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The curriculum is made up of 4 modules to cover all the disciplines among the course.
MODULE 1: GENERAL MANAGEMENT
A synthetic presentation of the business system is followed by an in-depth study of the organizational and informative mechanisms that permit understanding of a company’s economic-financial dynamics.
In particular, costs and budgets are examined and therefore also the relative economic-financial impact on marketing and communication decisions.
An analysis of organizational structures and problems is followed by business strategies with a particular focus on product, the decision making process and the implementation of company strategies.
Main contents
Marketing fundamentals
The module will provide a solid marketing methodology and the tools that are available to the company for understanding and operating on the market.
Marketing fundamentals: qualitative and quantitative marketing research, consumer behaviour analysis, market segmentation and production positioning methodology
Marketing planning and control of marketing activities with regards to consumer products, goods to be used in manufacturing and services.
Business case discussions, testimonies by marketing experts and researchers from prominent market research institutes will integrate the educational process.
Main contents
This module provides a global approach to define international marketing plans and to drive the internalization process of the company. The purpose is to deeply understand the culture and behaviours of these countries in order to leverage the business opportunities and deal with the challenge of globalization.
Main contents
It provides an overall picture of the Chinese and Indian market, their buying behaviours, their social values connected to their consumption, market structural characteristics and their media system.
Marketing Italian style
This area focuses itself in topics like Marketing and Communication concerning the management of the business strategic planning in the Italian companies placed in a sector of excellency for the Italian products in the international market, such as food and beverage, fashion, furnishing and design, automobiles and motorcycles.
Main contents
The theoretical aspects of communication are dealt from an interdisciplinary point of view and include psychology, sociology, mass-mediology, semiology and advertising, permitting students grasp its multiple dimensions .
The main topics that are faced include: sociology of communication, sociology of consumption, social structure and change, consumer psychology, sociology and semiology of advertising, creative techniques, the media system, research about advertising means and social advertising.
With regards to managing communication activities, information is provided about the criteria that should be used when selecting an agency as well as its organization and management, planning the relationship and controlling the agency’s performance, and other structures that support the Communication Department.
In addition to the analysis of the functions, organizational solutions and managerial issues related to the Communication Department, also its legal aspects are addressed: the contract, unfair competition, consumer rights, brands, international legal aspects, the self-disciplinary code, the agency contract.
MODULE 4 : INTERNATIONAL EXCHANGE
Zheijang University Hangzhou in Cina and the University of Strathclyde di Glasgow (UK) are involved in the Master’s International Exchange Program which offers the students the opportunity to deepen their knowledge of particular aspects relating to marketing and communication and the Master students are welcome in taking part.
The students will learn how the changing patterns of the global market impact on the emerging economies.
In China, the students will learn and experience about this evolving market: during the trip the class will visit companies, either Chinese or foreign, and interact with the organization and it’s key staff.
MODULE 1: GENERAL MANAGEMENT
A synthetic presentation of the business system is followed by an in-depth study of the organizational and informative mechanisms that permit understanding of a company’s economic-financial dynamics.
In particular, costs and budgets are examined and therefore also the relative economic-financial impact on marketing and communication decisions.
An analysis of organizational structures and problems is followed by business strategies with a particular focus on product, the decision making process and the implementation of company strategies.
Main contents
- Business strategy
- Business organization and human resources management
- Financial economic cycle
- Balance sheet
- Cost and break even point
- Financial aspects
- Investments
- Financial controlling : parameters
- Budgeting
Marketing fundamentals
The module will provide a solid marketing methodology and the tools that are available to the company for understanding and operating on the market.
Marketing fundamentals: qualitative and quantitative marketing research, consumer behaviour analysis, market segmentation and production positioning methodology
Marketing planning and control of marketing activities with regards to consumer products, goods to be used in manufacturing and services.
Business case discussions, testimonies by marketing experts and researchers from prominent market research institutes will integrate the educational process.
Main contents
- Buying behaviour and product placement
- Market segmentation
- Product management
- Price making
- Structural and distribution choices and trade marketing
- Marketing research
- The marketing of services and goods designated to production
- Web marketing and E-commerce
- Marketing planning
- Instruments and models for operational marketing
This module provides a global approach to define international marketing plans and to drive the internalization process of the company. The purpose is to deeply understand the culture and behaviours of these countries in order to leverage the business opportunities and deal with the challenge of globalization.
Main contents
- International markets and buying culture
- Demand strategy globalization and location
- Marketing structure and support in the International markets
- The organization and internalisation for the business
- International legal aspects
- The distribution choices in the International markets
It provides an overall picture of the Chinese and Indian market, their buying behaviours, their social values connected to their consumption, market structural characteristics and their media system.
Marketing Italian style
This area focuses itself in topics like Marketing and Communication concerning the management of the business strategic planning in the Italian companies placed in a sector of excellency for the Italian products in the international market, such as food and beverage, fashion, furnishing and design, automobiles and motorcycles.
Main contents
- The role of the Brand Manager in the Fashion sector
- The Made in Italy marketing
- Branding and Licensing
- Up-grading of the Italian companies high range distribution
- Global Brands management
- Food and beverage Italian style
The theoretical aspects of communication are dealt from an interdisciplinary point of view and include psychology, sociology, mass-mediology, semiology and advertising, permitting students grasp its multiple dimensions .
The main topics that are faced include: sociology of communication, sociology of consumption, social structure and change, consumer psychology, sociology and semiology of advertising, creative techniques, the media system, research about advertising means and social advertising.
With regards to managing communication activities, information is provided about the criteria that should be used when selecting an agency as well as its organization and management, planning the relationship and controlling the agency’s performance, and other structures that support the Communication Department.
In addition to the analysis of the functions, organizational solutions and managerial issues related to the Communication Department, also its legal aspects are addressed: the contract, unfair competition, consumer rights, brands, international legal aspects, the self-disciplinary code, the agency contract.
MODULE 4 : INTERNATIONAL EXCHANGE
Zheijang University Hangzhou in Cina and the University of Strathclyde di Glasgow (UK) are involved in the Master’s International Exchange Program which offers the students the opportunity to deepen their knowledge of particular aspects relating to marketing and communication and the Master students are welcome in taking part.
The students will learn how the changing patterns of the global market impact on the emerging economies.
In China, the students will learn and experience about this evolving market: during the trip the class will visit companies, either Chinese or foreign, and interact with the organization and it’s key staff.