Global Master in Marketing

Program Overview

The Global Master in Marketing at Rome Business School prepares future marketing leaders with skills in strategic thinking, data-driven decision-making, and leveraging emerging technologies. It combines foundational knowledge, practical application, and career development opportunities, preparing graduates for a wide range of marketing roles in a rapidly evolving global landscape. With a strong emphasis on internationality and professional impact, this program aims to empower students to excel as innovative and responsible marketing professionals.

Program Outline

Degree Overview:

The Global Master in Marketing at Rome Business School aims to equip future global leaders with the knowledge and skills needed to excel in the dynamic field of marketing. The program focuses on strategic thinking and planning, data-driven decision-making, new marketing technologies, and future trends. It's designed to sharpen skills and embrace change as a way to generate competitive advantages using new technologies. Students will utilize digital platforms like Google Analytics and integrate small data with big data to enhance marketing communication campaigns, optimizing and personalizing customer profiles. The program's learning outcomes include mastering core marketing mix variables, frameworks, and tools; developing effective strategic marketing plans; demonstrating understanding of international market trends (de/globalization, digitalization, sustainability, climate change, and new technologies); developing digital marketing plans leveraging big data and new consumer psychology; and developing business leadership skills as an innovative, responsible, and ethical leader. The program is structured around four pillars: a true link with companies, internationality, professional impact, and a higher purpose ("Better Managers for a Better World").

Outline:

The Global Master in Marketing is structured as follows:

• 5% Managerial Core: This initial module provides foundational knowledge in managerial economics, entrepreneurship and business planning, business strategy, accounting & budgeting, project & operations management, traditional and digital marketing, and human resource management, and data analytics for managers.
Specific topics within this section include understanding business plans, long-term company direction and strategy, identifying strategic business units, financial management and control principles (ROI, EBIT, GAAP), project management, data analysis and interpretation for effective business decisions.
• 35% Focusing and Specializing: This section delves into core marketing principles, strategic marketing, and understanding digital consumer behavior.
Topics include marketing fundamentals, understanding customers and competitors, traditional and digital marketing, market research, information management, decision-making, customer journey mapping, CRM and customer experience, marketing strategy, distribution and multichannel strategies, go-to-market strategy and planning, B2B industry marketing, branding and advertising, key account management, international communication strategies, the digital economy, consumer psychology and decision-making, neuromarketing, and consumer research for data-driven behavioral insights, and small data.
• 10% New Marketing Tech, Future Trends, and Global Leadership: This module covers marketing analytics (data acquisition, interpretation, and data-driven marketing strategy), big data, MarTech, sustainability, and future trends in marketing (Web 1.0 to Web 5.0, AI in marketing, machine learning, blockchain, VR, Metaverse, NFTs), business ethics, CSR, and purpose-driven marketing with a focus on sustainability and overconsumption.
• 10% Electives: Students can choose electives from five areas of interest: Innovation & Growth, Tech & Digitalization, Industry Business Excellence, International Business, and Global Electives with RBS school partners.
This allows for specialization and improved employability.
• 15% Business in Action: This includes a Business Practice Lab (e.g., with Expedia, focusing on B2B e-commerce strategy), practical assignments (digital consumer journey analysis and personalization strategy development), and a Global Trends Lab (two virtual sessions on identifying global trends and their impact on businesses).
• 5% Global Trends Lab: This consists of two virtual sessions: Session 1 focuses on identifying global trends with guest speakers from UN, UNIDO, and ILO; Session 2 explores the impact of these trends on businesses and adaptation strategies.
• 20% Capstone Project: Students tackle a real business challenge, choosing between developing a marketing plan or a business plan for a specific company.
Examples include developing a marketing growth plan for a food waste management app or creating a content strategy for Unilever's website.

Teaching:

The Global Master in Marketing program at Rome Business School utilizes a teaching approach focused on acquiring practical know-how and transferring useful competencies for professional development. The faculty comprises highly selected international university professors, trainers, and business managers from various fields (advertising, sales, entrepreneurship, digital marketing). The program incorporates a Business Practice Lab where theoretical concepts are applied practically, led by managers from leading companies. The program also includes international bootcamps in locations such as Silicon Valley, Paris, Barcelona, Rome, Tuscany, Lagos, Doha, London, China, Dublin, and Porto, offering immersive business experiences.

Careers:

The program aims to have a true impact on students' professional careers through academic learning and career services. The Career Accelerator Program offers personalized career path development. The program boasts a 98% placement rate after one year, with graduates finding jobs in prestigious companies like Digital Angels, Unilever, Generali, Peroni, and P&G. The master's program is particularly suitable for those seeking careers as Marketing and Communication Managers, Brand Managers, Social Media Managers, Business Developers, Sales Managers, Trade Marketing professionals, Digital Marketing Managers, Media Planners, Content Editors, Key Account Managers, Digital Managers, Product Managers, Copywriters, and Engagement Managers.

Other:

Rome Business School is presented as the most international business school in Italy, boasting a multicultural student body and international faculty. The program includes digital marketing certifications (Google Ads Search, Google Analytics 4, and Meta). The Corporate Advisory Board, composed of 103 leaders, managers, and professionals, plays a key role in the quality assurance process and continuous improvement of the program. The school also offers various scholarships based on merit and need.