Master in Marketing Comunicazione Sales Management

The course provides the knowledge, methodological tools and basic techniques required to work in the marketing field. The course takes an in-depth look at the problems regarding the analysis, planning, management and control of marketing activities that are typical of market-oriented organizations.
All of this is handled at a strategic and operative level.
The main topics discussed are:
• Market orientation requirements.
• Defi nition of reference market.
• Analysis of market attractiveness and competitiveness.
• Management of business portfolio.
• Choice of development strategy.
• Evolution and analysis of the market, of the competitive context and the demand.
• Segmentation and positioning politics and techniques.
• Structure and evolution of the distribution system.
• Programming and management of marketing tools (product, price…).
• Marketing planning process.

The adopted methodology, based on theoretical descriptions and then enriched with practical examples and the analysis and discussion of real cases, has been developed to stimulate the most effective interaction between students and teachers.