Master in Digital Commerce/Omnichannel Management

The fast growth experienced by digital distribution channels has lead an exponential increase in demand by companies for experts in digital commerce.

The Master in Digital Commerce, with a unique European setting, aims to providing you with the skills required to become a professional in the domain of digital distribution channels thanks to our distinctive combination of the teaching expertise of the Bologna Business School academic faculty and the direct interaction with the partner companies, leaders in the digital domain such as Yoox-Net-A-Porter, Boston Consulting Group, Google, IBM, and WPP.

The innovativeness of the topics finds its natural response in the innovative teaching methods adopted in this Master, aimed at stimulating a constant translation into managerial practice and at fostering team work to develop a digital commerce project.

The Master in Digital Commerce is a 12 month full-time program, taught entirely in English. A 600-hour internship will help students to improve their problem solving skills, giving them the opportunity to face actual situations that normally arise within the professional world.

This master is part of the:

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THE MASTER IS AN INVESTMENT.
THE HONOR LOAN IS THE WAY TO FUND IT.

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.

 


Gabriele Pizzi

Gabriele Pizzi

Director of Studies
gabriele.pizzi@unibo.it

" This Master, unique in the European landscape and focused on a strongly growing issue like digital commerce, will enable you to acquire the knowledge and tools that fuel the effective management of multiple contact points with the customer: a critical success factor for companies in a context where channels differences are increasingly blurred and customers expect to be able to find information and buy products both offline and online (web, social, mobile). The innovative topic finds its natural response in the innovative teaching methods, aimed at stimulating a constant translation into managerial practice and at fostering the team work to develop a digital commerce project. All of this with the strong support of partner companies, leaders in this sector.

Digital Commerce is an innovative topic that deserves special attention. This is why our team developed a unique program together with our partners. Our academic teaching method will challenge and stimulate our students to be the next digital leaders. "

Structure

The master in Digital Commerce is a full-time program structured in 1,500 hours of learning activities over 12 months of study, divided into: 360 hours of lecturing, an estimated 540 hours of independent study, and 600 hours of internship. The structure of the Master is divided into four phases:

  • First cycle: February 2018 – April 2018
  • Second cycle: April 2018 – July 2018
  • Internship: September 2018 – December 2018

Classroom participation is about 30 hours per week structured in order to allow time to work in groups, while not neglecting individual students focus and management of interpersonal relationships.

COURSES

The course provides a foundation in financial and management accounting. It is specifically designed for a non-specialist, with differing prior knowledge and background. It provides useful tools for interpreting and using financial information for managerial purposes, with a special focus on commercial decisions. At the end of the course the students will be able to analyze financial statements and to make simple financial analysis for evaluating the profitability of goods, services or specific jobs.

 



This course provides an understanding of the role of culture in management and organizational processes in today’s inter-cultural business world. After an initial theoretical introduction to the concept of culture, the course will analyze its relevance to organizational issues such as: human resources management, cross-cultural communication, team-work, motivation, and negotiation.

In this course, students will learn how to create and manage the digital platforms commonly used to stimulate a direct contact between the company and the customers.

The contents of the course are:

  • Introduction to Information Systems and Data Base Management Systems, and understanding their role in an organization.
  • Use of a relational DBMS for storing, retrieving and processing data, use of the main query language: SQL.
  • The role of Information Systems in new media and the interactions between these ever developing platforms


The contents of the course are:

  • Introduction to Information Systems and Data Base Management Systems, understanding their role in an organization.
  • Using of a relational DBMS for storing, retrieving and processing data, using the main query language: SQL.
  • The role of information systems in new media and the interactions between them.


This course deals with the main decisions that have to be taken when advertising a business online: the tools used to advertise online, the different vendors of advertising, the different buying models for digital advertising space, the advertising targeting techniques and the most relevant KPIs to assess digital advertising performance.



This course is aimed to provide students with the theoretical and analytical tools needed to investigate the customer journey across the multiple contact points. The focus of the course will be mainly on, but not limited to, the digital channels and their integration with the offline channels in order to obtain a complete overview of the plethora of firm to customer interactions.



In this course students will learn how to set up, build and distribute questionnaires by using the most common survey platforms on the marketplace. This course is very practical in nature and has the purpose of providing students with the ability to exploit the digital tools and channel to obtain perceptual and behavioral data from consumers.

