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Marketing Management – Major of the Executive Master in Marketing is a highly professional educational programme which aim to provide knowledge and tools to understand, manage and take advantage of the today’s complex competitive environment.
Participants will master expertise in marketing, customer management and digital communication, strengthening their strategic vision in order to drive product, brand and company performance.
The Executive Master’s Degree Programme in Marketing – Major in Marketing Management allows participants to deepen their expertise in marketing, customer management and digital communication, strengthening their strategic vision in order to drive product, brand and company performance.
Throughout the Master’s Degree Programme, students regularly interact with both academics and professionals with proven experience in the topic covered.
The professionally modelled process is guaranteed by the combination of academic activities, meetings and webinars with leaders and top managers, workshops, individual coaching and career advisory sessions.
Moreover, the most motivated students have the possibility to complete the program with a Luiss Business School partner university..
Objectives of the Major in Marketing Management
The Major in Marketing Management prepares professionals to:
- manage and interpret the relationship between company and market in today’s fast-changing environment
- acquire knowledge and methods to design effective product offering
- master traditional and digital communication, discovering tools that support digital and social media management
- acquire fundamentals of marketing strategy, brand management and product management
- understand consumer behaviour and anticipate their needs to stimulate sales and reach excellence in customer and trade management
- master traditional and digital channels, focusing on implications of omni-channel management
- enhance the experience through AR, AI, machine learning and IoT marketing
- manage performance and brand/product steering through loyalty programs
- develop an integrated marketing plan
Target audience
The Executive Master’s Degree Programme in Marketing – Major in Marketing Management is designed for professionals with significant work experience in any field who want to acquire or improve their marketing skills. Potential participants include:
- executive managers
- non-profit organisations managers
- entrepreneurs and startuppers
- business management consultants
- public institution and private sector employees
Admission requirements
Undergraduate degree in any fieldsignificant work experiencefluency in Englishstrong motivation
ECTS and Certificate
The Executive Master’s Degree Programme in Marketing – Major in Marketing Management is a part-time first-level programme. It provides students with 60 ECTS. A certificate of completion will be issued at the end of the programme. Participants are required to attend at least 80% of sessions.
Curriculum
The programme lasts 12 months and it is composed of 10 courses: 4 core courses and 6 advanced courses. Courses are held at weekends to ensure professional careers are not disrupted by the educational experience.
Induction weekend
The induction weekend focuses on megatrends and the global stage. Students can settle in and familiarise themselves with life on campus while participating in ice-breaking labs, seminars, workshops, and presentations. Students meet their classmates and learn about the services offered, as well as the curricular and extracurricular activities planned.
Core courses
The core courses introduce students to fundamental pillars of Marketing Management.
- Course 1: New Marketing Principles and Management
- Course 2: La Product Offering e le Strutture di Mercato
- Course 3: Customer Management
- Course 4: Marketing Planning
Advanced courses
The advanced courses provide students with an in-depth perspective on specific aspects of Marketing Management.
- Course 5: Customer Insight and Customer Behaviour
- Course 6: Advanced Brand and Product Management
- Course 7: Channels and Trade Marketing
- Course 8: Digital Marketing and Communication
- Course 9: Augmented Marketing and CRM
- Course 10: Marketing-to-Performance
The Sector of Western Marketing
Nowadays, the companies have to sell their products and offers in a high competitive and dynamic world. The new technologies and the amount of data available owe the companies to invest a large extent of their resources in Marketing and Sales. The finality is to create an unique brand which can be sell in different western target markets profiting of the data analysis and the new channels of communication, such as social media or blogs.
Follow a Masters/MS/MBA in Western Marketing
The Master in Western Marketing looks for the students to finish with the capacities of understanding and applying marketing fundamentals and strategies in accordance with the company’s strategy. The will acquire the techniques to obtain information about the market situation and the different scenarios. Therefore, the students will develop the skills necessary in identifying opportunities, threats and changes to the company’s competitive environment and they will be able to adapt the company’s strategy according to possible scenarios in order to create the best business strategy. Also a clear understanding of the commercial trends and be able to change and adapt to the dynamic environment in order to overcome the competence.
To Work in Western Marketing
Western Marketing is a rising sector due to the increase in the use of data, the diversity of ways to access the target market and the IT tech advances, the futures prospectives up to 2024 are: a 19 percent rate of growth for marketing research analysts, about a 9 percent in marketing managers and 6 percent in social media managers.
There are various job titles for Marketing expertise, including product manager, brand manager, digital marketing manager, key account manager or marketing technician
Western Marketing in 2019
In a globalized world, companies are working relentlessly to adapt to the western interconnected world. They required for their new professionals develop strategic thinking to enter in new markets with an international western perspective. Another necessary ability is to be able make informed decisions in a global and dynamic environment and see market opportunities using a big quantity of data. It is important to be able to apply the principles of international western brand construction and management, creating products adapted for international western markets.
Due to new technologies, it is important to optimize the quality and content of the company’s websites, social networks and virtual communities. The development of strategies and campaigns in mobile device applications, as well as on social networks, is a remarkable part of the job. Future workers must take into account the planning on offline and online channels, the creation of efficiently digital marketing strategies and the understand the sales process in international contexts B2B
E-Business in 2019
In E-Business takes part in different aspects of the business world:
- Traffic acquisition, traffic management and space purchase.
- Big Data
- Community management
- Wed development, web design and video
- Strategies and system’s development
- E-Business strategies
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