SDA Bocconi MBA Essay Prompts & Writing Guide 2025–2026

SDA Bocconi is looking for candidates who demonstrate a clear trajectory of personal development, not just career advancement. When you reflect on your most significant achievements, focus on moments where you learned something fundamental about yourself or developed a specific capability that shapes how you approach challenges. The school values evidence that you have grown as a person and are willing to invest in new opportunities and ethical values. Rather than listing accomplishments, use this essay to show how obstacles, setbacks, or unexpected situations pushed you to evolve. For instance, taking on a role outside your comfort zone, navigating cultural differences, managing a crisis, or building difficult relationships all signal the kind of resilience and adaptability that Bocconi believes predicts success in their MBA program and beyond.

Since you have only 280 words, ruthlessly prioritize depth over breadth. Select 2-3 specific achievements that genuinely shaped your worldview or professional identity, then articulate the exact mindset shift or capability you gained. Rather than saying you became more resilient, explain what resilience means to you in concrete terms; for example, you might share how facing failure taught you to see unexpected obstacles as opportunities to innovate rather than threats to avoid. Admissions readers want to understand your learning process and how you extract meaning from experience. Be specific about the context (what happened, when, and why it mattered), the challenge you faced, and the precise change in how you now think or behave. This textured approach demonstrates self-awareness and maturity, qualities SDA Bocconi considers essential for building a dynamic cohort of future leaders.

Ground your narrative in skills or qualities that will serve you in both the MBA classroom and your future leadership role. Leadership in multicultural teams, communication clarity under pressure, crisis management, and the ability to bridge different perspectives are all highly valued at Bocconi. Show how your past growth directly connects to your readiness for an intensive MBA experience and your ambitions afterward. Avoid being overly dramatic or making broad philosophical claims without evidence. Instead, let specific moments and honest reflection speak for themselves. The admissions team is not evaluating whether your achievements are the most impressive in the world, but whether you have genuinely learned from them and possess the drive and self-awareness necessary to continue growing throughout your MBA and your career.

With only 280 words, you need to be exceptionally strategic about which strengths you highlight and how you justify them. Rather than listing three generic qualities like "leadership," "problem-solving," and "teamwork," choose one or two strengths that feel authentic to your story and that you can anchor with a concrete, memorable example. SDA Bocconi values specificity and evidence; admissions readers want to see proof, not claims. For instance, instead of saying "I am good at managing people," describe a situation where you led a team through a crisis, what actions you took, and what the measurable outcome was. This kind of granular detail demonstrates self-awareness and separates strong essays from generic ones.

Alignment with SDA Bocconi's core values will significantly strengthen your response. The school emphasizes entrepreneurship, imagination and creative passion, responsibility, and pluralism. As you describe your strengths, subtly weave in how they reflect these principles. If you highlight your ability to stay calm under pressure, explain how this composure enabled you to lead a cross-cultural team through a challenging project or to seize an unexpected business opportunity. If you emphasize analytical rigor, show how you used that strength to uncover an innovation or solve a problem that had ethical or social implications. The admissions committee is not just assessing whether you have strengths; they are assessing whether your strengths align with the type of leader SDA Bocconi aims to develop. Bocconi applicants often come from 37 countries with an average of 5.5 years of work experience, so the school seeks individuals who can contribute unique perspectives and drive meaningful change both inside and outside the classroom.

Be honest about why you see these qualities as strengths. This is not a moment to humble-brag; instead, explain the origin and impact of these attributes. If your strength is resilience, for example, describe a setback or difficult period that taught you this quality and articulate what it means in practical terms: perhaps resilience, for you, means the ability to reframe failure as data rather than defeat. If your strength is cross-cultural communication, reference a specific instance where your ability to adapt your message across different cultures resolved a conflict or unlocked a business opportunity. This explanation transforms your strength from a résumé bullet into a dimension of your character that admissions readers will remember. Finally, avoid redundancy with other parts of your application. If your recommenders have already highlighted a particular strength, consider choosing a different one here to give the admissions committee a fuller picture of who you are.

