Deborah Raccagni

Deborah Raccagni is SDA Professor of Marketing at SDA Bocconi School of Management and Lecturer in the Department of Marketing at Università Commerciale Luigi Bocconi. She serves as Deputy Director of the MSc in Marketing Management and is Program Director of the Major Events Management Diploma Program delivered in Qatar for the Josoor Institute. She is also a core faculty member of the FIFA Master and the Master in Marketing and Communication (MIMEC).

Education:

• Ph.D. in Business Administration and Management – Università Commerciale Luigi Bocconi
• M.Sc. in Marketing – Università Commerciale Luigi Bocconi

Research & Teaching Focus:

Her research investigates how digital technologies reshape value creation from both customer and company viewpoints, with sector-specific insights in sport, food & beverage, arts & culture, and beauty. She teaches Event Management, Strategic Marketing, Innovation, Digital Marketing, and e-Commerce across master’s and executive programs.

Publication Trends:

Recent work explores fan engagement beyond victory, leveraging metaverse and NFT innovations, shifting social-media roles in post-pandemic events, experiential event marketing via new media, the strategic worth of content marketing, and omnichannel distribution management.

Program Direction & Executive Education:

• Deputy Director – MSc in Marketing Management, Università Bocconi
• Program Director – Major Events Management Diploma (Qatar, Josoor Institute)
• Coordinator – Marketing executive courses
• Faculty – FIFA Master, MIMEC, and numerous other SDA Bocconi programs

Lab & Team Affiliations:

While no specific lab is named, her extensive program leadership across SDA Bocconi and Università Bocconi indicates active involvement in multidisciplinary teaching teams and executive-education cohorts focused on digital marketing and event strategy.