In today’s fast-evolving market, mastering commercial leadership and customer management is critical for sustained success.
This course equips professionals with the strategic mindset and practical skills to lead high-performing teams, drive customer-centric growth, and create long-term business value.
We begin by exploring the “Why?”—the fundamental role of commercial leadership in aligning business goals with customer needs to foster loyalty and profitability. The “What?” delves into core leadership principles, sustainable business strategies, and the key drivers of customer decision-making. The “How?” provides actionable tools and frameworks to effectively manage teams, enhance customer experiences, and execute impactful strategies.
Participants will also develop sustainable leadership skills, learning how to inspire trust, build meaningful relationships, and balance business performance with people-centric approaches. Additionally, the course unpacks the dynamics of customer behavior—differentiating between customers, consumers, and shoppers—to optimize engagement and influence purchasing decisions.
Through a blend of theory, real-world case studies, and hands-on exercises, this program empowers leaders to drive commercial excellence, enhance customer experiences, and build resilient, growth-oriented organizations.
The program consists of 3 online focus sessions (6.30 to 9.30 pm).
Elaine Bowers Coventry, President East Europe Operations and former Chief Customer and Commercial Officer of The Coca-Cola Company, will lead the final session, sharing her unique perspective on global leadership, customer-centricity, and strategic transformation.
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 program includes 3 online sessions (from 6:30 PM to 9:30 PM), designed to provide practical learning that can be immediately applied.
Participants may enroll in the full program or in individual sessions, ensuring flexibility according to their needs.
The program is focused on developing practical skills to address the real needs of companies. Commercial leadership and customer management are approached as strategic drivers for operating in complex and constantly evolving environments.
The sessions will focus on the following topics:
- Commercial leadership and customer management: why, what, and how
- Sustainable leadership: understanding oneself and leading others
- Enhancing the customer, consumer, and shopper experience
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
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 is:
- €700 (plus VAT) for the entire program (3 online sessions)
- €300 (+ VAT) for one online session
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.
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
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.
