Istud Presentation Rr 10 2010 English

Fondazione ISTUD
Liberiamo le potenzialità

per la cultura d’impresa e di gestione
for enterprise and management culture

ISTUD
Offerta
Business Innovation
Marketing, Innovazione, Design Strategico, Sostenibilità
Corsi, workshop, progetti in house
Il cliente
Docenti manager

1


Fondazione ISTUD Business School
 Established in 1970 by initiative of Assolombarda and a group of large Italian and
multinational companies, ISTUD (acronym for Institute for Management Studies)
has accompanied the evolution of Italian Management, contributing to the diffusion
of a modern management and leadership culture of in many Italian companies and
subsidiaries of multinational companies, both large and medium/small.

 Its purpose is to support the growth and competence development of companies
that want to compete through a new and sustainable economic model, based on
the creation of value for all the stakeholders involved in the economic process such
as a company’s customers, collaborators and partners, shareholders and
investors, as well as the very social context where the company lives.

Renzo Rizzo - presentazione ISTUD Business Innovation marzo 2010


The values that inspire us
 Potential: attention for the person and for the discovery of each individual’s talents
and unique way to create value trough the acquisition and growth of personal and
professional skills
 Sustainability: a systemic, ethic and long-term approach to the generation of
economic and social value
 Results: giving a practical and results driven support to our clients in conducting
their business and achieving success through the development of their capabilities
 Method: a scientiﬁc, questioning and disciplined approach to work
 Integrity: thorough dialogue with our clients, always transparent and honest
 Team: working together with passion and enthusiasm



What makes us different
 The belief that people with their talents, their culture and their values make a
difference in the workplace and that the company, relying on the uniqueness and
diversity of its people, can fulfill its role in the the progress of society.
 The care in preparing the personal and professional growth paths for the
organization and for the people that make it up, thoroughly thought through and
designed to best fulfill their needs, challenges and ambitions.
 Our people, the teachers, consultants and staff employes, who have been sharing
our values even before we met, and who bring years of management experience
and proven ability to create value in business in their respective areas of
competence: the development of the organisation and the individuals, the
development of the business and of marketing and communication, the ability to
thrive on change and to innovate, and finally health and wellbeing at work.



People and enterprise development
Our offer addresses three important moments in people’s development within a company, within
these moments we design and develop with our customers speciﬁc and personalized paths

 Recent graduates: preparation for employment in business through the master
marketing management and innovation, the master in human resources and
organization, the program for health scientist and professionals, the program on
green inspired management and entrepreneurship.
 Management: achieve professional growth with limited investment of time through
our Master in Business Management, created to be followed without interrupting
work and disrupt personal time; the master is played through 8 modules of 3 days
over two years, chosen from the several specialized courses offered by ISTUD.
 Executives: a path of growth through dialogue and exposure to new tools and
experiences our Executive Development Program is also developed through time-
affordable modules focusing on leadership, strategy, marketing and economics



Support and help to address new challenges
Our offer includes various methods of intervention within companies, designed to inspire
people and create a common basis for the development of the organization and the business
 Dialogue and exchange opportunity for top management and entrepreneurs: the
Meeting of Minds is a one shot 2 days event to discuss and envision the future of
an industry or a company and identify new possibile development routes
 Discontinuity and change in corporate teams: ad hoc research and workshops
with the client focused to specific issues such as rethinking the business model, the
definition of a brand strategy, the analysis of a company purpose and competence
and the definition of an organizational strategy
 Inspiration and analogies from business and non business environments: through
the contribution of knowledge from different sectors including search for similarities
between different field of experiences to enrich the professional culture and
stimulate new ways of thinking



Business and educational projects
We develop ad hoc in-house training project, designed to fit specific and personalized
customers’ needs; we help and support the development of related business projects.

 In-house educational projects. Tailored programs, built on the basis of in depth
analysis of the business and organization needs, within specific professional
families or multifunctional project teams that need to augment their business
proficiency - functional competencies and general management skills alike. For
example, courses by levels (eg, middle management) and for professional groups
(Marketing, Customer Service, Sales, R & D) and for project teams.
 Counseling and projects assistance. Our trainers and consultants make it an
important point to assist managers, executives and entrepreneurs in the
application of the tools they teach, through individual or team counseling/business
coaching and through support on specific projects, that is not only for people
development purposes but also in the very practice of business.



Masters as a key tool for selection and
preparation of new recruits
Identify and develop new recruits is a difficult challenge, and our masters ISTUD are designed
to make the matching between new talent and companies easier and more productive
 Our Masters go beyond the functional preparation: they develop business
proficiency, creating an understanding of what is a business is and how it works. It
gives participants the mind flexibility and capacity to dialogue and cooperate with all
business functions - thus facilitating their productive integration within the
enterprise. Master last about 9 months, include a 3 moths internship in selected
companies, and are aimed at university graduates coming from all faculties.
 Because our programs are mostly run by professionals and managers with frist
hand experience within successful companies, and because of the numerous
testimonies from important companies collaborating with us, the masters are a true
bridge between the university and the enterprise.



From our new talents, a practical help
Companies can already see our young talents at work during the master through project
works developed on collaboration with our people and run by the students

 Project works developed within the path of the masters project works are a key
work preparation opportunity for our participants: they are a first opportunity to
meet and collaborate with companies and their managers, understanding first
hand the business realities and challenges.
 An important contribution, the projects are defined with the company in terms of
objectives, content and timing considering the business needs and training value.
Companies involved have always expressed great satisfaction with the quality of
work and the actual contribution of our participants, assisted and supported by
ISTUD people - teachers and consultants.



