The Master in Marketing, Communication and New Media is a full-time program taught entirely in English, aiming to prepare graduates from any discipline to manage the methods and techniques of both traditional and digital media in an industry currently undergoing a continuous revolution. Alumni of this Master have a placement rate of 96% within 6 months.
Through the expansion of mobile devices every day, more and more people around the world connect across social media: Twitter has 320 million active monthly users, Instagram 400 million, Google+ 540 millions, YouTube 1 billion and Facebook 1.6 billion. What we are witnessing is more than a technological revolution, it is a deep socio-cultural transformation. Companies the world over are constantly increasing the amount they invest in their online advertising channels to improve their relationship with the consumers and the business community.
Together with the partners IAB (Interactive Advertising Bureau), Yoox Net-A-Porter Group, The Boston Consulting Group, Google, GroupM, IBM e WPP, this Master’s degree provides students with the qualifications and skills to start a managerial or consultancy career in the field of digital communications.
This international program, with students from all over the world and a Faculty composed by professors, managers and entrepreneurs, takes place within the unique atmosphere of a 16th century villa on the hills surrounding Bologna. Thanks to project works, company projects and master lectures, students get in touch with the key concepts of the digital era: participating, creating and sharing content. After the end of the courses, the Master concludes with an internship.
This master is part of the:
Crif – Global Decisioning Business Development and Delivery
Paolo De Biasi
Area Sales Manager Italia
Andrea Di Fonzo
A.Manzoni & C
Head of Doubleclick Media Buying Solutions
Head of Marketing & Digital
Martina Del Rio
Senior Business Consultant Telecom Practice
The Nielsen Company
Web Marketing & E-Commerce Manager
Internet & Mobile Banking Projects
Direttore Progetti e Iniziative Editoriali
Direttore Sales&Marketing Division
SEAT Pagine Gialle
HR, Marketing and Communication Director
ATM Azienda Trasporti Milanesi
Head of TV Rights Acquisition
Primi sui Motori S.p.A.
Managing Director Italy & Spain
Director of Studies
" The social media and digital marketing tools that exist today will not be the ones we will use tomorrow. This master’s program will not just teach you current techniques but will also give you the opportunity to prepare for the future developments of this industry. Your professional future is our mission. "
AVERAGE WORK EXPERIENCE
The Master’s degree is a 12-month full-time program including an internship or project work (total length: 1500 working hours).
The academic part is divided into two terms. You will cover 1000 hours of study: 400 hours of classroom activities and 600 hours of individual/group work. During the first term you will study the fundamentals of marketing and communication, while the second term will deal with practical aspects and focus on the new media tools you will use in your professional career (you can find more detailed information about the courses you will study in the section ‘Courses’ below).
The two terms are followed by an internship period of 500 working hours. This internship can be carried out at various companies and agencies in Italy or abroad. It is your chance to put into practice the theory and techniques learned during the two academic terms by working on marketing and communication strategies/campaigns, analyze and create solutions to real problems and work on action plans. You are expected to make the most of these opportunities by learning from the professionals you will be working with.
At the end of the internship you will be required to hand in a ‘Final Report’, which you will present to the Director of Studies showcasing your activities and analyzing the theories and lessons learned during the academic part.
Students who are interested can also choose to take an extracurricular course of Italian.
The strategic importance of all the customers; customer satisfaction; the value concept; to understand the value; the market sensing; to understand companies in their role as customer; market strategy. Introduction to general trade marketing principles; strategies and terminology. Overview of FMCG market; mass market sales channels; new media for retail marketing applications. Introduction to the main retailing mix tools. Practical introduction to trade marketing strategies; customer planning; cluster analysis; major clients action plans.
Corporate communication encompasses all the communication that takes place between an organization and its various stakeholders in order to project the company's brand within and beyond the organization. Corporate communication is responsible for creating and maintaining the brand and looking after the organisation's reputation.
This course enables people to develop an effective and updated vision of the digital scenario using social network marketing, digital sirect marketing, lead generation, e-commerce, loyalty, content marketing.
Build a clear overview on industry of digital communication, including typology of companies, agencies and professions. The course will cover the topics: market dimensions and forecasting; indexing and ranking; associations (IAB, Assocomunicazione, Fedoweb); media agencies; creative agencies; web agencies; PR agencies; technology and provider company publisher; media owner; sales house; ad-networks; job titles and descriptions; local and global Industry.
The course will cover basic notions on information systems and relational data bases. Operators for data base manipulation. Design of relational data bases: conceptual and logical design. Practice with tools for data base querying and data base design.
In this course we will analyse different communication and advertisement languages, using a textual and semiotic approach. We will work on strategies, narratives and discursive styles and devices which build brands and advertising campaigns. We will explore also their cultural and social effects. We will learn how to understand new forms of advertisement (interactive, technological) using as examples also alternative and 'counter-advertisement' campaigns. Finally we will try to understand and to build up a coherent communication plan.
