MASTER IN Marketing and Sales

THE CORNERSTONE OF GROWTH

The Marketing and Sales 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 Marketing and Sales 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

Co-Director of Studies
fabioguido.ancarani@unibo.it

" Marketing and Sales are everywhere: they collide with the lives of companies, consumers, citizens and institutions on a daily basis. Marketing and Sales 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 Marketing and Sales provides the mentality and the tools needed for meeting one of the greatest challenges in the lifetime of a company. "

Fabio Ancarani

Gabriele Pizzi

Co-Director of Studies
gabriele.pizzi@unibo.it

" Defining the company's marketing objectives and the tools through which these objectives can be achieved is the basis of commercial success within the current competitive scenario. Identifying customers, understanding their needs, developing products and services that can satisfy them are essential skills for a successful company. However, these capabilities must also be supported by an effective sales and distribution strategy. The Master in Marketing and Sales allows you to develop sensitivity to market orientation and support it through practical tools that allow you to create value for the company and for customers. "

CLASS PROFILE 2017/2018

ACADEMIC BACKGROUND

  • 26

    AVERAGE AGE

  • 44% F - 56% M

    GENDER

Structure

The Master in Marketing and Sales 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 – January
  • Second cycle: February - 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 aims to introduce students to the most relevant issues (foundational and more advanced) of digital technologies, discussing the most important present and future consequences on the lives of individuals and on the structure and functioning of organizations and processes. The main topics covered are: fundamentals of computational systems, artificial intelligence, autonomous systems, conversational systems, computational logic, networks and security.



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.



Branding has evolved and businesses are facing new challenges in managing brand reputation. The course provides knowledge and skills to understand the management of brands and products, considering both theoretical and practical aspects through the classroom discussion of business cases to offer results and insights that offer significant implications for the management of brands and products. The course focuses on different aspects of branding and product management, from development to dilution. This includes large areas such as the characteristics and functions of the brand, the process by which a product becomes a brand, the construction and maintenance of brand equity, brand strategies and positioning.



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

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 and Sales 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

Mattia Solina

Category & Channel Sales Development, Nestlé
Master in Sales & Marketing Management (A.Y. 2016/2017)

"After the Bachelor’s Degree in Economics and Business Management, I felt the needed to give a much more practical and concrete push to my studies. The master was for me the perfect combination of theoretical contents and real experiences. What makes the difference are the relationships created during the master with classmates, professors and companies that makes you feel part of an excellent professional network."

Guglielmo Gamberini

Graduate Program - Generazione Talenti, Lidl Italia
Master in Sales & Marketing Management (A.Y. 2016/2017)

"After the Bachelor's Degree in Communication Sciences, I decided to continue my academic career by giving it a more operational and company-oriented profile right from the start.The Master has trained and prepared me professionally and personally thanks to the team of professors , company presentations, project works, all central elements for my entry into the job market."

Martina Stanzani

Supply Chain Specialist, 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 gave me all the tools to transform my passion into a job. Specific exams, practical case studies, company presentations and team work, together with constant and direct confrontation with professors, were the key elements that allowed me to enter the job market."

Pietro Caracristi

Market Steering Specialist, Ducati Motor Holding
Master in Sales & Marketing Management (A.Y. 2015/2016)

"With a path based on a first-class teaching staff and a operational approach closely related to the job market, the master allowed me to obtain the skills and tools necessary for my personal and professional growth. Thanks to the internship in the company I had the opportunity to work in the Automotive sector, combining work with my personal passion."

Melania Guidoboni

Business Analyst, Clarins Group
Master in Sales & Marketing Management (A.Y. 2014/2015)

"After graduating in Business Administration, I decided to enroll in the Master's program to get a more practical preparation close to the business world, by being involved in their strategies and the way they work. Furthermore, the internship allows you to live a real experience within a company, creating a skill set and a name to spend in your future."

Luca Argenton

Responsabile Commerciale, Teorema Giocattoli
Master in Sales & Marketing Management (A.Y. 2014/2015)

"After graduating in Political Science, I decided to follow my passion for marketing and sales, gained with the work experience carried out during my studies. This choice allowed me to improve my skills, to specialize in a challenging and constantly evolving discipline and to acquire the tools to operate immediately and profitably in the company."

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

 

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 and Sales 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 euros
  • Second installment: 6.000 euros
  • Third installment: 3.700 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 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.
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