HoReCa Trade Management - Master's Major in Marketing Management

First-Level Master's Degree

The Master’s program aims to analyze how value creation processes are managed for the end customer of products consumed outside the home (Ho.Re.Ca.). This process involves coordinated actions by all players in the supply chain: producers, wholesalers/distributors, and retailers.

The specific objectives of the master's program are:

• provide participants with the tools to analyze consumer demand and behavior in the era of big data and social communication between individuals, both offline and online;
• to equip participants with skills in trade marketing and managing relationships with supply chain partners, including the ability to leverage opportunities provided by new technologies;
• to equip participants with the conceptual and practical tools needed to maximize the customer experience at points of sale, including through the effective management of new technologies.

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