MASTER IN Marketing, Communication and New Media

An evolving horizon

The Master in Marketing, Communication and New Media is a response to the fast pace of change within the world of communications, offering the latest skills and tools with regard to digital communication.

By establishing solid marketing foundations that focus on the creation, management and performance analysis of social media content, the course allows students to develop the ability to interpret companies’ needs and transform them into effective content and communication plans.

This type of training – flexible and constantly evolving – seeks to encourage students to reflect on the future of digital media, thanks to constant discussion with a diverse class in terms of educational background and geographical origin, and a Faculty that consists of academics, managers, and some of the sector’s leading entrepreneurs.

In just one year, the Master in Marketing, Communication and New Media provides the personal and professional development needed to launch a career in a company or digital agency, not to mention the value of spending this time in a multiculturally-rich environment, which fuses innovation with the experience and prestige of the University of Bologna.

The program, which is entirely in English, includes two classroom-based terms and concludes with a final internship. The course alternates exemplars, group work, workshops and company projects with the aim of teaching students key concepts of the digital age: listening, sharing, participating.

To align your career with the future trajectories of communication, contact the master Program Manager and book an appointment to find out more.

 

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.

 

logo-IAB

Together with our partners IAB (Interactive Advertising Bureau), Yoox Net-A-Porter Group, The Boston Consulting Group, Google, GroupM, IBM and WPP, this Master’s degree provides students with the qualifications and skills to start a managerial or consultancy career in the field of digital communications.

loghi


Roberto Grandi

Roberto Grandi

Director of Studies
roberto.grandi@unibo.it

" The social media and digital marketing tools that exist today will not be the ones we will use tomorrow. This master’s program will not just teach you current techniques but will also give you the opportunity to prepare for the future developments of this industry. Your professional future is our mission. "

Roberto Grandi

Augusto Valeriani

Co-Director of Studies
augusto.valeriani@unibo.it

" Our program is a journey at the intersection of latest trends in digital media and cutting-edge marketing strategies. Our students will master state-of-the-art tools and techniques of communication and digital marketing. Most importantly, they will be trained to anticipate transformations in a professional field where a forward-looking attitude is the skill that makes the real difference. "

CLASS PROFILE A.Y. 2017/2018

GEOGRAPHICAL ORIGIN

ACADEMIC BACKGROUND

PROFESSIONAL BACKGROUND

  • 26 y.o.

    AVERAGE AGE

  • 61%

    INTERNATIONAL STUDENTS

  • 14

    COUNTRIES REPRESENTED

  • 68%

    FEMALE STUDENTS

  • 1 years

    AVERAGE WORK EXPERIENCE

Structure

The Master’s degree is a 12-month full-time program including an internship or project work (total length: 1500 working hours).

The academic part is divided into two terms. You will cover 1000 hours of study: 400 hours of classroom activities and 600 hours of individual/group work. During the first term you will study the fundamentals of marketing and communication, while the second term will deal with practical aspects and focus on the new media tools you will use in your professional career (you can find more detailed information about the courses in the section ‘Courses’ below).

The two terms are followed by an internship period of 500 working hours. This internship can be carried out at various companies and agencies in Italy or abroad. It is your chance to put into practice the theory and techniques learned during the two academic terms by working on marketing and communication strategies/campaigns, analyze and create solutions to real problems and work on action plans. You are expected to make the most of these opportunities by learning from the professionals you will be working with.

At the end of the internship you will be required to hand in a ‘Final Report’, which you will present to the Director of Studies showcasing your activities and analyzing the theories and lessons learned during the academic part.

Students who are interested can also choose to take an extracurricular course of Italian.

  • First term: November 2018 – March 2019
    • Kick Off & Ice-Breaking activities
    • Fundamental courses: Corporate Communication; Communication Fundamentals; Marketing; CRM and Marketing Research; Sales and Trade Marketing; Strategic Accounting
  • Second term: March 2019 – June 2019
    • Focused courses: Business Ethics and Sustainability; Content Marketing Laboratory; Cross-Cultural Management; Digital Interactive Marketing; Digital Marketing; Digital Platforms Laboratory; Digital Strategy; Industry Structure of Digital Communication; Personal Branding; Search Marketing; Storytelling
  • Internship: June 2019 – November 2019
    • Practical Experience
    • Final Project

COURSES

Through the development of concrete business cases, this course aims at developing the fundamental skills of content creation and content marketing strategy. Leveraging all the theories and tools related to the digital world, students will learn to apply them to the business goals that are more common in international companies.



