The Executive Program provides a comprehensive overview of the development of Branding & Marketing in the Beauty sector in all its segments from Skin and Hair Care to Make up and Personal Care. Topics will be addressed by analyzing successful case studies and theoretical reflections.
Through an exhaustive and complete program in the field of Cosmetics Brand & Marketing Management, the course aims to help companies develop well-rounded professionals who are able to meet the challenges of internationalization and brand development of their organizations, with a wealth of theoretical and practical knowledge, to decide how to develop brands and products, to stay ahead of consumer evolution and to create value for the next generations.
Significant emphasis will be given to market understanding, value creation and value delivery without overlooking aspects of sales management, business planning and marketing planning to give the business sustainability approach a comprehensive analysis.
The course is aimed at both managers and professionals with a technical background wishing to expand their knowledge and those with a business background who want to delve deeper into this subject area.
The course provides a comprehensive view of the cosmetics and beauty industry, which increasingly today has an omnichannel 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.
Afsoon Neginy
Executive Director
neginy.afsoon@bbs.unibo.it
"Today the competitive environment of the global beauty market is evolving very rapidly and dynamically in all areas. In an industry where channels sometimes converge, issues such as digitization, sustainability, and product innovation are strategic to business success. It is necessary to address tomorrow's international challenges in a systemic and prospective way by focusing on acquiring new skills with outstanding lecturers and testimonials."
Structure
The program consists of 19 teaching sessions (equivalent to 12.5 days) and concludes with the presentation of a final Project Work, focused on the practical application of the skills acquired.
Sessions are delivered in a hybrid format: Fridays and Saturdays are held in person (on campus), while Wednesdays and Thursdays take place online in the evening, facilitating participation for working professionals.
The program includes attendance at in-person modules, complemented by interactive online evening events featuring testimonials from managers, experts, and leading figures in the industry, offering direct exposure to outstanding experiences and tools that can be immediately applied within companies.
The program begins with a prework activity, in which participants will be involved in analyzing the key success factors of selected innovative indie brands, with the aim of developing an initial critical perspective and the ability to interpret competitive environments.
Schedule:
- September 25, 2026 | On campus | 9:00 AM – 6:00 PM
- September 26, 2026 | On campus | 9:00 AM – 6:00 PM
- October 1, 2026 | Online | 5:00 PM – 8:30 PM
- October 2, 2026 | On campus | 9:00 AM – 6:00 PM
- October 9, 2026 | Online | 5:00 PM – 8:30 PM
- October 14, 2026 | Online | 5:00 PM – 8:30 PM
- October 15, 2026 | Online | 5:00 PM – 8:30 PM
- October 24, 2026 | On campus | 9:00 AM – 6:00 PM
- October 29, 2026 | Online | 5:00 PM – 8:30 PM
- November 5, 2026 | Online | 5:00 PM – 8:30 PM
- November 11, 2026 | Online | 5:00 PM – 8:30 PM
- November 12, 2026 | Online | 5:00 PM – 8:30 PM
- November 20, 2026 | On campus | 9:00 AM – 6:00 PM
- November 21, 2026 | On campus | 9:00 AM – 6:00 PM
- November 25, 2026 | Online | 5:00 PM – 8:30 PM
- November 26, 2026 | Online | 5:00 PM – 8:30 PM
- December 3, 2026 | Online | 5:00 PM – 8:30 PM
- December 9, 2026 | Online | 5:00 PM – 8:30 PM
- December 11, 2026 | On campus | 9:00 AM – 1:00 PM
COURSES
- Scenario attuale e nuove sfide del settore tra globalizzazione, omnicanalità e digital transformation
- Overview settore / canali / storico consumi / composizione mercato / sotto settori
- Il consumatore del beauty in ottica internazionale, market & customer trends
- Categorie, caratteristiche, fattori differenzianti
- Brevetti e marchi
- Cenni legislativi in ottica internazionale e nazionale reg. 1223/2005
- L’impianto teorico – la creazione di valore attraverso CSR
- La pratica della CSR nel Beauty – certificazioni
- Luxury market overview
- La gestione delle licenze di lusso e il caso dei marchi “celebrity”
- Value Marketing, leve del Marketing, Marketing Plan
- Digital Strategy / Social Media Marketing / Social and Digital Advertising / Web Marketing / E-commerce / Digital PR & Influencer Marketing
- Piano commerciale, costruzione di una rete di vendita, gestione del canale diretto di vendita
Learning approach
The teaching approach is strongly practice-oriented and integrates contributions from faculty members coming from academia, industry, and consulting. The program combines lectures, analysis of real business cases, and direct testimonials from managers, fostering learning that can be immediately applied in the workplace. Teaching activities are supported by an e-learning platform featuring materials and exercises to facilitate study and further exploration between sessions.
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.
-
Paolo Di Marco
Founding Partner
PDFOR Consulenza Direzionale
-
Daniele Rimini
Owner & Management Consultant
PDFOR - Consulenza Direzionale
-
Afsoon Neginy
Founder & CEO
3B Consulting Srl
-
Nicola Giorgi
Senior Advisor
PWC Italy
-
Michele Superchi
VP Global Sales Director
BEAUTYSTREAMS
-
Alessandra Semenzato
Professore aggregato
Università di Padova
Alumni
SOFIA DEMIRTZIDIS
Active ingredients and Efficacy Specialist, Artcosmetics
Branding and Marketing Management in the beauty industry (ed. 2022)
"Per chi si affaccia per la prima volta al mondo cosmetico e per chi è focalizzato da anni su unico aspetto di questo settore. Il corso permette di avere una visione più ampia di quello che si cela dietro lo sviluppo di un prodotto cosmetico. Un ottimo punto di partenza per allargare le proprie competenze."
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.
Alumni
SOFIA DEMIRTZIDIS
Active ingredients and Efficacy Specialist, Artcosmetics
Branding and Marketing Management in the beauty industry (ed. 2022)
"Per chi si affaccia per la prima volta al mondo cosmetico e per chi è focalizzato da anni su unico aspetto di questo settore. Il corso permette di avere una visione più ampia di quello che si cela dietro lo sviluppo di un prodotto cosmetico. Un ottimo punto di partenza per allargare le proprie competenze."
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 25 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
At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
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.
