Deborah Raccagni

Deborah Raccagni is a SDA Professor of Marketing at SDA Bocconi School of Management and Lecturer at the Department of Marketing at Università Bocconi. She is the Program Director in the Major Events Management Diploma Program delivered by SDA Bocconi in Qatar for the Josoor Institute. She is also the Coordinator of Marketing executive courses and the Delegate Director of the Marketing Management Master of Science at Università Bocconi. Deborah is a Faculty Member of FIFA Master, Master in Marketing and Communication (MIMEC) and in many other programs in SDA Bocconi and Università Bocconi.

She has been an Affiliate Professor at Frankling College University in Lugano (Switzerland) and Research Assistant at Roma Tre University (Rome, Italy). She has been a Visiting Scholar and Professor at UCLA. She teaches Event Management, Strategic Marketing, Innovation and Digital Marketing in Master and Executive programs.

Her research examines the impact of digital technologies on value creation from both the customer and business perspectives, with a particular interest in the following industries: sport, food and beverage, arts and cultural institutions, beauty. Deborah obtained her Ph.D. in Business Administration and Management and her M.Sc. in Marketing from Università Commerciale Luigi Bocconi (Milan, Italy). She is married with two children: Rebecca and Simone.

Teaching domains

• Digital Marketing
• Customer-Centric Digital Strategies
• Content Management
• Event Marketing
• New Product Development

Companies

• Lecturer at Marketing Department Bocconi University (2013)
• Professor Bocconi University (2010)
• Professor SDA Bocconi (2007)
• Adjunct Professor in Marketing Franklin College Switzerland (2011 — 2012)
• AdR Università di Roma 3 (2009 — 2010)
• AdR Bocconi University (2001 — 2009)
• Professor Bocconi University (2006 — 2008)

Education

• P.h.D Università Bocconi (2003 — 2007)
• Marketing Università Bocconi (1997 — 2002)

Latest publications

PIANCATELLI C., MASSI M., RACCAGNI D. Marketing Experiential Events Through New Media: The Ferragnez Wedding Case in Handbook of Research on New Media Applications in Public Relations and Advertising Elif Esiyok (Eds),IGI Global, chap. 8, pp.133-148, 2020

RACCAGNI D. Il valore del content marketing, online in Marketing Una Disciplina Fantastica B. Busacca, M. Costabile(Ed), Egea, pp.439-458, 2018

RACCAGNI D. Channel management in Marketing@Bocconi E. Valdani(Ed), Egea, chap. 19, pp.521-550, 2016

CIRRINCIONE A., RACCAGNI D. Identificare il mercato obiettivo: definizione e segmentazione del mercato in Marketing@Bocconi E.Valdani (Eds),Egea, chap. 6, pp.139-182, 2016

BUSACCA B., CHIZZOLI C., RACCAGNI D. (EDS.) Customer Value Analysis. Problems and Applications Egea, Milano, Italy, 2014

VICARI S., CILLO P., RACCAGNI D. Product Innovation - Dall'idea al lancio del nuovo prodotto Egea, Milano, Italy, 2013