CAS Marketing & Sales Management

The Sales & Distribution Management Master Class is designed with the objective of understanding distribution channels and how organizations can leverage them to create value, differentiate themselves in their markets, and gain a competitive advantage. Product proliferation, media fragmentation, intermediary power, e-commerce, omnichannel strategy, among other things, have converged to place a premium on effective channel design and management. The success of Apple, Alibaba, Amazon, Coupang, Mercado Libre, Rakuten, Reliance, Walmart, BlaBlaCar, Uber, Grab, Airbnb, Expedia, etc., indicates that careful attention to distribution can be tremendously rewarding.

The course covers channel issues that are internal (salesforce management, account management, sales-marketing-organization interface) and external (retailing, wholesaling, trade relationships, channel conflict, channel coordination) to a firm. The contexts used to explore these issues are a mix of B2B and B2C settings. At the end of the course, you will be able to appreciate the complexity and central role of the sales and distribution functions and the vital part they play in implementing the marketing strategy.

The Managerial Economics Master Class applies the fundamental tools and concepts of microeconomics – economic behavior, marginal analysis, opportunity cost, supply and demand analysis, and alternative market structures – to managerial decision-making. The course also uses economic analysis and tools to provide insights into internal organizational policies, including decision-right assignment, performance evaluation, and compensation plans. The course aims to help you develop your economic intuition about a broad range of problems related to business and everyday life, so that a business approach becomes second nature.

The Strategic Marketing Master Class will focus on contemporary areas to improve marketing strategy decisions. During the course, you will: learn how to use marketing analytics; understand the various elements in marketing mix; learn return of investment analysis for each communication channel, particularly digital advertising; integrate market research into marketing strategic decision making and learn contemporary branding evaluation techniques.

This course is part of the International Trip to Rochester, New York (U.S.).

Pricing is one of the most difficult decisions managers make and the one with the most direct and immediate impact on the firm’s financial position. Many firms do it poorly, primarily by using inappropriate rules of thumb. Doing it well requires knowledge, analysis, discipline, and creativity. The Pricing Policies Master Class will explore the fundamentals of pricing strategy, drawing on business-to-business and business-to-consumer examples and discussions. This course aims to equip participants with proven concepts, techniques, and frameworks for assessing and formulating pricing strategies. The goal of the course is to enhance students’ economic intuition related to pricing strategy.

This course is part of the International Trip to Rochester, New York (U.S.).

The Leadership & Empowerment Master Class takes you on a transformative journey from Leading yourself to Leading Teams and Leading Change in organizations. You will learn how to lead with greater impact, authenticity, and effectiveness. Starting with self-discovery, you’ll use a personality assessment to enhance self-awareness and understand your strengths, gaps, and motivational drivers, setting the stage for more authentic leadership. Experiential learning will deepen your understanding of team dynamics and organizational culture, while the course concludes with ambidextrous leadership, a proven strategy for leading dual transformations and driving enterprise-level success.

This Master Class prepares you to manage organizational transformation across structural, cultural, and technological dimensions. You will explore the key drivers and success factors of change management and examine the roles and dynamics that drive transformation. Drawing on organizational design frameworks, you will develop effective structures and processes that support lasting change. With a strong focus on practical application, you will evaluate how emerging technologies such as AI can enable innovation and generate value.

Data has become an essential asset for companies to be able to operate and compete effectively. In fact, four of the six top companies in market valuation – Amazon, Alphabet, Facebook, and Alibaba – base their business models exclusively on the use of data to optimize advertising. Moreover, SMEs are starting to benefit substantially from analyzing data about their operations, finances, clients, and employees. It is therefore essential that business managers understand data as a production factor and know how to extract the value it contains. This Master Class introduces data as a production factor, explaining its unique attributes, and examines how data can transform existing organizations and give rise to new business models. Once you understand data as a production factor, this course shows you how to generate insights and gain value from it by means of various analytical and graphic tools.