Introduction to marketing management, basics in consumer behaviour, segmentation analysis, targeting and positioning. Price strategies, Brand management, New product development, Distribution channels and Retailing, Marketing communication strategies. The course contents will also include elements of marketing research, basics in statistics and data analysis, hypothesis testing, univariate and multivariate data analysis, correlation and regression analysis, clustering and positioning techniques.
How search marketing works, both SEO (Search Engine Optimization) and paid search. Web analytics and CRO (Conversion Rate Optimization). Covering: industry main player and trends, software tools, testing methodological approach and real business cases.
Introduction to basic accounting principles, accounting concepts, and accounting terminology. Financial statement analysis. Basic cost concepts and cost accounting. Introduction to management control principles and techniques.
This class deals with all aspects of the wide area of Web technologies. The main goal is to address basic aspects of most important technical issues and also illustrate some trend directions, aiming to build capacity of understanding the main technical/management challenges in existing business systems and of orienteering in their rapid evolutions. Background problems and solutions: hardware vs. software resources; operating systems and virtualization, client/server models.
The main aim of our teaching staff is to first lay down a solid grounding of theory before starting to build on that by introducing more practical aspects. This will result in you confidently entering the working environments of this industry, ready to deal with the scenarios you will face.
The teaching staff will help you grasp these concepts and techniques through the use of lectures and seminars; group projects and company visits; guest speakers and case studies; videos and presentations; individual assignments and assisted private studying.
The courses are set up to give the maximum freedom to learn to the students and allow the professors to teach and assess the students in the best way possible. Assessments can take the form of individual/group presentations, projects, oral and written exams as well as, of course, class participation.
Career development is a key part of this program. The goal is to give you the opportunity to develop yourself and your skills even after you have left the school. The right career choices can help you do just this.
The program includes a 500-hour internship. This represents an opportunity for you to analyze real marketing and communication problems, develop strategies, and elaborate action plans together with professionals in the marketing and digital communication industry.
The internship acts as a perfect professional springboard, especially considering the fact that just six months after graduation, the Alma Bologna Business School MBA ranks 96% placement.
The Career Development Department will help participants to pursue their own career goals and will support them in the job seeking process. It is dedicated to career exploration and fulfillment. A qualified career counselor will assist students with a variety of services and resources including job searching strategies, interview skills, resume development, career/personality assessments and much more.
Career Development Sessions:
A dedicated career development session is held as part of the initial work placement program session. This workshop is focused on managerial employability, mock interviewing and an overview of successful and unsuccessful aspects of each interview.
Along the academic year, counselors will explore and evaluate the students’ education, training, work history, interests, skills and personal traits to assist in choosing a career.
Students can make individual appointments with a career counselor to help identify and explore personal and professional goals, overcome confusion, and aid in decision-making when choosing a career.
Digital Marketing Consultant and Web Analyst, Webranking
MMCNM (a.a. 2014/15)
"The Master in Marketing, Communication and New Media provided me with a clear vision and the necessary knowledge to be able to get integrated with the dynamics of new media, and get introduced to this new tech-based marketing and advertising sector. As an analyst and a consultant in this sector, now I can apply this earned knowledge to different brands and companies in Italy, Europe, Middle East, and the rest of the world, so that they can meet their clients across search engines and virtual space."
Junior Project Manager, Yoox
MMCNM (a.y. 2012/13)
"After my graduation from the University of Bologna, the priority was to integrate my background in the communication field with specific competences about social media. For this reason I applied to this Master’s degree, which offers a year to study and practice in a very stimulating and international environment. Thanks to this unique experience and the people I met, I feel to have learnt and grown a lot. Now I am confident in starting my professional life, through the opportunity given by the internship in a company or agency of the School’s network."
Client Service Executive, AC Nielsen
MMCNM (a.y. 2012/13)
"The Master’s in Marketing, Communication and New Media is the right program for people who are willing to learn different ways and perspectives about marketing and communication. With a focus on group projects this master better prepares students for the working environment and gives a better understanding of marketing project life and implementation."
Consultant, Luxury Travel and Tourism Industry
MMCNM (a.y. 2011/12)
"The Master in Marketing, Communications, and New Media at Bologna Business School was a great learning experience. The small class size, and full-time class schedule facilitated an academically rich and intimate learning environment. Many of our professors were leaders in the industry and brought a wealth of real-life experience to the classroom. The practical experience and on the job training during the internship phase has made a smooth transition into full-time employment."
Over the years, our partners have been constantly involved in the activities, which make up the structure of our programs. Companies belonging to our network take part in project works and master’s lectures; they actively contribute to introducing guest speakers and organizing in-company visits.
