In today’s fast-evolving market, mastering commercial leadership and customer management is critical for sustained success.
This course equips professionals with the strategic mindset and practical skills to lead high-performing teams, drive customer-centric growth, and create long-term business value.
We begin by exploring the “Why?”—the fundamental role of commercial leadership in aligning business goals with customer needs to foster loyalty and profitability. The “What?” delves into core leadership principles, sustainable business strategies, and the key drivers of customer decision-making. The “How?” provides actionable tools and frameworks to effectively manage teams, enhance customer experiences, and execute impactful strategies.
Participants will also develop sustainable leadership skills, learning how to inspire trust, build meaningful relationships, and balance business performance with people-centric approaches. Additionally, the course unpacks the dynamics of customer behavior—differentiating between customers, consumers, and shoppers—to optimize engagement and influence purchasing decisions.
Through a blend of theory, real-world case studies, and hands-on exercises, this program empowers leaders to drive commercial excellence, enhance customer experiences, and build resilient, growth-oriented organizations.
The program consists of 3 online focus sessions (6.30 to 9.30 pm).
Elaine Bowers Coventry, President Europe, The Coca-Cola Company, will lead the final session, sharing her unique perspective on global leadership, customer-centricity, and strategic transformation.
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.
Structure
The program consists of 3 online focus sessions (6.30 to 9.30 pm).
You can register for the entire program or for online sessions.
The dates are:
- October 8th from 6.30 pm to 9.30 pm
- October 15th from 6.30 pm to 9.30 pm
- October 21st from 6.30 pm to 9.30 pm
The course not only offers theoretical knowledge, but it is designed to provide participants with the necessary practical skills to respond to the actual needs of companies. Commercial leadership and customer management are no longer just operational functions, but have become true strategic levers to address the complexities of a constantly evolving economic context.
The sessions will be focused on the following topics:
- Commercial Leadership and Customer Management: Why? What? How?
- Sustainable Leadership: Understanding Yourself and Leading Others
- Enhancing Customer/Consumer/Shopper Experience: Define Customer, Consumer, Shopper, and why they buy?
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.
COMPANIES
Over the years, our partners have been constantly involved in the various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organizing company visits. Our partners are our first supporters: they sponsor various scholarships, host internships for students and provide professional opportunities for graduates. The partner companies of Bologna Business School 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
You can register for individual sessions or enroll in the full program.
The registration fee for the course is:
– 700 euros (plus VAT), for the entire program (3 online sessions)
– 300 euros (plus VAT), for online sessions
APPLICATION PROCESS
To register, simply request the registration form by sending an e-mail to: openprograms@bbs.unibo.it
