Academics

Marketing Management

• Analyzing market opportunities
• Researching and selecting targets
• Developing market strategies
• Planning marketing tactics
• Implementing and controlling the marketing effort

 Sales Management 1

• Connecting companies to customers
• Success factors in sales and key account management
• Sales-force design
• Gathering intelligence about customers and competitors through sales & account management

Face-to-Face Workshops

Consumption innovation

• This workshop casts marketing in a peculiar light by examining it from the standpoint of the consumers’ life world: the web of communal relationships in which they are suspended. This impacts directly marketing management and helps to critically rethink the business approach. Stressing such a critical focus, the workshop makes extensive use of research-oriented pedagogy.

Remote module March 16 - May 1

Marketing Research

• Generating and analyzing market data
• Organizing the generation of consumer, customer, and competitor insights within an organization
• Methods, tools, and techniques for qualitative and quantitative marketing research

International Marketing Management

• How to operate effectively in an increasingly global marketplace
• How to formulate effective international marketing strategies, and to make crucial trade-offs between standardizing and localizing marketing and sales programs.

Market Analytics in the era of Big Data

• Large amounts of data are collected, stored and organized by firms who are measuring consumer data as part of regular business.
• Such “Big Data” can be today retrieved easily, visualized in a simple manner, and made available to marketing strategists.
• Develop a working knowledge of market data analytics and learn the skills that are needed to best leverage the large amounts of market measurement data in order to enhance strategic decision making.

Face-to-face workshops

Leading and Managing people

• Understanding how globalization and technology have increased the importance of interrelation and interdependence.
• Development of the essential capacity to interact with people in order to achieve results.
• How individual attributes, personality and character traits influence our mental models and understanding frameworks, affecting perception and interpretation.
• How to recognize the main personality types in order to affectively and appropriately communicate your message.
• Giving and receiving feedback.
• Connecting and avoiding misunderstanding during the briefing and debriefing processes to assure success and prevent conflicts.

Remote module May 11 - June 26

Digital Marketing & Integrated communication

Strategic Marketing Management

• How to develop a successful marketing strategy based on a deep understanding of the market and the competitive arena.
• Use of business intelligence to foresee development opportunities and to create and deliver the best value for customers.
• The process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.

Channel & Retail Management

• Topics related to the management of distribution channels
• The nature of marketing channels and the global trends that characterize them
• Issues that companies face in designing, managing, evaluating and changing their channels
• Marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies

Remote module July 6 - September 12

Finance for Marketing and Sales

• The importance of understanding the financial side of marketing and sales decisions
• How to interpret a balance sheet and an income statement
• Understanding your financials and those of your competitors
• Evaluating the economics of marketing and sales strategies

 Brand Management

• Use of branding to determine the difference between equally competitive products.
• The meaning and the measurement of customer-based brand equity
• The dynamics and the architecture of a company’s brand portfolio
• The roles and functions of different brands

Sustainable Marketing

Face-to-face workshops

From Blockchain to Metaverse

Remote module September 21 - November 7 

 CRM and AI for Marketing and Sales

Sales Management 2

• Effective management of a company’s sales organization to deliver customer value.
• How to identify the factors leading to enhanced sales organization effectiveness and superior salesperson performance.
• Development of sound objectives, strategy, leadership, control systems, motivation, incentive and compensation plans.
• Effective conduct of personal selling, such as salesmanship and relationship building.
  CRM and AI FOR Marketers & Sellers
• Understanding that customers rather than products are the most precious assets of a company
• Vision, strategy, operations, technology and organizational tools for building a customer-focused organization based on customer profitability and relationship management.

Social Media Marketing

• Any doubt we are in a digital race? The goal of this course is to understand exactly the impact on this new environment, and how organizations can benefit from them, understanding the risks and the value of this new paradigm called digital age and how this may affect the way we communicate, how we consume, how we choose, how we compare and how we purchase. We will be focus on the 360º digital marketing, and the direct impact and transformation in now a days marketing companies’ strategies and the tactical implementation in their communication plan.

FIELD PROJECT
LAUNCH
SDA Bocconi and Esade

Remote module November 16 - January 23 

Marketing Creativity and Innovation

• How to face the sales and marketing challenge of developing ideas for new products and launching them successfully.
• The role of creativity and new product development as a growth strategy.
• The fundamental role played by marketing in finding, developing, and launching successful new products.

Price Strategy and Management

• Consumer and customer perception of price as value for money
• Strategic and tactical issues related to pricing policy
• How to set prices on a product for the first time
• How to modify a product’s price over time and space to meet varying circumstances and opportunities
• How to initiate and respond to price changes

FIELD PROJECT

Remote module February 1 - April 2 

Face-to-Face Workshops

Negotiation Skills

• Essential negotiation skills for both personal and professional life
• Key concepts to help improve your own innate skills when dealing with colleagues, bosses or clients
• Presentation of the relevant theory and preparation tools, and the opportunity to practice your abilities, observe other participants and reflect on what makes for successful negotiating
• How to learn both from in-class practice and theories presented to continue improving your skills after the course is over
• How to boost your skills in situations such as public speaking, conducting one-to-one interviews, negotiations, working in groups and managing teams
• Short and intensive course including a focus on non-verbal communication

Communication skills and public speaking

Business Project Presentation

The Business Project is a highlight of the program and is conducted in small teams at the end of the coursework. Participants help a company develop a solution to a real business problem and also compete for an award. Here is an opportunity for participants to apply their newly acquired knowledge and work closely with some of their colleagues.

Graduation Ceremony - Barcelona