Executive Master's in Sales & Marketing | University of Bologna

Sales and Marketing

CREATING VALUE FOR CUSTOMERS

The Executive Master in Sales and Marketing aims at providing managers and professionals in the sales, marketing and customer management areas with highly specialized training in the sales field, necessary to support the growth of companies.

The program develops an integrated view of the activities to be managed by the Sales & Marketing function, recognizing in the interaction of these disciplines the possibility of creating value for the market and generating better performances. The topics dealt with focus on the internationalization journey of businesses and the strengthening of local sales channels and networks.

Thanks to the exchanges with industry leaders and the fact that participants have different university and professional backgrounds, it is possible to acquire sales cross-cutting skills, methods and tools and to learn to cooperate, starting in the classroom, with a wide range of individuals and teams.

Attending the Executive Master in Sales and Marketing means boosting one’s career towards a leadership role. This position requires being aware of the importance of setting up fruitful relationships, with customers and coworkers alike, promoting the passage of information among all parties involved.

The program features three modules (Value analysis for the customer; Value creation for the customer and Value delivery and communication for the customer), developed over 32 days of classroom activities with the weekend formula (Friday and Saturday). The multi-discipline approach features multiple teaching activities and methods, provided by a Faculty made up of professors, managers and professionals.

The educational offer is completed by 7 focus session to explore specific topics dealing with today’s global labor market challenges. The Master’s ends with the presentation of a personal project work, assigned to all participants to allow them contextualizing the tools and skills that have been acquired.

This course focuses on awareness and value: book an interview with the course’s Director and we’ll start doing it together.

 

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


Fabio Ancarani

Fabio Ancarani

Scientific Director
fabioguido.ancarani@unibo.it

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

Target Audience

Age

Field

  • 36

    AVERAGE AGE

  • 9 anni

    PROFESSIONAL EXPERIENCE

Alumni

Cristina Fazzini

Key Account Manager, D.A.EM
EMSM (Ed. 2019/2020)

"The Master was a demanding and motivating experience, one that gave me the opportunity to grow personally and professionally: one-way lectures with experienced instructors, business cases and a team pf passionate and ambitious colleagues. The perfect combination between qualitative and quantitative disciplines enables you to express your potential, honing inclinations and future ambitions."

Alberto Andrini

Strategic Marketing and Business Development Manager - CISA
EMSM (ed. 2019/2020)

"The Master gives you a concentrated injection of knowledge, experiences and challenges that go beyond any academic learning and they contribute to the development of the implementation of marketing theories from practice to common sense discipline."

Simone Maria Mulargia

Sales Area Manager and GKAM, Acma
EMSM (ed. 2018/2019)

"The Master is a deepening of the management issues in Sales and Marketing extremely concrete and current, with a quick response and application in B2B work. An important opportunity for growth and networking in the workplace."

Alberto Berton

Jr Marketing Manager, Abbott Diagnostics
EMSM (ed. 2016/2017)

"An “effective” experience, one that for sure leaves its mark on one's professional development. A suitably informal environment, the accurate choice of marketing & sales contents and a stimulating work-group are the winning ingredients of this Master's, that granted me the chance to move on to new opportunities within the company I work for."

Matteo Della Valle

Business Development Manager, GNV Grandi Navi Veloci
EMSM (ed. 2016/2017)

"This Master's is an extraordinary educational experience for one's own professional growth and consolidation. Each participant, thanks to their quality and determination, will play a remarkable role in the managerial fabric of our country over the next few decades. I would do it again, a hundred times."

Mario Orlando

Export Area Manager, VIMAR
EMSM (ed. 2016/2017)

"After an MBA in 2003 and years of experience in Export, I felt the need to attend a specific course on Sales & Marketing. I found what I was looking for, thanks to the continuous exchange in the classroom, thus further strengthening the specific skills of my job and, most of all, I benefited from the endless practical inputs that I was able to implement right away in my daily activity, with clear advantages for my customers and the company I work for."

Francesca Archilei

Food Animal Brand Manager Ruminants, Eli Lilly and Company, Elanco Italia
EMSM (ed. 2016/2017)

"A challenging educational route, one that allows us to open new windows for reflection on our daily work and stimulates professional and personal growth perspectives. The baggage of experience of each participant makes every edition of the course unique."

GIANLUCA DE MASI

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

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

SERENA GRANZIERA

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

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

EDOARDO GRAGNATO

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

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

Alessandra Merico

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

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

Costanza Malservisi

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

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

Diego Perego, Paola Narcisi e Marco Visinoni

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

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

Francesco Carullo

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

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

Michele Pontecorvo

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

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

Structure

The Master has a duration of 12 months for a total of 32 classroom days divided into 16 on-campus sessions (Friday and Saturday, every two/three weeks). To be added to the 15 on-campus sessions there is 1 Warm up and 1 concluding presentation day for the project works, to which the participating company representatives and the Master community are invited.

