The Charms of a Career in Marketing

THIS IS A PROGRAM THAT OFFERS RIGOROUS PREPARATION IN ALL AREAS OF MARKETING EXPERTISE, TRAINING MANAGERS WHO CAN NAVIGATE THE COMPLEXITY OF DIGITAL ENVIRONMENTS AND EXCEL IN AN EVERCHANGING ENVIRONMENT

"There has never been a more fascinating time to work in Marketing than today." With these words Giovanna Padula, associate professor at the Bocconi Department of Marketing and director of the Master of Science in Marketing Management, introduces this course of study. "The intensification of competitive pressure and the spread of digital technologies have significantly increased the importance of marketing within organizations and have expanded their areas of expertise.  Our program has embraced these changes, recognizing the increasingly digital and data-driven nature of marketing today, and has responded with an innovative program that has expanded the spaces in the development of digital and analytical-quantitative skills, to successfully prepare managers interested in every type of career in marketing.  In fact, the course of study provides an in-depth preparation on all areas of marketing expertise, offering content that revolves around three pillars: 1)  consumer knowledge; 2) analytical-quantitative  skills for data analysis to support company decisions  wings; 3) the strategic management of marketing.

The first-year program, which includes the compulsory subjects, is designed around these three pillars and thus provides a complete vision of the characteristic contents of marketing. In the second year, students choose elective courses, thus starting to define a possible specialization path. To help students in this choice, the electives are grouped into four distinct Majors or areas of specialization: communication, distribution and retailing, product and service management, and Big Data.
"The strength of the program" continues Giovanna Padula "is not only in the completeness and continuous updating of the contents, but also in a teaching model that systematically integrates theory and practice: students are in fact exposed to the main theories and at the same time systematically challenged to deal with concrete situations and to develop effective solutions to complex managerial problems. This challenge is realized through a wide variety of experiences in the field, including participation in field projects included in the individual courses and participation in international contests typically promoted by large international companies". These experiences in the field also represent a great opportunity to stimulate the so-called soft-skills (such as problem solving, critical thinking, collaboration and communication) that are of fundamental importance to become successful managers.

The success of the program is evidenced by the placement data: 75% of students already have a job on graduation day and in the following months all students find a job. Given the nature of its contents, the program has an international vocation and prepares you to work in any geographical area.

by Davide Ripamonti