Teaching

I am faculty in luxury branding at NABA, Milan, in the Academic Master in Luxury Brand Management. I am also a visiting lecturer and guest faculty in MBA and executive education programs at Università Bocconi, SDA Bocconi, IULM, Università Cattolica, Università Milano Bicocca, Ca’ Foscari Challenge School, and Trinity Business School Dublin.

Below are the four modules I currently deliver. Each can be adapted in length, level, and language. For inquiries, see Contact.

1. Your Brand is a Creator

Creator economy and brand strategy

The creator economy has fundamentally changed how brands compete for attention. Influencer marketing was the first wave; what comes next is more structural — brands themselves must learn to operate as creators, producing content with the consistency, voice, and audience-orientation of independent media. This module introduces a framework for brand-as-creator strategy, distinguishing creators from influencers, mapping talent ecosystems, and analyzing how legacy brands have successfully (and unsuccessfully) entered creator-native formats. Students develop a creator strategy for a real or simulated brand, including KPI architecture, talent matching, and content planning across the Hero/Hub/Hygiene framework.

Learning outcomes. By the end of this module, participants will be able to:

• distinguish creators from influencers, and identify the strategic implications of each for brand partnerships
• map the talent ecosystem of a given category using a structured scouting matrix
• design measurable creator marketing programs aligned to brand objectives across awareness, engagement, conversion, and loyalty
• evaluate creator partnerships using both quantitative KPIs and qualitative brand fit
• build a content architecture using the Hero/Hub/Hygiene model

Format. 8–16 hours. MBA and executive level. Delivered in English or Italian. In-person or hybrid. Based on the book Ogni brand è un creator (2025).

Delivered as guest lecturer at. Università Bocconi MBA · IULM · Trinity Business School Dublin · Web Marketing Festival · Confindustria Vicenza.

2. Cultural Branding for Luxury

Luxury strategy in the attention economy

Luxury brands have built their identity on discretion, slowness, and exclusivity — values increasingly at odds with the velocity and openness of digital media. This module examines how the most resilient luxury houses are navigating this tension: not by adopting mass-market digital tactics, but by translating their cultural codes into new formats. Through case discussion of Cartier’s L’Odyssée, Rolls-Royce’s Whispers, Loro Piana’s Blanket Stories, and others, participants analyze five strategic principles that distinguish luxury content from premium content: content as experience, identity coherence, formal quality, discreet exclusivity, and long-term thinking.

Learning outcomes. By the end of this module, participants will be able to:

• articulate the cultural and economic differences between luxury and premium brand strategy
• analyze how luxury houses translate heritage codes into contemporary digital formats
• evaluate brand initiatives against the five principles of luxury content
• identify the risks of digital scale for luxury positioning and propose mitigation strategies
• design a long-form brand initiative consistent with luxury cultural codes

Format. 8–16 hours. MBA, executive education, and specialized master level. Delivered in English or Italian.

Delivered as faculty at. NABA, Academic Master in Luxury Brand Management.

Delivered as guest lecturer at. IULM (Fashion Communication and Luxury Strategies) · Polimoda · Ca’ Foscari Challenge School · Intesa Sanpaolo Corso Alta Formazione.

3. AI for Strategic Marketing

Integrating AI into marketing decisions, content, and workflows

Generative AI is reshaping marketing at three levels: content production, decision-making, and organizational workflow. Most current discourse focuses narrowly on the first. This module takes a strategic view, examining how marketing leaders should integrate AI across the full value chain — from market intelligence and creative ideation to campaign optimization, personalization, and team structure. Participants engage with frameworks for evaluating AI use cases, ethical and reputational risk assessment, and practical workshops on building AI-augmented marketing workflows. The module is grounded in current practice rather than future speculation, with cases drawn from European and US brands.

Learning outcomes. By the end of this module, participants will be able to:

• map AI applications across the marketing value chain and prioritize use cases by ROI and risk
• design AI-augmented workflows for content, research, and decision support
• evaluate the strategic, ethical, and reputational implications of AI deployment in customer-facing contexts
• lead AI integration in marketing teams, including skills development and vendor selection
• distinguish substantive AI applications from AI theater

Format. 12–24 hours. MBA, executive education, and corporate custom programs. Delivered in English or Italian. Optional 3-day residential intensive format available.

Delivered as guest lecturer at. Politecnico di Milano · Confindustria Vicenza · Telethon. In development as cohort-based executive program with Marketing Arena.

4. Content Strategy for B2B

Brand building in industrial and professional markets

B2B brands have historically underinvested in content and storytelling, treating marketing as sales support rather than strategic positioning. This module argues the opposite: in long-cycle, high-consideration purchases, content is the primary mechanism through which trust is built, expertise is signaled, and category leadership is established. Drawing on cases from manufacturing, professional services, and industrial technology, participants learn how to build content strategies that generate measurable pipeline impact while strengthening brand authority. The module covers audience definition for technical buyers, content formats that perform in B2B contexts, distribution beyond LinkedIn, and integration with sales workflows.

Learning outcomes. By the end of this module, participants will be able to:

• diagnose the strategic role of content within a B2B buyer journey
• design content programs aligned to sales cycle stages and buyer roles
• evaluate the formats and channels most effective for technical and industrial categories
• structure content operations integrating marketing, sales, and subject matter experts
• measure content performance against pipeline and brand metrics

Format. 8–16 hours. Executive education and corporate custom programs. Delivered in English or Italian.

Delivered as guest lecturer at. SDA Bocconi MISA · TAG Innovation School · Confindustria Vicenza · multiple corporate clients.