Marketing & Digital Management - Business School New products for new markets - Unipa
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Marketing & Digital
Management
New products for new markets
25th edition
Baveno (VB), from 15th November 2021
Business School
Master Program accredited by ASFOR
discover
your talent. Drive change.
Master in
The Master in Marketing & Digital This course provides a comprehensive
Management is a full time program framework of up-to-date managerial,
Marketing &
for graduates and young professionals mental and operational models to de-
who are willing to undertake a career in sign, steer and execute marketing and
Digital
Marketing and Digital Transformation. digital strategies in a volatile and uncer-
tain context.
Management The pervasive novelty of digital
technologies is changing our lives The Master program provides a unique
as consumers, employees, business mix of empirical knowledge and occa-
operators and citizens at an exponen- sions to envision innovative solutions to
tial rate. The way organizations are real organizational problems, stimulat-
designed and managed and the way ing the systemic thinking that is needed
25th edition strategies are thought and executed is to navigate today’s corporate environ-
undergoing a radical challenge by ment and professional development.
the digital technology landscape.
from 15th November '21
to 28th October '22 Today’s business scenario is driven by
The Master in Marketing & Digital Manage-
ment is structured in 6 months of learning
such a complexity that societal change activities and 6 months of internship.
Under the patronage of and the impact of disruptive technolo-
gies are difficult to forecast.
The Master in Marketing & Digital Management is organized in 4 modules, covering
end-to-end the main aspects of digital transformation
GENERAL MANAGEMENT OMNICHANNEL DIGITAL PRODUCTS & DIGITAL GO-TO-MARKET
& MARKETING EXPERIENCE BUSINESS MODELS
The foundational module The first specialistic modu- The second specialistic modu- The third specialistic module
aims at creating a common le is based on the tools and le revolves around technology focuses on using digital chan-
language about business and methods for the integration strategy and agile methods to nels, content and marketing
the general management of of physical and digital expe- design and deliver innovative technologies to design cus-
the firm: strategy, organisa- riences from a user-centred digital offerings, such as sof- tomer journeys that lead to
tions and marketing. perspective. tware products, connected conversion.
products and data driven bu-
siness models.
choose
the first Independent Business School in Italy
Attending a Master at ISTUD is the first independent Business School in Italy.
ISTUD Business School is We design and implement training programmes and projects to help companies
change and grow. We help high-potential youngsters to develop and succeed
a unique opportunity to in their job and we carry out applied research on socioeconomic, managerial
enlarge your cultural and and health issues.
professional background
with a lifetime return
Our Partners
Companies play a key role in updating • CHEP - A Brambles Company • Malcom Tyler Italia
and improving the Master. Our relations • CNH Industrial • Marionnaud
with managers of different industries • Coca-Cola HBC Italia • Metro Italia Cash and Carry
• Comifar • Monforte
allow us to align the training program
• Conad • Nestlé Italiana
with the new challenges of the labor • COOP Lombardia • Nissan Italia
market and with the transformations • DPV • No Words
taking place in the organizations and • Elica • Novamont
in marketing and communication areas. • Equilibra • Pianoforte Group (Carpisa, Yamamay,
• Fidenza Village Jaked)
• Global Planning Architecture • Plastipak Packaging
MAIN PARTNER • GroupM • QVC
• Gruppo Lactalis Italia • Rhiag - Inter Auto Parts Italia
• Gruppo Loccioni • Revlon
• Gruppo Montenegro • Ricoh Italia
• Accenture • Haribo • Saporalia
• Aldi • Henkel Italia • S.E.A. Società Esercizi Aeroportuali
• Angelini • Hilti Italia • SIT
• Antal International Italy • Homemania • Sonepar Italia
• Arcaplanet • HSE24 • Sperlari
• Ariston Thermo Group • IHC - Italian Hospitality Collection • Tally Weijl
• Arval • Immergas • Toshiba
• Asics • Immobiliare Percassi • Unilever
• Banca Ifis • Inventa CPM • Valagro
• Bosch • Ipsos • Vanoncini
• Bricoman • Kikilab • Whirlpool EMEA
• Business Competence • Leroy Merlin • Wunderman
• cameo • Levoni • Young & Rubicam Group
• Cantine Settesoli • LG Electronics Italia • Zoetis
• Carglass • Lidl Italia • Zucchetti
• Catalina • Lotto Sport Italia
The program is based on a hands-on approach and provides strong methodological
basis by means of experience-based learning through business games, case studies,
workshops and labs.
