Humanistic Marketing Executive Seminar

In recent years, marketing strategies have focused on B2B (Business to Business) and B2C (Business to Consumer) segments. We believe the best way to stand out in the market today is to give people what they want, and this is exactly the kind of approach offered by Human to Human (H2H) Marketing. The great revolution in contemporary marketing is understanding and sharing the sensibilities and worldview of the individual it addresses. It is increasingly evident, there is an emerging need for a new relationship, one that promotes connections between people.

There is a need to take note of the changing marketplace and lead clients to manage it through skills and strategies that have competitive edge. Prominent among these is the ability to place the customer at the center, to look at the customer as a person. Implementing a new way of training, leading them to acquire those skills that are essential today to live and operate in this scenario, such as the ability to manage new digital technologies, to think outside the box to arrive comfortably at innovative solutions, to be flexible and open to change.

In the context in which people are returning to the center, there is a need for interconnection and simplification, as well as those related to protecting the environment in which we live becomes equally central. So, if it is important to take individuals into account, it is also important to consider other current issues such as Technology, Sustainability, Design Thinking, and Digitalization. 

 This Course aims to provide managers and professionals in the areas of Sales, Marketing, and Customer Management with highly specialized training in sales.

The program consists of 3 inspiring sessions with Course Faculty in a part-time, online, or streaming format.

The interdisciplinary approach integrates different activities and teaching methodologies, taught by a mixed Faculty of managers and professionals. 

 

In partnership with:


Fabio Ancarani

Fabio Ancarani

Didactic Director
fabioguido.ancarani@bbs.unibo.it

Ivan Ureta Vaquero

Ivan Ureta Vaquero

Didactic Director
Ivan.UretaVaquero@supsi.ch

Waldemar Pfoertsch

Waldemar Pfoertsch

Didactic Director
waldemar.pfoertsch@hs-pforzheim.de

Structure

The program consists of 3 inspiring sessions with the course faculty on Thursdays from 1-5 pm:  

  • November 24, Lugano or online  

Ivan Ureta, Fabio Ancarani, Waldemar Pfoertsch, Welcome and Structure
Ivan Ureta, Framework and Application
Fabio Ancarani, Humanistic Marketing and Synthesis
Alessandro Merli
, Beyond 2022 – sociological and socio-economic developments
Waldemar Pfoertsch, The Genesis of H2H Marketing
Federico Gavioli, Medtronic H2H Marketing applied
Philip Kotler, My Life as a Humanist and Q&A
Reception

  • December 15, Nicosia or online 

Waldemar Pfoertsch, The framework of H2H Marketing
Andrea Carugati, Digitalization and Cyber-Physical Systems Interaction
Uwe Sponholz, Methods and tools in Design Thinking
Angeline Nariswari, Service-Dominant Logic: Theoretical Foundations and Directions
Theodore Panayotou, Implications of Humanistic Marketing

  • January 19, Bologna or online  

Fabio Ancarani, Humanistic Marketing and Synthesis
Roberto Grandi, Digital & Humanistic Culture in Bologna
Marco Zaffalon, Artificial intelligence and Humanistic Marketing
Vivek Hattangadi, H2H Marketing – From The Pharma Perspective
Aurelio Gisco, Humanistic Marketing and Wellness, Key Success Factor in Ultradent
Round table – Humanistic Marketing
Reception

 

Book signing: Italian version of H2H marketing

Q&A is scheduled at the end of each session.

 

Learning approach

The teaching approach will be highly pragmatic and accompanied by numerous applied cases.  

 

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.

Networking

Networking takes place between students in the same class, between participants and lecturers, and with students from other courses or previous editions of the same program.

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

The registration fee for the Course is: 

  • 4,650 € + vat 

For Alumni and the Bologna Business School Business Network there are subsidized fees.  

Exclusively online participation in the seminar, via interactive Microsoft Teams connection, is equal to: 

  • 980€ + vat 

Exclusively online participation in the seminar by viewing the content only, is equal to: 

  • 200€ + vat  

 

There are discounts:
– for early registrations;
– for Business Network companies;
– for Alma 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 of reference:

Fondimpresa – for middle managers / middle management
Fondo Dirigenti PMI – for managers of industrial SMEs
Fonditalia
Fondirigenti – for managers
Fon.Coop – for cooperative companies

REQUIREMENTS

The course is reserved for a maximum of 25 participants.

APPLICATION PROCESS

To register, simply download the registration form and send it by email.

FAQs

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.

At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).

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