{"id":24480,"date":"2026-10-23T14:12:36","date_gmt":"2026-10-23T12:12:36","guid":{"rendered":"https:\/\/englobe.eu\/englobe-and-university-of-urbino-b2b-marketing-project-work\/"},"modified":"2026-10-23T14:21:24","modified_gmt":"2026-10-23T12:21:24","slug":"englobe-and-university-of-urbino-b2b-marketing-project-work","status":"publish","type":"post","link":"https:\/\/englobe.eu\/en\/englobe-and-university-of-urbino-b2b-marketing-project-work\/","title":{"rendered":"ENGLOBE and University of Urbino: B2B Marketing Project Work"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24480\" class=\"elementor elementor-24480 elementor-24457\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fa77b71 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa77b71\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-37dd11b\" data-id=\"37dd11b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d499ec elementor-widget elementor-widget-heading\" data-id=\"4d499ec\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-wrapper\" ><div class=\"elementor-heading-wrapper-inner\"><h2 class=\"elementor-heading-title elementor-size-default\">What is the project work between ENGLOBE and the University of Urbino?<\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25a1960 elementor-widget elementor-widget-text-editor\" data-id=\"25a1960\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-text-editor elementor-clearfix\"><p><strong>It is an applied learning program in which students in the Business to Business Marketing course study ENGLOBE as a real-world business case.<\/strong> 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.<\/p>\n<\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75ef555 elementor-widget elementor-widget-heading\" data-id=\"75ef555\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-wrapper\" ><div class=\"elementor-heading-wrapper-inner\"><h2 class=\"elementor-heading-title elementor-size-default\">What question are the students asked to answer?<\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9bb54ea elementor-widget elementor-widget-text-editor\" data-id=\"9bb54ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-text-editor elementor-clearfix\"><p><strong>They need to find out whether there is a private B2B market for ENGLOBE\u2019s expertise in restoration and adaptive reuse, and which clients would value it most.<\/strong> 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.<\/p>\n<p>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.<\/p>\n<\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4472224 elementor-widget elementor-widget-heading\" data-id=\"4472224\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-wrapper\" ><div class=\"elementor-heading-wrapper-inner\"><h2 class=\"elementor-heading-title elementor-size-default\">Which restoration projects did ENGLOBE present?<\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d639f88 elementor-widget elementor-widget-text-editor\" data-id=\"d639f88\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-text-editor elementor-clearfix\"><p><strong>ENGLOBE presented two projects on the historic heritage of the Marche region:<\/strong><\/p>\n<ul>\n<li><strong>Camerino Cathedral (Duomo di Camerino)<\/strong><\/li>\n<li><strong>San Francesco Complex in Matelica (Complesso di San Francesco)<\/strong><\/li>\n<\/ul>\n<p>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\u2019s portfolio, and its past experience with private clients, including the advantages and the limits.<\/p>\n<\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a3289a6 elementor-widget elementor-widget-heading\" data-id=\"a3289a6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-wrapper\" ><div class=\"elementor-heading-wrapper-inner\"><h2 class=\"elementor-heading-title elementor-size-default\">Who are the faculty leading the project?<\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b6e403 elementor-widget elementor-widget-text-editor\" data-id=\"4b6e403\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-text-editor elementor-clearfix\"><p><strong>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\u2019s Department of Economics, Society, Politics (DESP).<\/strong><\/p>\n<p>Professor Roberta Bocconcelli teaches Business to Business Marketing in the master\u2019s program in Marketing and Business Communication. She also teaches Project Management for Cultural Events and Organization in the master\u2019s program in Economics and Management of Cultural Resources and Territories at the Fano campus, and Service Marketing in the bachelor\u2019s program in Economics and Management. Her course examines business markets as networks of relationships, with a focus on value propositions, segmentation and targeting.<\/p>\n<p>Professor Alessandro Pagano teaches Sales and Channel Management in the master\u2019s program in Marketing and Business Communication, and Company Organization in the master\u2019s program in Economics, Management and Finance. In the new master\u2019s program at the Fano campus he teaches Cultural Heritage Management.<\/p>\n<p>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.<\/p>\n<\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58cc18b elementor-widget elementor-widget-heading\" data-id=\"58cc18b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-wrapper\" ><div class=\"elementor-heading-wrapper-inner\"><h2 class=\"elementor-heading-title elementor-size-default\">How will the ENGLOBE case continue, and what does this partnership bring?<\/h2><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f6e278 elementor-widget elementor-widget-text-editor\" data-id=\"0f6e278\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div class=\"elementor-text-editor elementor-clearfix\"><p><strong>Over the coming months, the case will be explored further with several student groups.<\/strong> 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.<\/p>\n<\/div>\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2c0cd6b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2c0cd6b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8392883\" data-id=\"8392883\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f683fce elementor-widget elementor-widget-htmega-flipbox-addons\" data-id=\"f683fce\" data-element_type=\"widget\" data-widget_type=\"htmega-flipbox-addons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t            \n            <div class=\"htmega-flip-box-area htmega-flip-box-style-1 htmega-flip-box-animation-right\">\n\n                <div class='htmega-flip-box-front'>\n                    <div class=\"front-container\">\n                                                                    <h2>Who represented ENGLOBE?