Sales & Marketing

Executive Master in Sales & Marketing.

To strengthen your commercial skills with intensive interaction between sales and marketing. This is the objective of the Executive Master in Sales and Marketing, intended for managers and professionals coming from the areas of sales, marketing and client management and whom are motivated to acquire complete professionalism in a commercial environment. The Master represents an investment opportunity for businesses that want to grow and people who want to have a successful career in a commercial environment.

Sales and marketing are linked to  business’s capacity to create a higher value compared to its competitors and generate optimal performance. This Executive Master aims to strengthen business skills in the commercial area, concentrating on two aspects: commercial internationalization of the companies and reinforcing networks and local sales channels.

The Executive Master in Sales & Marketing is a part-time program with a duration of 12 months and is compatible with other professional engagements; it consists in 15 on-campus meetings (Friday and Saturday) + 1 Kick off + 1 final day to present Project work  and online training activities. It is divided into 11 core courses, 5 focus sessions and company visits and 5+ meetings with leaders of the commercial world; a project work is to be performed during the course, which allows concrete application of the knowledge and tools that have been acquired.




PerTe Prestito Con Lode”, a long-term and low-interest honor loan, with no collateral required to cover the full amount of the tuition fee.

Fabio Ancarani

Fabio Ancarani

Scientific Director

" The possibility to combine the rigorous foundation of scientific research in sales and marketing management with continuous interaction with companies in their day by day activities. A rich and articulated learning mix which allows combining work with study and in-depth analysis. "

Target Audience

    The Master is intended for managers with at least three years of working experience. Potential candidates have experience in companies who aspire to or operate in international markets or who wish to reinforce their commercial and sales networks. The Master is also open to freelance professionals and those with or without a degree (in the latter case at least 5 years of professional experience is required).


Michele Pontecorvo

Communication and CSR Manager, Ferrarelle
EMSM (ed. 2014/2015)

"A training path to look at one's own company with new eyes, new ideas, and creating tangible value as an incentive for oneself and one's own team."

Francesco Carullo

Area and Marketing Manager, Borghi
EMSM (ed. 2014/2015)

"Sound theoretical bases and many practical references, a rigorous method and innumerable suggestions on how to implement them. This is what I found and appreciated attending the Executive Master in Sales & Marketing."

Diego Perego, Paola Narcisi e Marco Visinoni

Area Sales Manager - Field Manager - ‎Key Account Manager, Seat Pagine Gialle
EMSM (ed. 2014/2015)

"The Master Executive in Sales & Marketing is a unique occasion for those working in sales to enrich their Marketing baggage. And vice-versa."

Costanza Malservisi

Brand Marketing, Automobili Lamborghini
EMSM (ed. 2014/2015)

"An experience rich in helpful inputs that gave me knowledge, methods and ideas to grow in my profession."

Alessandra Merico

Corporate Key Account Manager, Vodafone Italia Spa
EMSM (ed. 2015/2016)

"The Master's was a worthwhile experience to look at my job from a different perspective and a useful tool to enrich my background and increase my professionalism and my market strategic vision."


Product Marketing, Automobili Lamborghini Spa
EMSM (ed. 2015/2016)

"A high added value experience that enriches the knowledge baggage in sales and marketing also creating an opportunity to exchange ideas, experiences and method."


Business Development Manager, Irinox Spa
EMSM (ed. 2015/2016)

"Developing ideas and projects through the international exchange, thanks to a challenging and stimulating journey, that brings out and strengthens the identity of each one of us."


FTL Pricing Manager, Arcese Trasporti SpA
EMSM (ed. 2015/2016)

"Attending the Master's was a unique experience that allowed me to acquire fundamental skills, through the exchange and enhancement of differences. A year of personal and professional growth."


The Executive Master in Sales & Marketing is a master made of people, in which you create formal and informal opportunities for discussion, in order to facilitate the exchange of ideas and experiences among the participants. Networking is further developed between students of the same class, between participants and lecturers, as well as with students from other courses and with the School community.


Direct contact with managers and key players of important companies in their working environment represents a great opportunity for learning and networking. The company visits (one for each module) allow participants to interact with managers or entrepreneurs for an excellent experience of sales & marketing.


