Structure and calendar

13th edition 2019-2020

The total length of the Executive Master in Marketing & Sales is 14 months part-time, from January 2019 to February 2020.

16 Courses
 4 Face-to-Face Workshops
 Graduation Ceremony
Module 1
Residency module: 14 - 19 January 2019 (Milano)
Distance Learning: 21 January - 1 March 2019 (online)
Marketing Management
Channel Management
F2F Workshop: Anthropology of Consumption: A cultural approach
Module 2
Residency module: 4 - 9 March 2019 (Barcelona)
Distance Learning: 11 March - 3 May 2019 (online)
Marketing Research
Brand Management
Going to the Market
Module 3
Residency module: 6 - 11 May 2019 (Milano)
Distance Learning: 13 May - 28 June 2019 (online)
Price Strategy and Management
Sales Management 1
Strategic Marketing
Module 4
Residency module: 1 - 6 July 2019 (Barcelona)
Distance Learning: 8 - 26 July 2019 (online)
16 August - 6 September 2019 (online)
Finance for Marketing & Sales
CRM and Business Intelligence
International Marketing Management
F2F Workshop: Leading and Managing People

Summer Break
2 weeks, 27 July - 15 August (included)

Module 5
Residency module: 9 - 14 September 2019 (Madrid)
Distance Learning: 16 September - 1 November 2019 (online)
Sales Management 2
Marketing Analytics in the era of Big Data
F2F Workshop: Social Media Marketing
  Project Work Launch (SDA Bocconi and ESADE)
 Module 6

Residency module: 4 - 7 November 2019 (Milano)
Distance Learning: 11 November 2019 - 20 December 2019
7 - 21 January 2020 (online)

Marketing Creativity and Innovation
Digital Business
360° Communication
Winter Break
2 weeks, 21 December - 7 January 2020 (included)
 Module 7
Barcelona: 12-14 February 2020
F2F Workshop: Communication & Negotietion Skills
  Business Project presentation
Graduation Ceremony

List and order of the courses are subject to change.

Individual Executive Coaching

EMMS provides individual assessment and development of Professional Competences and Sales Skills, so that each participant will develop a plan to improve their professional profile. The applications used are Predictive Index, PRO and SSAT provided by PI Worldwide. They combine tests and personal guidance conducted by Prímula Asesores.

16 Courses

The 16 courses are key to the development of essential marketing and sales management knowledge.
These courses represent the building blocks for your EMMS experience, and they provide a common language for all participants.

Module 1-2

Module 1 (Milan)

  • Marketing Management
    Analysing market opportunities, researching and selecting targets, developing market strategies, planning marketing tactics and implementing and controlling the marketing effort: these are the essential steps of the marketing management process covered by the course.

  • Channel Management
    This course examines topics related to the management of distribution channels: the nature of marketing channels and the global trends that characterize them; the issues that companies face in designing, managing, evaluating and changing their channels; marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies.

  • Workshop - Anthropology of consumption: A cultural approach
    This workshop casts marketing in a peculiar light by examining it from the standpoint of the consumers’ life world: the web of communal relationships in which they are suspended. This impacts directly marketing management and helps to critically rethink the business approach. Stressing such a critical focus, the workshop makes extensive use of research-oriented pedagogy.

Module 2 (Barcelona)

  • Marketing Research
    Generating and analysing market data and organising the generation of consumer, customer, and competitor insights within an organisation are pillars for marketing and sales management. This course offers methods, tools, and techniques for qualitative and quantitative marketing research.

  • Brand Management
    Branding has become a critical issue in marketing management, as it is increasingly the most influential element in determining the difference between equally competitive products. The course covers the most relevant topics in brand management: the meaning and the measurement of customer-based brand equity, the dynamics and the architecture of a company's brand portfolio, and the roles and functions of different brands.

  • Going to the Market
    Once the target for a given product is decided, it's time to set up the "path to the market," the entire route that the product will follow in the passage to the final customer. This course focuses on the methodology used to design an optimal integrated commercial strategy. As more and more companies are interested in selling to the end consumer, the course will also include guides to creating powerful retail formulae, through both traditional and internet channels. Innovation orientation and its holistic commercial approach are important characteristics of this course.

Module 3-4


 Module 3 (Milan)

  • Price Strategy and Management
    Consumers and customers perceive price as value for money. This course addresses strategic and tactical issues related to the company's pricing policy and to the customer's perception of price: how to set prices on a product for the first time, how to modify a product's price over time and space to meet varying circumstances and opportunities, how to initiate and respond to price changes.

  • Sales Management 1
    This course presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions. Main topics are: a general framework on modern Sales Management; the changing role of selling and sales management in organizations; managing change in the sales force; Leading and managing salespeople’s performance;
  • Strategic Marketing
    A successful marketing strategy requires a deep understanding of the market and the competitive arena. Business intelligence is used to foresee development opportunities and to create and deliver the best value for customers. This course is concerned with the process of strategic marketing management and the implementation of marketing strategies for companies in different stages of an industry, in different competitive positions, and in different economic environments.

