University of Parma

Master in Trade and Consumer Marketing

The Programme

Trade marketing activities have become increasingly important in horizontal and vertical marketing processes. More specifically, this importance has been enhanced by the increasing significance of points of sale in industrial marketing processes; a progressive increase and sophistication of demand for retail services among consumers; developments in distribution systems that could be considered as true revolutions, such as e-commerce; and an increase in the levels of commercial concentration in purchasing and sales processes, such as to affect “vertical” power relations in the supply chain. These phenomena have given rise to strong demand for professionals with a consolidated cultural background in the area of planning, management, and organization of corporate commercial strategies. More specifically, large and small companies, in manufacturing, distribution, and service, both on a national and international level need professionals to design sales and marketing strategies and manage channel relations.

The Course was structured to provide theoretical and practical proficiency in the following areas: marketing channels, retail and channel management, merchandising policies, systems for planning and monitoring sales, trade marketing strategies. These marketing foundations, developed during the first year of the course, are complemented by the economic history of marketing and distribution and management macroeconomic scenario analysis. Statistical methodologies necessary for the analysis of marketing data are introduced in the first year and fully developed in the second year, with a strong course in Data Science. Over time, the course has expanded the area of core competencies to cover all specialist areas in marketing practice and research, with subjects such as Neuromarketing, Consumer Behaviour Analysis, Digital Marketing, Loyalty Marketing, In-store Marketing, Category Management, Fashion and Design Marketing, Channel Metrics, Channel Management, Brand Management, Customer Relationship Management, and Customer Analytics

No other Master course in Italy covers such a diverse offer of marketing subjects, and this is possible thanks to the 13 professors, researchers and Ph.D. students that teach and operate in the Marketing Area at the University of Parma and are involved in the Course.

The fit between the course’s academic content and real business necessities of firms is constantly assessed with regard to scientific progress in the sectors of marketing and trade marketing (and this is assured by the fact that the professors teaching the courses conduct their own research in these sectors), and by means of continuous involvement with managers and market experts.

Teaching employs a wide range of techniques, including laboratories and manager-lecturers, group work, marketing games, business games, role plays.

The course is taught in Italian, which is the language required also for the admission test. The admission test is an exam that should be sat in-person and is administered twice a year, in July and October. Candidates should possess a degree in Business or Economics or Statistics, with a minimum of 8 ECTS credits in Marketing, to apply for sitting for the test.

Course Overview

The Master’s Degree course in Trade and Consumer Marketing was founded in 2005. It was the first Master in Marketing in Italy and was designed to provide specific training for the development of marketing strategies and commercial policies of manufacturing, retail, and service companies. It stems from the 50-year-old research activity of the Marketing Area at the University of Parma, a well-known “research school” in the field of retail, distribution and channel management. Trade marketing activities have become increasingly important in horizontal and vertical marketing processes. More specifically, this importance has been enhanced by the increasing significance of points of sale in industrial marketing processes; a progressive increase and sophistication of demand for retail services among consumers; developments in distribution systems that could be considered as true revolutions, such as e-commerce; and an increase in the levels of commercial concentration in purchasing and sales processes, such as to affect “vertical” power relations in the supply chain. These phenomena have given rise to strong demand for professionals with a consolidated cultural background in the area of planning, management, and organization of corporate commercial strategies. More specifically, large and small companies, in manufacturing, distribution, and service, both on a national and international level need professionals to design sales and marketing strategies and manage channel relations.

The Course was therefore structured to provide theoretical and practical proficiency in the following areas: marketing channels, retail and channel management, merchandising policies, systems for planning and monitoring sales, trade marketing strategies. These marketing foundations, developed during the first year of the course, are complemented by the economic history of marketing and distribution and management macroeconomic scenario analysis. Statistical methodologies necessary for the analysis of marketing data are introduced in the first year and fully developed in the second year, with a strong course in Data Science. Over time, the course has expanded the area of core competencies to cover all specialist areas in marketing practice and research, with subjects such as Neuromarketing, Consumer Behaviour Analysis, Digital Marketing, Loyalty Marketing, In-store Marketing, Category Management, Fashion and Design Marketing, Channel Metrics, Channel ManagementBrand Management, Customer Relationship Management, and Customer Analytics

No other Master course in Italy covers such a diverse offer of marketing subjects, and this is possible thanks to the 13 professors, researchers and Ph.D. students that teach and operate in the Marketing Area at the University of Parma and are involved in the Course.

The fit between the course’s academic content and real business necessities of firms is constantly assessed with regard to scientific progress in the sectors of marketing and trade marketing (and this is assured by the fact that the professors teaching the courses conduct their own research in these sectors), and by means of continuous involvement with managers and market experts.

Teaching employs a wide range of techniques, including laboratories and manager-lecturers, group work, marketing games, business games, role plays.

Double Degree options

The course offers three Double Degrees, for students with outstanding performance (1-2 places available each year only):

• Grenoble Ecole de Management - France (Master in Management). The first year in Parma, in Italian, and the second year in Grenoble, in English.
• Hochschule Bochum - Germany (Master in International Management). The first year in Parma, in Italian, and the second year in Grenoble, in German AND English. German and English are required.
• FECAP Sao Paulo do Brasil (Brazil)(Mestrado Profissional em administração - Master in Business Administration). The first year in Parma, in Italian, and second year in Sao Paulo, in English. Basic Portuguese is required.

Anyone interested in the double degree programs must first pass the admission test to the Master in Trade and Consumer Marketing and, at the end of the first semester (March each year) can apply for a competitive evaluation for the admission to the double degree programs.

What to expect upon graduation

Master’s Degree graduates in Trade and Consumer Marketing can hold positions of responsibility in the management of manufacturing, services, distribution and trading companies. More specifically, the roles that can be effectively performed by Master’s Degree graduates in Trade Marketing and Commercial Strategies are:

• Commercial area: Sales manager, Key account manager, Area manager, Trade marketing manager; Channel manager; E-commerce manager, Export manager, Store manager.
• Marketing area: Marketing manager, Brand manager, Product manager, Loyalty marketing manager, Merchandiser, Customer service manager.
• Procurement: Buyer, Category Manager, Supply chain manager, E-procurement manager.
• Analysis: Research manager, Market analyst, CRM expert, Trade consultant