The Executive Master in Sales & Marketing is characterized by constant interaction between the participants and prominent figures of the commercial environment, through dialogue and narration of the particularly relevant  business experiences. These meetings have a double purpose: to create a direct contact on the basis of excellent experiences and stimulate reflection with respect to their managerial experience.


The Executive Master in Sales & Marketing is an ideal path for developing general management skills and the capacity for leadershop, chosen by many companies as a enhancement tool for their key resources or directly by managers and entrepreneurs whom have decided to invest personally in their own future.

Amadori Chiesi Group A. Menarini BPER Brevini Power Transmission CESAB Toyota Crif Datalogic Dental Trey Diennea Giesse Group Gruppo Pagine Gialle Gruppo Hera Landi Renzo Loccioni Group Mahle A.Manzoni & C Pucci SACMI Technogym Ultradent UniCredit Vodafone Webranking

International Week


The Master has a duration of 12 months for a total of 30 classroom days divided into 15 on-campus sessions (Friday and Saturday, every two/three weeks). To be added to the 15 on-campus sessions there is 1 Kick off and 1 concluding presentation day for the project works, to which the participating company representatives and the Master community are invited.

The Master is divided into 3 modules:

  • 1 Value Analsysis
  • 2 Value Creation
  • 3 Value Delivery and Communication


  • 11  core courses. The program is structured to guarantee courses are performed in succession and to enable participants to immerse themselves in each and every area. The didactic program provides two additional courses, Digital Transformation and Business Sustainability, to understand market transformations;
  • 30 weeks of distance learning. Distance  learning activities entail a weekly work-plan on the School’s e-learning platform that provides an individual learning activity overseen by a specific tutor. The platform is equipped with a Forum aimed at the real-time sharing of comments and follow-up between professors and participants;
  • 5 focus sessions. Meetings with representatives from companies and government, on subjects particularly relevant for people working on sales & marketing (Export Management, Leadership, etc.);
  • 3 company visits. Direct contact with managers and key players of important companies in their working environment represents a great opportunity for learning and networking. The company visits (one for each module) allow participants to interact with managers or entrepreneurs for an excellent experience of sales & marketing;
  • 5+ leader’s corners. The Executive Master in Sales & Marketing is characterized by constant interaction between the participants and prominent figures of the commercial environment, through dialogue and narration of the particularly relevant  business experiences. These meetings have a double purpose: to create a direct contact on the basis of excellent experiences and stimulate reflection with respect to their managerial experience;
  • 1 project work. The project work concludes the each module and allows contextualization of the knowledge and tools acquired. It can be developed individually or in small teams. The project is a key benefit both for the participants and the companies. The project work is the activity that characterizes the program and allows to operatively deepen the knowledge, techniques and tools acquired.



PRE-COURSE – Introduction to the main principles of accounting, concepts related to accounting and accounting terminology. Financial analysis. Base costs concepts and cost accounting. Introduction to the principles and techniques of management control.

WORKSHOP – The value drivers for customers in emerging markets.
The research techniques to identify the value for customers in BRICIS.
The profile of the enterprise that takes into account customers' needs in emerging markets.

WORKSHOP – The digital revolution made available an enormous quantity of data and information (Big Data). The ability to analyse such information is becoming a fundamental element and a source of new economic and innovation value. Nonetheless, Big Data aren't easy to manage and interpret using the traditional Information Technologies tools because of their sheer size, heterogeneous nature and innumerable peculiarities.

CORSO - Scenari e relazione Industria-Distribuzione.

Il ruolo e gli obiettivi del trade marketing.

Le analisi sui canali-clienti.

Le strategie di trade marketing.

Le azioni sulle leve.

Business Marketing: i tratti distintivi dei mercati business to business.

Capire i clienti.

La costruzione ed il trasferimento del valore.

WORKSHOP - Scenarios and Industry-Distribution relationship.

Trade marketing role and objectives.

The analyses on channels-customers.

Trade marketing strategies.

The actions on the leverages.

Business Marketing: the distinctive features of the 'business-to-business' markets.

Understanding customers.