The Master is divided into 3 modules:

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

Plan:

CORE COURSES

10 core courses. The program is structured to guarantee courses are performed in succession and to enable participants to immerse themselves in each and every area. The didactic program provides two additional courses, Digital Transformation and Business Sustainability, to understand market transformations.

DISTANCE LEARNING

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

FOCUS SESSION

7 Meetings with representatives from companies and government, on subjects particularly relevant for people working on sales and marketing (International Sales & Marketing; Data Driven Marketing; Business Sustainability; Luxury & Experience Marketing; Marketing Plan; Big Data & Omnichannel; A.I. in Marketing).

COMPANY VISIT

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

LEADER’S CORNER

The Executive Master in Sales and Marketing is characterized by constant interaction between the participants and prominent figures of the commercial environment, through dialogue and narration of the particularly relevant  business experiences. These 5 meetings have a double purpose: to create a direct contact on the basis of excellent experiences and stimulate reflection with respect to their managerial experience;

PROJECT WORK

The project work concludes the each module and allows contextualization of the knowledge and tools acquired. It can be developed individually or in small teams. The project is a key benefit both for the participants and the companies. The project work is the activity that characterizes the program and allows to operatively deepen the knowledge, techniques and tools acquired.

COURSES

FOCUS SESSION – In a simplistic way we could define artificial intelligence as the ability of a technological system to solve problems or carry out tasks and activities that are typical of the human mind and ability. Furthermore, thanks to the technological maturity they have developed, the Over The Top are fighting not just to incorporate innovative startups in the AI field, but also to start and support research projects and some of their results are already visible today (e.g. face recognition, voice applications, etc.). The aim of the course is to highlight the new trends that are affecting the market, and not simply for the applications directed to end consumers, but also for B2B businesses.

Gaudenzi Alessandro

FOCUS SESSION – Until recently, it would have taken a long time and a few million dollar mainframe would have been necessary to analyze a “mountain” of data (Small or Medium Data). Today, using a simple algorithm, that same information can be processed in a few hours. In recent years, big data and business intelligence have become increasingly important, in both the academic and economic communities. The aim of the course is to highlight the connection between big data and business intelligence, and the way in which this relationship affects the companies’ business model, with a specific focus on real business cases.

Valentini Sara

CORE COURSE – Scenarios and Industry-Distribution relationship.

Trade marketing role and objectives.

The analyses on channels-customers.

Trade marketing strategies.

The actions on the leverages.

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

Understanding customers.

The construction and transfer of value.

De Rose Francesco

FOCUS SESSION- Every year, our society uses the amount of resources that it takes planet Earth a year and a half to regenerate. This and other global, empirical evidence items bring the topic of sustainability at the center of the economic, political and social debate. Recent studies have shown the way in which a sustainability-oriented management approach adopted by certain companies leads to a medium-long term competitive advantage versus competitors, a success achieved also thanks to the ability to innovate the business model and introduce measuring tools to monitor and manage at best the value creation process. The aim of the course is to start a debate on the possible ways to introduce sustainability policies and practices for companies. In particular, by way of case-studies and traditional lectures, the course will deal with three main topics: Business sustainability and triple bottomline; Sustainability-oriented innovation; Green business models.

Mura Matteo

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

Tomesani Nicola

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

 

Marzocchi Gian Luca
Visentin Marco

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

Gabrielli Roberta
Tomesani Nicola

FOCUS SESSION – The aim of the focus session is to familiarize participants with the principles, the methods and, in particular, the techniques underpinning the development of a market research process. Marketing research features the identification of questions that are managerially relevant, the collection and analysis of data and their interpretation. The workshop aims at fostering the acquisition of the principles and mechanisms, including technical ones, that are at the basis of the carrying out of a rigorous, also from a scientific viewpoint, marketing research, with the final objective of enabling participants to become “smart” clients and users of market research and marketing studies.

Zammit Alessandra

CORE COURSE – The growing spreading of technology in everyday life that we have witnessed in the last few years has created new consumers who are increasingly the protagonists of what could be defined as a “digital revolution”. This evolution forces companies to rethink their strategy. The course aims at providing methodological knowledge on the strategies and the digital activities that companies put in place in the planning and sales stages. In particular: how to create a digital campaign, how to reach a target audience and, most of all, how to measure results. The focus will be on search engines, social media and online reputation.

