Marketing Management

THE CORNERSTONE OF GROWTH

GOALS

The Master in Marketing Management is aimed at the acquisition of techniques and tools required to manage the marketing and sales area of a company, through a solid training in both marketing and sales management, as well as an intensive study of the organizational aspects that generate business value. By integrating lectures and real cases analysis, through concrete examples offered by BBS partner companies, the students will acquire the analytical and methodological skills to map the process that brings the product in contact with the consumer. They will be able to fully understand the management of the Key Account, the retail principles, the budget analysis and also the persuasion techniques to use in personal communication.

 

WHO IS IT FOR?

The Master in Marketing Management is designed for young graduates with excellent knowledge of English, who are determined and ambitious, who want to invest in their future, who are ready to start dynamic careers at the highest level in a fast-changing market.

 

CAREER OPPORTUNITIES

The customer is the cornerstone of any business. Consumers are increasingly sophisticated and have access to information that helps them make conscious decisions.  Online forums, instant access to comments and reviews on products and services and social networks, are all tools that allow consumers to make more informed choices than ever before. To meet these new demands, companies need professionals who can keep up with a fluctuating market that is constantly transformed by new technologies.
Through the Master it is possible, once having completed in the companies the years of experience required, to access the following job positions: Marketing Manager, Brand and Product Manager, Sales Manager, Trade Marketing Manager.

Choose your future, apply for one of the most exclusive Master in Marketing Management. Contact the master Program Manager to begin this pathway.

 

SERVICES

Bologna Business School provides student support services included in the tuition fee for the Master.

 

Program Advisory Committee:

  • Melania Guidoboni – Retail Specialist & field Coordinator, Clarins Group
  • Stefano Leonardi – Managing Director , Bahlsen Italia
  • Giovanni Lorenzoni – CEO, BitBang
  • Angelo Marino – Chief Communication Officer, Macron
  • Salome Mosidze – Head of Marketing, Teliani Valley
  • Patrizio Pecunia – Data Literacy and Change Lead, The Adecco Group
  • Andrea Scozzoli – Chief Retail Development Officer, Unieuro
  • Nicola Selleri – Direttore Regionale, Lidl Italia
  • Stefano Sermenghi – CEO, Unexpected Italian SRL

 

Ranking

RANKED BUSINESS QS

QS Quacquarelli Symonds is the international network focused on services, analysis and in-depth reports of post-experience and university education, geared toward international mobility and career development. The QS Online MBA Ranking is based on insights from the business world and a methodology that allows programs to be evaluated according to four parameters: Faculty and Teaching, Class Profile, Employability and Class Experience.

 

Accreditation

EQUIS

Bologna Business School is EQUIS – EFMD Quality Improvement System accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.


Gabriele Pizzi

Gabriele Pizzi

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 Management 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 A.Y. 2023/2024

GEOGRAPHICAL ORIGIN

ACADEMIC BACKGROUND

  • 24

    AVERAGE AGE

  • 32%

    INTERNATIONAL STUDENTS

  • 10

    COUNTRIES REPRESENTED

  • 61%

    FEMALE STUDENTS

Structure

The Master in Marketing Management is a full-time program structured in 1.500 hours of learning activities over 12 months of study, divided into: 400 hours of lectures, an estimated 600 hours of independent study, and 500 hours of internship.

The structure of the Master is divided into:

  • First term: January 2025 – April 2025
  • Second term: April 2025 – July 2025
  • Internship: July 2025 – January 2026

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

COURSES

The course provides students with basic knowledge of the fundamentals of business ethics, as well as the economic, environmental and social sustainability challenges that come about in the both private and public sectors. The students will gain the knowledge, skills and tools needed to effectively respond to these challenges in order to drive impactful change and develop sustainable business practices.

Miandar Toloue

The course provides the theoretical and methodological tools to correctly understand the mechanisms underlying consumers’ decision making. In particular, at the end of the course, students will be able to a) master the most relevant theories of consumer choice, b) analyze how consumers make decisions, and c) plan and implement a marketing research aimed to explore and predict consumer choices.

Ancarani Fabio Guido Ulderico
Marzocchi Gian Luca

This course explores psychographic segmentation in the context of customer relationship management (CRM). Students will learn how to integrate psychographic data into CRM systems to personalize customer interactions, implement targeted marketing strategies, and conduct predictive behavior analysis. The ultimate goal is to develop skills to use psychographic information in building lasting customer relationships, contributing to the long-term success of companies in an emotionally connected and strategically informed manner.

Camillo Furio

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.

Pizzi Gabriele

The course offers an overview of the most modern software systems for business data modeling and synthesis of reports, dashboards, indicators (KPIs) and quantitative business intelligence systems. The topics of data management, data cleaning and automated data refresh will be addressed.

Participants will learn how to link together tables of data from any source, located anywhere in the world, and to integrate them with their own strategic tables to set up high value analysis.

The course will also provide the knowledge and practice to perform complex calculations on data structured in tables, from corporate ERP systems, Excel database Excel files, SQL Server, web pages, feeds, relational databases in general, social sites. The company reports and dashboards will be interactive and accessible from any device connected to the network.