The construction and transfer of value.

WORKSHOP – Managing the sales network doesn't simply require one to have managerial skills but coaching skills as well. Managing a sales network requires the capacity to grow, motivate and adequately stimulate staff and collaborators. The workshop aims at dealing with the theme of coaching in its dimensions of relational, behavioural and team motivation skills.


CORSO - Dallo sviluppo della marca alla gestione delle crisi, la comunicazione è parte di ogni fase della strategia di business. Utilizzando le più recenti ricerche e i dettagli delle migliori pratiche attuali, il corso è strutturato per comprendere e gestire i processi di comunicazione interni ed esterni. Gli argomenti trattati includonola definizione dei messaggi, il media planning, le relazioni con i player del mercato. Strategie e mezzi above-the-line sono messi a confronto e integrati con le iniziative below-the-line.



COURSE – From the development of the brand to the management of crises, communication is part of every stage of the business strategy. Using the most recent research and features from the best current practices, the course is structured so to understand and manage internal and external communication processes. Topics that will be dealt with include the definition of messages, media planning, the relationships with the market players. Strategies and above-the-line means are compared and integrated with below-the-line initiatives.

PRE-COURSE – The objective of the course is to provide the base knowledge and techniques concerning the company strategic management. Here follow the course contents: the role of strategic analysis in corporate management; definition of business, sector and market what determines the profit level in a sector: the sector analysis and segmentation; the competitive positioning of the sector companies and the sources of competitive advantage. The strategy of cost leadership and the differentiation strategy; a tool for the analysis of the value creation for the enterprise: the value chain.

CORSO - In mercati maturi e caratterizzati da una elevata intensità
competitiva la customer satisfaction, in quanto precursore di
fedeltà e profittabilità, riveste un ruolo di assoluta centralità nella
costruzione di un business model di successo. Lo scopo del corso
è di rendere i partecipanti consapevoli dei principali approcci
e strumenti di misura della customer satisfaction oggi utilizzati
in contesti di business avanzati, nonché dei relativi percorsi di
implementazione, evidenziando il forte legame operativo esistente
fra questi metodi e i processi decisionali di marketing.

COURSE - In mature markets, characterized by a high competitive intensity, customer satisfaction, as a forerunner of loyalty and profitability, plays a central role in the construction of a successful business model. The aim of the course is to make participants aware of the main approaches and measurement tools for customer satisfaction currently utilized in advanced business contexts, as well as the related implementation procedures, highlighting the strong operational relationship existing between these methods and the marketing decision-making processes.


COURSE – The course provides participants with concepts and techniques to analyse the reference market. In particular, the course delves into the customer's decision-making process, highlighting the reasons underlying the purchase decision, the development of decision-making attitudes and rules. Furthermore, the course aims at familiarizing participants with logics, methods and techniques at the basis of the development of a market research process. Marketing research provides for the development of questions that are relevant from a managerial viewpoint, for the collection and analysis of data and their interpretation. Statistical tools will be used in order to study and better understand the phenomena that are analysed and to provide a support to managers' decisions. The curse aims at fostering the acquisition of the logics and mechanisms underlying the carrying out of a rigorous marketing research with the final objective of allowing participants to become “smart” buyers and users of market research activities and marketing studies.

The real competitive advantage is the result of an exceptional customer experience. The quality of the experience that customers receive when a contact is established with the Company, can and should be controlled: Companies that are able to offer, with continuity, an excellent customer experience obtain tangible business advantages that go well beyond the increase of customer loyalty and profitability.

WORKSHOP – The efficient marketing of innovation requires an in-depth knowledge of the mechanisms regulating the perception of value for the customer and the competitive arena. This implies understanding the mechanisms governing the purchase processes and those concerning the reference markets development. Starting from the analysis of these aspects, this course aims at delving into the ways of managing the interaction between management and planning of innovation and its marketing.

CORSO - Il modulo intende fornire le conoscenze metodologiche sulle attività digital che le aziende adottano in fase di pianificazione e vendita. In particolare: come si crea una campagna digitale, come si raggiunge una target audience, come si misurano i risultati. L’accento verrà posto sui motori di ricerca, i media sociali e la reputation online.