SDA Bocconi actively looks for candidates who combine self-awareness with genuine commitment to growth, so this essay is your chance to demonstrate maturity and introspection rather than perfection. Admissions readers want to see that you understand yourself well enough to name real challenges, both personal and professional, and that you take ownership of improving them. Avoid generic weaknesses like ("I'm a perfectionist") or vague admissions ("I sometimes struggle with time management"); instead, choose authentic areas where you genuinely grapple with constraints or blind spots. The school values ambitious, independent, and self-aware candidates, so naming a weakness that actually matters to your story will resonate far more than playing it safe. Your essay should feel honest and reflective, not defensive or over-coached.

Once you have identified your weakness, explain why you see it as such with concrete examples that show impact. Ground your answer in real situations from your work or personal life: perhaps you tend to avoid difficult conversations with team members, which has sometimes meant problems escalated unnecessarily, or you struggle with delegation because you have high standards, which stretched you thin during a critical project. Name the consequence of this weakness so the reader understands why it matters to you and how it has affected your effectiveness. Then, critically, show what you have done or are actively doing to address it. Bocconi values candidates who demonstrate resilience and willingness to develop, so this is where you pivot from vulnerability to agency. Describe concrete steps you are taking: maybe you sought coaching, enrolled in a leadership course, read widely, asked for feedback from a trusted mentor, or changed your approach in a specific way. The goal is not to erase the weakness but to demonstrate that you are thoughtful about self-improvement and committed to evolving as both a professional and a person.

Finally, make sure your essay aligns with Bocconi's core values of responsibility, entrepreneurship, pluralism, and imagination. The school believes that management is fundamentally an act of responsibility, and admitting that you have areas to work on actually signals maturity and accountability rather than weakness. Frame your response so that tackling this challenge reflects your commitment to becoming a more effective leader and a more thoughtful member of their diverse community. Stay focused on clarity and brevity; with only 280 words, every sentence should advance your narrative. End by explaining how addressing this weakness will make you both a better candidate for their program and someone who can meaningfully contribute to the Bocconi cohort.

This question is designed to help SDA Bocconi understand your intellectual journey and self-awareness, while revealing what gaps you recognize in your foundation. The school operates under the motto "Change Together, Lead with Impact" and values candidates who can reflect critically on their own development. Your answer should demonstrate that you gained practical business foundations (or skills transferable to business), but also show maturity by acknowledging what your undergraduate education could not provide. This is not a moment to criticize your university; rather, it is an opportunity to illustrate that you understand the specific gaps an MBA is designed to fill.

For the gains section, focus on concrete capabilities rather than generic statements. Did your degree teach you quantitative rigor, problem-solving frameworks, or cross-functional thinking? If your undergraduate major was non-business (engineering, liberal arts, economics, etc.), explain how the analytical or creative skills from your field translate into business contexts. For instance, a science major might highlight hands-on research methodology or hypothesis testing; a humanities graduate might emphasize persuasion and narrative skills. Then, pivot clearly to what you lacked: specific knowledge areas like corporate finance, strategic management, or global business operations. This demonstrates intellectual honesty and clarifies why you need the MBA at this specific moment in your career. Admissions readers at SDA Bocconi especially value candidates who understand that leadership in today's interconnected world requires both theoretical business knowledge and a global, culturally sensitive mindset.

Align your answer with SDA Bocconi's core values of Entrepreneurship, Responsibility, Pluralism and Global Vision, and Imagination and Creative Passion. If your gap includes lack of exposure to global perspectives or international business contexts, mention how your undergraduate experience was geographically or culturally limited and how the school's diverse 37-country cohort and location in Milan (Europe's business and design capital) directly addresses this. If you recognize a gap in entrepreneurial thinking or business innovation, that signals fit with Bocconi's Innovation and Entrepreneurship concentration. If your undergraduate studies lacked exposure to ethical decision-making or sustainable business practices, that connects to Bocconi's emphasis on Responsibility and organizational citizenship. The more your identified gaps align with what Bocconi explicitly offers, the stronger your fit appears to the admissions committee.

