What is the project work between ENGLOBE and the University of Urbino?
It is an applied learning program in which students in the Business to Business Marketing course study ENGLOBE as a real-world business case. The project launched on October 20, 2026, at Palazzo Battiferri in Urbino, with a presentation by Federico Paci, engineer, architect and President of ENGLOBE. The course is taught by Professor Roberta Bocconcelli at the School of Economics, part of the Department of Economics, Society, Politics (DESP) of the University of Urbino Carlo Bo. The work will continue over the coming months.
What question are the students asked to answer?
They need to find out whether there is a private B2B market for ENGLOBE’s expertise in restoration and adaptive reuse, and which clients would value it most. ENGLOBE works largely for public clients through public tenders and procurement, a market that offers limited visibility over the medium term. The project explores the private sector as an alternative, without taking it for granted. Among the hypotheses to test is the most uncomfortable one, raised by Paci himself: that this market might turn out to be a desert.
The potential segments discussed in class include hotels, investors, companies headquartered in historic buildings and fashion retail, along with an analysis by geographic area. The end goal is a Customer Value Proposition built on a few distinctive strengths.
Which restoration projects did ENGLOBE present?
ENGLOBE presented two projects on the historic heritage of the Marche region:
- Camerino Cathedral (Duomo di Camerino)
- San Francesco Complex in Matelica (Complesso di San Francesco)
Each project was presented in three steps: the initial problem, the work carried out, and the outcome. Video testimonials from the clients were also shown in class. For a B2B marketing course, these provide a concrete foundation, because a value proposition starts with how clients describe what they received. The session also covered the approximate share of public and private work in ENGLOBE’s portfolio, and its past experience with private clients, including the advantages and the limits.
Who are the faculty leading the project?
The project is led by Roberta Bocconcelli and Alessandro Pagano, associate professors of Business Economics and Management at the School of Economics of the University of Urbino’s Department of Economics, Society, Politics (DESP).
Professor Roberta Bocconcelli teaches Business to Business Marketing in the master’s program in Marketing and Business Communication. She also teaches Project Management for Cultural Events and Organization in the master’s program in Economics and Management of Cultural Resources and Territories at the Fano campus, and Service Marketing in the bachelor’s program in Economics and Management. Her course examines business markets as networks of relationships, with a focus on value propositions, segmentation and targeting.
Professor Alessandro Pagano teaches Sales and Channel Management in the master’s program in Marketing and Business Communication, and Company Organization in the master’s program in Economics, Management and Finance. In the new master’s program at the Fano campus he teaches Cultural Heritage Management.
Both professors approach markets in their courses as complex networks that generate value for customers and stakeholders, a perspective reflected in the research papers they have co-authored.
How will the ENGLOBE case continue, and what does this partnership bring?
Over the coming months, the case will be explored further with several student groups. The goal is to arrive at a segmentation of private clients and a validated value proposition. The students involved are just entering the workforce and look at the market without filters or habits. For ENGLOBE, it is a two-way exchange: field experience in return for method, curiosity and new ideas, and a foundation for future collaboration with the University of Urbino. Anyone who restores buildings that have stood for centuries knows that the future takes careful preparation. In that classroom, the future had the faces of those just starting out.
Who represented ENGLOBE?
Federico Paci, engineer, architect and President of ENGLOBE. He presented the firm, two restoration projects and the clients’ video testimonials.
What is the goal of the project?
To identify the private B2B clients who would place the highest value on ENGLOBE’s expertise in restoring and repurposing historic buildings. The expected outcome is a market segmentation and a Customer Value Proposition.