COURSE – The module aims at providing the methodological knowledge base on the digital activities that companies adopt during the planning and selling stages. In particular: how a digital campaign is created, how the target audience is reached, how results are measured. The accent will be on search engines, social media and online reputation.

WORKSHOP – This workshop will analyse in depth the question of organizational and behavioural culture, necessary to companies to start an internationalization process, for which the export manager plays a fundamental role. Then the main stages of the internationalization process will be considered and the relevance of the knowledge of "cross cultural management" will be highlighted, as it is needed in order to establish excellent relationships that may lead to success for export managers and the companies they represent.

FOCUS SESSION - Nel workshop si approfondiranno i concetti di incentivazione e verrà presentato un modello per la pianificazione e gestione delle campagne di incentivazione. La trattazione e discussione in aula di un caso concreto completerà la sessione di lavoro.

Gli argomenti:

Reti e Canali di vendita: obiettivi ed effetti delle incentivazioni;

l’Incentivazione monetarie e non monetarie;

l’incentivazione e la coerenza con le strategie aziendali;

il budget a supporto delle vendite;

la Definizione ed implementazione di un piano di incentivazione;

Il controllo del budget.

Proposta di un modello operativo.


CORSO - Il Sales e Marketing Internazionale tra adattamento e standardizzazione. Come selezionare i mercati internazionali. Focus su BRICIS. Le strategie di ingresso nei mercati internazionali. La costruzione della rete locale. Prodotto, prezzo, comunicazione e branding per i mercati internazionali. Le tecniche di ricerca per identificare il valore per il cliente nei BRICIS. Il profilo dell’impresa che ascolta il cliente nei mercati emergenti.

COURSE – International Sales & Marketing between adaptation and standardization. How to select the international markets. Focus on BRICIS. Strategies to access international markets. Establishing a local network. Product, price, communication and branding for international markets. The research techniques to identify value for customers in BRICIS. The profile of the enterprise that takes into account customers' needs in emerging markets.

CORSO - Il corso fornisce metodi e strumenti di supporto alla gestione continuativa nel tempo di Clienti strategici per l’azienda. Analisi strategica Clienti: classificazione clienti in base a indicatori di profittabilità e potenzialità e identificazione target; il Piano di azione commerciale: costruzione obiettivi di profittabilità nel breve e medio periodo, pianificazione attività e gestione del team di vendita; l’azione in campo: la gestione win win della negoziazione con i grandi clienti; come mantenere la relazione nel tempo: strumenti di controllo e monitoraggio livelli di servizio e soddisfazione cliente; le differenti soluzioni organizzative di supporto dei differenti clienti.

COURSE – The course provides methods and tools for the on-going support to the management of strategic Customers for the company. Customer strategic analysis: customer classification based on profitability, potential and target identification indicators; the commercial action Plan: construction of short- and medium-term profitability objectives, activity planning and sales team management; the action “on the field”: the 'win win' management of negotiations with big customers; how to make the relationship last over time: tools to control and monitor service levels and customer satisfaction; the different organizational solutions to support different customers.

FOCUS SESSION - I principi e i modelli della customer experience, l’ultima e attuale frontiera per il vantaggio competitivo, permettono di rendere i clienti più felici e quindi leali. Il seminario presenta un approccio strutturato per l’analisi, la progettazione e la messa in scena di una customer experience di successo. Dalle tecniche di ricerca per l’esperienza di consumo si discute un modello per progettare un’esperienza memorabile coerentemente con le scelte di brand management. Successivamente, anche grazie all’utilizzo di casi aziendali, si presentano i processi per la realizzazione di una esperienza di successo. In ultimo, si affrontano gli indicatori per misurare le performance dell’investimento nella customer experience

WORKSHOP - The principles and models of customer experience, the latest and current frontier for competitive advantage, allow to make customers happier and therefore loyal. The seminar introduces a structured approach for the analysis, the planning and the setting up of a successful customer experience. From the research techniques for the consumption experience, a model is discussed in order to plan a memorable experience, consistently with the choices of brand management. Afterwards, also thanks to the use of real-life cases, the processes for the creation of a success experience are introduced. Lastly, the indicators to measure the performances of the investment in customer experience are analysed.

