From Strategy to Market: Tools to Drive B2B Growth
The Open Program in Marketing Strategy and Growth is designed to immediately apply every method and tool to real-world business cases—transforming theory into measurable growth. Participants will learn advanced methodologies and tools to generate new demand, expand into new markets, and maximize the value of existing customers.
This program is aimed at marketing and strategy managers and professionals who want to strengthen their ability to plan and implement growth strategies in complex and dynamic business environments.
Each module concludes with a tangible output: a written Value Proposition, a lead generation campaign, an LTV strategy, a Go-To-Market Plan. Participants will be equipped to tackle growth challenges with a focus on innovative, applicable methods that deliver real impact in their professional roles.
The faculty is made up of professionals who work daily in complex B2B environments, bringing not only hands-on experience to the classroom, but also proven, field-tested solutions.
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 course includes 9 on-campus sessions, held from 9:15 AM to 5:45 PM.
Session dates:
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February 7
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February 13
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February 14
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February 27
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February 28
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March 13
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March 14
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March 27
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March 28
Key topics covered during the sessions:
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Understanding the market and anticipating trends
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Entering new markets and attracting customers
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Turning customers into continuous growth
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From plan to action: measuring and scaling B2B growth
COURSES
- Evoluzione del B2B: nuovi modelli di business e customer behavior
- Digitalizzazione e impatto dell’AI nel marketing e nelle vendite
- Come identificare i segmenti ad alto valore
- I driver di valore per l’acquisto e i fattori di frizione
- Creazione della Value proposition: framework e applicazione pratica
- Mappare il processo decisionale: touchpoint, pain point e opportunità
- Workshop: Costruzione della Value Proposition per il proprio business
- Analisi di mercato e studio della concorrenza
- Strategie di market entry: dall’ABM all’espansione internazionale
- Come integrare SDR, venditori e marketing per massimizzare conversioni
- Strumenti digitali per la generazione di opportunità: SEO, paid media, content marketing & inbound strategy
- Account-Based Marketing: creare opportunità mirate
- Data-driven marketing e personalizzazione dell’offerta
- Implementare strategie di pricing e pacchettizzazione avanzate
- Come passare da transazioni una tantum a relazioni di lungo periodo
- Customer Success: il nuovo approccio al post-vendita
- Case studies su modelli di business innovativi nel B2B
- Come trasformare la strategia in un piano d’azione operativo
- Strumenti di misurazione: KPI, dashboard e reporting
- Ottimizzazione dell’investimento tra media, eventi e sales enablement
- ROI e metriche per la misurazione dell’efficacia
- Implementare un approccio sperimentale nel marketing B2B
- Growth Hacking: test rapidi per validare strategie
- Workshop finale: Creazione di un Go-To-Market Plan basato su un caso reale
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 develops among students of the same class, between participants and lecturers, as well as 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 course registration fee is:
- 4,800 euros (+ VAT) for registrations from companies and institutions
- 3,900 euros (+ VAT) for individual registrations
The fee includes attendance at the program, all the study material available through the online platform and access to the Bologna Business School services, which include: Alma wi-fi personal account and use of the study areas.
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
APPLICATION PROCESS
To register, simply request the registration form by sending an e-mail to: openprograms@bbs.unibo.it
FAQs
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.
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.
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.
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
