Master Marketing Management

Università Commerciale Luigi Bocconi

Tuition fee:
  • € 11,500 / Year (EEA)
  • € 11,500 / Year (Non-EEA)
Start date: September  2015
Credits (ECTS): 120 ECTS
Duration full-time: 24 months
Languages:
  • English
Location:
Delivery mode: On Campus
Educational variant: Full-time
More information: Go to university website

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Description

Marketing has become a major driver of both performance within organizations and organizational decisions. The program allows students to develop a wide range of professional know-how in the area of marketing management, thanks to a unique combination of course contents. In fact, it integrates an advanced preparation in essential marketing tools and fields such as quantitative methods, legal issues and digital marketing strategies with highly innovative approaches and competencies from different academic fields such as neuroscience or anthropological studies and their impact on marketing-related fields such as consumer behavior.

This Master of Science prepares graduates to succeed in a rapidly changing globalized business world, giving them the necessary knowledge and skills that enable them not only to react but to proactively shape the marketing of the future.

LEARNING OBJECTIVES

The Master of Science in Marketing Management has the following educational objectives:

  • provide advanced studies in marketing in the operative as well as strategic areas, with reference to the national and international context;
  • develop a complete comprehension of the different marketing techniques with reference to business-to-business and business-to-consumer, including different cultural contexts;
  • complete your preparation in the business field providing competences in subjects as economics, quantitative and juridical, so as to develop problem analysis skills in interdisciplinary areas;
  • develop competences via educational activities inside and outside the classroom which promote student-teacher interaction and interaction between the students themselves as well as problem analysis and problem solving skills, ability to present and discuss the results of one’s work;
  • promote competence (in the business area) in the use of English and of a second EU language to work effectively and efficiently in one’s profession.

Career Options

Job opportunities for graduates in the MSc in Marketing Management include:

  • Business-to-business and business-to-consumer roles in all industries
  • Key areas in marketing, e.g. market analysis, strategic marketing planning, marketing implementation, and monitoring
  • Opportunities in the international arena, thanks to the international awareness about the strength of the Bocconi
    brand and its network of relations with companies, public sector institutions and non-profit organizations
  • Openings in manufacturing, service, retailing and consultancy companies, as well as with market-research and communication agencies
  • A wide variety of starting positions and roles, such as product and brand manager, advertising strategist, market
    analyst, media planner, key-account and customer relationship manager, trade and retail manager, sales manager, category manager, PR and event manager, etc.

Contents

Program structure

In the first year of the Master of Science in Marketing Management, students study the conceptual and operative tools needed to understand the environment and behavior of markets from the demand side and the supply side (competitive contexts, behavior of consumer and industrial purchasers, distribution systems analysis) and the salient aspects of marketing management (strategic outlook, product management, innovation development and corporate communication).

Students then specialize in one of the areas focused on professional expertise and future career openings by choosing one of the majors proposed by Bocconi or by devising a set of courses to be chosen from among the ones available within the program.

The majors offered in the Master of Science in Marketing Management are:

  • Business Communication and Social Media;
  • Distribuition Networks and Retailing in the Digital Era;
  • Product and Service Management.

Students choose a foreign language based on the graduate program instruction language and on their native language (which cannot be chosen as a foreign language). In classes taught in English, in order to get the language credits required for the degree, international students must study Italian plus another European language to be chosen from among French, German, Spanish, Portuguese or also English. Native Italian speakers must study two other European languages.

Please note that the course requirements may be subject to change for the 2012-2013 a.y.

Program structure

First year

Semester I

  • Strategic marketing and marketing plan, Module 1
  • Channel marketing (Trade evolution analysis and planning)
  • Industry analysis (Industrial economics and economics of innovation)
  • Understanding consumer (Consumer behavior and CCT), Module 1
  • Understanding consumer (Consumer behavior and CCT), Module 2

Semester II

  • Market research
  • Strategic marketing and marketing plan, Module 2
  • Product innovation and market creation
  • Brand management
  • Legal issues in marketing
  • First foreign language (lessons only)
  • Second foreign language (lessons only)

Second year

  • 4 elective courses (major or free track)
  • First foreign language (lessons + exam 1st semester 2nd year)
  • Second foreign language (lessons + exam 1st semester 2nd year)
  • Internship or similar activities
  • Thesis

Total credit points - 120

Requirements

Applicants can enter the selection process if they acquire/have acquired a valid and recognized 1st cycle qualification (Undergraduate level) by October 2015 (or in any case by the first graduation session after the summer break).

The categories of applicants vary depending on the location of the University.
In details, there are three different types of applicants:

INTERNATIONAL APPLICANTS

Graduates and final-year undergraduate students from universities abroad are considered International applicants.

Preferential consideration is given to applicants whose undergraduate work is still underway or was concluded less than two years prior to the moment of application. Applicants with other profiles are considered subsequently.

BOCCONI APPLICANTS

Bocconi Graduates and final-year undergraduate students are considered Bocconi Applicants.

For Bocconi applicants, no checks are required regarding clearing additional educational debits as they originate from Università Bocconi’s Economics department and admissions deems elements for verification to include meeting the curricular requirements and suitability of personal background. Approximately 65% of the total available spots are made available to Bocconi applicants and, in particular, up a maximum of 60% of available spots in the “early session”.

In corso” applicants enrolled in their third year of the 2014-2015 a.y. can participate in the Early Session (for the purposes of admissions, students are in corso if they enrolled for their first time in the university system – at Università Bocconi or another university – in the 2012-2013 a.y.) who have acquired at least 110 educational credits (out of those in the program structure for the first and second year of the program) by 31 July 2014, with a weighted average of at least 28/30.

Applicants who have acquired at least 110 credits (exams, internships and idoneità/tests are evaluated) can participate in the Student Career Session by the April 2015.

ITALIAN APPLICANTS

Graduates and final-year undergraduate students from other Italian universities (not Bocconi) are considered Italian applicants. Please visit theItalian website for more information and verify there the application deadlines for Italian applicants.

We specify that:

  • Only for English-language class groups, up to 30% of places available are reserved for applicants of non-Italian citizenship (regardless of where they completed their undergraduate studies)
  • Students enrolled in a Double Degree program should participate in admissions according to the first University of enrollment. For example: students enrolled in a Russian University for a Double Degree program with an Italian University should participate in the admissions process as an INTERNATIONAL Applicant
  • Graduate or transfer applicantsfrom other foreign or Italian MSc Programs may participate in any session of the selection process according to the applicants' category. After the admission they must follow specific criteria in order to ask for the recognition of credits/exams already passed.

Funding

Financial Aid for Prospective Graduate Students

Bocconi University is committed to making a higher education available to all talented students: we welcome motivated and bright students, regardless of their families’ financial situation. For years Bocconi has undertaken an investment policy to support deserving students, through an expanding financial aid system based on both merit and need. Thanks to agreements made with the top Italian banks, our students also have access to a variety of student loan options.

To facilitate student applications and to allow families to evaluate the actual financial commitment needed to attend a Master of Science at Bocconi before enrollment, the admissions application and financial aid applications have the same deadlines and timeframes and must be submitted together. The outcome of financial aid will be made available shortly after the admissions results and prior do the deadline to enroll in Bocconi.

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