Associazioni industriali e ﬁnanziamenti
 ISTUD has worked for many years with the industry associations of the
Conﬁndustria system, and the training schools attached to them, in the design and
implementation of system projects and projects funded under the framework of
initiatives with management and enterprises associations (Fondimpresa and
Fondirigenti).
 ISTUD is accredited by the Lombardy Region for the execution of continuing
education activities and higher education.
 ISTUD provides help and support in accessing of funding for training, and on
reporting of the funded projects.



The competence centers at ISTUD
To better serve the professional families within companies ISTUD is organized by
Practices that connect and leverage the business experiences of our teachers and
consultants with proven track record in speciﬁc functions and industry sectors
 Leadership and Management: focuses on the skills necessary to shape the
organization, lead people, and take an active role for a sustainable future
 Business Innovation: deals with commercial innovation and the reinvention of the
role of marketing with the customer at the center of the enterprise efforts
 People and organizational processes: the organizational forms, the training
systems for building a competitive advantage.
 Health and Health Organizations: programs and design training, research and
consulting to promote wellness and good health within companies and for health
focused public or private organizations



The Business Innovation Practice
An integrated Marketing, Innovation, Sales and Customer Service process is key for the
enterprise to become a customer creating and customer satisfying organism

 Peter Drucker said that because the role of the enterprise is to create satisﬁed
customers, it has only two vital functions: marketing and innovation. And indeed
marketing without innovation looses momentum and relevance while innovation
without marketing has very limited meaning and business creation potential. We are
dedicated to helping companies developing a integrated approach to manage both.
 Marketing, strategy and innovation. Through study, experimentation and projects
applications with our customers we are committed to developing new ideas and
tools for marketing and for the innovation of a company’s offering and way of
conducting the business.
 We are experienced consultants and managers of Marketing, Innovation, Business
Design, Sustainability Strategy, Customer Service, Sales.



Business Innovation: guiding ideas
Never as today is it crucial do rebuild trust between the brands and companies that propose
goods and the customers who invest their money and attention in them
 From transaction to relationship focused marketing. Marketing must create a
relationship made of positive emotions and confidence between brands/companies
and their public; it should restore the connection between perceived value and cost
that was spoiled by years of boasting over-communication on one hand and price
slashing on the other; it must guide the company in creating satisfied customers.
 Innovation as a corporate process. Innovation begins with making sense of
complexity through a personal interpretation of the social and market dynamics, of
the desires and expectations of present and potential customers, and of the
technologies and ways of doing business that can fulfill them.
 Sustainability as a competitive advantage. Products and services with
sustainability content should still be attractive and desireable per se to clients, their
sustainability must be communicated in a transparent and exciting way.



Business Innovation: subjects of practice
 Marketing - to help the growth of a new marketing that creates and communicates value, fueling an
emotional relationship made of trust and transparency between the brand and its clients. The brand can
become the center of coherence and long term evolution and progress for the company, orchestrating
all communication opportunities between the disparate media available today.
 Innovazione - manage innovation as an integrated and collaborative process within the enterprise and
between its network of partners, a commitment to focus on the customer not confined to marketing and
R&D and not just related to the product, but also to the way products and services are designed,
delivered and communicated to customers, and to the very way of running the business.
 Business design - help designing business models that create value for all stakeholders in the
economic process, a sustainable combination of customer value proposition, profit mechanism and
operating systems to make the business work and last.
 Sustainability as competitive advantage - a proposed model for designing a sustainable, responsible
and successful company in an integrated and consistent way, considering the social, economical,
environmental, and customer value aspects of products and services.
 Customer Service - creating a culture shared by all business functions of customer centricity, seeing the
business as an organism whose aim is to create satisfied customers.



Business Innovation: core team
Renzo Rizzo Is Director of the Business Innovation Practice, and provides consulting, education and
business projects support to companies in strategic marketing, business design and innovation. He
previously held senior leadership positions in innovation, product development and new business
development at Procter & Gamble and Barilla, living in Italy, Belgium and the United States. He has a degree
in Chemical Engineering and attended the executive development course at Harvard Business School on
Leading Change and Organization Renewal.
Fiorenza Sarotto Deals with strategic and operational marketing, communication, new product
development and start-ups. Her activities with ISTUD include training for marketing and sales profiles and for
top management. She held positions of increasing responsibility within companies such as Procter and
Gamble, Star, Royal Insurance, Zurich until her most recent assignment as Vice President of Corporate
Franchise Management EMEA at Disney.
Jlenia Ermacora Is Head of Communications and Marketing at ISTUD. Develops training programs and
consulting services for public and private companies. Her international experience has seen her involved in
projects in the field of entertainment and tourism, to train corporate trainers in El Salvador and in the Balkans
and training on brand management in Portugal. She attended the Master in Marketing Management at
ISTUD and a specialist course at the Wharton Business School.
Simone Anselmi His areas of activities include marketing, entrepreneurship and international business;
coordination of innovation and entrepreneurial creativity workshops; he plans, coordinates and conducts
business education events on issues relating to relationship marketing, organizational behavior,
communication and personal development. Certified NLP Trainer, has an MBA from SDA Bocconi University
and a Certificate in Marketing and Advertising degree from the New York University.



Governance of Fondazione ISTUD

Chairman Barbara Zucchi Frua

Vice Chairman Giorgio Scroffernecher

Honorary Chairman Ottorino Beltrami

General Manager Marella Caramazza

Leadership council Barbara Zucchi Frua
Massimo Basso Ricci
Luciano Carbone
Sandro Catani
Alberto Chiesi
Laura Mengoni
Cesare Ranieri


Istud Presentation Rr 10 2010 English

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