SDA Bocconi is intensely focused on your motivation as a candidate. The admissions team knows that an MBA is demanding, and without genuine drive, your performance (and the school's brand value) will suffer. Your response needs to go beyond generic statements about career advancement. Instead, connect a specific inflection point in your career or life to why this exact moment makes an MBA necessary. Were you promoted and now need broader skills to step up? Did you change industries and realize you lack foundational business knowledge? Did a personal event shift your priorities, making a structured learning environment critical? Frame your timing around a concrete trigger that makes an MBA not optional, but inevitable.

Ground your answer in SDA Bocconi's distinctive strengths and values, which the school carefully cultivates. Mention the school's emphasis on Entrepreneurship, Responsibility, Pluralism and Global Vision, and Imagination and Creative Passion. If you want to pivot industries or regions, reference how SDA Bocconi's "Triple Jump" career model supports exactly that path. If you're considering a specialized track like Innovation and Entrepreneurship, Luxury Business Management, or Customer Experience Management, name it and explain why it aligns with where you're headed. The admissions team wants to see that you've done homework on the program structure, not just applied to a prestigious name. Specificity signals genuine interest and thoughtfulness.

Finally, keep your tone reflective but forward-looking. You're not apologizing for waiting; you're explaining why now is your moment. The ideal answer shows self-awareness (you know what you need), strategic timing (circumstances have aligned), and conviction (you're choosing SDA Bocconi deliberately, not as a backup plan). At 280 words, you don't have room for fluff, so every sentence should either explain your motivation or demonstrate program fit. If you've been working 4 to 6 years and have a clear reason to accelerate your career through an MBA, you're positioned well; SDA Bocconi's incoming class averages 5.5 years of experience, so you'll fit the profile.

With a 280-word limit, this essay is about translating your ambitions into concrete learnings from SDA Bocconi's specific offerings. Admissions officers want to see that you have genuinely researched the program and understand exactly what you will gain from your time there. This is not a general MBA essay; it requires specificity that shows you know why Bocconi, not just any top business school, is the right fit for your growth.

Start by identifying which of Bocconi's concentrations aligns with your goals. The program offers five specialized paths: Innovation and Entrepreneurship, Private Investment, Customer Experience Management, Digital Transformation and AI, and the unique Luxury Business Management program (in partnership with LVMH). Rather than listing concentrations, connect one or two directly to your career trajectory and explain what specific courses or projects within that concentration will build skills you currently lack. For example, if you are pivoting into private equity, detail how the Private Investment concentration's core courses and real-world deal simulations will bridge the gap between your background and your post-MBA ambitions. Beyond concentrations, mention the program structure itself: the intensive core curriculum from September to May that builds foundational business acumen, the experiential options in the Fall term (internships, entrepreneurial projects, business labs), and the international exchange opportunities with 30+ partner schools. If you have international aspirations, briefly reference how spending time abroad aligns with your goals. The key is demonstrating that you have looked beyond the brochure and understand how SDA Bocconi's specific curriculum and location in Milan will accelerate your learning in ways that matter to your career narrative.

Remember that Bocconi's guiding philosophy is "Change Together, Lead with Impact," emphasizing collaboration, responsibility, and global perspective. Weave this ethos into your answer by showing how you intend to grow not just intellectually but as a leader and community member. Mention the diverse, intimate cohort (roughly 100 students from 30+ countries) and explain how learning alongside such peers will broaden your thinking or strengthen your ability to lead across cultures. If you are planning a career pivot (Bocconi calls this the "triple jump" in industry, function, or geography), explicitly state how the MBA will enable that shift and reference the program's proven track record of supporting such transitions. Keep your language genuine and avoid generic statements like "I want to become a better leader." Instead, anchor everything to what you will actually do at Bocconi and why it matters to your specific ambitions. With only 280 words, every sentence must earn its place by either naming a specific program feature or demonstrating how that feature serves your goals.

