Master s Degree in Marketing and Communications

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1 Master s Degree in Marketing and Communications

2 Contents Accreditations...3 Overview...4 Testimonials...4 Target Recipients...5 Training Objectives...5 Professional Outlets...6 Course Contents...7 Internationality...8 Paid Internships And Career Service...9 World Class Teachers...9 Tutoring...9 Learning Materials...9 Registering In The Rome Business School s Alumni Association Certificate Teaching Techniques Evaluation And Monitoring Learning Options Feature Breakdown Studying in Rome Benefits of the Distance Learning Formula Studying in Rome Distance Learning with LIVE lectures General Learning Structure Course language Entry requirements Attendance fees Instalment payments and loans How to Apply Contacts Partners, Clients and Companies Involved Registration Form

3 Accreditation Italian Ministry of Education, University and Research The Rome Business School has been recognized by the MIUR (Italian Ministry of Education, University and Research) as a research centre, and is listed in the National Research Registry with the code Italian Republic and Chamber of Commerce The Rome Business School is legally recognized and authorised by the Italian Republic and Chamber of Commerce to deliver: Management training and consultancy, marketing and communication services, education design, editorial activities by any means, including online publishing, except in the daily press. European Union The Rome Business School is officially registered as a participant organization of the Education and Culture Directorate-General and the Education, Audiovisual and Culture Executive Agency of the European Commission, with the Participant Identification Code (PIC) n ISO 9001:2008 The Rome Business School has obtained the ISO 9001:2008 certification, that recognizes the top quality standards of our training activities. The ISO 9001:2008 accreditation recognises that our organization implements the quality systems that provide the foundation for excellent customer satisfaction, staff motivation and continuous improvement. 3

4 Overview The Rome Business School s Master s Degree in Marketing and Communications is the ideal academic course for professionals seeking a world-class degree programme in these disciplines, leading to a successful global career in the field. The programme s quality teaching, its international paid internship offerings and its career and networking services all contribute to make this programme the perfect fit for anyone who is looking to rise to the top in the world of business. Testimonials Having completed the Rome Business School s Master s Degree in Marketing and Communications, I have to say I would highly recommend this programme. The small size of the classes allowed the adoption of effective learning methods, which also created a positive atmosphere. I also found the lecturers to be very supportive and flexible. I was treated like a professional and my ideas and comments were always valued. The Rome Business School gives you the opportunity to meet excellent people and build up your network while studying in the heart of Italy. The lectures make use of real-life examples allowing you to get a wider picture of the solutions that can be brought to a company. I also had the chance to apply my newly acquired knowledge to real life situations by doing an Internship in Market Research for an Italian company in Urbino, Italy. On completion of the Internship, I can say that the Rome Business School has truly helped me by giving me the tools through which to understand the global market and how to be innovative in the workforce. I am absolutely sure of speaking for my peers when I state that completing this Master s Degree programme does not herald an end to learning but a continuation. It is definitely a programme that fosters both your individual and professional growth. Gabriela Contreras Escobar - Mexico the Rome Business School has truly helped me by giving me the tools through which to understand the global market and how to be innovative in the workforce. I would judge the Rome Business School s Master s Degree in Marketing and Communications very positively. I would recommend it for its excellent educational path and for the competency and politeness of the entire staff. Among the more positive aspects, I would like to mention the care in which the concepts are transferred, the availability of the faculty to promptly clarify any doubts, the rigorous and always captivating studies, which are very effective, and the well structured exercises. Ivano Steri - Italy I would recommend it for its excellent educational path and for the competency and politeness of the entire staff. 4

5 Target Recipients The Master s Degree is designed for all those who are seeking their first exposure to the world of marketing and communications or for all those who are already working in this environment, but are seeking to expand their knowledge of their own field, all within a structured environment. Students interested in taking part this Master s Degree are typically: graduates with or without previous experience in marketing and communication marketing professionals communication professionals professionals working in a variety of marketing and communications environments who want to develop a wider knowledge of marketing and communications and improve their work in this field entrepreneurs who are seeking to build foundations in marketing and communications knowledge. Training Objectives Expanding the knowledge and ability to apply the most cutting-edge marketing and business communication strategies. Recognizing individual market components and using this understanding for better marketing management. Learning how to launch and manage the most effective marketing strategies. Forming an effective integrated marketing plan. Understanding the process of defining and implementing streamlined communication strategies aligned with business objectives. Mastering the use of communication tools and channels. Applying marketing and communication knowledge to a variety of business contexts. 5

6 Professional Outlets On completion of this Master s Degree, you will be able to work as: Marketing & Communications Manager Marketing Strategist Marketing Operations Specialist Web Marketing Manager Social Media Manager Sales Manager Communications Manager Advertising Manager Event Manager PR Manager 6