<\/h2>                                        <\/div>\n                    <div class=\"htmega-flip-overlay\"><\/div>\n                <\/div>\n\n                <div class='htmega-flip-box-back'>\n                    <div class=\"back-container\">\n                                            <p>Federico Paci, engineer, architect and President of ENGLOBE. He presented the firm, two restoration projects and the clients\u2019 video testimonials.<\/p>\n                                            <\/div>\n                    <div class=\"htmega-flip-overlay\"><\/div>\n                <\/div>\n\n            <\/div>\n\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5f8a1a7\" data-id=\"5f8a1a7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d98925b elementor-widget elementor-widget-htmega-flipbox-addons\" data-id=\"d98925b\" data-element_type=\"widget\" data-widget_type=\"htmega-flipbox-addons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t            \n            <div class=\"htmega-flip-box-area htmega-flip-box-style-1 htmega-flip-box-animation-right\">\n\n                <div class='htmega-flip-box-front'>\n                    <div class=\"front-container\">\n                                                                    <h2>What is the goal of the project?<\/h2>                                        <\/div>\n                    <div class=\"htmega-flip-overlay\"><\/div>\n                <\/div>\n\n                <div class='htmega-flip-box-back'>\n                    <div class=\"back-container\">\n                                            <p>To identify the private B2B clients who would place the highest value on ENGLOBE\u2019s expertise in restoring and repurposing historic buildings. The expected outcome is a market segmentation and a Customer Value Proposition.<\/p>\n                                            <\/div>\n                    <div class=\"htmega-flip-overlay\"><\/div>\n                <\/div>\n\n            <\/div>\n\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9370123 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9370123\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-38d487f\" data-id=\"38d487f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap 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aria-label=\"ENGLOBE e Universit\u00e0 di Urbino: project work nell\u2019ambito del corso di marketing B2B\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item elementor-animated-content\" href=\"https:\/\/englobe.eu\/wp-content\/uploads\/2026\/10\/Project-Work-Il-Caso-ENGLOBE_UNIURB_6.webp\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"5107c88\" data-elementor-lightbox-title=\"ENGLOBE e Universit\u00e0 di Urbino: project work nell\u2019ambito del corso di marketing B2B\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjQ0NzMsInVybCI6Imh0dHBzOlwvXC9lbmdsb2JlLmV1XC93cC1jb250ZW50XC91cGxvYWRzXC8yMDI2XC8xMFwvUHJvamVjdC1Xb3JrLUlsLUNhc28tRU5HTE9CRV9VTklVUkJfNi53ZWJwIiwic2xpZGVzaG93IjoiNTEwN2M4OCJ9\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/englobe.eu\/wp-content\/uploads\/2026\/10\/Project-Work-Il-Caso-ENGLOBE_UNIURB_6.webp\" data-width=\"1920\" data-height=\"1440\" aria-label=\"ENGLOBE e Universit\u00e0 di Urbino: project work nell\u2019ambito del corso di marketing B2B\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<a class=\"e-gallery-item elementor-gallery-item elementor-animated-content\" href=\"https:\/\/englobe.eu\/wp-content\/uploads\/2026\/10\/Project-Work-Il-Caso-ENGLOBE_UNIURB_7.webp\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"5107c88\" data-elementor-lightbox-title=\"ENGLOBE e Universit\u00e0 di Urbino: project work nell\u2019ambito del corso di marketing B2B\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjQ0NzUsInVybCI6Imh0dHBzOlwvXC9lbmdsb2JlLmV1XC93cC1jb250ZW50XC91cGxvYWRzXC8yMDI2XC8xMFwvUHJvamVjdC1Xb3JrLUlsLUNhc28tRU5HTE9CRV9VTklVUkJfNy53ZWJwIiwic2xpZGVzaG93IjoiNTEwN2M4OCJ9\">\n\t\t\t\t\t<div class=\"e-gallery-image elementor-gallery-item__image\" data-thumbnail=\"https:\/\/englobe.eu\/wp-content\/uploads\/2026\/10\/Project-Work-Il-Caso-ENGLOBE_UNIURB_7.webp\" data-width=\"1920\" data-height=\"1440\" aria-label=\"ENGLOBE e Universit\u00e0 di Urbino: project work nell\u2019ambito del corso di marketing B2B\" role=\"img\" ><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-gallery-item__overlay\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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 &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/englobe.eu\/en\/englobe-and-university-of-urbino-b2b-marketing-project-work\/\" class=\"more-link\">Read More <span class=\"screen-reader-text\"> &#8220;ENGLOBE and University of Urbino: B2B Marketing Project Work&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":24461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[51],"tags":[1118,1119,1123,1121,810,1120,1122],"class_list":["post-24480","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-b2b-marketing-project-work","tag-camerino-cathedral","tag-customer-value-proposition-en","tag-desp-en","tag-heritage-restoration-en","tag-san-francesco-matelica-en","tag-school-of-economics-urbino"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ENGLOBE and University of Urbino: B2B Marketing Project Work - Integrated Architecture, Engineering &amp; Heritage Restoration | Englobe<\/title>\n<meta name=\"description\" content=\"On October 20, 2026, ENGLOBE launched an applied project with the University of Urbino\u2019s DESP on the private B2B market for historic building restoration.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/englobe.eu\/englobe-universita-urbino-project-work-marketing-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ENGLOBE and University of Urbino: B2B Marketing Project Work - Integrated Architecture, Engineering &amp; Heritage Restoration | Englobe\" \/>\n<meta property=\"og:description\" content=\"On October 20, 2026, ENGLOBE launched an applied project with the University of Urbino\u2019s DESP on the private B2B market for historic building restoration.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/englobe.eu\/englobe-universita-urbino-project-work-marketing-b2b\/\" \/>\n<meta property=\"og:site_name\" content=\"Integrated Architecture, Engineering &amp; 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