Macerata: Alumni Moving Between Culture and Marketing

The peak of the year's activities of the Chapter is the Macerata Opera Festival (22 July -13 August). The following day, a few hours before the premiere of Bellini's Norma, the Macerata Chapter of the Bocconi Alumni Association (BAA) will discuss the market for classical opera with Bocconi professor Paola Dubini and with Francesco Micheli, artistic director of the Sferisterio Arena where the opera will be staged.

For August 11, Macerata alums have invited the director of the SDA Bocconi Master in Management of the Arts (MAMA), Andrea Rurale, to discuss art and patronage. "Culture is just one of the main fields of activity of the local BAA Chapter, which covers the whole Ascoli-Fermo-Macerata area", the Chapter Leader Daniela Martino (Class of 1993 in Business Administration) explains. In fact, culture cuts across the various segments of alumni living in the Marche region, but the group is developing activities concerning other topics as well. "We want everybody to feel they are involved," says Daniela, who is a consultant in digital marketing and communication, "and since we want to do continuous learning, a key activity for all alumni, we need to work on various fronts."

For the current year, this has meant to involve the BAA Legal Topic; together with Confindustria they have organized a conference with Pino Masciari, the entrepreneur who rebelled against the 'Ndrangheta, the Calabrese mafia, and also the BAA Accounting Topic led by the president of Milan certified accountants and auditors, Alessandro Solidoro, who was special guest of a symposium on bankruptcy law. Lastly, the group of alumni focuses on marketing: "By building on the format of the alumni association's energizer breakfasts, we have organized a meeting with Ivano Scolieri – a 'workshock', as he called it – in order to increase one's own awareness and strive for excellence." So culture yes, but marketing, too.