The software described and studied will be scalable, to best address the activity of Analytics on data of different complexity and breadth of management, providing potential sharing structured and controlled.

 

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 course consists of 5 seminars: Ai & Machine Learning, All-in Security, Cloud & Beyond, The Science of Data, Internet of Things.

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.

Matta Shashi

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.

Boccali Filippo
Visani Franco

The course provides a comprehensive overview of the various advertising tools that companies can use to communicate across several different media, and shows how they can be integrated within a unique communication plan. Furthermore, the course explores the various structures and competencies involved in the communication process, from creatives to advertising agencies. By mixing the marketing and the communication perspectives, this course will enable students to develop a good understanding of both communication contents and strategies.

Cicvarić Kostić Slavica
Valeriani Augusto

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.

Arcando Alessio
Repezza Marco

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.

Dal Maso Lorenzo

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.

Farace Stefania

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.

Pizzi Gabriele

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.

Gisco Aurelio

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.

Tuan Annamaria

The course is organized in order to provide students with the possibility to learn by actively applying the tools learnt in class to concrete cases. Due to its practical nature, the course will enable students to learn about the tools to be used in order to generate, nurture, and maintain over time the relationship with the customer.

Visentin Marika

The objective of this course is to introduce students to the fundamentals of applied neuroscience methodology, with a view at providing an understanding of human behavior in marketing contexts and neuroscience-based methods for its investigation. The course will be centred around neuroscience research exploring why and how the investigation of implicit processing and neurophysiological responses is vital to understand human behavior. After this course, students will be able to integrate neuroscience-based insights into their work for a better understanding of consumers behavior and application in marketing strategies.

Mario Ubiali

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.

Bekins Russell James

Learning approach

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.

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.

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 Management 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 91% 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

 

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
  • Continuous support to students with one – to – one sessions

P

Alumni

Martina Domenica Marano – Italy

Sales Rapresentative CHC, Alfasigma
Master in Marketing Management (A.Y. 2022/2023)

"The Master in Marketing Management was the key to discovering Marketing in all its facets and figuring out which ones were most in line with my passions and skills. The experience brought to the classroom by the professors was a source of great inspiration and motivation throughout the course and even outside of class. The stimulating environment of the Master program was instrumental in successfully completing an internship in Trade Marketing and optimally prepared me to confidently embark on a new career path in sales."

Daniela De Pontes – USA

Junior Marketing Manager, Sicis
Master in Marketing Management (A.Y. 2022/2023)

"My experience at the master's program in Bologna was truly exceptional and transformative. It not only enhanced my professional skills significantly, but it was the missing piece to finding out that this is the path I want to take in my career, particularly coming from an artistic background. Beyond academics, I genuinely formed connections with fellow students, feeling like I gained a second family, I couldn't be more grateful with the faculty at BBS and the support and opportunities they have provided me. My advice for future students would be to take as much advantage of the place, people and opportunities that BBS provides, and not to be afraid to opening yourself up to learn and grow!"

Luca Barzaghi – Italy

E-Business Analyst, L'Oreal Groupe
Master in Marketing Management (A.Y. 2022/2023)

"After completing my bachelor degree in Business Administration, I realized that I lacked the necessary preparation to pursue a career in marketing and sales. Determined to bridge this gap, I made the decision to enroll in the Master in Marketing Management at BBS. Throughout the program, the high-quality instruction and guidance from experienced professors proved transformative. Not only did it unlock my potential, but it also broadened my perspective and equipped me with indispensable knowledge essential for entering the workforce. Today, I stand confident in my abilities, ready to embark on a successful career journey in the dynamic FMCG industry."

IMAN AZEDDINE IDRISSI – ITALY

Trade Marketing Specialist, Carpigiani
Master in Marketing Management (A.Y 2021/2022)

"I still remember the great commitment dedicated to access the Master in Marketing Management, today enjoying its results I can say with certainty that I could not have made a better choice. Thanks to a mainly practical approach, rich in comparison between students and professors, and thanks also to its wide international scope, the Master has allowed me to achieve great growth not only on a professional level but also, and above all, on a personal level. Today, thanks to the skills acquired and the support of the Career Service, I have been able to access an important reality on a global level, where I play an extremely stimulating and interesting role. I would recommend this Master to anyone looking for an excellent preparation for the world of work."

Emma Timis – Italy / Romania

Junior Trade Marketing, Admenta Italia
Master in Marketing Management (A.Y 2020/2021)

"After a Bachelor's Degree in Medical Biotechnology, I decided to pursue a corporate career. Despite the lack of an economic background, the Master in Marketing Management at Bologna Business School provided me with a highly professional training, necessary to guarantee me success in my current career. This preparation allows me today to easily confront myself with other professionals in the sector. I recommend this Master to anyone who wants to integrate their background, even of a non-economic type, with a stimulating and complete path."

