MASTER IN Sales and Marketing

THE CORNERSTONE OF GROWTH

The Sales and Marketing Management Master’s course is aimed at helping students generating more value for the client and making them become drivers of growth on an international scale.

The course allows students to acquire the techniques and tools necessary to plan and manage a company sales and marketing division using both disciplines in an integrated approach, one that distinguishes this course from the rest of the offer in the Italian landscape of advanced training.

The advantage of a systemic view is the ability of analyzing, building and communicating to the market the value of one’s product, by way of an efficient positioning strategy and the identification of the most suitable distribution network.

Attending the Sales and Marketing Management Master’s course means accessing the beating heart of companies, developing a focus on how to make things happen. The career prospects in the sales area are confirmed as being on the rise and very dynamic, as determination and ambition make the difference for those wishing to start a career both as a consultant or for a company.

The master’s features 12 months of study, divided into two cycles of classroom lessons and a final internship with one of the companies partners of Bologna Business School. With their collaboration a program was developed, alternating the fundamental elements of marketing and management with the individual and team business-oriented case studies analysis.

To transform value into economic targets for companies, get in touch with the course program manager and book an interview for further information.

 

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.

 


Fabio Ancarani

Fabio Ancarani

Director of Studies
fabioguido.ancarani@unibo.it

" Sales and marketing are everywhere: they collide with the lives of companies, consumers, citizens and institutions on a daily basis. Sales and marketing are intimately linked with a company’s possibility to create a value which is irresistibly greater than that of its competitors and by doing so generating optimal commercial, competitive and economic performance. It is for this reason that the Master in Sales and Marketing provides the mentality and the tools needed for meeting one of the greatest challenges in the lifetime of a company. "

CLASS PROFILE 2016/2017

ACADEMIC BACKGROUND

  • 25

    AVERAGE AGE

  • 44% F - 56% M

    GENDER

Structure

The Master in Sales & Marketing is a full-time program structured in 1,500 hours of learning activities over 12 months of study, divided into: 360 hours of lectures, an estimated 540 hours of independent study, and 600 hours of internship.

The structure of the Master is divided into three terms:

  • First cycle: October – December
  • Second cycle: January - April 
  • Internship: May - October 

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.

Given the importance of English language in business, the School offers the opportunity to participate in English conversation sessions within the classroom.

COURSES

Over the last decade sustainability and corporate social responsibility (CSR) practices have become paramount for companies as well as for the society at large. Although most companies have developed sustainability programs over the years, as they are cutting carbon emissions, reducing waste, and otherwise enhancing operational efficiency, we are witnessing a mishmash of sustainability tactics that does not add up to a sustainable strategy. To endure, a sustainable strategy has to cope with the competing – and apparently divergent – interests of all stakeholders: investors, employees, customers, governments, NGOs, society and the natural environment.

The purpose of this course is to initiate a debate around the role and functioning of modern corporations as sustainability challenges, opportunities and solutions emerge. In particular, the objective of the course is to detail and disentangle the links between sustainability, CSR and the key role that digital technologies can play as a mean to translate sustainable strategies into effective outcomes.

Within this perspective, three major learning outcomes are expected:

  • To allow students to gain a solid and robust understanding of what sustainability and corporate social responsibility mean in a business context;
  • To allow students to understand key approaches and frameworks for measuring and reporting sustainability and CSR in organizations;
  • To gain an understanding of what sustainability oriented innovation means and how it can be applied to a digital organizational context.

In order to achieve these objectives the course will combine (i) case studies and whole class discussion; (ii) talks by business leaders and managers dealing with sustainability issues; (iii) lectures.



The role of strategy in the business, defining the business, sector analysis, the lifecycle of the sector, the business strategy: cost advantages, differentiation advantages.



General principles of retailing. Overview and tendencies in retail formats. Managing product assortment. Studying the consumer. Local and global distribution strategies. The sales point: location, design and layout. Alternative channels: e-commerce, automatic distribution and retail kiosks. Technological innovation in the area of modern retailing and self-service technology. Innovative retail tools: 3D-printers and enhanced reality.

The relationships of B2C and B2B. Consumer marketing and relations with the client (CRM). Customer centricity. Marketing of the intermediate client: trade marketing. Evolution of sales channels: retailer vs e-tailer. The development of internet and the e-commerce channel. The most efficient new media for supporting sales. Loyalty systems in the era of new media. The new frontiers of communication. Lateral marketing for developing new markets and the revitalization of mature markets.

The lifecycle of the product and client. The definition of offer benefits as regards value creation. The value for the client, models and tools. Determining the value of the client for the politics of commerce.



The course will cover a variety of themes which are emerging as the most prominent ones in the context of digital culture.The following is a preliminary list of the topics that will be considered.

