Director's message, Renzo Rizzo - Marketing Management Fondazione Istud
Italy - Western Europe
Marketing
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Fondazione Istud
Marketing Management

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RENZO RIZZOProgram Director of Fondazione Istud

The point of view that originated our master is that marketing is too fundamental for the success of a company to be left to the all too common preconception that its role is just to communicate and make buyers want what a brand or company has to sell. Marketing (with a capital “M”) is something very different: its role – like professor Theodore Levitt once said – is to “learn about customers needs, desires and fears and design and supply products with those considerations in mind... it is not to try to make buyers want what the seller has, but to have what buyers want”.

Marketing, today – We think this definition of Marketing is even more valid today than it was in the 60’s when the famous professor first gave it. Consumers and customers today are target to thousands of different products and branded propositions coming at them through tens of different and fragmented media – they cannot make sense of all this confusion and often end up buying just on price. So it is ever more important for companies to interpret customers needs, desires and aspirations, to do something really relevant and distinctive for them and to communicate it in compelling ways, creating emotion and trust to overcome indifference and price-driven choices. Marketing needs Innovation in what it offers and in the way it communicates, and on the other end Innovation needs Marketing because without it people are simply too busy or distracted to be bothered with yet another new idea that is hardly distinguishable from the crowd. Marketing & Innovation are indispensable for the successful enterprise. 


The importance of making sense – Marketing today is as complex and changing as the very products and brands that are the object of its action. How to make sense of all the fads and the tools and the different kinds of marketing that every guru and wannabe guru comes talking about? The answer is simple: we must become much more customer centric. Most companies and marketing people today are too focused on the product they offer and thus fall in the trap of just pushing it, cost what it might. Instead, they should remember a strikingly simple truth, still in professor Levitt’s words, i.e., that “people don’t want to buy a 1/4th inch drill, they want a 1/4th inch hole”. Actually, people don’t care about the products we sell, they care about what they can do, experience and express about themselves through the use of these products and brands. Focusing on customers helps us make sense of the most complex situations in business, be them difficulties with our offering and prices, new offering from companies bigger than ours, low cost competitors, uncertainty about how to communicate with customers through new media, doubts about which technology to embrace for our new products.

Entering in (M)arketing today – Our program gives to those who want to start this fascinating profession a roadmap to make sense of marketing and its role in companies, a set of proven tools and approaches to work, exposure to real marketing issues brought forward by our partner companies, and educators who have a success track record as marketing managers in a set of diverse companies in Italy and abroad. The program fosters learning and personal development through:

  • A solid foundation of theory and illustrative case studies, updated and refreshed every year
  • Educators with first hand and current experience in marketing management and consulting, who share not only cases and theory but their personal experience in the job and their real life stories
  • Projects where the students actually do work on real issues for companies
  • A whole range of visiting managers that offer their perspective on the job and its challenges
  • Great work environment, team spirit and collaboration
  • A new social media structure where students can post their work and initiate the conversation with other students, professionals and manager making their ideas visible
  • And finally a personalized career coaching, and very effective placement service

Choose a Master, an MS or an MBA in Marketing

Pictogramme The Sector of Western Marketing

Nowadays, the companies have to sell their products and offers in a high competitive and dynamic world. The new technologies and the amount of data available owe the companies to invest a large extent of their resources in Marketing and Sales. The finality is to create an unique brand which can be sell in different western target markets profiting of the data analysis and the new channels of communication, such as social media or blogs.

Pictogramme Follow a Masters/MS/MBA in Western Marketing

The Master in Western Marketing looks for the students to finish with the capacities of understanding and applying marketing fundamentals and strategies in accordance with the company’s strategy. The will acquire the techniques to obtain information about the market situation and the different scenarios. Therefore, the students will develop the skills necessary in identifying opportunities, threats and changes to the company’s competitive environment and they will be able to adapt the company’s strategy according to possible scenarios in order to create the best business strategy. Also a clear understanding of the commercial trends and be able to change and adapt to the dynamic environment in order to overcome the competence.

Pictogramme To Work in Western Marketing

Western Marketing is a rising sector due to the increase in the use of data, the diversity of ways to access the target market and the IT tech advances, the futures prospectives up to 2024 are: a 19 percent rate of growth for marketing research analysts, about a 9 percent in marketing managers and 6 percent in social media managers.

There are various job titles for Marketing expertise, including product manager, brand manager, digital marketing manager, key account manager or marketing technician

Pictogramme Western Marketing in 2019

In a globalized world, companies are working relentlessly to adapt to the western interconnected world. They required for their new professionals develop strategic thinking to enter in new markets with an international western perspective. Another necessary ability is to be able make informed decisions in a global and dynamic environment and see market opportunities using a big quantity of data. It is important to be able to apply the principles of international western brand construction and management, creating products adapted for international western markets.

Due to new technologies, it is important to optimize the quality and content of the company’s websites, social networks and virtual communities. The development of strategies and campaigns in mobile device applications, as well as on social networks, is a remarkable part of the job. Future workers must take into account the planning on offline and online channels, the creation of efficiently digital marketing strategies and the understand the sales process in international contexts B2B

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