Your response to this essay should be laser-focused on the specific role, function, industry, and geography you will pursue in the three to five years immediately after graduation. Bocconi values candidates who have done their homework and can articulate a clear, achievable roadmap rather than aspirational daydreaming. Start by naming a concrete job title and target company or type of company; for example, "Product Manager at a luxury fashion e-commerce platform" or "Management Consultant in the sustainability practice at a top-tier firm." The more specific you are—mentioning actual companies or sectors where Bocconi places graduates—the more credible and intentional your goal becomes. This is not the place for vague language like "leadership role" or "meaningful work in my field." Admissions readers want to see that you understand the job market, the recruiting timeline, and where someone with your background could realistically land post-MBA.

When addressing what other options you have considered, be strategic. Rather than listing three completely different career paths, present one primary goal and then one credible alternative that still moves you toward your long-term vision. For instance, if your main goal is a brand management role in luxury goods, you might mention that if that specific path does not materialize, you would pursue a product marketing role at a leading consumer brand, which would develop overlapping skills. This shows resilience and realistic thinking without appearing unfocused. The key is to signal that you have a Plan B grounded in the same core values and interests, not a completely different destination. This approach reassures Bocconi that you will graduate and secure a strong role regardless of market conditions or competition, which ultimately strengthens their employment statistics and reputation.

Be sure to connect your short-term goal explicitly to Bocconi's specific offerings. Research the school's employment reports, specialization options (such as Luxury Business Management, Marketing, or Corporate Finance), and course catalog to show how you will use the program to bridge the gap between your current skills and your post-MBA role. If you are targeting a role that requires financial acumen you may not yet have, mention courses or learning experiences at Bocconi that will close that gap. Similarly, if you are an international applicant eyeing a role in Europe or Asia, acknowledge Bocconi's global network and field trip opportunities as resources that will accelerate your entry into your target market. Remember that you have only 280 words, so every sentence must earn its place; avoid generic praise of the school and instead show concrete knowledge of how its resources align with your stated goals.

When writing about your long-term professional goals for SDA Bocconi, you need to understand that the school operates under the motto "Change Together, Lead with Impact" and actively seeks leaders who combine entrepreneurial ambition with a strong sense of responsibility and purpose. This means your long-term vision should extend beyond personal wealth or status; admissions readers want to see how you plan to create value not just for yourself or your organization, but for society and the business world at large. Frame your vision as one that demonstrates how you will drive meaningful change through your leadership, whether that involves launching a sustainable business, transforming an industry, or building a culture of responsibility within an organization.

Be specific about the role, industry, and impact you envision for yourself. Rather than saying "I want to become a successful executive," paint a clearer picture: Are you aiming to become Chief Product Officer at a tech company who mentors teams to build innovative solutions? A private equity investor focused on sustainable businesses? A healthcare sector leader implementing ethical practices across your organization? The clarity matters because it demonstrates that you have done the hard thinking about your future. SDA Bocconi values goal-oriented professionals who know exactly where they are heading. Use concrete titles, sectors, and geographic markets when possible. If you plan to work in Italy, Milan's tech ecosystem, or another specific region, mention it and explain why that location matters to your vision; this shows genuine research and commitment rather than a generic answer.

Your long-term goal should also demonstrate progression and evolution from who you are today. It should feel authentic and connected to your values, your previous experiences, and what you bring to the SDA Bocconi community. The admissions committee is looking for people who will thrive in a diverse, international cohort and who embody the school's core values of entrepreneurship, responsibility, pluralism, and creative imagination. If your long-term goal involves building something new, solving a complex problem, or leading in an unconventional way, this signals alignment with Bocconi's culture. Similarly, if your vision includes contributing to sustainability, social impact, or ethical business practices, you will resonate strongly with what the school stands for. Within your 280 words, weave in one or two examples of how your MBA learning will equip you for this vision, or reference a specific industry trend or gap you plan to address; this grounds your ambition in reality and shows you are not just dreaming but strategizing.

This essay is your chance to demonstrate self-awareness and strategic thinking by showing Bocconi you have explored multiple pathways for growth, yet the MBA remains your best fit. Admissions officers use this prompt to gauge whether you are treating the program as a backup plan or as a deliberate choice within a thoughtful career strategy. The key is to present realistic alternatives that show you have done your homework, then explain why the MBA specifically accelerates your personal and professional goals in ways those alternatives cannot.

