During the first module of the Master in Marketing & Sales, students will learn how to:
- Economics
This module aims to prepare students by providing them with the essentials of entrepreneurship and business planning. - Geopolitics
Learn how global conflicts and trade rules affect business and how to make smart decisions in a changing world. - Management Accounting for Decision Making
The course focuses on the financial aspects of business decisions, giving students an overview of the accounting tools 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 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 to equip 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 apply a diagnostic approach to problem-solving. - Marketing: Traditional and Digital
Students will learn the application of marketing principles in organizational decision making across traditional and digital channels. - 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.
Students will learn how to: throughout the second module of the Master in Marketing & Sales:
- 1. Marketing & Sales: Core Drivers
- Assessing the Market: Consumer & Business Markets, Competition Analysis and Market Forces
- Developing a Market Strategy: market segmentation, positioning, and company differentiation
- Evaluating the Marketing Mix and Value Levers
- Managing Sales and Sales Network
- 2. Strategic Marketing & Sales
- Designing Value: Testing and Validating Market Fit
- Pricing Value: Business models and Pricing
- Delivering Value: Setting an Omnichannel Distribution Strategy
- Go to Market: Integrating Marketing and Sales to Deliver the Value Proposition
- 3. The Value of Communication in Marketing and Sales
- Impactful Brand Management
- 4. AI-Driven Digital Marketing & Web Strategy
- Web Platform and Digital Experience Design
- AI-Empowered Search Engine Optimization (SEO) & SEM
- Lead generation: Google Ads, Social Media and Programmatic Advertising with AI Tools (Including Preparation for Google Ads Certification)
Students will learn how to: throughout the third module of the Master in Marketing & Sales:
- 5. International Marketing and Sales
- Market Growth strategies in the Global economy
- 6. Marketing Automation, Digital Sales and AI-Driven MarTech Trends
- Data-Driven Marketing & Sales Performance (Big Data & KPI Analytics)
- Marketing in the Era of AI, Blockchain & Extended Reality (XR)
- From Web Evolution 1.0 to Web Revolution 5.0
- Purpose-Driven Marketing: Sustainability, Overconsumption & Smart Cities
- 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 6 main areas of 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 Verticals
- Area 5: International Business
- Area 6: 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:
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The Global Trends lab consists of 2 virtual sessions:
Session 1: How to Find Sources to Identify Global Trends Identify sources and monitor 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
- Ethics of AI and Big Data
- The World in 2030: Future Scenarios
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: Simply no Waste
The capstone involves a start-up launched in 2019 in Sweden, offering an App that helps manage and reduce food waste at home. The start-up is a one-person company (the founder) with a product-driven focus reaching 11,000 subscribers. The challenge consists of developing a Marketing & Sales growth plan for the start-up.
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: Dior
Draw up an executive project with the Marketing Department









