Structure and calendar

12th edition 2018-2019

The total length of the Executive Master in Marketing & Sales is 14 months part-time, from January 2018 to February 2019.

15 Courses
 5 Face-to-Face Workshops
 Graduation Ceremony
Module 1
Residency module: 15 - 20 January 2018 (Milano)
Distance Learning: 22 January - 2 March 2018 (online)
Marketing Management
Channel Management
F2F Workshop: Anthropology of Consumption: A cultural approach
Module 2
Residency module: 5 - 10 March 2018 (Barcelona)
Distance Learning: 12 March - 4 May 2018 (online)
Marketing Research
Brand Management
Going to the Market
Module 3
Residency module: 7 - 12 May 2018 (Milano)
Distance Learning: 14 May - 29 June 2018 (online)
Price Strategy and Management
Sales Management 1
Strategic Marketing
Module 4
Residency module: 2 - 7 July 2018 (Barcelona)
Distance Learning: 9 - 27 July 2018 (online)
16 August - 7 September 2018 (online)
Finance for Marketing & Sales
CRM and Business Intelligence
F2F Workshop: Digital Enablers
F2F Workshop: Leading and Managing People

Summer Break
2 weeks, 28 July - 15 August (included)

Module 5
Residency module: 10 - 15 September 2018 (Madrid)
Distance Learning: 17 September - 2 November 2018 (online)
International Marketing Management
Sales Management 2
Big Data Analysis
F2F Workshop: Negotiation Skills
 Module 6

Residency module: 5 - 8 November 2018 (Milano)
Distance Learning: 12 November 2018 - 22 December 2018
7 - 11 January 2019 (online)

Marketing Creativity and Innovation
Digital Business and Communication
Winter Break
2 weeks, 23 December - 6 January (included)
 Module 7
Barcelona: 13-15 February 2019
F2F Workshop: Presentation 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.

15 Courses

The 15 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

  • 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

  • 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

  • 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
    Sales personnel and key account managers serve as the company's unique link to customers. The sales and key account people represent the company to many of its customers and in turn bring back to the company much needed intelligence about customers and competitors. The course concerns issues in sales-force design and key account management work.
  • 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

  • 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.
  • Workshop: Digital Enablers
    The world economy is moving towards an economic knowledge and service base in which national economies are becoming increasingly globalized and interdependent. In addition, more business models are grounded and based on advances in Information and Communications Technology (ICT) and digital platforms that may be considered digital enablers. Digital technology is pushing the boundaries of what is possible with new models of collaborative exploration and discovery, offering greater possibilities for business creation and re-invention. As communications media become faster and richer and technology applications grow in sophistication, network-based organizations and user communities will continue to flourish with advances in digital platforms and media. Consequently, entrepreneurs and managers must understand technology's potential to transform and define new ways of creating wealth, and thus be able to adopt the appropriate strategies and business models.

  • Workshop: Leading and Managing People
    In today's world, globalization and technology have changed everything. Interrelation and interdependence are some of our most frequent companions. The capacity to interact with people in order to achieve results has become a fundamental skill.
    But communication is something that depends on the personality and character of each interlocutor. These attributes, personality and character, influence our mental model and understanding framework that affect perception and interpretation. As a consequence it is important to be able to recognize the main personality types in order to affectively and appropriately communicate your message.
    At the same time it is even more important when giving or receiving feedback. Connecting and avoiding misunderstanding during the briefing and debriefing processes, will assure success and prevent conflicts.

Module 5

Module 5

  • 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.

  • Sales Management 2
    Customer value delivery is based on effective management of a company's sales organisation. This course will identify the factors leading to enhanced sales organisation effectiveness and superior salesperson performance, namely developing sound objectives, strategy, leadership, control systems, motivation, incentive and compensation plans. Other issues covered are the effective conduct of personal selling, such as salesmanship and relationship building.
  • Workshop: 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.

Module 6-7

Module 6

  • Marketing Creativity and Innovation 
    One of the major challenges in marketing and sales management is to develop ideas for new products and to launch them successfully. This course will focus on the role of creativity and new product development as a growth strategy, highlighting the fundamental role played by marketing in finding, developing, and launching successful new products.

  • Digital Business and Communication
    The goal of this course is to explore the new strategic role of communication in business making and address the most relevant principles of marketing communication management in the digital transformation era.

Module 7

  • Workshop: Presentation Skills
    This a short and intensive course to allow participants to boost their skills in situations such as public speaking, conducting one-to-one interviews, negotiations, working in groups and managing teams. The course also focuses on non-verbal communication

  • 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