1. Computing: Meaning and Limitations (from Kurt Godel & Alan Turing to Quantum and Beyond).

2. Counter Culture vs. Cyber Culture (Stewart Brand & Bob Taylor, a la' carte).

3. Coding: Meaning and Perspectives.

4. The Internet: Lo and Behold.

5. History of Computation.

6. The New Rise of AI: Of Men and Machines.

7. Text Digitization + Literary Analysis + Maps + Interactive Media + Games + Design + Media Art = Digital Humanities?

8. Big Brother in Action: Surveillance, Hacking, Privacy, Cyber-security and Data.

9. Ethics, Moral Responsibility and Accountability of Computing.

10. The Economics of the New Web.



Identifying the “ideal” client by means of strategic mapping. Knowing, satisfying and creating loyalty: the cycle of key account management. Analyzing the purchasing behavior of the consumer. Measuring customer satisfaction. Selecting mechanisms for creating loyalty. The KAM plan, from objective definition to operational actions.



The process of marketing and sales management: from value analysis for the client to communication and delivery in the market. Value analysis for the client: the drivers of value for the client. Construction value for the client: segmentation, targeting, positioning and defining value proposition. Measuring the value for the client and pricing choices.  From the construction of the value to the commutation of the value: communication above and below the line. Distributing value: go to market, sales and key account management. The marketing plan, sales metrics and marketing performance.

Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.

 



The context and climate of negotiation. Various negotiation styles and rules of conduct. Interpersonal relationships. Power. Attitudes and key behavior in negotiation. The phases of the negotiation process: preparation and definition of strategic negotiation, information exchange, negotiation tactics and concessions, closing the agreement. Ethics and negotiating.

The price of costs, competition and perceived value. Cost based pricing. Competition based pricing. Analyzing and measuring the value as perceived by the client. Customer based pricing. Techniques and tools for analysis. Pricing strategies: price distinction, price bundling and unbundling. Price competition and value competition: how to avoid price wars.



Brand characteristics, functions and brand types. Developing and launching new products. The process of transforming a product into a brand. Constructing and maintaining brand equity. Branding strategies, managing the brand and positioning. The brand and the purchasing experience. Hedonism and utilitarianism.

Market orientation and the sales process. The client acquisition model and sales types. Sales planning and budgeting. The customer portfolio matrices. Segmenting client portfolio and value creation. Managing the sales force: motivation, incentives and control. Performance indicators.

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 the Alma Bologna Business School, including the Master in Sales and Marketing Management.
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 Alma Bologna Business School, an average of 90% of alumni are working in a company.

Alumni

Martina Stanzani

Junior Category Manager, Grandvision Italy
Master in Sales & Marketing Management (a.y. 2015/2016)

"Immediately after graduating in Management and Marketing I decided to continue my studies in this field and the Master in Sales and Marketing Management gave me all the tools to transform my passion into a job. Specific exams, practical case studies, corporate testimonials and teamwork, coupled with constant and direct confrontation with teachers, were the key elements that allowed me to enter the workplace."

Pietro Caracristi

Market Steering Specialist, Ducati Motor Holding
Sales & Marketing Management (a.y. 2015/2016)

"With a path based on a first-class teaching staff and an operational approach closely related to the world of work, the master has enabled me to acquire the skills and tools I needed for my personal and professional growth and made it possible to create a Strong network of knowledge composed of friends, teachers and companies. Thanks to the stage in the company I had the opportunity to work in the Automotive sector, combining work with my personal passion."

Melania Guidoboni

Retail Allocator, Liu Jo
Master in Sales & Marketing Management (a.y. 2014/2015)

"After graduating in Business Administration, I decided to enroll in the Master's Program of the Bologna Business School. My goal was to gain a more specialized and concrete preparation that would improve my chances in the labor market. Master at BBS is ideal for graduates looking to gain a competitive edge in the business world.
This experience has been very important for me because it has helped me to improve my problem solving skills, and gave me the opportunity to face actual situations that arise within the business world. I am currently working as Retail Allocator, I have passion for a career in fashion!"

Luca Argenton

Account Manager, Teorema Giocattoli
Master in Sales & Marketing Management (a.y. 2014/2015)

"After graduation in Political Science and Organizations, I wanted to develop a career in the field I am most passionate about: marketing and sales. So, I decide to continue my study to obtain a Master degree at BBS, the master in Sales & Marketing Management. The Master took me on a developmental journey to give me precisely the kind of skills and knowledge needed to become an effective marketing and sales practitioner. Also, I learned what firms can do to uncover new and emerging consumer practices that may offer potential for creating new markets.
Here you study and work in collaboration with professors, adjunct, visiting professors, guest speakers and top managers."