Corporate communication encompasses all the communication that takes place between an organization and its various stakeholders in order to project the company's brand within and beyond the organization. Corporate communication is responsible for creating and maintaining the brand and looking after the organization's reputation.



The objective of this course is to introduce students to the activities, decisions, and strategies used by marketers in the information gathering and analysis tool. This course provides a comprehensive introduction to marketing research, and discusses key concepts, processes, and techniques, as well as their applications. Besides an overview of marketing research, the course covers research design, and quantitative methods used for analyzing research data to make decisions.



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.



This course enables students to develop an effective and updated vision of the digital scenario using social network marketing, digital marketing, lead generation, e-commerce, loyalty and content marketing.



The course is divided into three modules: Email Marketing, Web, SEO & Web Analytics. The course aims at preparing students to understand the digital marketing tools ecosystem; acquire email marketing automation know-how, develop the ability to independently use basic and advanced features of a professional digital marketing platform; practice with a brand site building blocks: hosting, backend, frontend and content; learn how to build, maintain and publish a website and how to integrate basic marketing functionalities on a website.



Digital marketing, web marketing, social media marketing, content marketing, digital intelligence, brand protection; how to connect with your brand audience, generate engagement, create content that spreads through social connections, set the right goals and measure results.



This course aims to build a clear industry overview of digital communication, including typology of companies, agencies and professions. The course will cover the following topics: market dimensions and forecasting; indexing and ranking; associations (IAB, Assocomunicazione, Fedoweb); media agencies; creative agencies; web agencies; PR agencies; technology and provider company publisher; media owner; sales house; ad-networks; job titles and descriptions; local and global Industry.



This course provides an introduction to the following topics: marketing management, basics in consumer behavior, segmentation analysis, targeting and positioning. Price strategies, Brand management, New product development, Distribution channels and Retailing, Marketing communication strategies.



The goal of the course is to give the participants a toolbox of techniques to apply in personal communications. Vital among these is providing tools for analysing, comparing and contrasting yourself with your audience. A series of techniques for lateral thinking and persuasion in the context of personal communication will be reviewed. The scope of these final meetings will be preparing for the job interviews demanded by the placement process at BBS. To this end, a series of “mock interviews” will be executed by professionals in the HR and Marketing fields.



The strategic importance of all the customers; customer satisfaction; the value concept; to understand the value; the market sensing; to understand companies in their role as customer; market strategy. Introduction to general trade marketing principles; strategies and terminology. Overview of FMCG market; mass market sales channels; new media for retail marketing applications. Introduction to the main retailing mix tools. Practical introduction to trade marketing strategies; customer planning; cluster analysis; major clients action plans.



This course explore how search marketing works, both SEO (Search Engine Optimization) and paid search. Web analytics and CRO (Conversion Rate Optimization) topics are also covered as well as: industry main player and trends, software tools, testing methodological approach. Students will also be challenged to test the theories through real business cases.



Introduction to basic accounting principles, accounting concepts, and accounting terminology. Financial statement analysis. Basic cost concepts and cost accounting. Introduction to management control principles and techniques.



Learning method

The main aim of our teaching staff is to first lay down a solid grounding of theory and then to build on this foundation by introducing more practical aspects. This method will result in you confidently entering the work environment of this industry, ready to deal with any scenario you will face.

The teaching staff will help you grasp these concepts and techniques through the use of lectures and seminars; group projects and company visits; guest speakers and case studies; videos and presentations; as well as individual assignments and assisted private studying.

The courses are structured to give the maximum freedom to learn to the students and allow the professors to teach and assess the students in the best way possible. Assessments can take the form of individual/group presentations, projects, oral and written exams as well as, of course, class participation.

CAREER DEVELOPMENT

The integration with companies is a priority and an ever-present feature of all programs of the Bologna Business School, hence for the Master in Marketing, Communication and New Media too.