Module 4 (Barcelona)

  • Finance for Marketing & Sales
    Understanding the financial side of marketing and sales decisions has become a key competence required for marketing and sales people. In this course you learn to interpret a balance sheet and an income statement, to understand your financials and those of your competitors, and to evaluate the economics of marketing and sales strategies.

  • CRM and Business Intelligence 
    Customers rather than products are the most precious assets of a company. This course on customer relationship management will provide vision, strategy, operations, technology and organisational tools for building a customer-focused organisation based on customer profitability and relationship management.

  • International Marketing 
    In an increasingly global marketplace, companies must be able to move deftly in an international arena. In this course you will learn to formulate effective international marketing strategies and to make crucial trade-offs between standardizing and localizing marketing and sales programmes.
  • Workshop: Leading and Managing People
    Regardless of eachone particular industry, functional role, or technical expertise, personal time is increasingly focused on managing and communicating with the individuals and teams in your workplace. This workshop aims to achieve the following learning objectives: raise self-awareness; learn how to lead through having powerful conversation; understand how to create a high performing team; provide tools for leading people and teams.

Module 5

Module 5 (Madrid)

  • Sales Management 2
    This course follows the first part on sales (Sales Management 1 in Module 3)  and presents conceptual models, managerial methods, practical tools and real world examples concerning some key sales management decisions in b2b relationships.  Main topics explored are: Designing and aligning the sales force organization with the marketing strategies; designing and managing an effective compensation plan to motivate sales people and to drive their performances; key account management program that works: challenges and key contents in segmentation, organization and planning.

  • Marketing Analytics in the era of Big Data
    The industrial Internet is increasingly allowing firms to measure consumer data (usage data, perceptions data and preference data) as part of regular business, without a study. Large amounts of data are collected, stored and organized.. The fact that “Big Data” are increasingly available to support strategic decision making is an absolutely amazing advance. But it is going to challenge you as a marketing strategist because it is going to be now up to you: • to judge what questions to ask from the market measurement data; • to understand what the measurement data tells you about your markets; • to know how to link cause and effect between your resource.

  • Workshop: Social Media Marketing
    Any doubt we are in a digital race? The goal of this course is to understand exactly the impact on this new environment, and how organizations can benefit from them, understanding the risks and the value of this new paradigm called digital age and how this may affect the way we communicate, how we consume, how we choose, how we compare and how we purchase. We will be focus on the 360º digital marketing, and the direct impact and transformation in now a days marketing companies’ strategies and the tactical implementation in their communication plan.

  • Group Field Project Works: challenges and kick-off
    During this Module will be presented the group field project works on real word challenges. Companies and Schools tutors will attend the meeting personally or online sharing with the Class the goals and task for an effective first set up.  Following this presentation groups will start their field project which will end up with the final presentation and discussion while in Barcelona for the last Module and Graduation

Module 6-7

Module 6

  • Marketing Creativity and Innovation 
    The ideation and development of new products represents one of the key assets firms can exploit to maintain and expand their market position in today’s dynamic markets.  This course develops executives’ understanding of how firms use innovation to position themselves strategically, from the perspective of a Chief Innovation Officer and a Chief Marketing Officer.  The course is organized around three sections. It first provides a practical introduction to the process of formulating an innovation strategy. Second, it focuses on the theme of organizational creativity.  Third, it covers the major phases and tools related to the new product development

  • Digital Business
    The course illustrates the main theoretical and empirical principles on which internet is based, with reference to market segmentation, targeting and positioning of a company. Another goal is to expose participants to the key challenge/opportunity of the company’s digital transformation, along with its peculiar business implications/key leverage points such as the reshaping of the commercial value chain; the co-petition; the co-creation. The course also explains the main technicalities related to hybrid business models and, in particular, the golden rules for their design, implementation, development and management;

  • 360° Communication
    The course aims at helping participants to distinguish traits of a brilliant digital communication, such that the entire value of the company is advocated and delivered, face to a web world which is growingly crowded and complex. Attention will be focused on the key asset of any online communication, that is to say the company’s website, in terms of usability & architecture, look & feel, KPIs. Main logics and tools, as well as the "do's and don'ts", of a brilliant and consistent "offline communication" will be presented and sicussed whilst providing participants with a 360°, exhaustive understanding of the communication process

Module 7 (Barcelona)

  • Workshop: Communication and Negotiation Skills
    Negotiation skills are necessary for both our personal and professional life. However, whether you have an innate ability to negotiate or not, there are some key concepts which will help you to improve your own skills when dealing with colleagues, bosses or clients. In this short workshop, participants will be presented with relevant theory and preparation tools and given the opportunity to practice their abilities, observe other participants and reflect on what makes for successful negotiating. Participants will learn both from in-class practice and theories presented to continue improving their skills after the course is over.
  • Business Project presentation
    The Business Project is a highlight of the programme and is conducted in small teams at the end of the coursework. Participants help a company develop a solution to a real business problem and also compete for an award. Here is an opportunity for participants to apply their newly acquired knowledge and work closely with some of their colleagues.

Graduation Ceremony