international master in marketing management - omnichannel & consumer analytics - ed.10

DIPARTIMENTO DI INGEGNERIA GESTIONALE

The international Master in Marketing Management - Omnichannel & Consumer Analytics (IM4) 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.

The international Master in Marketing Management - Omnichannel & 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.

Bachelor or Master of science is required to be eligible. Equivalent foreign qualifications in their respective University is System will be considered.

Milan

Director: DEBORA BETTIGA

Co-Director: ANTONELLA MARIA MORETTO

POLIMI Graduate School of Management (MIP Politecnico di Milano – Graduate School of Business Società Consortile per Azioni)

ED. 26/A VIA LAMBRUSCHINI 4C

20156

MILANO

SILVIA GIANNONE

0223992820

0223992844

infomasters@gsom.polimi.it