The School is fully committed to creating employability, by way of a systematic career service action, constantly focused on matching at best the students’ professional projects with the needs companies have.

The internship is an exceptional springboard, suffice it to say that six months after the end of the full-time masters at Bologna Business School on average 90% of students work in a company.

The BBS Career Service assists and supports students since the very beginning, along a training and professional development path. This is accomplished by organizing a series of workshops, with the aim of providing the fundamental tools and resources to be appropriately prepared for the labor market.

To achieve this goal, students are involved in several workshops, among which we may list:

  • Writing a CV and a Cover Letter
  • How to create an effective Linkedin profile
  • How to prepare for a job interview
  • The labor market in Italy

 

In addition to this, thanks to the collaboration with professional career counselors, students receive a customized service, in order to understand their strengths and to build a professional development plan, which will turn out to be helpful when looking for an internship. Here follow some of the activities:

  • Initial guidance interviews
  • Specific interviews, focused on one’s own career plan
  • Mock interviews
  • Continuous support to students with one – to – one sessions

 

Finally, all students can use Job Teaser, a career platform allowing them to be constantly updated on events and job postings in our partners companies, and much more.

Alumni

Margò Antonini – Italy

Marketing & Communication Specialist, Atlante
MMCNM (A.Y. 2016/2017)

"After completing my studies, my goal was to start working as soon as possible and this led me to enroll the Master in Marketing, Communication and New Media, but what I did not know was how much this experience would have enriched me. An extremely interactive course, interesting both in lessons with some of the best professors and in meetings with some of the greatest. A 360 ° training experience that allowed me to start my professional career."

Niccolò Milazzo – Italy

Content Marketing Specialist, Diennea MagNews
MMCNM (A.Y. 2016/2017)

"Combining the opportunities and the skills o fan International business school with the values and the challenges of a city like Bologna: this was BBS for me. This Master is the right choice if you want to develop your digital marketing konwledge considering the offline activities too. What do I carry with me? A network of colleagues and friends, training experience and an internship that has now become my job."

Antonella Totaro – Italy

Global Digital Marketing Team, Barilla Group
MMCNM (A.Y. 2016/2017)

"This Master is the perfect path for students whom want to pursue a career in marketing and communication. The program’ structure is complete and allows you to acquire a background that is fundamental in order to face the professional world in a more conscious way. It encourages the exchange of views and the personal growth, thanks also to the multicultural team projects."

Arturo Bueno – Mexico

PPC Specialist, Booster Box
MMCNM (A.Y. 2015/2016)

"The Master in Marketing, Communication and New Media gave me a panoramic view of the digital marketing industry. I learnt by doing and got valuable insights from experienced professionals in the advertising and marketing industry. Studying at the BBS was an opportunity to be part of a growing international community of professionals."

Boris Jovic – Serbia

Marketing Operations Lead, Quarry
MMCNM (A.Y. 2015/2016)

"I was looking for an international program that was English speaking and focused on digital marketing. This program appealed to me because of the diversity of the students. I wanted to go to the epicenter of marketing innovation and learn from the people that are leading the way. BBS’s network of companies gave me the opportunity to work with industry leaders on challenging projects that will be instrumental in my professional development."

Anastasia Leshchenko – Russia

Digital Analyst, Webranking
MMCNM (A.Y. 2014/2015)

"In the beginning I considered the Master as the very strategic move. Although it was unforgettable, offering interesting lectures, challenging teamwork, enriching cultural experience etc, it wouldn't have been of that much value to me if I hadn't completed my initial goal: to find a place I would be happy to work in. Currently I am working for a leading Italian Web Marketing agency. All my investments paid off and then some."

Francesca Roversi – Italy

Business Process and Project Manager, Yoox Net-A-Porter Group
MMCNM (A.Y. 2012/2013)

"After my graduation from the University of Bologna, the priority was to integrate my background in the communication field with specific competences about social media. For this reason I applied to this Master’s degree, which offers a year to study and practice in a very stimulating and international environment. Now I am confident in starting my professional life, through the opportunity given by the internship in a company or agency of the School’s network."

