Application deadline
30-06-23
Start
31-10-23
Price: 18500
End
31-10-24
Duration
12 months
DIPARTIMENTO DI INGEGNERIA GESTIONALE
http://www.gsom.polimi.it
Description
The International Master in Marketing Management - Omnichannel Marketing &
Consumer
Analytics is a university master coming from the observation that the competitive
context
requires an evolution of the marketing professional profile. On one side, it must be
noted the
transition from competition based on the characteristics of the product/service to a
competition model based on the company's ability to offer customers (both B2B and
B2C) a
personalized multi-channel experience on needs. Not necessarily functional and usually
unique
needs, specific of
each client. On the other side, technologies offer the possibility to reach the market in
an innovative way, to collect data about customers along different points of contact and,
furthermore, to process them efficiently, in order to develop information assets on the
basis of which it is possible to define targeted strategies. Furthermore, also thanks to
the greater capacity to supervise these processes, it is possible and is required, today
more than before, to be able to estimate and measure marketing investment returns, in
addition to that, the development of emerging countries creates a lot of competitive
pressures that require policies of continuous innovation to avoid price wars on
undifferentiated products.
Educational project
The International Master in Marketing Management - Omnichannel Marketing &
Consumer
Analytics aims to develop five key competences necessary to train the new profile of the
marketing professional required by the competitive context of today, as to say: the
ability to
combine managerial skills and creativity to design and manage the relationships
between a company and its customers; the ability to combine managerial skills and
creativity to interact with other profiles within a company: R & D, production,
accounting and control, etc..; the ability to study and define the
opportunities offered by ICT and Big Data in different marketing application areas such
as communication, promotion, distribution and analysis; the ability to develop a sense
of responsibility and marketing spending capacity, furthermore, the proper assessment
of different types of marketing actions; to understand the international market
conditions, the challenges and opportunities for the next years
Requirements
Fisrt cycle degree or equivalent, preferably in engineering, economics or technical
subjects.
English language certificate. For the candidates who have graduated abroad, equivalent
study
titles in the respective educational institutions will be considered.
Location
Milan
Faculty and staff
Director
LUCIO LAMBERTI
Co-Director
DEBORA BETTIGA
Department/School/Institution
POLIMI Graduate School of Management
ED. 26/A VIA LAMBRUSCHINI 4C
20156
MILANO
Contact person
Prof.ssa ANNA ZINI
0223992820
02 2399 2844
zini@gsom.polimi.it