7 Course Contents Defining Marketing and the Marketing process Introduction to Marketing Company and Marketing Strategy Understanding the Marketplace and Consumers The Marketing environment Marketing Information Systems and Research Consumer Markets and Consumer Buyer Behavior Business Markets and Business Buyer Behaviour Designing a Customer-driven Marketing Mix Segmentation, Targeting, Differentiation and Positioning Product, Services and Brands New-Product Development and Life-Cycle Strategies Pricing: Understanding and Capturing Customer Value Pricing Strategies Marketing Channels LeARn To Retailing and Wholesailing Integrated Marketing Communication Strategy Communication and Promotion Advertising Public Relations Personal Selling Sales Promotion Direct Marketing Event Management Online Marketing Website creation Search Engine Optimization (SEO) Search Engine Marketing (SEM) Social Media Marketing Marketing Online Advertising Web Analytics Competing on an International scale, ethically Creating a Competitive Advantage International Marketing and the Global Marketplace Marketing Ethics and Social Responsibility Special Contents and Activities The technical/professional teaching is enriched by: Company visits, to get to know managerial systems and players from the inside Artisitc-cultural program, aimed at stimulating creativity, innovation capability and complex system understanding. International Study Tour, the opportunity of a week abroad to enlarge your horizons on International Business. Training in Interdisciplinary competences, such us: Self-Marketing PNL Public Speaking Leadership Cross-cultural communications Presentation Skills Time Management Project Management «LeARn To» is the Rome Business School s exclusive programme aimed at learning and doing business through art, included in the Master s Degree course. Exhibitions, conferences, concerts and movies for a 360 cultural growth. Rome Business School students at Rome s Palazzo Barberini. 7

8 Internationality To provide its attendees with an international level training and professional opportunities, the Rome Business School s Master s Degree course in Marketing and Communications includes: INTERNATIONAL STUDY TOUR The Master s degree course includes the opportunity to study abroad for a week, which will give you a chance to learn further management models and systems worldwide. Students who might not be able to travel abroad may still follow the lectures comfortably from home via the latest generation platform for distance education employed by the Rome Business School. PAID INTERNATIONAL INTERNSHIPS Interested attendees may take part in paid intenships in numerous Countries at major companies and organisations. A MULTICULTURAL ENVIRONMENT The Rome Business School prizes intercultural exchange as a source of personal and professional development. Students from all continents regularly attend its courses. 8

9 Paid Internships And Career Service Attending this Master s Degree course entitles to: International paid internships at leading companies and organizations; Inclusion of your CV in the Rome Business School s database and its distribution to businesses, organizations and head hunters belonging to the Rome Business School s international network; A free CV review; Support in the management of job interviews; Networking meetings with international managers, professionals and business owners; A personalised search and flagging service for the best job opportunities. 94% of our students find employment within 6 months World Class Teachers The Master s Degree course faculty is made up of highly selected international professors, trainers and business managers, drawn from a variety of operational and professional fields and thus able to bring to the table a rich array of up-to-date experiences and competencies. The teaching approach is aimed at the acquisition of know-how, thus at transferring competencies truly useful for the attendees professional development. Tutoring For both the on-campus and the distance-learning courses, attendees can always count on the assistance of a tutor for any clarifications they may require, for the completion of the tests and exercises required by each module and for the final project Learning Materials Students registered for the Master s Degree course will be issued with a wealth of learning materials, including: slides, text books, case studies, articles, videos and useful internet links. Each student will also get a tablet computer. 9

10 Registering In The Rome Business School s Alumni Association Attendance in the Master s Degree course entitles to become part of the Rome Business School s Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects. Many facilitations are also available for attending further training courses. Certificate At the end of the course, attendees will be issued with the official diploma for the Master s Degree course. Teaching Techniques The Rome Business School employs a wide array of teaching methods: Lectures Case study analysis Exercises Assisted private studying Guest speakers Videos Company tours Complementary cultural initiatives Evaluation And Monitoring Learning quality is guaranteed through a thorough monitoring and evaluation system: 1. Written tests for each course module 2. Individual project work 3. A final exam 10

11 Learning Options The Rome Business School s Master s degree in Marketing and Communications is taught is English and it can be attended with the following options: ON CAMPUS Full-time Executive Professional DISTANCE LEARNING LIVE Full-time Executive Professional Feature Breakdown Full-time Executive Professional Lectures Mon-Thurs Sat Tues or Wed 19, Paid Internship (for students under 30 v v v years old) Personal Tutoring v v v Supervision for final project work v v v CV Revision/Editing v v v Cover Letter Revision/Editing v v v Social Media Optimization v v v International Student Identity Card v v v Final Diploma v v v Didactic Materials v v v Accommodation support v v v Support for VISA application v v v Tablet v v v Company visits v v x Seminars v v x Cultural Program v v x Workshops v x x International Study Tour v x x Individual Career Coaching v x x In Company Projects v x x 11