KARLIS LAKSTIGALA – Latvia

Area Sales Manager, Henkel
MMCNM (A.Y. 2012/2013)

"The Master’s in Marketing, Communication and New Media is the right program for people who are willing to learn different ways and perspectives about marketing and communication. With a focus on group projects this master better prepares students for the working environment and gives a better understanding of marketing project life and implementation."

COMPANIES

The goal of the Career Service is also to allow students to connect with national and international companies. Over the years, Bologna Business School has managed to establish a wide-ranging network and a sound partnership with leading companies in Italy, thanks to a personalized approach, based on each company’s needs. The collaboration features the following activities:

  • Sending the CV book
  • Sharing internship and work opportunities
  • Presentations at the School premises
  • Career Day
  • Implementation of project works
  • Class-room activities with case studies presented by managers and/or HR professionals

 

If you need more information regarding the composition of the class such as age, geographic origin and students’ background, you can download the class profile, clicking here: class profile_MMCNM

 

Our partners are the foremost supporters of our students, with the provision of scholarships, internships and professional opportunities.

Bologna Business School’s partner companies for the Master in Marketing, Communication and New Media are:

ABC MARKETING ACCENTURE ADIDAS ADMENTA AEFFE GROUP AEROPORTO DI BOLOGNA AMAZON ATLANTE ATM BAHLSEN BALENCIAGA BARILLA BENETTON BIRRA PERONI BLUE 449 BOBST BOLOGNA WELCOME BOLOGNA FIERE BONFIGLIOLI BONATTI BOOSTER BOX CAFFEINA CAMST CAVIRO CEFLA CHAMPION EUROPE CIR FOOD CLARINS COESIA COOP ALLEANZA 3.0 COSTA CROCIERE CREDEM BANCA CRIF DATALOGIC DAVINES DELOITTE DIEGO DELLA PALMA DIENNEA DOVE CONVIENE - SHOPFULLY DUCATI EATALY EGS SOLUTION ELECTROLUX EUROVO EY FABBRI 1905 FCA GROUP FERRARI FERRETTI GROUP FERROVIE DELLO STATO FURLA GENERAL ELECTRIC GLAM GOOGLE GRANDI SALUMIFICI ITALIANI GROUP M GUCCI H&M HAVAIANAS HIBO ICONSULTING IKEA IREN JUVENTUS KERING EYEWEAR LAMBORGHINI LAVAZZA LIU JO MANIFATTURA BERLUTI MASERATI MAX MARA MONCLER MONNALISA MONSTER MONTENEGRO MOTION GLOBAL NESTLE' NIKE NIMAI NIMAX NOMISMA OIKOS PALAZZO DI VARIGNANA PANINI COMICS PATRIZIA PEPE PIQUADRO PIRELLI PRADA PRINK PRO WEB CONSULTING PUBLICIS MEDIA PWC SCM GROUP SYSDATA TECHNOGYM TETRAPAK THE NIELSEN COMPANY TWINSET UNICREDIT VALSOIA WEBRANKING YOOX NET-A-PORTER GROUP

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FEES

The tuition fees for the Master is 14,800 euro (VAT free) to be paid in three installments:

  • First installment: 1,850 euros
  • Second installment: 7,000 euros
  • Third installment: 5,950 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 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 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

 

Download the description document here

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 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. They 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.

 

INPS
Thanks to the contribution of INPS (Istituto Nazionale della Previdenza Sociale), 6 scholarships of 10.000 euros are available for the academic year 2018/2019 to INPS employees or retired members, to their children or orphans.

For further details on the application procedures please visit the INPS website.

REQUIREMENTS

For the registration it is necessary:

  • 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.

Application steps:

Documents to send to mastermarketing@bbs.unibo.it:

  • CV
  • Degree certificate with accompanying transcript
  • Photocopy of you ID or passport
  • Motivation letter
  • Reference letter(s) (optional but advised)
  • Signed copies of your enrolment summary sheet and receipt for the application fee (both are downloadable from ‘studenti online’ website following registration)

The selection process will be held at  Bologna Business School. The selections for the first round will take place on July 11, 2018
 and the selections for the second round will take place on October 11, 2018.
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.

Detailed information on the requirements and application process are available in the “Official Call for Applications” downloadable below.

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.
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.
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.
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 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.

Faculty

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.

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