COURSE – Managing the sales network in contexts characterized by a low level of predictability is a highly complex activity. The course aims at providing inputs so to make the management of the network efficient and effective, reviewing the primary elements of the organization, selection, measuring of performances and remuneration systems.


CORSO - Il processo di Marketing Management: dall’analisi del valore per il cliente alla comunicazione e delivery del valore al mercato. Analisi del valore per il cliente: i driver del valore per il cliente. La costruzione del valore per il cliente: segmentazione, targeting, positioning e definizione della value proposition. La misura del valore per il cliente e le scelte di pricing. Dalla costruzione del valore alla commutazione del valore: comunicazione above and below the line. La distribuzione del valore: go to market, sales and key account management. Il piano di marketing e le metriche di sales e marketing performance.

PRE-COURSE - The Marketing Management process: from the analysis of value for the customer to communication and delivery of value to the market. Analysis of the value for the customer: the customer value drivers. The construction of value for the customer: segmentation, targeting, positioning and definition of the value proposition. The measure of value for the customer and pricing choices. From the construction of value to value commutation: above and below the line communication. The distribution of value: go to market, sales and key account management. The marketing plan and the sales and marketing performance metrics.

WORKSHOP – Implementing and managing multiple distribution channels is an essential activity in the current competitive environment, as more and more often customers interact with companies using multiple contact points. Starting from the in-depth analysis of the process undertaken in order to choose the distribution channel, on the part of customers, this course aims at analysing how the marketing activity aimed at fostering the multichannel shopping behaviour can be modulated to increase value for customers, and at the same time, maximising economic result for the company.

COURSE – The themes will explore the universe of sales also analysing the various company interests among the different functions (management, marketing, strategy, finance) in order to better clarify what is the real definition of Seller and the context they operate in. Then the new definition of the “Challenger Seller” derives from the present need to approach markets and customers in a completely different way compared to the past, no longer simply relying on the relationship but becoming “micro manager/consultant” able to act before and meet customers' and company's requests.

WORKSHOP – The course provides methods and tools to analyse and manage the customers' and products' portfolio, with the aim of maximising company profitability. Topics that will be dealt with include: the assessment of commercial leverages that affect portfolio profitability (products, prices, promotions, etc.). The themes will be developed alternating theory, practical cases and external case-histories.

COURSE – The determination and management of the sales price between competition costs and value for customers. The customer-based price; how to measure the value perceived by the customer and define the price. From the definition to the management of price: differentiation of prices, versioning, price bundling and unbundling. How to avoid price wars: from price competition to value competition.

CORSO - Il modulo ha come riferimento il processo di creazione del valore e intende fornire le conoscenze metodologiche e pratiche sulle attività di costruzione della marca e gestione della marca, nelle sue varie modalità di relazione con il prodotto e con la reputazione aziendale. Nel modulo è discusso il processo di trasformazione del prodotto in marca e la relazione tra innovazione, sviluppo, gestione del prodotto e consolidamento della marca. La generazione e lo sviluppo di brand equity. La marca e l’esperienza d’acquisto. Sviluppo e lancio di nuovi prodotti. Dalla gestione del portafoglio prodotti all’estensione di marca.

COURSE – The reference of the module is the process of value creation and the object is to provide methodological and practical knowledge on the activities to construct and manage the brand, in its different modes, related to product and company reputation. During the course, the process to transform the product into a brand and the relationship between innovation, development, product management and brand consolidation will be discussed. The generation and development of brand equity. Brand and purchase experience. Development and launch of new products. From product portfolio management to brand extension.

CORSO - Le tematiche trattate esploreranno l’universo della vendita analizzando anche le varie interessenze aziendali tra le diverse funzioni (management, marketing, strategia, finanza) in modo da chiarire al meglio qual è la reale definizione del Venditore e del contesto in cui opera. La nuova definizione poi del “Venditore challenger” scaturisce dalla necessità attuale di approcciare mercati e clienti in modo completamente diverso rispetto al passato non basandosi più solo sulla relazione ma diventando “micro manager/consulente” in grado di anticipare e soddisfare le richieste del cliente e dell’azienda. Il corso affronterà infine la gestione della rete commerciale in contesti di scarsa prevedibilità è particolarmente complessa con l'obiettivo di fornire alcuni spunti per rendere efficace ed efficiente la gestione della rete.


