up and Personal Care. Topics will be addressed by analyzing successful case studies and theoretical reflections.
Through an exhaustive and complete program in the field of Cosmetics Brand & Marketing Management, the course aims to help companies develop well-rounded professionals who are able to meet the challenges of internationalization and brand development of their organizations, with a wealth of theoretical and practical knowledge, to decide how to develop brands and products, to stay ahead of consumer evolution and to create value for the next generations.
Significant emphasis will be given to market understanding, value creation and value delivery without overlooking aspects of sales management, business planning and marketing planning to give the business sustainability approach a comprehensive analysis.
The course is aimed at both managers and professionals with a technical background wishing to expand their knowledge and those with a business background who want to delve deeper into this subject area.
The course provides a comprehensive view of the cosmetics and beauty industry, which increasingly today has an omnichannel approach.
Accreditation
Bologna Business School is EQUIS – EFMD Quality Improvement System accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.
Nicola Giorgi
Executive Director
nicola.giorgi@bbs.unibo.it
" The beauty industry represents a Made in Italy excellence recognized worldwide. Building on established technical expertise, this program aims to take existing managerial skills to new levels of excellence, providing theoretical insights and operational frameworks that reinforce strategic thinking and anticipate future challenges for the creation of new successful brands that have a strong differential value in a rapidly changing environment geared toward new values of sustainability. "
Afsoon Neginy
Director of Studies
neginy.afsoon@bbs.unibo.it
" Today the competitive environment of the global beauty market is evolving very rapidly and dynamically in all areas. In an industry where channels sometimes converge, issues such as digitization, sustainability, and product innovation are strategic to business success. It is necessary to address tomorrow's international challenges in a systemic and prospective way by focusing on acquiring new skills with outstanding lecturers and testimonials. "
Structure
The course consists of 10 days over the weekend (Fridays and Saturdays from 9:15 a.m. to 5:45 p.m.).
5 learning modules will be covered:
- Market and trend: May 10-11, 2024
- Product and Marketing: May 24-25, 2024
- Branding & CSR: June 7-8, 2024
- Communication & Business Planning: June 21-22, 2024
- Sales Management: July 5-6, 2024
The course requires participation in all in-person modules; these are complemented by interactive online evening events with presentations by managers, experts, and prominent personalities who have made their mark in the industry. Thus, there will be an opportunity to bring practical tools and applications to the company. The course begins with a prework in which participants will have to analyze, comparing key success factors, some innovative indie brands that in recent years have managed to achieve notoriety and considerable recognition outside the corporate world.
COURSES
- Scenario attuale e nuove sfide del settore tra globalizzazione, omnicanalità e digital transformation
- Overview settore / canali / storico consumi / composizione mercato / sotto settori
- Il consumatore del beauty in ottica internazionale, market & customer trends
- Categorie, caratteristiche, fattori differenzianti
- Brevetti e marchi
- Cenni legislativi in ottica internazionale e nazionale reg. 1223/2005
- L’impianto teorico – la creazione di valore attraverso CSR
- La pratica della CSR nel Beauty – certificazioni
- Luxury market overview
- La gestione delle licenze di lusso e il caso dei marchi “celebrity”
- Value Marketing, leve del Marketing, Marketing Plan
- Digital Strategy / Social Media Marketing / Social and Digital Advertising / Web Marketing / E-commerce / Digital PR & Influencer Marketing
- Piano commerciale, costruzione di una rete di vendita, gestione del canale diretto di vendita
Faculty
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
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Paolo Di Marco
Owner
PD For - Consulenza Direzionale
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Daniele Rimini
Owner & Management Consultant
PD For - Consulenza Direzionale
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Andrea Pia
Chief Growth Officer
AKQA ITALY
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Aurelio Gisco
Professor of Business Administration
Università Vita-Salute San Raffaele
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Sara Zanni
Junior Assistant Professor of Business Sustainability
University of Bologna
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Afsoon Neginy
Founder & CEO
3B Consulting Srl
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Nicola Giorgi
Senior Advisor | Fashion | Luxury | Consumer Markets
PWC Italy
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Michele Superchi
VP Global Sales Director
BEAUTYSTREAMS
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Stefano Ferro
Avvocato
BUGNION Spa
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Alessandra Semenzato
Professore aggregato
Università di Padova
Alumni
SOFIA DEMIRTZIDIS
Active ingredients and Efficacy Specialist, Artcosmetics
Branding and Marketing Management in the beauty industry (ed. 2022)
"Per chi si affaccia per la prima volta al mondo cosmetico e per chi è focalizzato da anni su unico aspetto di questo settore. Il corso permette di avere una visione più ampia di quello che si cela dietro lo sviluppo di un prodotto cosmetico. Un ottimo punto di partenza per allargare le proprie competenze."
Networking
Networking takes place between students of the same class, between participants and lecturers, as well as with students from other courses or previous editions of the same program.