Hamza Arbib – Morocco

Sales Reporting, Automobili Lamborghini
Master in Marketing Management (A.Y 2019/2020)

"The Master in Marketing Management met all my expectations: an environment of continuous comparison and personal growth, which allowed me to acquire all the key knowledge to access a reality of global importance. Thanks to the support and the network of the BBS, I was able to enter the Automotive sector, thus realizing the dream of working in a company like Automobili Lamborghini and turning my passion into work."

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

Moreover, companies support the Master in Marketing Management with scholarships, professional opportunities, career fairs and company presentations. The companies that worked with us in 2022/2023 are:

ACCENTURE ADMENTA AGROMATERIAE ALFASIGMA AMPLIFON AUTOMOBILI LAMBORGHINI B&B HOTELS BAKER HUGHES BARILLA BITBANG BEREBEL (GRUPPO UNIPOL) CANOSSA EVENTS CARPIGIANI COESIA COOP ALLEANZA CRIF DELOITTE DIADORA DIEGO DALLA PALMA DIENNEA DR SCHAR DUCATI EUROPEAN INVESTMENT FUND FELSINEO FERRARELLE FERRARI FRANTOIO VALSANTERNO GRANAROLO GRANTERRE GRUPPO CAVIRO GRUPPO LACTALIS GRUPPO MONTENEGRO GVS HAIER EUROPE HEALTHWARE HEINEKEN HGEARS HIBO HILTI INDEGNO INTERCOS IVECO JAKALA JUST TO THE WORK KPI6 KERING KOHLER KRAFT HEINZ LAVAZZA LIU JO LUXOTTICA L'OREAL LT RINNOVABILI MAKED MAPENDO MARRIOTT MARS MASERATI MAX MARA FASHION GROUP MELICONI MIDEA ITALIA MIONETTO MUTTI NOMISMA OSCARD PANERAI PANINI PHILIPS PININFARINA PIRELLI PHILIP MORRIS INTERNATIONAL POLONORD ADESTE RECKITT SACMI SAFILO SANOFI SAVINO DEL BENE SCS CONSULTING SHERWIN WILLIAMS SHOPFULLY SKY TAKEOFF TAUA TECHNOGYM THE SOCIAL HUB TONINO LAMBORGHINI TOYOTA MATERIAL HANDLING MANUFACTURING TRADEDOUBLER VERTIV VETPARTNERS VF CORPORATION VIDENDUM VOLKSWAGEN WORLD FOOD PROGRAM XYLEM YOOX NET-A-PORTER

FEES

The tuition fee for the Master is 14.800 euros (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 Alma Bologna Business School. 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

For more information on honor loan, contact us by email: marketingmanagement@bbs.unibo.it

SCHOLARSHIPS

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

Bologna Business School is pleased to make partial scholarships of 6,000€ and 4,000€ available to the most deserving students. The scholarships will be awarded on the basis of merit criteria to the students occupying the highest positions after the selection process. The highest ranked students will be those with not only a solid academic and/or professional background, but also those who have proven to be the most motivated to participate in the course. The winners will be informed at the time of the admission.

 

REQUIREMENTS

In order to be admitted to the Master’s course you must have:

  • Bachelor’s degree (obtained within the closing date of enrollment of the selection round in which you participate)
  • Excellent level of English

The admission to the Master is subject to the positive evaluation of the selection test in line with the number of places available. The selection process consists of one Aptitude Test and one English Language Test, both prerequisites to be admitted to the motivational interview in English.

APPLICATION PROCESS

  1. Register on “Studenti  Online” by connecting to the site studenti.unibo.it
  2.  Select “First Level Master”.
  3. Pay the participation fee for the selection (60 euro for each Master)
  4. Upload the required documents online:
  • Curriculum Vitae in English
  • Motivational letter in English
  • Letters of reference in English (optional)
  • Photograph of recognition
  • Front and back copy of a valid ID or passport
  • Concentration Form
  • If available, a GMAT/GRE certificate with a score above 550 (GMAT) or equivalent (GRE). Applicants uploading this certificate are exempted from the written aptitude test as part of the admission process
  • If available, an English language certificate (TOEFL, IELTS or CAMBRIDGE) attesting a minimum English level of B2 in the European framework. Applicants uploading this certificate are exempted from the written English test as part of the admission process
  • For degrees obtained in Italy: Self-certification of Bachelor’s degree with details of exams taken and relative grades
  • For degrees obtained abroad: Dichiarazione di Valore (to be requested at the Italian Embassy in the country where the degree was obtained) or Diploma Supplement (to be requested at the university where the degree was obtained). In the event that the candidate is unable to obtain the Dichiarazione di Valore or Diploma Supplement at the time of enrollment, he/she may temporarily replace it with a Conditional Enrollment Form, which will be sent after enrollment by marketingmanagement@bbs.unibo.it

For further guidance, students who obtained a bachelor’s degree abroad are encouraged to check the page below: https://www.unibo.it/en/teaching/enrolment-transfer-and-final-examination/declaration-of-value-translation-and-legalization

For further information concerning the selection process and the related documents, we invite you to consult the Master details and download the documents available in this section:

Call for applications Procedural instructions Conditional Enrollment Concentration form

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