Why should I attend an international program in Italy?

Choosing the location to attend an international program is very important – it can be exciting! Your research will uncover testimonials, costs, culture, economic influence, and more. Big questions come to your mind when a big decision must be made.

So we have put together this blog to help you! We mention below some considerations that you need to know to choose Europe as your destination for a business program.


Italy can be an open-air museum

The country is full of masterpieces and was named by UNESCO (United Nations Educational, Scientific and Cultural Organization) as one of the biggest countries with places considered to be of world heritage.

It is possible to see the Roman Empire’s conflicts and feel the Renaissance period from its architecture. The Colosseum of Rome, the Pantheon, the Roman Forum, the Sistine Chapel, the David statue by Michelangelo, and so many other significant masterpieces, bring the sensation of going back in time.


The economy of Italy is with good statistics

Development (OECD), published two reports that show the strong economy in Italy for 2018. According to the data, the GDP grown up 1,5% this year, against 1,3% the estimated for November last year.


The tradition of Italy provides for an outstanding education

CUOA Business School, the oldest business school in Italy, turned 60 in 2017.

The institution already had outstanding figures, like Mario Draghi (the Italian banker and economist that was the governor of Bank of Italy from 2006 to 2011, the current president of the Central Bank of Europe), Sergio Marchionne (the Italian-Canadian entrepreneur that is currently the executive director of Fiat Chrysler Automobiles, president of CNH Industrial and executive director of Ferrari) and Brunello Cucinelli (a prestigious fashion designer).

The president of the university, Federico Visentin, talked about this achievement to a local newspaper (VicenzaPiù): “These 60 years have been an important and unique milestone in the School of Business in Italy, but also a starting point. CUOA is more and more an “incubator” of ideas. Companies from the future will demand a management training increasingly qualified to answer transformation of markets and manage business. Nowadays it is also ready for new technologies, changing speeds and flows increasingly significant, our university is committed to answer this necessity”.



To receive information regarding our executive programs abroad, such as destinations, costs, content, etc., send an e-mail to blog@ibs-americas.com!

Blue Ocean Strategy: how to properly implement this method

Understand the Strategy that inspires Innovation in organizations and sectors around the world

In a competitive market, there are possibilities of long-term growing; however, they must be uncovered. A few leaders understand and create new opportunities in their industry. When this happens, a “Blue Ocean” occurs, conquering space in the market, clients and especially results.



What are the characteristics of this Strategy?

The initial point is the value innovation, a new strategic focus. Creating a new demand of differential benefits in the market, the competition becomes irrelevant and the concept of value changes. Like, for example, Cirque du SoleilI, that reinvented the concept of circus. While the competition was focused on animal shows, they started offering emotion, drama and art. The demand for the product increased and, naturally, the prices.


The main points of this strategy are:

  • Creation of a market not yea explored
  • Create and capture new demands
  • Make the competition irrelevant
  • Break the importance of cost-benefit.


What must be done in practice?

  • Go beyond the existent clients

Few companies have a good vision of who are the non-clients and how to reach them. A field research is the best way to challenge old methods and obtain new insights. This means: search for methods to attract this group, prioritizing the similarity between clients and non-clients, instead of dividing into multiple sectors.

  • Questioning traditional approaches

Organizations must move away from the accepted boundaries that define how they compete. To create blue oceans, managers must have the capacity to observe systematically and go beyond these boundaries. The pharmaceutical company Novo Nordisk A/S followed this strategy. While competitors offered their products to doctors, they focused in patients, giving people the autonomy and presenting a new alternative for the demand.

  • Analyze the emotional appeal

If the competition is focused on applicability, analyze the emotional appeal that the product has to the client. In Blue Ocean Strategy, you must question how new processes affect this value. In short: don’t let your business be boring!

  • Engagement of the team

To hold a new promise of innovation, its necessary that people embrace this initiative. Build a strategy with the assistance of people from the beginning, generates trust and cooperation. So, request new ways of contribution for your team; promoting opportunities for debates and merits for different ideas. Explain the strategy for everybody, because with this understanding, teams will trust the intentions of their managers, even if they disagree with a specific change.

Intellectual recognition is connected to the motivational power. When there is appreciation of intellectual value of collaborators, they feel disposed to share the knowledge they have and go beyond the current reality, as there is an emotional connection with the strategy. This step and its success, is also important.

  • Strategic Renovation

With time, all innovation is limited. The key to support this in a long term is strategic renovation. Thus, monitor continually the results and the market. When the occurrence begins to conquer space, this is the moment to create a new strategy for more blue oceans.


The book

The strategy and the concept of red oceans (already existent demands, where companies compete against each other) and blue oceans (unknown demand, with a vast potential for companies that know how to explore this) is approached in the book Blue Ocean Strategy – How to Create Uncontested Market Space and Make the Competition Irrelevant of W. Chan Kim and Renée Maubogne. The book was nominated best-seller by Wall Street Journal, BusinessWeek and Amazon.

Are you interested in this subject? In our program Contemporary Topics in Business Strategy this theme is deeply approached by professors of Pearson College London – click here to read more details of the program.




To receive more details regarding our international executive programs, send an email to blog@ibs-americas.com!

What is Marketing 4.0?

Today’s ever-changing society has a deep impact within the sectors of marketing. These transformations force companies to research on how to better understand customers’ needs and wants – this allows them to adapt their marketing based the data collected.

As technology develops, so does our need to understand new ways to effectively use these cutting-edge tools to improve our ability to market effectively. Over the years, the evolution of these strategies has evolved from 1.0 (product), 2.0 (consumer) and 3.0 (values) and will continue to grow as new methods become available.

Philip Kotler, a highly respected specialist in the area, assisted by Hermawan Kartajaya and Iwan Setiawan, launched the book Marketing 4.0, which addresses the characteristics of the theory that emerged after discovering the changes in consumer behavior as a result of the application of newly created technology & digital advancements.


Companies can perform better in profits, sales and in their treatment of their workers and employees if they define what values to bring to each group. Marketing is about value creation, communication and delivery, so the country or the company needs to think not [of how] to manipulate the consumer, but what consumers would benefit from, then deliver and communicate it.”
Kotler said in an interview to American Marketing Association*.


Implementing Marting 4.0:

Combine the online and offline world using the Omnichannel strategy.

Brands must now find ways to increase and improve their digital footprint by encouraging consumer testimonials, social media reviews, and incentivized referral system that rewards buyers for their support and loyalty.


Consumer sentiment is paramount.

This phase of marketing is more personal than the previous ones, identify your target audience and create a humanized connection between the product and them.


Adaptation of products and services to the digital era.

Reaching the consumer on the internet is paramount to the growth of the company metrics. Social networks are a powerful source and the number of followers and reviews are considered by potential consumers.


The content is essential.

Creating content is no longer just a trend and has become a Marketing strategy. Creating relevant content on the web and fueling the company’s multiple channels adds value in and attracts the attention of potential customers.


In the past, the brand differential was exclusive. This has changed.

The brand gains more credibility as it reaches consumers from other cultures and countries. The company needs a global presence.


The flow of influence and creation is horizontal.

Learning happens mutually between businesses and consumers, both providing information to each other.


Learn more on how to create and contribute to future company’s success by joining our programs. Click to find out:
Strategy & Marketing
Advanced Topics In Marketing Management


To receive information regarding our executive programs abroad, such as destinations, costs, content, etc. and our selective scholarship process, send an e-mail to blog@ibs-americas.com!
*Click here to check full interview.