Pia Andrea

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

Ancarani Fabio

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

Ancarani Fabio
Arcando Alessio
Gisco Aurelio

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

Manucci Filippo

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

Ancarani Fabio

FOCUS SESSION – This seminar aims to provide the tools to understand how to combine in the marketing plan every single element of marketing and Sales addressed during the master.

Ancarani Fabio
Gabrielli Roberta

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

Ancarani Fabio
Visani Franco

The course focuses on the value creation process and it aims at providing methodological and practical knowledge on brand building and management activities, in its different types of relationship with the product and the company’s reputation. During the course the process of transforming the product into a brand and the relationship between innovation, development, product management and brand consolidation will be analyzed. The brand equity generation and the development of the purchasing experience will also be addressees, as well as the development and launch of new products. In parallel, the course will deal with service topics in B2B and B2C environments.

Lorenzini Barbara
Manaresi Angelo
Pizzi Gabriele

CORE COURSE – The topics covered will address the realm of sales, analyzing the dynamics among the different functions (marketing, sales, finance), so as to provide the real definitions of “Seller” and of “Challenger seller” and the increasingly competitive contexts they operate in. The course will focus on a current need, that of approaching markets and customers differently from the past, providing the tools to evolve from the relationship model to “micro manager/consultant” able to anticipate and meet the customer’s and the company’s demands. Finally, the course will deal with the management of the sales network in contexts of poor predictability, providing the tools to measure the network performance in the framework of effectiveness and efficiency.

Gisco Aurelio

Learning method

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

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

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

Networking

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

IN COMPANY

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

LEADER’S CORNER

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

Key Speakers:

  • Alberto Fraticelli, Lotto Sport Italia
  • Mauro Gaia, Seat Pagine Gialle
  • Mario Gasbarrino, Unes
  • Federico Gavioli, Leica Biosystems
  • Massimo Ghedini, Manzoni – Gruppo Editoriale L’Espresso
  • Giulia Giacometti, GrandVision
  • Riccardo Losappio, Soilmec – Gruppo Trevi
  • Isabella Malagoli, Hera Comm
  • Stefano Malagoli, Fruitcom
  • Aurelio Maruggi, HP
  • Antonella Massari, Unicredit
  • Francesco Montanari, Datalogic
  • Massimo Monti, Alce Nero
  • Marco Sallustio, Camst
  • Giacomo Sintini, Pallavolista
  • Corrado Storchi, Landi Renzo
  • Riccardo Tura, Dorelan
  • Valeriano Ziglio, La Perla

COMPANIES

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

AMADORI CHIESI GROUP A. MENARINI BPER BREVINI POWER TRANSMISSION CESAB TOYOTA CRIF DATALOGIC DENTAL TREY DIENNEA GIESSE GROUP GRUPPO PAGINE GIALLE GRUPPO HERA LANDI RENZO LOCCIONI GROUP MAHLE A.MANZONI & C PUCCI SACMI TECHNOGYM ULTRADENT UNICREDIT VODAFONE WEBRANKING


Management Committee

The Advisory Board aims to define the strategic guidelines to build the current and future teaching of the Executive Master in Sales and Marketing and maintain a coherent alignment between market, business and School.

The Advisory Board boasts professionals in management, marketing and sales at national and international level.

The Team consists of:

  • Aurelio Gisco, Ultradent
  • Patrizia Cianetti, Ducati Motor Holding
  • Michele Pontecorvo, Ferrarelle
  • Filippo Manucci, Alès Groupe (Lierac, Phyto)
  • Silvia Bassignani, Conad
  • Francesco Montanari, Datalogic
  • Alessio Arcando, 3M
  • Federico Gavioli, Medtronic

CONTACT US

     
     

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FEES

The enrolment fee for the Master’s course is: 

16.200 euros (+VAT) for enrolments from companies and institutions 

13.800 euros (+VAT) for individual enrolments 

Early bird reduced fees are available.

For further information:  emsm@bbs.unibo.it

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

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

HONOR LOAN

Long-term and low-interest loan:

– Repayable in 10 years
– Reduced interest rate
– Possibility to postpone the 1st payment fee to 36 months

For more information please mail to emsm@bbs.unibo.it

INTERPROFESSIONAL FUNDS

Special terms are available thanks to Interprofessional Funds:

Fondimpresa funds training activities aiming at supporting product and/or process technological innovation for SME’s in the manufacturing industry. Click here for further information.

REQUIREMENTS

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

 

APPLICATION PROCESS

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

FAQs

The majority of participants have degrees. A quota of applicants who do not hold a three year degree and with a minimum 5 years of professional experience can be admitted

The selection interview is necessary but not binding. If necessary, a second meeting can be held to provide further clarification.

The program manager can provide attendance certificates at the end of each lesson to those who require it.

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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