12 FULL-TIME On Campus or by Distance Learning STRUCTURE Lectures are held from Monday to Thursday, for a total of: 700 learning hours, made up of: 250 lecture hours 300 assisted study hours 150 project work hours An internship lasting between 6 weeks and 1 year (duration and country are based upon attendees interests) A complementary cultural programme International study tour EXECUTIVE On Campus or by Distance Learning STRUCTURE Lectures are held on Saturday full-day, for a total of: 500 learning hours, made up of: 100 lecture hours 250+ assisted study hours 150+ project work hours An internship lasting between 6 weeks and 1 year (duration and country are based upon attendees interests) A complementary cultural programme PROFESSIONAL On Campus or by Distance Learning STRUCTURE Lectures are held on Tuesday or Wednesday from 7 to 8.30 pm (Rome time) 450 learning hours, made up of: 50 lecture hours 250+ assisted study hours 150+ project work hours An internship lasting between 6 weeks and 1 year (duration and country are based upon attendees interests) A complementary cultural programme 12

13 Studying in Rome Rome is the cradle of a millennial civilization that has always inspired and amazed the world. It provides a unique cultural setting in which students can enjoy a culturally rich experience while participating in courses which offer world-class teaching and a global experience. If you decide to study in Rome, you will have the opportunity to live the beauty it offers; this is also thanks to a special programme aimed at enhancing your business creativity and innovation through the stimuli of art. By bringing together people, cultures, and inspirational ideas from around the world, the Rome Business School provides a new and unique educational experience. 13

14 Distance Learning with LIVE lectures Innovative managerial training live! You will be able to attend the live lectures from the comfort of your home or anywhere you may choose, with the same learning effectiveness of the on-campus lectures. For this option, the Rome Business School employs a cutting-edge online platform, through which you will be able to: Follow lectures with full video and audio Interact in real time in audio and video with the teacher and the other attendees Collaborate and share documentation Watch the recording of the lectures whenever you want to What will you need? To get the most out of our lectures, you will need: A PC or mobile device with an internet connection An audio connection through PC or headphones/microphone A webcam (optional) Excellent learning materials We will supply you with all the course s learning materials as for the on-campus option (books, text books, etc), and you will be able to study and exercise from the comfort of your own home, at your own pace. A personal tutor at your disposal Besides the learning materials, you will benefit from the constant support of a Rome Business School tutor. The tutor will follow you through the whole course, will check your exercises and will be constantly at your disposal for any clarification and amplification. Possibility of attending on-campus lectures Should you wish to, you are given the possibility to attend some of the oncampus course lectures, arranging your visit with our secretary s office in order to best suit your needs. Learning assessment For each of the learning modules, you will be given a written evaluation in order to monitor your learning progress. A forum dedicated to the sharing of experiences between students Through our dedicated online forum, you will be able to communicate and share experiences and ideas with other attendees of the Master s Degree course. The same qualifications and certification as the on-campus course The distance learning option Master s Degree course entitles you to the same qualifications and career service as the oncampus course option. 14

15 General Learning Structure Lectures Seminars International Study tour Company visits Cultural program Project work Internship Career-Service October 2015 March 2016 October 2016 Course Language The Master s Degree is taught in English. Entry requirements All applicants must have: A three-year degree (or be near completion) Demonstrate a good English proficiency For both the on-campus and distance learning options and in order to ensure a high quality training course, classes can consist of a maximum of 15 attendees. Attendance fees FULL-TIME: EXECUTIVE: PROFESSIONAL: Study grants For each learning option, 3 study grants are available - to partly cover the attendance fee - these will be assigned based upon the candidates personal, previous experience and technicalmotivational profiles. Instalment payments and loans The attendance fee may be paid off in instalments and low interest rate loans are available through banks with which we have special arrangements. 15

16 How to Apply 1. your application to or fax it to +39 (0) This will include: Curriculum Vitae Motivational letter: indicating why you wish to enroll, your expectations and your professional objectives (no more than 200 words) University transcripts Copy of your Passport/ID IELTS, TOEFL or similar certificate of proficiency in English (not compulsory). 2 Application considered by Rome Business School The Rome Business School Recruitment Team will assess your application and will contact you if any additional documents are required. Complete applications are then considered by the Academic Selection Committee. 3. Interview (either in person or online) All candidates selected by the academic selection committee must interview with a member of the faculty, either in person or online via Skype/Webex. 4. Application result We will notify you informally by of your application result, and you will receive either an official offer notification with information on any outstanding conditions to complete, or an official rejection notification within one week. When to apply The deadline for Non European Students is 45 days before the course starts, whereas for European students is 30 days. Admission decisions will be made on an ongoing basis as applications are received. CONTACTS Rome Business School Tel.: +39 (0) Fax: +39 (0) Website: Facebook: 16