This course offers a complete overview of the fundamentals of current management issues that will help students to get familiar with concepts that will be deepened in subsequent courses. The course provides students with the understanding of the basic concepts related to managing a company, identifying its functional areas and the tools for decision-making.



This course revolves around some of the most relevant issues that marketing managers need to take such as defining the characteristics of a product/service, creating and sustaining a strong brand, defining pricing and promotions and identifying and selecting the target segment(s) of customers.

In this course, students will be introduced to the most common marketing research methodologies. The course will stimulate analytical skills and enable students to understand which are the most appropriate research techniques according to the specific purpose or research question.



This course provides an overview of the most relevant ongoing trends in the retailing industry. On the one side, the course focuses on innovation in store format with a particular emphasis on the definition of store assortment and layout. On the other side, the course tackles the most promising technological innovations that are likely to reshape the modern distribution channels.



The purpose of this course is to explore the strategies that companies can adopt in order to establish, nurture and maintain a relationship with the customer by using all the available (''omni'') channels, selecting the most appropriate channel for each customer or customer segment and integrating the activities performed across all the touchpoints.



The purpose of this course is twofold: first, it provides students with insights on how to exploit social media within a digital marketing strategy by addressing the main purposes that each social medium can fulfill; secondly, it teaches students how to obtain and, especially, how to extract amd analyze relevant managerial information from online analytics.



The aim of the course is to analyze how value is created through the interactions of a coordinated system of firms. The course will present the main approaches to supply chain strategies and supplier relationship management. It will analyze the phases of purchasing process, including supplier search, selection, negotiation and evaluation.

There will be specific focus on tools for digital management of exchanges and interactions in a supply chain, including e-procurement platforms, electronic auctions, and extranet systems, as well asreferences to real business experiences.



At the end of this course students will have the ability to manage the various components of user interface design for the web, such as the tools for navigation, search, registration, account management, shopping carts etc., and to make consistent decisions about the user interface features that best suit their marketing strategy.



This course provides a basic understanding of web technology and its practical applications. Basic principles, architectures, models and technological references to efficiently building a website (static, dynamic and active pages) will be discussed, with their different characteristics and their role in reaching the various goals of Digital Commerce. Moreover, students will learn how to use the features of a website to promote presence and positioning of their own Digital Commerce platform.



Learning method

The educational sessions provide different learning methods, including lectures, simulations, discussions of case studies and presentations by companies, testimonials, and group work. The curriculum is completed with master lectures held by professionals from the business world, academia and politics, with opportunities for discussion and interaction with the business world through case histories.

CAREER DEVELOPMENT

Building synergies with businesses is a priority and a distinguishing characteristic of all programs of Bologna Business School, including the Master in Digital Commerce.

The School is fully dedicated to preparing students for the job market and it accomplishes this through systematic career development, with an ongoing commitment to combine the best professional projects by students with the demands of businesses.

The internship is an excellent springboard to the professional world, evidenced by the fact that six months after completing the full-time master at Bologna Business School, an average of 85% of alumni are working in a company.

COMPANIES

Over the years, our partners have been constantly involved in the activities, which make up the structure of our programs. Companies belonging to our network take part in project works and master’s lectures; they actively contribute by engaging with students through guest lecture sessions and by organizing company visits.

Our partners are the first supporters of our students by providing scholarships, internships and professional opportunities.

Bologna Business School’s partner companies for the Master in Digital Commerce are:

YNAP IBM WPP Google BCG GroupM

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FEES

The tuition fee for the Master is 14,800 euros (VAT included) to be paid in three installments:

  • First installment: 1.850,00 euros
  • Second installment: 7.000,00 euros
  • Third installment: 5.950,00 euros

The fee includes participation in the Master, all the study material available through the online platform, and access to the services and facilities of  Bologna Business School such as: personal account for the BBS wi-fi, use of the PCs in the Computer Lab, access to the study areas, access to the internal gym, special rates for the School restaurant. Furthermore, the fee gives participants the right to take advantage of the supporting activities of the School, such as the language courses and the master lectures by invitation. Free parking is also available within the BBS campus.

Additionally, with the Student Card of the University of Bologna, students have access to all of the university facilities, including over 100 libraries, digital resources and study halls (including databases and online subscriptions); the three city center canteens and all university student related discount offers. More information is available on the site of the University of Bologna: http://www.unibo.it/it/servizi-e-opportunita.