When identifying alternatives, be concrete and credible. You might mention staying in your current role and seeking promotion, pursuing a specialized certification or executive education program (such as a mini-MBA in your field), taking on a stretch assignment or leadership role within your organization, or exploring a Master's degree in a related discipline like finance, analytics, or management. Another compelling alternative is founding or joining an entrepreneurial venture, which Bocconi values highly. Whatever you choose, explain what skills or knowledge you would gain, any limitations you would face, and why each path, while viable, falls short of your development needs. For example, an internal promotion might build leadership experience but lack the strategic business frameworks and global network you require; a specialized certification could teach technical skills but not address broader organizational or financial literacy.

Then, make your case for why an SDA Bocconi MBA is superior for your specific goals. Show familiarity with Bocconi's four core values: Entrepreneurship, Responsibility, Pluralism and Global Vision, and Imagination and Creative Passion. Connect these values to your own aspirations using concrete details, not generic praise. For instance, if you care about social impact or sustainability, reference Bocconi's commitment to generating economic and social value and its specialized tracks that align with those priorities. If you are pivoting industries or functions, highlight how the intensive, full-time format and international cohort would accelerate your transition more efficiently than alternatives. Reference specific resources like the Innovation and Entrepreneurship concentration, Career Services, or Milan's position as a hub for your target industry (luxury, finance, tech, fashion). This demonstrates you have engaged with the program at a meaningful level and understand exactly what it offers beyond a generic MBA credential.

Within your 280-word limit, avoid spending more than 100 words on alternatives; use the majority of your response to explain why Bocconi is the strategic choice. Keep your tone confident, not apologetic, and avoid language that makes the MBA sound like a fallback option. Admissions readers want to sense genuine enthusiasm and conviction, so let that energy show through your specific knowledge of the school and your clarity about how the program will propel you toward your goals.

This essay is a straightforward but strategic opportunity to show the admissions committee that you have thought carefully about your post-MBA geography and that your choice aligns with both your professional goals and SDA Bocconi's strengths. The three options (your home country, Italy, or abroad) reflect the reality that Bocconi graduates pursue genuinely diverse pathways. With only 280 words, you need to be concise and specific: avoid vague statements and instead anchor your answer to concrete business reasons, industry dynamics, network considerations, or personal factors that make your geographic choice logical and compelling.

If you plan to stay in Italy or move to Milan after graduation, your essay should explain what makes Italy (or your specific Italian city) the right market for your career goals. Milan is a global hub for luxury, fashion, finance, design, and innovation, so if you're drawn to any of these sectors, tie your geographic choice directly to industry density and opportunity. If you're returning to your home country, be clear about whether you're leveraging existing networks, pursuing a sector that's booming there, or addressing a market gap. Admissions readers want to see that you understand where your skills are most valuable and where you can create impact. Avoid romanticizing Milan or Italy as simply a beautiful place to live; instead, frame it as a strategic business decision. For instance, you might mention specific industries thriving in a particular region, multinational companies with European headquarters there, or your plan to work in a sector that benefits from proximity to a particular market.

If you're heading abroad, be equally specific about your chosen destination and your professional reasoning. SDA Bocconi has strong alumni networks across Europe and globally, so mentioning a country where Bocconi is well-represented (such as Germany, France, Spain, Switzerland, or the United States) shows program knowledge and confidence in the value of your MBA. Explain the market opportunity, the skill or language advantage you'll bring, or the industry focus of your target region. Frame your choice as part of a clear career strategy, not a default or backup. The admissions committee understands that approximately 48 percent of graduates stay in Italy while others pursue international careers; they are not judging your choice, but rather assessing whether you have thought it through strategically and whether you'll be a focused, goal-driven student during the program.

Your answer to this question should be straightforward and strategic, not an opportunity to wax philosophically about each program or to convince Bocconi it is your top choice. Start by listing the 3-4 other schools you are applying to and then briefly explain the rationale that connects all of them, including Bocconi. The most effective approach is to identify the common thread running through your school selection: perhaps you are drawn to strong finance programs with robust executive education ecosystems, or you value smaller cohort sizes paired with European positioning, or you are targeting schools known for their private investment and entrepreneurship tracks. Whatever your logic is, make it coherent and make it intentional. The admissions committee wants evidence that you have thought carefully about your MBA trajectory and that you are choosing schools that genuinely align with your career goals, not just applying broadly and hoping something sticks.