Our partners are the first supporters of our students by providing scholarships, internships and professional opportunities.
Bologna Business School’s partner companies for the Master in Marketing, Communication and New Media are:
ADMENTA AEFFE AEMILIA HOTEL AEROPORTO G. MARCONI AFORISMA AGGF DIEGO DALLA PALMA ALCE NERO MIELIZIA ALFA WASSERMANN ALLESTIMENTI ALTOGRAF ALTRO MERCATO ANCORA SERVIZI ANTICA CORTE PALLAVICINA APT EMILIA ROMAGNA ARPER ARREDOLUCE AUTOMOBILI LAMBORGHINI AVANZI HOLDING AZIENDA VINICOLA RIVERA B.V.M. - LES COPAINS B&T BAHLSEN BANCA DI BOLOGNA BANCA POPOLARE DELL'EMILIA ROMAGNA BAXTER BELLCO BERLUTI BOLOGNAFIERE BONATTI BONFIGLIOLI RIDUTTORI BORBONESE BUFFETTI BUTOS HORECA CADIAI CAMERA DI COMMERCIO DI SIDNEY CAMST CANTINA FEUDI DI SAN GREGORIO CAREGIVING CASSA DI RISPARMIO DI BOLOGNA CATERINGROSS CAVIRO CEFLA CENTRO HERCOLANI CERAMICA SANT'AGOSTINO CERAMICHE GARDENIA ORCHIDEA CHAMPION EUROPE CHLORIDE CHLORIDE CINETECA DI BOLOGNA CINIUS CIPRIANI ABBIGLIAMENTO CIR FOOD CISA CMC CNA COMER INDUSTRIES CONAD CONFINDUSTRIA EMILIA ROMAGNA CONSERVE ITALIA CONSORZIO PARMIGIANO REGGIANO COOP ADRIATICA COOP CENTRALE ADRIATICA COOP CERAMICA IMOLA COOP ESTENSE CREDEM CREDITO EMILIANO CRIF CUCINA SRL D&C DATALOGIC DELOITTE DIENNEA DORELAN DUCATI MOTOR HOLDING E-STAT EBC CONSULTING EGS SOLUTION ENTE FIERE DI PARMA ERNST & YOUNG ERVET EUROCOMM EUROVO FASHION LAB FASTWEB FATER FELSINEA RISTORAZIONE FERRARA FOOD FERRARI FERRETTI GROUP FERROVIE EMILIA ROMAGNA - GRUPPO TPER FINCANTIERI FLORIM CERAMICHE FLYER FMR ARTÈ FONDAZIONE ALDINI VALERIANI FRATELLI BRANCA INTERNATIONAL FREELANDS NETWORK SRL FRUITECOM FURLA G.D GA OPERATION GA.MA GABS GAME 7 ATHLETICS GDH GE OIL & GAS GENERAL ELECTRIC GEOCOM GESA FINANCE GHEPI GI GROUP GMPR GROUP GRANAROLO GRAPHIC STORE GROUPM GRUPPO CINTI GRUPPO COIN OVIESSE GRUPPO HERA GRUPPO IMA GRUPPO INDUSTRIALE TOSONI GRUPPO LA PERLA GRUPPO MAX MARA GRUPPO MONRIF GRUPPO MONTENEGRO GRUPPO TREVI GUABER GUCCI H3G HAVAIANAS HAWORTH HAYS HOEL CONSULTING I GUZZINI ILLUMINAZIONE I.G.D. ICONSULTING IKEA INFO MANAGER INFOAREA INTERFASHION INTERMEDIA INTERTABA IREN GRUPPO ISTITUTO GIORDANO JACKPOT STAFF JECKERSON JOHNSON & JOHNSON MEDICAL KEMON KIREY SRL KPMG LA COMPAGNIA DELLA BELLEZZA LA RINASCENTE LABORATORIO DELLE IDEE LANDI RENZO LEROY MERLIN LIMONI LINK LIU JO LOBBY BROS LORO PIANA MACRON MAGNETI MARELLI MANDARINA DUCK MANUTENCOOP MARCO POLO MASERATI MAZARS & GUERARD MCS MEC3 MIKADO FILM MOLLUSCO & BALENA MONNALISA MORTARA RANGONI MTV ITALIA NIKE ITALY NIMAX NOEMALIFE NOMISMA OCTAGONA OIKOS OTIS GROUP PAGE PERSONNEL PANDA PDFOR CONSULENZA DIREZIONALE PHOTOSÌ PIQUADRO PRAXI PROMOTOR INTERNATIONAL PWC RADIANT RCS MEDIA GROUP REGENESI REGIONE EMILIA ROMAGNA RENÉE BLANCHE RIA & PARTNERS S.E.C.I. GRUPPO MACCAFERRI S&A CHANGE SAECO INTERNATIONAL GROUP SAMIA SCM GROUP SERGIO ROSSI SIDA GROUP SIGARO TOSCANO SIGMA SOCIETA' ITALIANA VINI STARWOOD HOTEL TECHNOGYM TEIKOS CONSULTING TERME DI SALSOMAGGIORE TETRA PACK THE COLOMER GROUP TONINO LAMBORGHINI TWINERGY UMBERTO CESARI VINI UNICREDIT UNICREDIT GROUP UNIGRÀ UNIPOL UNIQUE ITALIA VALSOIA VICINI ZANOTTI WEBRANKING YOOX
The tuition fees for the Master is 14,800 euro (VAT free) to be paid in three installments:
The fee includes participation in the Master, all the study material available through the online platform, and access to the services and facilities of Bologna Business School such as: personal account for the Alma wi-fi, use of the pcs in the Computer Lab, access to the study areas, access to the internal gym, special rates for the School restaurant. Furthermore, the fee gives participants the right to take advantage of the supporting activities of the School, such as the language courses and the master lectures by invitation.