HONOR LOAN

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
  • No early closing fees

 

SCHOLARSHIPS

At Bologna Business School we understand the importance of financial aid in supporting our students to achieve their educational goals. We are aware that an advanced, high quality training path can be a significant commitment but we also truly believe that investing in one’s future always pays back.

Bologna Business School is pleased to offer partial scholarships to the most meriting students. All of these scholarships are merit-based and will be awarded to the top-ranked candidates in the selection process. The students who come out on top in the selections will be students who not only come from strong academic or practical backgrounds but also those who display the strongest motivation to take part in this program.

There are scholarships of 6,000 euros and scholarships of 4,000 euros. All applicants will be considered for a scholarship – no specific application is required. The scholarships are awarded over the course of every round of selection and if you have performed well enough to merit one of them, you will be informed at the moment of admission.

The scholarships act as tuition waivers, so that they result in a deduction of the total amount of the tuition fees due.

REQUIREMENTS

For the registration it is necessary to have:

  • a Bachelor’s Degree (must be obtained by the enrollment deadline)
  • English language proficiency

Admission to the program is subject to the positive assessment of your individual interview and English test, if it’s not the candidate’s native language.

APPLICATION PROCESS

This Master’s is open to all applicants with a bachelor’s degree obtained before the enrolment deadline of each round. There are two rounds of admissions, the first round will be open for applications until July 2017 and the second round will open in July and will close in September 2017. To apply please send the following documents to digitalcommerce@bbs.unibo.it:

  • CV
  • Degree certificate with accompanying transcript
  • Photocopy of you ID or passport
  • Motivation letter
  • Reference letter(s) (optional but advised)

The selection process will be held at  Bologna Business School. The selections for the first round will take place in July 2017
 while the selections for the second round will take place in September 2017. In line with the number of available places, admission to the program is granted according to the position on the list of qualified candidates, drawn up on the basis of the total score awarded at the end of the admissions process.

FAQs

Of course we will. Non-EU citizens have to apply for a student visa before being able to commence their studies. We can provide you with a letter of admission as well as a letter of support, which you can use to make your visa application. In the case of particular problems our staff will be ready to contact embassies directly to discover the source of the problem and solutions to fix it.
After you arrive in Italy, you will be required to apply for a residence permit. Our staff will be able to help you fill out the forms and give you any support you need for this process as well.
If you do not live in Italy then you can participate via Skype. You will be contacted several days before the selection date to inform you of your time slot for the test and individual interview. At this point you can send us your Skype ID so that we can add you to the account that will be used for the interviews.
Yes. Don’t worry if you if you are unable to present a IELTS or TOEFL, your level of English will be assessed during the selection process. You can be excused from the need to present proof of your English level if you are a native English speaker.
Upon registration and payment of the admission fee, you must submit or send via registered mail to Alma Bologna Business School (Via degli Scalini 18-40136 Bologna), the following documents:
• a copy of the receipt for the fee of 60.00 euro for administrative services;
• summary sheet;
• a copy of your ID;
• Undergraduate Degree (or substitute statement);
• curriculum vitae;
• any additional titles to be assessed for admission purposes.
No, once you pass the selections, you can decide whether to formalize the registration to the Master through the registration process. However, it is essential to participate in the selection process and to pass it in order to be able to register.
It is essential, for the purpose of registration, to have completed the degree by the registration deadline.
As long as you have passed the selection process, you can still register as an auditor.
An auditor is someone who participates in a master and who has passed the selection stage but doesn’t have an MA/Specialist degree/degree according the old system/ or hasn’t be graduated within the call’s deadline. An auditor can participate in all lessons, academic activities and to the internship (not compulsory). An auditor doesn’t need to take exams and therefore is not awarded CFU. An auditor will however receive a certificate of attendance by the University of Bologna. Instead of paying €11.200 an auditor pays €9.200
You can contact the Help Desk directly via e-mail: help.studentionline@unibo.it, or by telephone: +39 0512099882; or you can apply online: https://studenti.unibo.it/sol/welcome.htm
The School supports students in finding housing, providing references of accommodation facilities and private residences that have been used by former students.
The School organizes several occasions for meetings, discussion, networking, training, refresher training reserved for the Alumni Community (those who have attended a course in Alma Bologna Business School). For further information visit the Community section of our website.
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