WORKSHOP – The workshop comprises two parts: one on Sales, the other on Marketing Plan, trying to briefly provide guidelines on how to create plans and how to relate/integrate with the company Business Plan. The Sales Plan is a document that allows defining the business goal in relation to the sale of products and services and to measure their efficacy on the basis of customers' needs and the company financial needs. The tools used are constantly intertwined with the Marketing plan, with a focus on reference and potential markets.

The Marketing plan allows understanding who the “target” customers are and how to reach them, maximising the resources available and providing the sales force with the best market tools. A fundamental point will be the search for the strategy to achieve the maximum profit, both in financial and business terms.

WORKSHOP – During the workshop, the concepts of incentive will be analysed and a model for planning and managing incentive campaigns will be presented. The work session will be completed by the analysis and discussion in the classroom about a real case. Topics: Sales networks and Channels: objectives and effects of incentive actions; monetary and non-monetary incentives; incentives and the consistency with corporate strategies; the budget to support sales; the Definition and implementation of an incentive plan; budget control. Proposal of an operational plan.

WORKSHOP – Building a group is an important activity in today's labour market. Nobody can think of being able to do their job alone or simply cultivating their part alone. Providing guidelines and making others have different experiences, in order to learn to interact with the others in a constructive and creative way, reducing conflicts, distress, misunderstanding, is the aim of this module.

Learning method

The study methodology of the Master alternates classroom learning with distance learning activities on the School’s e-learning platform, which is constantly monitored by a specific tutor.

The distance learning activities entail a weekly work-plan on the School’s e-learning platform that provides an individual learning activity overseen by the specific tutor. The platform is equipped with a Forum aimed at the real time sharing of comments and follow-up between professors and participants.

Courses allow participants to study a single subject area, ensuring an effective path to progress.
The Master is held in two different locations: a physical one at Villa Guastavillani, home to the Bologna Business School in Bologna, and a virtual one, i.e. the e-learning platform. The professor holds an introductory class, evaluates the competency level of participants on a specific topic, and informs them about how to use the material they will find on the platform and the objectives of the course. During the following weeks the participants continue the course on the platform. Therefore, the learning path is linear, constantly monitored by the course tutor, who is always available for clarifications and follow-up. 8 hours of study per week are expected. Each Module concludes with a final test to evaluate the level of learning each candidate has achieved.




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The enrolment fee for the Master’s course is: 16.200 euros (+VAT) for enrolments from companies and institutions 

13.200 euros (+VAT) for individual enrolments 

Early bird reduced fees are available until May 31, 2017. For further information:

Reduced rates are available for applicants enrolling as private individuals as well as for companies that are members of the School’s Business Network.

  • The tuition fee includes:
  • Free access to the gym
  • BBS Community events
  • Computer lab
  • Wi-fi access
  • Access to corporate budget databases


Thanks to the agreement between Bologna Business School and Intesa Sanpaolo, participants are eligible to apply for “PerTe Prestito Con Lode”,  a long-term and low-interest honor loan. Main characteristics:

  • Loan amount equal to the enrollment fee
  • Reduced interest rate
  • No collateral required
  • Repayable in 10 years
  • Without early closing fees


The Master is intended for managers with at least three years of working experience. Potential candidates have experience in companies who aspire to or operate in international markets or who wish to reinforce their commercial  and sales networks. The Master is also open to freelance professionals and those with or without a degree (in the latter case at least 5 years of professional experience is required).


The selection process is done by analyzing the Curriculum Vitae and by individual interviews, done in order to identify the professional profile of the candidate and its coherency with participation in the master. In order to access the selections of the Master it is necessary to fill out and send the Presentation Form to Candidates will be contacted for making an appointment for the selection interview with the Directors of the Master.



Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.


Elisa Lorenzi
Elisa LorenziHead of Executive Masters

+39 051 2090112


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