WHY THIS PROGRAM AT BBS:
For you:
- understand the strategic implications of AI for marketing
- discover how Generative AI is transforming branding, communication and customer analytics
- gain practical AI tools applied to real cases
- learn to evaluate AI investment and adoption strategies
- understand the ethical and governance implications of AI
For your company:
- identify the highest-value opportunities for applying AI to marketing
- strengthen customer intelligence, branding and communication capabilities
- improve marketing effectiveness through AI-enabled analytics and decision-making
- develop responsible AI governance
- build a sustainable competitive advantage through AI
Artificial Intelligence is reshaping every aspect of marketing, from customer intelligence and branding to content creation, analytics and strategic decision-making. While AI offers unprecedented opportunities, organizations increasingly face critical questions about where to invest, how to create value responsibly, and how to integrate AI into marketing processes and organizational strategy.
This programme provides executives and professionals with the knowledge and practical tools needed to understand, apply and lead Artificial Intelligence in marketing. Combining strategic perspectives with hands-on applications, participants will explore Generative AI, customer intelligence, branding, marketing analytics and AI-enabled decision-making before addressing the broader organizational and governance challenges associated with responsible AI adoption.
Delivered by internationally recognised scholars, the programme follows a progressive learning journey, from understanding AI fundamentals, to applying AI across marketing functions, and ultimately leading AI-enabled transformation in organizations.
ACCREDITATIONS AND RANKING
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, Executive Education category, 2026.
Marcello M. Mariani
Program Director
marcello.mariani@unibo.it
"We are witnessing a new wave of digital transformation, driven by the convergence of digital data, digital platforms and artificial intelligence. In marketing, generative and agentic AI are redefining how companies understand customers, create content and make decisions. This program explores how these technologies are transforming the marketing function, and what managers and professionals need to know to lead this change with confidence."
Structure
The program is structured across 4 online evening sessions, designed with a practical and interactive approach.ù
Calendar:
- October 2 – Warm up session (Online)
- October 29 – Online
- November 5 – Online
- November 12 – Online
- November 19 – Online
Time: 6:30pm – 9:30pm (Rome time). Each session combines:
- Theoretical frameworks
- Business cases and practical examples
- Interactive exercises and discussion
COURSES
Introduce participants to the digital transformation of contemporary business and provide a solid understanding of Artificial Intelligence and Generative AI as key enablers of marketing transformation.
Topics
- Introduction to “Digital” and Digital Transformation
- What is Artificial Intelligence?
- Generative AI Fundamentals
- The Business Case for AI in Marketing
- Interactive Exercise and Open Conversation
- Ethics, Limitations and Responsible Use
Mariani Marcello M.
This session moves from technology to data-driven marketing decisions in the context of Marketing Communications, Branding and Social Media Platforms
Topics
- Generative AI Impact on Marketing: Strategy, Actions and Research
- AI and Content Design
- AI and Creativity
- AI and Influencer Marketing
- Application: Augmenting Creativity in Branding and Communication Strategies
Practical activity
Use of AI tools to create and evaluate branding elements and communication tactics in a specific sector.
Francisco Villarroel Ordenes
Focus shifts to the use of Generative AI in Marketing Analytics
Topics
- Generative AI Impact on Marketing Analytics: Augmentation and Replacement
- Aspect Based Sentiment Analysis
- Brand Reputation Measurement
- Customer Experience Measurement
- Synthetic Data, Digital Twins, and Societies of Agents
- Application: Use of Generative AI tools for measuring consumer opinions and to generate consumer insight
Workshop
Participants use The KNIME Analytics Platform (open source and free) to use AI tools (e.g., Open AI) for analyzing social media data.
Francisco Villarroel OrdenesArtificial intelligence is rapidly reshaping marketing, but adopting more AI does not necessarily produce greater value. Many organizations are experimenting with new technologies without a clear method for determining where to invest, which opportunities deserve priority, how much human involvement is required, or whether the organization is prepared to scale its initiatives responsibly. The resulting challenge is not simply understanding what AI can do. It is knowing how to lead an organization through the strategic and structural changes that AI makes possible.
Serving as the capstone to the four-part executive education program, AI Beyond the Hype Today, and Beyond builds on participants’ prior exposure to AI applications in branding, communication, creativity, analytics, and consumer insight. The session shifts the conversation from understanding and applying AI to leading AI-enabled transformation. It is organized around six consequential decisions that executives must make as they move from experimentation toward sustained organizational impact.
The Six Executive Decisions
- Where should we focus our AI investments?
- Which AI opportunities deserve strategic priority?
- How do we manage AI’s strategic risks?
- How should we design an AI implementation strategy?
- How should we govern AI?
- How do we prepare for what comes next?
Learning approach
The faculty’s main role will be to facilitate the critical analysis of issues as well as the learning of tools and methodologies applicable to specific contexts.
Participants will have the opportunity to interact in the classroom with faculty from diverse backgrounds including management consultants, university professors, and corporate managers, to discuss the best practices of various types of companies.
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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Marcello M. Mariani
Associate Professor of Management, Entrepreneurship, Innovation, and Marketing
University of Bologna
-
Francisco Villarroel Ordenes
Full Professor of Marketing
University of Bologna
-
Cinthia Beccacece Satornino
Professoressa Associata di Marketing
Babson College
Networking
Networking takes place between 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 continuously involved in various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they contribute actively in introducing guest speakers and organizing company visits. Our partners are our first supporters: sponsoring various scholarships, hosting internships for students, and providing career opportunities for graduates.
The Bologna Business School’s business partners 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 enrollments from companies and institutions is 1.400 euros (plus VAT) to be paid by the start date of the course.
- for individual enrollments is 1.100 euros (plus VAT) to be paid by the start date of the course.
The fee includes participation in the program, all study materials available through the online platform, and access to Bologna Business School services, including a personal Alma Wi-Fi account and use of study areas.
Several reductions are available:
- for BBS Alumni;
- for companies within the Business Network;
- 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
REQUIREMENTS
The course is reserved for a maximum of 30 participants with at least 2 years of work experience.
APPLICATION PROCESS
Request the application form by sending an email to openprograms@bbs.unibo.it to proceed with the enrollment.
FAQs
Yes, there is a certificate upon successful completion of all courses, the final examination and 70% attendance. The certificate will attest to successful completion of the courses and will award 60 university credits (CFU).
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.
CONTACT US
DOWNLOAD BROCHURE
Book an appointment
Telefono: 0512090129
Email: elisa.lorenzi@bbs.unibo.it