Be tactical about which schools you mention. Choose programs that share a similar DNA to Bocconi on dimensions like global reputation, program philosophy, or industry focus. If you have narrowed your search to schools with strong finance, luxury management, or entrepreneurship concentrations, say so. Conversely, avoid mentioning programs that seem philosophically at odds with Bocconi or that would suggest misaligned priorities. For example, if Bocconi is your target for leadership development through experiential learning and community building, naming schools known primarily for recruitment prestige or online delivery could weaken your narrative. The schools you list should signal that you are a serious, thoughtful candidate who has done the research and understands what each program offers and how it fits your specific ambitions.

Keep your answer concise and grounded in specifics about your goals, not generic statements about school quality or ranking. Rather than saying "I chose these schools because they are all globally recognized," explain what you will pursue at each program. For instance, you might say: "I am drawn to Bocconi, INSEAD, and LBS because each has a strong entrepreneurship track and positions graduates to build companies across European markets, aligning with my goal to launch a technology startup within three years of graduation." This approach reveals that you have strategic intent, clear post-MBA plans, and genuine reasons for each application, which are all signals of a motivated and self-aware candidate. Bocconi values applicants who bring intentional energy and clarity to their trajectory, so use this essay to reinforce that you are one of them.

The financing essay at SDA Bocconi is one of the most straightforward in your application, but it still deserves a clear, thoughtful response. The admissions committee needs reassurance that you have a realistic plan in place to fund the program's cost (approximately €82,000 in tuition plus living expenses). They are not looking for a dramatic or overly detailed narrative here; they simply want evidence that you've thought through the financial logistics and that funding constraints will not derail your MBA journey or distract you from your studies.

Start by being direct and specific about your funding sources. Outline the concrete mechanisms you will use: personal savings accumulated over your years of work, family contributions (if applicable), merit-based scholarships from Bocconi, loans from providers like Prodigy Finance or country-specific education lenders, or employer sponsorship. If you plan to work in the months leading up to the program, mention this strategy to bolster your savings. Be honest about what gaps remain and exactly how you intend to close them. For example, if you are counting on securing a scholarship or tuition waiver, acknowledge this but also indicate a backup plan involving private loans. Admissions readers appreciate candidates who demonstrate financial realism and adaptability.

If you have compelling reasons for needing financial assistance, briefly integrate these into your narrative. Perhaps you are supporting family members, or your salary has been modest relative to peers in your field. However, keep this element minimal; the focus should remain on your actionable funding plan rather than an extended explanation of financial hardship. Close with a sentence that reinforces your commitment to the program, ensuring the reader understands that financial constraints, while a legitimate concern, will not undermine your dedication to making the most of your MBA year at Bocconi.

When answering this question, Bocconi wants to see who you are beyond your CV. Choose activities that demonstrate qualities the school values, particularly those that reinforce that you are globally-minded and team-oriented. Rather than listing a long menu of hobbies, select two or three activities that actually matter to you and where you can show genuine reflection. Maybe you coach youth tennis, volunteer with a local nonprofit, study languages, or train for endurance events. Whatever you choose, focus on what these pursuits have taught you about yourself and how they have shaped your character as an emerging leader.

The key is to demonstrate meaningful growth or learning through each activity. Don't simply state what you do; instead, explain the personal or professional insight you gained. For example, if you run marathons, you might reflect on how the discipline, resilience, and ability to push through obstacles mirrors qualities you bring to business challenges. If you volunteer abroad, connect your experience to cultural awareness or collaborative problem-solving. Show that you are thoughtful about how your free time investments have made you a more well-rounded, empathetic, and capable person. This is where you build credibility as someone who will contribute meaningfully to the Bocconi community.