Alumni
SOFIA DEMIRTZIDIS
Active ingredients and Efficacy Specialist, Artcosmetics
Branding and Marketing Management in the beauty industry (ed. 2022)
"Per chi si affaccia per la prima volta al mondo cosmetico e per chi è focalizzato da anni su unico aspetto di questo settore. Il corso permette di avere una visione più ampia di quello che si cela dietro lo sviluppo di un prodotto cosmetico. Un ottimo punto di partenza per allargare le proprie competenze."
COMPANIES
Over the years, our partners have been continuously involved in various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they contribute actively in introducing guest speakers and organizing company visits. Our partners are our first supporters: sponsoring various scholarships, hosting internships for students, and providing career opportunities for graduates.
The Bologna Business School’s business partners are:
AEROPORTO G. MARCONI ASSICOOP BOLOGNA METROPOLITANA AUTOMOBILI LAMBORGHINI BOLOGNA FIERE BREVINI POWER TRANSMISSION CAMERA DI COMMERCIO DI BOLOGNA CAMERA DI COMMERCIO DI FERRARA CAMERA DI COMMERCIO DI FORLÌ-CESENA CAMERA DI COMMERCIO DI MODENA CAMERA DI COMMERCIO DI RIMINI CAMST CARPIGIANI GROUP CASSA DI RISPARMIO IN BOLOGNA CONFCOMMERCIO EMILIA ROMAGNA CONFINDUSTRIA EMILIA ROMAGNA COSWELL DATALOGIC DUCATI MOTOR HOLDING ENEL ENGINEERING INGEGNERIA INFORMATICA EXPERT SYSTEM FALORNI FASTWEB FERRARELLE FERRARI FERRETTI GROUP FINALMA FONDAZIONE CARISBO FONDAZIONE CASSA RISPARMIO CESENA FONDAZIONE CASSA RISPARMIO DI CENTO FONDAZIONE CASSA RISPARMIO DI IMOLA FONDAZIONE CASSA DI RISPARMIO DI CARPI FONDAZIONE CASSA DI RISPARMIO DI FERRARA FONDAZIONE CASSA DI RISPARMIO DI PADOVA E ROVIGO FONDAZIONE G. MARCONI FONDAZIONE IBM ITALIA FONDAZIONE ISABELLA SERÀGNOLI FONDAZIONE DEL MONTE DI BOLOGNA E RAVENNA FONDAZIONE PER LA COLLABORAZIONE TRA I POPOLI FOOD TREND FOUNDATION FURLA GOOGLE ITALIA GRANAROLO GROUPM GRUPPO COESIA GRUPPO SISTEMA H-ART HSPI HAWORTH HERA HORSA IBM ITALIA IMA ICONSULTING INTESA SAN PAOLO KPMG ADVISORY LABORATORI GUGLIELMO MARCONI LANDI RENZO LEGACOOP BOLOGNA LIGHTHOUSE MANUTENCOOP MAPE MAPS MASAI ITALIA MASERATI MICROSOFT ITALIA MONTENEGRO N.C.H. NUOVI CANTIERI APUANIA OLIDATA ONIT GROUP OPERA SANTA MARIA DEL FIORE PHILIP MORRIS ITALIA POLTRONESOFÀ REGIONE EMILIA-ROMAGNA RICOH S.E.C.I. GRUPPO INDUSTRIALE MACCAFERRI SAP SCS CONSULTING STMICROELECTRONICS SCHNEIDER ELECTRIC SEPS TECHNOGYM TEUCO THE BOSTON CONSULTING GROUP TOYOTA MATERIAL HANDLING ITALIA TREVI GROUP UMBERTO CESARI UNICREDIT UNIEURO UNINDUSTRIA BOLOGNA UNIPOL VEM SISTEMI VERONESI VIABIZZUNO VIDEOWORKS VOLVO CAR ITALIA WPP ITALIA YOOX NET-A-PORTER GROUP
FEES
FEES
The registration fee for registrations from companies and institutions is 4,200 euros (plus VAT) to be paid by the start date of the course.
The registration fee for individual registrations is 3,400 euros (plus VAT) to be paid by the start date of the course.
The fee includes attendance at the program, all study material available through the online platform and access to Bologna Business School services, which include: Alma personal wi-fi account, use of Computer Lab PCs, use of study areas and access to the internal gym. A large free car park is available in the school park.
Discounts are available:
- for early registrations;
- for Business Network companies;
- for Alma/BBS and Profingest Alumni;
- for groups of at least 3 people.
INTERPROFESSIONAL FUNDS
Alumni and Companies can check the availability of vouchers at the Interprofessional Fund reference:
Fondimpresa – for middle management
Fondo Dirigenti PMI – for managers of industrial SMEs
Fonditalia
Fondirigenti – for managers
Fon.Coop – for Cooperatives
REQUIREMENTS
The course is reserved for a maximum of 15-25 participants.
APPLICATION PROCESS
To register, simply download the registration form and send it by email.
FAQs
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.
