EXECUTIVE EDUCATION
EXECUTIVE EDUCATION
Create more value for your organization by leveraging data to forecast, evaluate, and customize your marketing activities.
TBD
8 weeks, live online
2 live sessions per week
Special pricing up to 20% discount is available if you enroll with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
Having gigabytes of data is a double-edged sword. It can serve as one of your biggest assets, or one of your biggest headaches. With so much noise out there, marketers need to embrace new technology that actually drives efficiency, productivity, and sales.
There’s no shortage of shiny new things to distract the modern marketer, but the experts at SDA Bocconi School of Management distill their research and real-world insights into this eight-week online experience. Learn how data-driven marketing methods can support your digital transformation.
The program is completely online to allow for flexibility and minimal impact on your work/life balance. Unlike most distance learning courses, you will have regular interaction with the faculty and other participants, making for a very engaging experience.
Learn how to use big data to
Over the course of eight weeks, you will engage with SDA Bocconi faculty and their esteemed guests to delve into the following topics.
Explore the context of Big Data and AI in Marketing, and illustrate the reasons why data has become so strategic for marketing management.
Explain the role of data in marketing, and how this role and the data-related methods have changed. Explain the relationship between big and small data today.
Define and describe marketing analytics. Explain how we manage these systems, in order to ensure effectiveness and efficiency in analytics strategy and operations.
Identify the major trends for big data and AI technologies, discussing the impact of different technological scenarios on business.
Describe the major applications of big data and AI in the different areas of marketing, and discuss how these advanced marketing analytics are changing not only how we do marketing but also how we do business.
Show how big data (integrated with small data) can be used to learn from the markets and to support decisions in marketing.
Explore best practices in different areas of big data and AI in marketing, and discuss how in these projects data science and marketing worked together to find the best solutions.
Study recent trends in digital experience management, which places a special emphasis on using omnichannel and integrated customer data and machine learning to be able to improve the quality of customer experience.
Discuss the role of big data and machine learning in social media management and marketing.
Explore how big data and AI technologies and influence management automation help identify and manage the relevant influencers for the brand, including the new creators in the User Generated Content approach.
Explain the role of data in the advertising processes that have become programmatic, based on an automated match between demand and offer of advertising. Explore how this applies to location-based data in proximity marketing.
Discuss why and how data is not only the base for decision making but it is also a service in itself. Explore how the recent trend toward service-dominant marketing, which transforms all products into services, is powered by big data and AI technologies.
Illustrate how big data and AI support content strategies, creation and distribution.
Learn how marketing (and the relationship between brands, consumers, and digital intermediaries) change with voice assistants and Natural Language Processing technologies.
Examine the major barriers in big data and AI projects success, discuss the limits of these technology-based marketing, and explore possible solutions.
Describe and discuss the complexity of big data and AI-based projects, offering evidence and solutions from research.
Explore the context of Big Data and AI in Marketing, and illustrate the reasons why data has become so strategic for marketing management.
Discuss the role of big data and machine learning in social media management and marketing.
Explain the role of data in marketing, and how this role and the data-related methods have changed. Explain the relationship between big and small data today.
Explore how big data and AI technologies and influence management automation help identify and manage the relevant influencers for the brand, including the new creators in the User Generated Content approach.
Define and describe marketing analytics. Explain how we manage these systems, in order to ensure effectiveness and efficiency in analytics strategy and operations.
Explain the role of data in the advertising processes that have become programmatic, based on an automated match between demand and offer of advertising. Explore how this applies to location-based data in proximity marketing.
Identify the major trends for big data and AI technologies, discussing the impact of different technological scenarios on business.
Discuss why and how data is not only the base for decision making but it is also a service in itself. Explore how the recent trend toward service-dominant marketing, which transforms all products into services, is powered by big data and AI technologies.
Describe the major applications of big data and AI in the different areas of marketing, and discuss how these advanced marketing analytics are changing not only how we do marketing but also how we do business.
Illustrate how big data and AI support content strategies, creation and distribution.
Show how big data (integrated with small data) can be used to learn from the markets and to support decisions in marketing.
Learn how marketing (and the relationship between brands, consumers, and digital intermediaries) change with voice assistants and Natural Language Processing technologies.
Explore best practices in different areas of big data and AI in marketing, and discuss how in these projects data science and marketing worked together to find the best solutions.
Examine the major barriers in big data and AI projects success, discuss the limits of these technology-based marketing, and explore possible solutions.
Study recent trends in digital experience management, which places a special emphasis on using omnichannel and integrated customer data and machine learning to be able to improve the quality of customer experience.
Describe and discuss the complexity of big data and AI-based projects, offering evidence and solutions from research.
Live sessions are held every Tuesday and Thursday at 6 PM Central European Time (CET). All sessions will be recorded. For full session schedule, please download the brochure.
Download Brochure
Andreina Mandelli
Program Director, SDA Fellow in Sales and Marketing, and Adjunct Professor in the Department of Management at SDA Bocconi School of Management
Andreina's background is interdisciplinary. She has extensive experience covering different technical and managerial positions, in various sectors of activities, before embracing her academic career in marketing. Her first area of expertise was in software development and design of complex IT projects for major companies, working for ten years in one of the most important Italian IT service companies, now part of Cap Gemini Sogeti. After her MBA at Bocconi University (earned with High Honors, the first woman in the history of the program) she moved to marketing management, working for major companies, mainly in the industries of IT and Media. In the third part of her career, she moved to academics, after her doctoral studies at Indiana University, Bloomington. Since then, she has been teaching at Bocconi University and SDA Bocconi school of management, where she is the director of executive programs involved with digital innovation in marketing, sales, and communication. She has been active in e-learning programs for the last two decades, first at Duke Corporate Education and IE Madrid, and later at SDA Bocconi. Mandelli has been involved in research connected to digital transformation of markets and business since the first Internet years. She launched at SDA Bocconi the first Italian observatory (one of the very first European projects of this kind) about the Internet impact. She was a co-founder of the World Internet Project, a global research network now coordinated by the Center for Digital Future at the University of Southern California and contributed to the research activities of the Business and Information Technologies Project at UCLA Anderson business school. Her publication list can be found at https://www.researchgate.net/profile/Andreina-Mandelli
Associate Professor of Practice of Information Systems and the Information Systems Faculty Deputy at SDA Bucconi School of Management
Founder, Marketing Analytics Summit and President, Target Marketing of Santa Barbara
Director, OpenKnowledge, a management consulting firm
Program Director, SDA Fellow in Sales and Marketing, and Adjunct Professor in the Department of Management at SDA Bocconi School of Management
President and Cofounder, HICMOBILE, and Cofounder of AdMove.com
Research Associate, University of Zurich, studying adoption of AI technologies in marketing
Upon completion of the program, participants will be awarded a verified digital certificate by SDA Bocconi School of Management.
Download BrochureAfter successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of SDA Bocconi School of Management.
Note: This online certificate program does not grant academic credit or a degree from SDA Bocconi School of Management.