Free parking is also available within the ground of the School.
Additionally, with the Student Card of the University of Bologna, students have access to all of the university facilities, including over 100 libraries, digital resources and study halls (including databases and online subscriptions); 3 University mess halls; student rates in a series of participating institutions. More information is available on the site of the University of Bologna: http://www.unibo.it/it/servizi-e-opportunita
At Bologna Business School we understand the importance of financial aid in supporting our students in achieving their educational goals. We are aware that an advanced, high quality training path can be a significant commitment but we also truly believe that investing in one’s future always pays back.
Bologna Business School is pleased to offer partial scholarships to the most meriting students. All of these scholarships are merit-based and will be awarded to the top-ranked candidates in the selection process. The students who come out on top in the selections will be students who not only come from strong academic or practical backgrounds but also those who display the strongest motivation to take part in this program.
There are scholarships of 6,000 euros each and scholarships of 4,000 euros each. All applicants will be considered for a scholarship – no specific application is required. They are awarded over the course of every round of selection and if you have performed well enough to merit one of them, you will be informed at the moment of admission.
The scholarships act as tuition waivers, so that they result in a deduction of the total amount of the tuition fees due.
ITALIAN GOVERNMENT SCHOLARSHIPS FOR FOREIGN AND IRE STUDENTS
The Italian Ministry of Foreign Affairs is currently offering scholarships for international candidates and Italian nationals whom are residents abroad. This includes first-level Master programs such as the Global MBA. The scholarships are open to candidates between 18 and 35 years of age whom are residents in the countries on this list. Please see this page for information on the conditions as well as the call for applications. Once you are fully informed on the procedures and conditions, you can make your application at the portal of the ministry. Please note that the deadline to apply is April 15th, 2016 and the scholarship, if awarded, would offer support from January to September 2017.
Thanks to the contribution of INPS (Istituto Nazionale della Previdenza Sociale), scholarships of 10.000 euros will available to INPS employees or retired members, to their children or orphans.
For futher details on the application procedures visit the INPS website.
For the registration it is necessary:
Admission to the program is subject to the positive assessment of your individual interview and English test, if it’s not the candidate’s native language.
This Master’s is open to all applicants with a bachelor’s degree obtained before the enrolment deadline of each round.
There are two rounds of admissions, the first round will be open for applications until September 29, 2016. The second round will open on September 30, 2016 and will close on November 14, 2016.
Documents to send to firstname.lastname@example.org:
The selection process will be held at Bologna Business School. The selections for the first round will take place on October 6, 2016
and the selections for the second round will take place on November 17, 2016.
In line with the number of available places, admission to the program is granted according to the position on the list of qualified candidates, drawn up on the basis of the total score awarded at the end of the admissions process.
Detailed information on the requirements and application process are available in the “Official Call for Applications” downloadable below.
Faculty members at Alma Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
Associate Professor of Distributed and Mobile Systems
University of Bologna
Head of Digital Marketing
Automobili Lamborghini S.p.A.
Full Professor of Computer Science
University of Bologna
Andrea Di Fonzo
Chief Digital Officer
Diennea - MagNews
Full Professor of Sociology of Communication
University of Bologna
Adjunct Professor of B2B Marketing and Management Consultant
University of Bologna
Adjunct Professor of Semiotics of Media and Visual Communication
University of Bologna
Lecturer in Finance
University of East Anglia
Senior Business Consultant
Trade Marketing Studio
Full Professor of Information Processing Systems
University of Bologna
President & Co-founder
Associate Professor of Marketing
University of Bologna
Assitant Professor of Business Economics
University of Bologna
Assistant Professor of Marketing
University of Bologna