17 Partners, Clients and Companies Involved 17

18 I came, I saw, but only with what I learned was I able to conquer! All thanks to the Rome Business School. The Rome Business School has literally transformed me into a better professional. When I began the Rome Business School s Master s Degree in Marketing and Communications, I quickly realized that I did not want the programme to end because, thanks to it, I saw my own skills blossom from within me, realising a potential I did not even know I had. This is deeply rooted in the highly interesting course contents. Today, I run a business in my home country Nigeria thanks also to the multicultural component of the Rome Business School. I have always thought that finding a job without previous work references would not be possible, but today, with this program under my belt, it is rather easy thanks to all of the self-marketing skills learned at the Rome Business School. Getting the job of my dreams, thanks to the managerial strategies I discovered at the Rome Business School, was as easy as snapping my fingers. Humphrey Akanazu, Consultant, Nigeria I quickly realized that I did not want the programme to end because, thanks to it, I saw my own skills blossom from within me, realising a potential I did not even know I had. the experts allowed me to better understand my field. I would recommend the Rome Business School s Master s Degree in Marketing and Communications because it allowed me to build up a large knowledge base and a familiarity with industry practices along with offering me opportunities to make career connections. This master s degree was very useful lto me; I believe it was worth the time because it not only increased my knowledge, but because it also gave me the opportunity to grow as an individual and simultaneously expand my industry knowledge in-context. Antonella Aurelio, Groupama Insurance, Italy My experience in participating in the Master s Degree organized by the Rome Business School was very positive, I had several opportunities to learn new concepts and expand my existing knowledge; moreover, all the course content is connected to the actual work environment of each participant. The experiences relayed to me by I would recommend the Rome Business School s Master s Degree in Marketing and Communications because it allowed me to build up a large knowledge base and a familiarity with industry practices along with offering me opportunities to make career connections. 18

19 Registration Form To be faxed to +39 (0) or ed to Course Title... Place and Date of Commencement... Participant: Surname... Name... Address... City... State... Zip... Country... Phone... Fax Qualification: Student Entrepreneur Manager Professional Freelancer Other... Only for registration as an employee: Company billing information: Company name... Address... City... State... Zip... Country... VAT... Tax Code... Point of Contact: Surname... Name... Phone... Fax PAYMENT (to be made at the time of enrollment) Payment of Euro... made by Bank transfer: BANK ACCOUNT HOLDER: Rome Business School IBAN: IT15W , BIC SWIFT CODE: UNCRITM178L, BANK ACCOUNT NUMBER: BANK NAME: UNICREDIT Promotional Code (if available):... CONTRACT CLAUSES 1 - COMPLETION OF REGISTRATION: Registration is considered complete upon receipt by the Rome Business School of this form, duly filled in and signed for acceptance, along with the payment. 2 - CANCELLATION: It is possible to cancel participation in the course within 9 calendar days (inclusive) preceding its starting date, communicating the decision by fax or . In this case the sums already paid will be returned. If the cancellation is received beyond the aforementioned time limit, the Rome Business School will be entitled to charge the full fee. 3 - IMPOSSIBILITY TO PARTICIPATE: In case of absence at the beginning of the course, the Rome Business School will be authorized to issue an invoice for the full amount and retain the amount already paid, subject to the possibility of the participant to enroll in another edition or another course of equal amount. 4 - WITHDRAWAL: In case of withdrawal of the participant from the course once it has already begun, the Rome Business School will be entitled to issue an invoice for the entire fee; the participant will retain the right to keep the educational materials distributed during the course. 5 - CHANGE OF PROGRAMME: For didactic and organizational reasons, the Rome Business School reserves the right to postpone scheduled classes and modify the programme and/or replace teachers. Any changes will be promptly communicated to the companies and participants. 6 - LIABILITY OF PARTICIPANTS: Participants in the courses/master s Degrees are personally responsible for any damage caused to the classrooms, equipment and other items in the rooms used by the Rome Business School. Participants are also required to abide by the internal regulations (signing registers, using computer equipment, etc..). 7 - PRIVACY: The processing of personal data is carried out by the Data Bank of the Rome Business School in compliance with the provisions of personal data protection laws. Your data will not be disclosed to third parties, and you may at any time request its erasure. Should you not wish to receive further communications about our activities, please tick this box 8 - DISPUTES: In case of any dispute, the Court of Rome shall be competent, to the exclusion of any other Court. By signing this form, I declare that I have read and accept all the conditions specified in the Contract clauses. date... Signature (with stamp if company/institution)

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