During the first module of the Master in Marketing & Sales, students will learn how to:
- Managerial Economics
This module aims to prepare students by providing them with the essentials of entrepreneurship and business planning. - Management Accounting for Decision Making
The course focuses on the financial aspects of business decisions giving students an overview of the accounting tools useful and most used for short and long-term decision making such as cost management, budgeting, CVP analysis, and investment appraisal techniques. - Business Strategy
Through this module, students will know how to understand the long-term direction and strategy of a company, and will be able to identify the strategic business units of organizations. - Financial Statement Analysis
This course aims at equipping students with an understanding of financial statements and their usefulness for decision making. - Project & Operations Management
With this module, students will be able to manage projects, examine data and information, and have a diagnostic approach in solving problems. - Marketing: Traditional and Digital
Students will learn the application of marketing principles in organizational decision making. - Human Resource Management
This subject area focuses on strategic human resource issues such as workforce acquisition, development, motivation and retention. - Data Analytics for Managers
This course is designed to equip students with the basic knowledge needed to analyze and interpret large sets of data, to make effective business decisions and strategies.
1) Foundations of Brand Management
- Introduction to Brand Management Landscape and Framework: Key Principles
- Defining a Brand Strategy with focus on Positioning and Identity
- Mastering Brand Design, Impact and Analytics
- Defining a Brand Promise and Value that resonates with target audience.
2) Iconic Brands Management
- Understanding the concept of Iconic Branding
- Consumer Behaviours and Insights towards Iconic Brands
- Positioning an Exclusive Brand based on Aspirational and Desire-Based Strategies
3) Integrated Marketing Communication (IMC)
- Defining the ultimate IMC Fundamentals: Definition and Key Guidelines
- Strategic Communication Planning: Objectives, Target Audience and Key Messages
- Creative Thinking: how to generate and execute disruptive Ideas
- The IMC Digital Evolution: key Web Platforms and Social Content Creation
4) Communication Strategies, Measurement and Crisis Management
- Planning Communication Campaigns on and off line with coherence and synergy
- Using the best effective Tools based on different Targets and Consumer Insights
- Monitoring and exploiting Traditional and New Media: from Analysis to Use
- Measuring Communication Results: KPIs, ROI, ROE and other main metrics
Throughout the third module of the Master in Communication and Brand Management, students will learn:
5)Emerging Trends in Communication and Brand Management
- Unconventional Marketing Trends: Co-creation, Guerrilla, Influencer, Native
- The use of Generative AI in Branding and Marketing Communication
- New Frontiers in Brand Management: Neurobranding and Neuromarketing
- Emerging Digital Trends reshaping the future of brand Communication
6) Ethical Branding and Sustainable Practices
- Purpose-Driven Branding and Brand Activism: the Brand Social Responsibility
- Sustainability Marketing Strategies: sociocultural-driven Brands
- Brand Reputation: building, nurturing and protecting a positive Image
- Corporate Transparency and Accountability
- Building Ethical and Responsible Organizations
The goal of Rome Business School is to develop future managers, entrepreneurs, and professionals who are ready to capitalize on the benefits of digitalization, go global, and have a positive impact on society.
Electives are ideal tools for students to improve their employability by focusing on high-demand skills.
- Electives assist students in carving out a niche for themselves and becoming more competitive.
- Electives expose students to courses they might not have encountered otherwise.
- Electives provide a one-of-a-kind curriculum that fosters life and career skills.
- Elective courses are organized in 7 main areasof interest:
Macro Area I
Next Gen Business: Innovation, AI and Digital Growth
- Area 1: Innovation & Growth
- Area 2: AI4 Business: Shaping the Future
- Area 3: Tech & Digitalization
Macro Area II
Global Business Excellence
- Area 4: Industry Business Excellence
- Area 5: International Business
- Area 6: Global Electives with RBS international partner Business Schools
- Area 7: Introduction to preparation for professional certifications
Rome Business School Practice Lab is the place where theoretical concepts are put in practice and participants learn through experience.
The Lab is run by managers from leading national or international companies in the sector/industry, who will examine different specialist knowledge, work on exercises and network, while sharing their experience and expertise with the students.
The Lab is entirely run by the School’s Partner Companies and the activities included are specific for each Master program and goal. For this master the Practice Lab will be in partnership with:
The Global Trends lab consists of 2 virtual sessions:
Session 1: How to Find Sources to identify global trends. Deep dive into the global world trends shaping the world of today – guest speakers from UN, UNIDO, ILO. Examples of Global Trends:
- The Future of Work
- AI, Blockchain, and Technology
- The World in 2030 – Future Scenarios (UN, IMF, ECB)
Session 2: Understand the impact of global trends on businesses, and explore ways in which businesses can adapt and transform based on future trends and forward-thinking strategies.
At the end of your educational experience, you will have the chance to prove your abilities by tackling a real business challenge. Use your talent to identify opportunities and create a truly innovative strategy.
Tackle a real company challenge. You can choose to be part of a small team and design an innovative HR business plan or functional operational plan based on theoretical research.
Work on one of two real Business Challenges of a specific company. Choose between a Business Plan, or a Marketing and Sales plan.
Previous years’ experiences
The Practical Challenge: Unilever
Create a stronger content strategy for Unilever’s web site virtual tour by creating interesting branding strategy by using unconvential tools and outside of the box thinking mind set.
The Practical Challenge: Bayer
Draw up an executive project with the Marketing Department