MMSS – Master in Marketing, Sales and Services: Program
1. First Semester
Developing Marketing Management: the role of marketing and the market economy, marketing in a turbulent environment
Global Marketing and Mass Market Positioning: through understanding needs and buyers choices
Business Game based on consumer behavior and managerial practices
Specific Marketing: business to business marketing management and networking approach
Specific Marketing: services and the e-business approach
2. Study Trip to France
Retailing and Supply Chain Organisation
3. Second Semester
Marketing Intelligence: how to improve qualitative and quantitative studies, to build data mining
Innovations and New Products Decisions: innovation process, new product development process
Pricing Tactics: cost-based procedures versus value-pricing
Business Negotiations: negociating skills and techniques, B2B process analysis
Sales Organisation and Management: organisational structures of sales force, management techniques
Promoting and Advertising: underlying components of promotional and advertising campaigns
Brand Management and Building Strong Brands: branding, brand perception, brand value proposition
The Marketing Plan: efficiency and control
4. The Consulting Project
Handling a project, built upon concrete business issues demonstrating the expertise gained in the program