The course is based on the following learning experiences:
BUSINESS GAME BOOTCAMP WORKSHOP LABS
Test your management 1-week consulting 2-days hands on 1-day crash courses to
and corporate strategy projects for partner experiences to apply acquire fundamental
skills in a serious companies strategic concepts and methodologies and hard
gamified environment tools skills
SAFARI CASE STUDIES PERSONAL COACHING 6 MONTHS
PROGRAM INTERNSHIP
Outdoor experiences: Analysis and discussion Supporting students in
Tech Tour, Retail Tour for of real business cases placement and profes- Job experience in Italian
urban trendwatching, sional personal branding and international partner
MarTech Tour @ Milan companies
Digital District
Syllabus - What you will learn from this Master
GENERAL MANAGEMENT & OMNICHANNEL EXPERIENCE DIGITAL PRODUCTS & DIGITAL GO-TO-MARKET
SOFT SKILLS Lectures, Workshops & Cases BUSINESS MODELS Lectures, Workshops & Cases
Lectures, Workshops & Cases • Change & digital transfor- Lectures, Workshops & Cases • Digital marketing strategy:
• Economics and finance mation • Startup ecosystem & Lean measure what matters
• Definition of business, strategy, • Sustainability Startup • Mapping Customer Expe-
scenarios and business models • Services & experiences • Innovation & Open Innovation riences
• Organization and Processes • B2B Marketing • Business design & Planning • CRM & Customer Satisfaction,
• Innovation • Strategic Branding • Data driven enterprise e-mail marketing
• Project Management Labs • Enterprise IT, Digital tech (IT/ • CX & UX
• Leadership • Etnography OT), API, Cloud, DevOps • Content marketing, Web
• Negotiation • Design thinking • Digital ethics copywriting, SEO
• Time Management • Digital business models • Online communites &
Safari: Retail tour for urban
• Public speaking Online PR
trendwatching Labs
• Elevator pitch Labs
MARKETING FUNDAMENTALS Bootcamp: Designing &
• Analytics (statistics/data • Video Storymaking
prototyping an omnichannel
Lectures, Workshops & Cases analysis) • Video Storytelling
experience
• Competitive Analysis & • Agile & Digital technology • Paid media planning
Benchmarking, STP roadmap Safari: Martech Tour @ Milan
• Product Digital District
Safari: Digital technology trends
• Pricing
Bootcamp: Envisioning & Bootcamp: Planning a digital
• Distribution
designing a digital product go-to-market strategy
• Communication
Labs
• Teamworking
• Excel & PowerPoint
Bootcamp: Knowledge in action
Business Game
discover
our core faculty
Our faculty is made up of teachers, pro- Nicolò Codifava - Startup Ecosystem & Lean Startup Paola Miglio - Digital Marketing
fessionals and managers with relevant Marcello Coppa - Digital Business Models e Bruna Nava - Career Coaching
corporate experience in the areas of Digital Ethics Cristian Paonessa - Marketing research
strategy, digital development and busi- Massimiliano Cucciniello - Designing Digital Luca Quaratino - Organization
ness, marketing, innovation, communi- Experiences Fabio Salvati - Consumer led product innovation
cation. All our teachers will be present
Giulia Detomati - Sustainability Stefano Sarao - Public Speaking
throughout the Master course for help-
Emilio Gagliostro - Brand internazionalization Fiorenza Sarotto - Marketing
ing you achieve your training and pro-
fessional goals. Ernesto Ghigna - Trade Marketing Luigi Serio - Management & Entrepreneurship
Marco Gottardo - Excel and PowerPoint
Alessandro Siviero - Business Model
Some teachers of the Master Marco Leonzio - Teambuilding
Barbara Tacchini - Retail Management
Guido Mariani - Time management
Alessandro Balossini - Marketing Davide Zane - B2B Marketing
Gianfranco Mele - Economics
Anna Bruscia - Mixed Reality Retail Experiences
Enzo Memoli - Project Management
Nicola Castelli - Teambuilding
placement
at the end of the Master
At the end of the Master the participants enter B2C or B2B business contexts, both of industrial companies and of the Retail
world.
