{"id":137311,"date":"2025-05-21T09:19:15","date_gmt":"2025-05-21T07:19:15","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=137311"},"modified":"2025-05-21T09:19:15","modified_gmt":"2025-05-21T07:19:15","slug":"the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/","title":{"rendered":"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup"},"content":{"rendered":"

An immersive experience to understand the complexity and richness of contemporary <\/span>digital marketing<\/b>. The participants of the <\/span>Professional Master in Digital Marketing and Communication<\/b> <\/a>at <\/span>Bologna Business School<\/b> had the opportunity to visit <\/span>Emilgroup<\/b>, a leading company in ceramic manufacturing, accompanied by <\/span>Anastasia Leshchenko<\/b>, lecturer of the course in <\/span>Digital Strategy and Business Transformation<\/b>.<\/span><\/p>\n

The visit offered a close-up view of two essential dimensions of the company: on one hand, the <\/span>industrial efficiency<\/b> of a high-tech production site; on the other, the <\/span>emotional and communicative power<\/b> of a carefully curated showroom.<\/span><\/p>\n

\u201cI believe it was extremely valuable for students to see how <\/span>technological innovation<\/b> and <\/span>visual and aesthetic refinement<\/b> can coexist and strengthen each other,\u201d said <\/span>Leshchenko<\/b>. \u201cThe production site demonstrated the efficiency, precision, and scale required to compete in the global market, while the showroom highlighted the brand\u2019s ability to translate the product into <\/span>emotion<\/b>, <\/span>value<\/b>, and <\/span>aesthetic vision<\/b>.\u201d A duality that becomes a concrete lesson: <\/span>modern marketing<\/b> must be capable of conveying even the most complex processes through engaging and memorable experiences.<\/span><\/p>\n

Throughout the day, students also had the opportunity to explore the role of <\/span>digital platforms<\/b> and new <\/span>communication languages<\/b>, with a particular focus on <\/span>TikTok<\/b> and the management of the <\/span>creator economy<\/b> by the company.<\/span><\/p>\n

\u201cI was impressed by how consciously <\/span>Emilgroup<\/b> approached TikTok, finding a tone of voice fully aligned with its brand identity,\u201d noted <\/span>Leshchenko<\/b>. \u201cThey proved that even in <\/span>B2B<\/b>, it is possible to activate <\/span>empathetic<\/b>, <\/span>authentic<\/b> communication strategies that attract attention without sacrificing <\/span>technical competence<\/b>.\u201d The use of creators, she added, \u201cbreaks the traditional mold of B2B as a purely \u2018institutional\u2019 space, turning it into a <\/span>dialogical arena<\/b>, made of stories, people, and constantly evolving languages.\u201d<\/span><\/p>\n

Finally, the direct exchange with <\/span>Emilgroup<\/b>\u2019s marketing team gave students a genuine and current perspective on the profession. In a context where the boundaries between <\/span>strategy<\/b>, <\/span>content<\/b>, <\/span>technology<\/b>, and <\/span>data<\/b> are increasingly blurred, engaging with professionals working in the field provided a moment of high educational value.<\/span><\/p>\n

\u201cStudents had the chance to truly experience how <\/span>working in digital marketing today<\/b> requires <\/span>cross-functional skills<\/b>, but also great <\/span>adaptability<\/b>,\u201d <\/span>Leshchenko<\/b> concluded. \u201cListening to professionals describe not only their strategies but also their daily challenges allowed them to understand that it\u2019s not just about creating content, but about <\/span>building relationships<\/b>, <\/span>interpreting data<\/b>, and most of all, <\/span>reading cultural and technological shifts<\/b>.\u201d<\/span><\/p>\n

A perfect synthesis of the <\/span>BBS<\/b> approach: transforming theory into <\/span>concrete experience<\/b>, cultivating new skills through the dialogue between <\/span>academia and enterprise<\/b>, between <\/span>ideas and reality<\/b>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

An immersive experience to understand the complexity and richness of contemporary digital marketing. The participants of the Professional Master in Digital Marketing and Communication at Bologna Business School had the opportunity to visit Emilgroup, a leading company in ceramic manufacturing, accompanied by Anastasia Leshchenko, lecturer of the course in Digital Strategy and Business Transformation.<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-137311","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"\nThe future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup | BBS\" \/>\n<meta property=\"og:description\" content=\"An immersive experience to understand the complexity and richness of contemporary digital marketing. The participants of the Professional Master in Digital Marketing and Communication at Bologna Business School had the opportunity to visit Emilgroup, a leading company in ceramic manufacturing, accompanied by Anastasia Leshchenko, lecturer of the course in Digital Strategy and Business Transformation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/\" \/>\n<meta property=\"og:site_name\" content=\"BBS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BolognaBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-21T07:19:15+00:00\" \/>\n<meta name=\"author\" content=\"Sezin Can\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sezin Can\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/\",\"name\":\"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup | BBS\",\"isPartOf\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\"},\"datePublished\":\"2025-05-21T07:19:15+00:00\",\"author\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bbs.unibo.it\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#website\",\"url\":\"https:\/\/www.bbs.unibo.it\/en\/\",\"name\":\"BBS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839\",\"name\":\"Sezin Can\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g\",\"caption\":\"Sezin Can\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup | BBS","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/","og_locale":"en_US","og_type":"article","og_title":"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup | BBS","og_description":"An immersive experience to understand the complexity and richness of contemporary digital marketing. The participants of the Professional Master in Digital Marketing and Communication at Bologna Business School had the opportunity to visit Emilgroup, a leading company in ceramic manufacturing, accompanied by Anastasia Leshchenko, lecturer of the course in Digital Strategy and Business Transformation.","og_url":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/","og_site_name":"BBS","article_publisher":"https:\/\/www.facebook.com\/BolognaBusinessSchool\/","article_published_time":"2025-05-21T07:19:15+00:00","author":"Sezin Can","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sezin Can","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/","url":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/","name":"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup | BBS","isPartOf":{"@id":"https:\/\/www.bbs.unibo.it\/en\/#website"},"datePublished":"2025-05-21T07:19:15+00:00","author":{"@id":"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839"},"breadcrumb":{"@id":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.bbs.unibo.it\/en\/the-future-of-digital-marketing-between-industrial-innovation-and-visual-creativity-the-visit-to-emilgroup\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.bbs.unibo.it\/en\/"},{"@type":"ListItem","position":2,"name":"The future of digital marketing between industrial innovation and visual creativity: the visit to Emilgroup"}]},{"@type":"WebSite","@id":"https:\/\/www.bbs.unibo.it\/en\/#website","url":"https:\/\/www.bbs.unibo.it\/en\/","name":"BBS","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.bbs.unibo.it\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/8cbc31dfd00d4ac21f3dde6436b60839","name":"Sezin Can","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.bbs.unibo.it\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0ae4a3085907ca49134dfb4152ac8ad3c369df6b014c94de2dfedbc97a07d8d9?s=96&d=mm&r=g","caption":"Sezin Can"}}]}},"_links":{"self":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts\/137311","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/users\/132"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/comments?post=137311"}],"version-history":[{"count":1,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts\/137311\/revisions"}],"predecessor-version":[{"id":137312,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/posts\/137311\/revisions\/137312"}],"wp:attachment":[{"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/media?parent=137311"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/categories?post=137311"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/tags?post=137311"},{"taxonomy":"rubrica","embeddable":true,"href":"https:\/\/www.bbs.unibo.it\/en\/wp-json\/wp\/v2\/rubrica?post=137311"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}