The Marketing in the era of Black Friday

27 November 2019

A few weeks after the pumpkins and the ‘trick or treat’ of Halloween, the Italian calendar lives another American custom: it is Black Friday, which is 24 hours after Thanksgiving Day, starting the Christmas shopping period.

A recent survey conducted by the Growth from Knowledge Research Institute confirmed that Black Friday 2019 will be the commercial event of the year in many European countries, including Italy. 73% of Italians know Black Friday and last year 45% of Italians bought Christmas gifts during Black Friday, a percentage that rises to 83% among those who made online purchases” says the official press release.

The appointment of November 29th makes us reflect on the constant changes that the Sales & Marketing sector is experiencing, redefining the needs of the customer on one side and the strategies of the companies on the other.

A strategic opportunity that cannot be ignored by marketing specialists involved in defining the promotional campaigns of each type of company, from the giants of online sales to small e-commerce, to the classic shops in the center. A search by DoveConviene has revealed that over 60% of Italians who will make purchases at Black Friday will shop in physical stores, but 90% of buyers will look for information online before proceeding.

An “Italian Black Friday”, as defined by Milano Finanza, which approaches traditional retailers with overseas customs and discounts via apps and social media. How to respond to the needs of a potential evolving customer? How to develop targeted strategies in terms of product, distribution and communication? The training of the Sales & Marketing expert passes through the continuous networking with professionals, who every day bring to the class their knowledge of the sector and analysis of case histories, lectures and company visits.

The Executive Master in Sales & Marketing of Bologna Business School has a duration of 12 months for 32 classroom days, divided into the weekend formula, to allow professionals in the sector to deepen their preparation through a highly practical focus. The plus of the Master, according to Academic Director Fabio Ancarani, it concerns “the possibility of combining the rigorous foundation of scientific research in sales and marketing management with the continuous comparison with companies in the day-by-day activity”.

The target? Shaping industry managers who know how to anticipate trends, thanks to a 360-degree training that provides useful tools for professional activity and an exchange of ideas, experiences and method.


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