Beyond AI: Rethinking Marketing with Augmented Intelligence and Value Creation
WHY THIS PROGRAM AT BBS:
For you:
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gain a deeper understanding of how your decisions impact other areas, making decision-making processes smoother and more effective.
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develop an integrated view of business functions and managerial tools.
For your company:
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enhance, motivate, and retain talented professionals.
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improve managers’ performance and their ability to drive business growth.
In an era where Artificial Intelligence is reshaping entire industries, this Open Program guides marketing and communication professionals through a real transformation journey: from automation to augmented intelligence.
This is not a technical course, but an experience designed for those who want to lead change and rethink marketing roles, processes, and metrics. The goal is to integrate the power of AI with uniquely human capabilities — creativity, empathy, and strategic judgment — to generate authentic and sustainable value.
Through a combination of theoretical and practical modules, along with a final workshop, participants will learn to understand, apply, and design “augmented” marketing strategies, where humans and machines collaborate to create next-generation insights, experiences, and relationships.
Accreditation
Bologna Business School is accredited by EQUIS – EFMD Quality Improvement System, one of the most important international systems for assessing and promoting the quality and continuous improvement of management and business administration schools.
Structure
The course is structured over 4 days, held on Fridays and Saturdays, on campus.
The dates of the sessions are:
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23–24 January 2026, 9:15 AM – 5:45 PM – ON CAMPUS
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30 January 2026, 9:15 AM – 5:45 PM – ON CAMPUS
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31 January 2026, 9:15 AM – 1:00 PM – ON CAMPUS
Warm-up activities are scheduled to start in December 2025.
COURSES
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The Human to Human (H-H) paradigm.
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Empathy, authenticity, and trust as a competitive advantage.
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From transaction to relationship: augmented experiential marketing.
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Co-creation and community as new spaces of value.
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What Artificial Intelligence is (and what it is not).
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Generative AI, Human in the Loop, data, and bias.
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Impacts on skills, culture, and business models.
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AI as a strategic lever: new models of analysis and positioning.
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Generative insights: using AI to interpret data and market trends.
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Augmented creativity: copywriting, concept development, visuals, and storytelling co-created with AI.
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Customer engagement and dynamic personalization.
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Key tools (ChatGPT, Gemini, Jasper, Canva Magic Studio, Synthesia, Midjourney).
- Mindset and skills for augmented intelligence.
- New roles in marketing: orchestrators, designers, and sense-makers.
- Hybrid workflows and collaborative processes.
- KPI, KBI, and KSI: metrics to measure performance, behavior, and sensitivity.
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 among students within the same class, between participants and faculty, as well as with students from other programs or from previous editions of the same program.
FEES
The registration fee for the course is:
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€2,250 (+ VAT) for registrations from companies and institutions
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€1,840 (+ VAT) for individual registrations
Reduced fees are available for early registrations.
The fee includes attendance to 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 the study areas.
Discounts are available for:
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Early registrations
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Companies belonging to the Business Network
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Alma and Profingest Alumni
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Groups of at least 3 participants
INTERPROFESSIONAL FUNDS
Alumni and companies can check the availability of vouchers through the relevant interprofessional fund:
Fondimpresa – for middle management
Fondo Dirigenti PMI – for executives of industrial SMEs
Fonditalia
Fondirigenti – for executives
Fon.Coop – for cooperative companies
APPLICATION PROCESS
To register, please request the registration form by sending an email to openprograms@bbs.unibo.it
