Syllabus overview (public)

× Note! You need to be authenticated to see more details about syllabi. If you have an ESCP Europe account please login.       Login
Programme Master in Management
Academic Year Academic Year 2021/2022
Module/course Code OP66
Delivery location Torino
Language English
Course type Specialisation
Contact hours 120
ECTS M1 before 2020 16
ECTS M1 from 2020 20
Level 5 (year post baccalaureate)
Semester Spring
Module name GO TO MARKET
Field (Discipline) Marketing
Academic Department Marketing

Outline


Module/course Summary

The option Go-to-market is designed for students who are interested in applying soon for a job post in areas such as sales management, channel and retail management, digital marketing management, customer management, and business development. It is also a milestone for students who are interested in building skills for a successful career at the executive level, in the marketing and sales domain.

Go-to-market is an emerging paradigm in marketing: this approach looks at traditional functions like channel management, retail management, customer relationship management, or product/market development, and reconfigure them into an up-to-date set of practices, used by the corporation to leverage insude and outside resources (such as the sales force, and the distribution) to deliver the value proposition to the market, optimizing the customer journey, enhancing the customer experience, and ultimately achieving a competitive advantage. 
During the track, students will be exposed to practices such as the management of touch-points, the implementation of omni-channel services, the marketing of offerings through digital technologies, the management of customer value, and the disruption of markets to ensure business development.
Students enrolling the option will have the opportunity to become expert in this approach, through a continuous interactive dialogue with the professors, an exposure to industry experts, and a learning-by-doing approach based on field studies. 
The option is offered in Paris and leverages on the expertise that the faculty of the campus developed over years at the international level, about the go-to-market themes. It will also take advantage of the intervention of several companies, domestic and international, recognized as leaders and/or innovators in the go-to-market approach.