Use this essay strategically to fill gaps in your profile that your professional history and other essays have not yet addressed. If you haven't emphasized your collaborative spirit, community engagement, or international exposure elsewhere in your application, this is your chance. Bocconi seeks to build a dynamic cohort of diverse professionals who will learn from one another both inside and outside the classroom. By thoughtfully connecting your personal interests to values like responsibility, cultural pluralism, and creative thinking, you signal that you will be a valuable peer and an active participant in campus life beyond the lecture hall.

This optional essay is genuinely optional, but the choice to write it reveals something important about how you approach opportunity. Admissions readers won't penalize you for declining to answer, but a thoughtful response can provide valuable real estate to showcase your critical thinking about brand strategy, marketing, and organizational messaging. Given that SDA Bocconi emphasizes leadership development and real-world problem-solving, an essay demonstrating genuine engagement with their communication strategy can strengthen your fit narrative.

Start by identifying what you already know (or can reasonably infer) about SDA Bocconi's current communication campaign. Their central motto is "Change Together, Lead with Impact," and this philosophical positioning appears across their admissions materials, MBA curriculum framing, and employer messaging. Rather than generic praise, dive into specifics: Does their campaign effectively communicate the intimacy and exclusivity of a 90-person cohort? Does it distinguish them from other top European schools, or does it sound interchangeable with INSEAD or IMD? What audiences are they trying to reach, and are the messaging channels reaching those audiences? This is your opportunity to demonstrate strategic thinking, not just marketing appreciation. The admissions team wants to see whether you understand how institutions communicate their value proposition and whether you can think critically about brand positioning in competitive markets.

Use your 280 words to highlight one or two specific elements of their campaign that resonated with you and explain why those elements matter strategically. For instance, you might comment on how effectively their emphasis on "transformation" speaks to career-switchers, or how their focus on Milan's business ecosystem differentiates them from programs located in other cities. You could also respectfully identify a gap in their current messaging; this shows you've done homework and thought strategically. Conclude by connecting this analysis back to your own candidacy: what does your critical engagement with their positioning reveal about how you'd contribute to their community? The message is simple but powerful: you're someone who thinks deeply about strategy, understands organizational communication, and views Bocconi not as a name on a resume but as a dynamic institution you're excited to scrutinize and strengthen.

This optional essay is truly optional for most applicants, but it represents a strategic opportunity. If your application is clean and complete, you can absolutely skip it. However, if you can offer genuine, thoughtful ideas that demonstrate deep knowledge of the school's mission and your alignment with its values, this essay becomes a powerful differentiator. The admissions committee uses it to assess not just what you know about the program, but how you think constructively about education, business, and institutional development.

Start by understanding what SDA Bocconi prioritizes in its brand and communication. The school positions itself around four core values: Entrepreneurship, Responsibility, Pluralism and Global Vision, and Imagination and Creative Passion. Their overarching message is "Change Together, Lead with Impact," emphasizing collaborative, purpose-driven leadership. Their marketing emphasizes Milan's position as a global business and cultural hub, the school's commitment to diversity, and its focus on practical, real-world learning over theory alone. Given this context, your suggestions for improvement should touch on how to communicate these strengths more powerfully to prospective students or the broader business community. Avoid generic critiques about the website or social media; instead, offer specific ideas rooted in understanding who they are trying to reach and why.

Consider proposing ideas that align with the school's actual gaps or emerging opportunities. For instance, you might suggest that SDA Bocconi could do more to highlight its unique position as a bridge between European business traditions and global innovation; communicate its role in sustainability leadership and responsible business more boldly; or showcase the practical outcomes of its "experiential learning" approach by featuring more alumni success stories or real-world project case studies in its messaging. Frame your idea as something that would strengthen the school's positioning among top-tier international programs or help it reach underrepresented talent pools. The best responses show that you are thinking like a stakeholder, someone who understands brand strategy and cares about the institution's mission, rather than offering surface-level feedback. Keep it concise, specific, and forward-thinking.

If you struggle to articulate a truly compelling suggestion, it is better to leave this essay blank. Admissions readers are sophisticated; they will recognize forced or superficial ideas. Only submit this essay if you have a genuine insight to share and can articulate it with confidence and specificity in your 280 words.