In increasingly competitive B2B markets—characterised by complex buying processes, evolving business models, and the growing availability of data and digital technologies—growth no longer depends solely on acquiring new customers. It requires the ability to identify the most promising opportunities, build a distinctive value proposition, and maximise the long-term value generated through customer relationships.
The Driving Growth in B2B Markets Open Program is designed to equip managers and professionals operating in B2B environments with the tools, methodologies, and advanced capabilities needed to design and implement sustainable, measurable growth strategies. Through a highly practical and application-oriented approach, participants will explore the processes that enable organisations to identify high-potential market segments, understand purchasing decision drivers, develop effective customer acquisition strategies, and generate new business opportunities.
The programme also focuses on the strategic levers required to maximise the value of existing customer portfolios, increase Customer Lifetime Value, foster long-term relationships, and build growth models based on continuous value creation. Particular attention is devoted to the integration of marketing, sales, and business development, the use of performance measurement frameworks, and the ability to translate strategic objectives into scalable operational plans.
Throughout the programme, participants will work on real-world business cases and develop practical deliverables that can be immediately applied within their own organisations, including a Value Proposition, a Lead Generation Campaign, a Customer Lifetime Value Strategy, and a Go-to-Market Plan. Supported by a faculty of experienced professionals who work daily in complex B2B environments, participants will gain practical tools and actionable frameworks to address growth challenges with a pragmatic, measurable, and results-oriented approach.
ACCREDITATIONS AND RANKINGS
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.
Bologna Business School’s Open Programs are included in the Financial Times Ranking in the Executive Education 2026 category.
Structure
The course is structured into 9 on-campus teaching sessions, designed to provide practical and immediately applicable learning.
Schedule
MODULE 1 – Where to Grow: Markets, Customers, and Value
Friday, 20 November | 9:15 AM – 5:45 PM
Saturday, 21 November | 9:15 AM – 5:45 PM
MODULE 2 – Building Demand and Developing New Markets
Friday, 4 December | 9:15 AM – 5:45 PM
Saturday, 5 December | 9:15 AM – 5:45 PM
MODULE 3 – Turning Customers into Continuous Growth
Friday, 18 December | 9:15 AM – 5:45 PM
Saturday, 19 December | 9:15 AM – 5:45 PM
MODULE 4 – Scaling Growth in B2B Markets
Friday, 15 January 2027 | 9:15 AM – 5:45 PM
Saturday, 16 January 2027 | 9:15 AM – 1:00 PM
Final Workshop
Friday, 29 January 2027 | 9:15 AM – 1:00 PM
COURSES
La crescita inizia dalla capacità di comprendere dove competere, quali clienti servire e quale valore generare. Il corso approfondisce le principali trasformazioni che stanno ridefinendo i mercati B2B, dalla digitalizzazione all’intelligenza artificiale, fornendo strumenti per identificare i segmenti a maggior potenziale, comprendere i processi decisionali dei clienti e costruire una Value Proposition distintiva e rilevante per il mercato.
Individuare nuove opportunità di crescita richiede la capacità di selezionare i mercati più attrattivi e sviluppare strategie efficaci di acquisizione. Il corso fornisce metodi e strumenti per valutare opportunità di sviluppo, progettare percorsi di ingresso in nuovi mercati e costruire iniziative di Demand Generation. Particolare attenzione sarà dedicata all’integrazione tra marketing e vendite e ai modelli più efficaci per trasformare le attività commerciali in pipeline qualificata.
Una crescita sostenibile si costruisce valorizzando nel tempo il portafoglio clienti esistente. Il corso approfondisce le strategie per incrementare il Customer Lifetime Value attraverso personalizzazione dell’offerta, pricing, up-selling e cross-selling. Verranno inoltre analizzati i modelli di Customer Success e le logiche di sviluppo delle relazioni di lungo periodo, sempre più centrali nei mercati B2B.
Le strategie generano risultati quando vengono trasformate in azioni misurabili e migliorate nel tempo. Il corso fornisce strumenti per tradurre gli obiettivi di crescita in piani operativi concreti, definire KPI e sistemi di monitoraggio efficaci e allocare le risorse in modo coerente con le priorità di business. Saranno inoltre approfonditi approcci di sperimentazione e validazione utili a supportare decisioni di investimento più efficaci e costruire percorsi di crescita scalabili.
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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Daniele Scarpi de Claricini
Associate Professor of Marketing
University of Bologna
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Roberta Gabrielli
Senior Project Manager
Nomisma
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Giulia Giacometti
EMEA Marketing Director
Culligan International
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Annamaria Cofano
Managing Partner
WeDoLab
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Mario Galietti
Independent Consultant
MG2 Partners
Networking
The open program is an experience built around people and relationships, fostering valuable connections through continuous interaction among participants, faculty members, and managers. During the classroom sessions, a dynamic network develops, enriched by the diversity of experiences, roles, and industries. A vibrant ecosystem that enhances learning and continues to generate value over time.
COMPANIES
Companies within the Bologna Business School network actively contribute to the development of the Open Programs by helping shape the content and bringing real-world experience into the classroom. Managers and professionals take part through testimonials, real business cases, and direct contributions, enriching the learning journey with a practical perspective. Interaction with companies from different industries encourages a continuous exchange of experiences and best practices. This ongoing dialogue between the classroom and the business world creates a dynamic ecosystem where skills, perspectives, and approaches come together, generating value for all participants.
FEES
The enrollment fee for the program is:
- €4,800 (+ VAT) for registrations from companies and institutions
- €3,900 (+ VAT) for individual registrations
The fee includes attendance of the program, all study materials available through the online platform, and access to Bologna Business School services, including: personal Wi-Fi account and use of the study areas.
Discounts are available for:
- early registrations;
- companies belonging to the Business Network;
- Alma/BBS and Profingest Alumni;
- 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 program is limited to a maximum of 30 participants in order to ensure an effective and interactive learning experience, and is open to professionals with diverse backgrounds and levels of experience.
APPLICATION PROCESS
To participate, it is necessary to request the application form by emailing openprograms@bbs.unibo.it. The team is available to provide all relevant information and support candidates throughout the process.
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).