90% of the participants from the last three editions have found employment being consistent with their training
within 6 months since the end of the Master.
Sales Management: rethinking sales process, managing
Product marketing: evaluating and choosing the best effectively the relationship with key customers and
actions to develop a product or service by leveraging new developing new business opportunities for the company.
business models and digital platforms.
Digital Marketing: planning online promotion
Communication & PR: designing and and measuring online performance and the
managing multi-channel communication impact on the company's digital and in-
strategies to increase the influence of the store business. Developing analysis and
organization, combining business growth optimization of messages, tools and budgets.
and advocacy activities consistently with
brand values. AFTER THE Market research: analyzing data and
MASTER? trends focused on the market and consumers
Trade Marketing: handling the in-store to define and deploy the best actions for the
activities of the various product categories. business and for the product development.
Planning communication and promotion strategies
Brand management: building and enhancing
within the store. Overcoming the boundaries between
the brand with the goal to connect to the customer in
physical and digital stores in the management of products
multiple places and occasions simultaneously.
and product categories.
strength
points of the Master in Marketing & Digital Management
Practice in action
ISTUD Campus Marketing practices and business
To fully live the Master experience cases are the distinctive elements
even beyond the classroom, you of the Master: an active invol-
can decide to live with other stu- vement in day by day tasks and
dents at the ISTUD campus. The projects proposed by companies.
flats are in the same building where Thanks to this dynamic format and
ISTUD headquarters are located and the frequent alternation between
they can accommodate from 2 to theory and practice, you can imme-
5 people. diately get in touch with the world
of work through highly impact field
experiences.
ASFOR accreditation
The Master is a specialized and
accredited Programme by ASFOR Career Coaching
which guarantees the respect of a Through orientation talks, we will
series of quality parameters in the help you acquiring awareness of
teaching phase and in the place- your potential and attitudes to bet-
ment at end of the Master. ter define your professional goals.
We will support you in writing your
curriculum, preparing your inter-
Networking views and evaluating their outcome.
The Master is a hub where peo-
ple, experiences, teachings, rela-
tionships and networks - useful for Innovation and Digital
your professional future - converge. During the Master you will have
You will get in touch with other the opportunity to discover the la-
students and Alumni of ISTUD Ma- test theories, models, experiences
sters and with company managers. regarding the digital environment,
You will have the chance to deve- the world of marketing, innova-
lop projects together with students tion and digital technologies, with
from other Business Schools. some of the best Italian and inter-
national experts.
ISTUD Box e Virtual Classroom Improve your English
You will have access to an online Some lessons of the Master (in
space and to an app where you will the modules of specialization) are
find the schedule of weekly activities, held in English. This will be accom-
panied by an online platform with
the training materials, the group and
tools and topics customized to
individual work evaluations.
your level of the language, with in-
dividual lessons with English native
speakers.
Fotografie: Stefano Girotti. Icone: Flaticon
selection
and enrollment
Selection Procedure Costs and scholarships
The Master is addressed to graduates from all faculties. The minimum requirement is The cost of the Master is € 12,000 (VAT
a bachelor's degree. Graduating students are also admitted to the selection process. included) and includes all the activities
planned during the classroom phase,
The selection takes place through psycho-aptitude tests, motivational interviews and workshops and educational materials.
an English language assessment.
Payment is divided into four installments.
The dates and locations of the selections will be communicated on ISTUD website The registration is formalized with the
www.istud.it/mastermktg. signature of the enrollment form and
the payment of the first installment
equal to € 3,600 (VAT included).
There are possibilities of accessing
Scholarships and subsidized rate loans.
Where we are The Master in Marketing & Digital Management takes place at the ISTUD training center in Baveno, on the lake Maggiore. The venue includes 5 main classrooms and 5 other classrooms for group works with wireless connection. Director of the Master Francesco Alleva Master and Youth Programs Manager Roberta Geusa Information ISTUD Business School Strada Nazionale del Sempione Oltrefiume, 25 28831 Baveno (VB) Telephone 0323 933 801 WhatsApp 393 9091288 area_giovani@istud.it www.istud.it Facebook: FondazioneISTUD Youtube: FondazioneISTUD Instagram: ISTUD_IT
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