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 Sales and Marketing Management are:

AEMILIA HOTEL AGGF - DIEGO DALLA PALMA COSMETIC GROUP ANCORA SERVIZI AUTOMOBILI LAMBORGHINI BHALSEN BVM LES COPAINS CAMST CAREGIVING CARPIGIANI CHAMPION CNA di BOLOGNA COLOMER GROUP COOP CENTRALE ADRIATICA DATALOGIC DUCATI EGS FREELANDS NETWORK GA OPERATION - Gruppo Giorgio Armani GMPR COMUNICAZIONE GRAPHIC STORE GRUPPO MAX MARA GRUPPO MONTENEGRO GRUPPO TREVI HAVAIANAS HAYS HERA IMOLA IMA IOSA GHINI IREN LIU JO MOLLUSCO & BALENA COMUNICAZIONE NIKE ITALY PDFOR Consulenza PUCCI BERNI REMEMBRANE SCS CONSULTING SIGMA SPORT LAB STS ACADEMY TECHNOGYM TETRAPACK UNIGRA' VALSOIA VOSSLOCH

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FEES

The tuition fee for the Master is 11,200 euros (VAT free) to be paid in three installments:

  • First installment: 1.500,00 euros
  • Second installment: 6.000,00 euros
  • Third installment: 3.700,00 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 Alma Bologna Business School such as: personal account for the Alma 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, at the same time we also truly believe that investing in one’s future always pays back.

Bologna Business School provides merit-based partial scholarships to the leading candidates in the selection process. Furthermore, at the end of the master, the School assigns a prize to the best student.

The cost of enrollment may be covered or sponsored by third parties: public entities, foundations or companies.

REQUIREMENTS

Applying is open to anyone holding an undergraduate degree of the old and new system. The degree must must be obtained on or before the enrollment deadline of the Master.

For auditors, an undergraduate degree is not required.

APPLICATION PROCESS

Admission to the Master requires the student to pass the selection process, which consists of:

  • a written exam on general knowledge and logic and mathematics
  • a written exam on English language proficiency
  • a motivational interview designed to assess the candidate’s professional plan and its consistency with the objectives of the Master

FAQs

The second level Master is accessible only to those who have a bachelor's degree from the old system or a Laurea Magistrale/Specialistica. To access the first level Master a three-year undergraduate degree or a bachelor’s degree in the old system is sufficient.
Access to a first level University Master requires at least a three-year Bachelor’s degree (or the Bachelor’s degree in the old system); for a second level Master's Degree, the Laurea Magistrale/Specialistica (or the Bachelor’s degree of the old system) is necessary.
Enrolling in multiple university courses is not allowed. Therefore, if you are already enrolled in a degree at this or another university prior to registration into the master you are required to apply for a suspension of studies ("career freeze") at the secretariat of the specific School. During the suspension period you will not be able to undertake exams nor accumulate attendance related to the suspended degree.
Yes, you can enroll prior recognition of the degree at the Italian Embassy or Consulate in the country where it was obtained. More details are available in the tender announcement.
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
CFU or Crediti Formativi Universitari is a tool to measure the quantity of learning required, including independent work necessary for the student to acquire the knowledge and skills in the subject matter of each specific course.
A credit (CFU) generally corresponds to 25 hours of work including lectures, tutorials, etc., but also independent study. For each academic year, a full time student in the course requires an average amount of work equal to 60 credits, ie. around 1500 hours. The credits are acquired by passing the exam or other testing.
The credits are used to compare different courses in Italian and European universities through an evaluation of the student workload required in certain subject areas in order to achieve the educational objectives defined. They facilitate student mobility between different courses of study, but also between Italian and European universities. Loans acquired during a course of study may be approved for continuing in other courses of study.
The University of Bologna uses the ECTS system accurately applying the European Credit Transfer System (ECTS) in all courses of the first cycle (Laurea), second cycle (Laurea Magistrale) and unified cycle. ECTS is a recognized standard created with the goal of supporting mobility and cultural exchange among students at the European level. This standard allows for the comparison of credit systems used by Universities and higher education institutions in Europe, to plan and implement the learning path of students. This allows students who study in one country to see their studies recognized at an institution in another country that applies the same standard.
Yes, every Master is composed of multiple courses, each with an exam at the end and based on whose completion the student earns the relative CFU for the course.
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.
Unlike the Laurea Magistrale or Specialistica, a University Master's degree actively involves students in practical cases, providing skills that facilitate immediate entry into the labor market. Specifically, the Master in Business Management, before the internship period, requires the development of a business plan that is carried out for the duration of the master and 3 one-month-long company projects each with a company chosen by the participant.
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