Project Description




1 year


Sept. 26th 2022






6 months

study tour



60 cfu/ects

Main partner:

Program of study ed. 2022/2023

Module 1 — Brand Experience & Customer Behavior

  • Brand Management
  • Brand experience in retail
  • Consumer Behavior

Module 2 — Retail & Sales Management

  • Retail Management and logistics
  • Trade Marketing and purchasing function
  • Management of distribution networks and personal selling processes
  • Economic management of stores and retail chains

Module 3 — In-store Experience Management

  • Retail mix and Category Management
  • In-store sales experience
  • Behavioral branding
  • Store check & auditing (mystery shopping)

Module 4 — Customer Experience Design & Touchpoint Management

  • Retail innovation and Omnichannel Management
  • Service design, sustainability and integration of touchpoints
  • Visual merchandising & retail visual identity

Module 5 — Data & Digital Management

  • Digital management and e-commerce
  • KPI performance indicator for retail
  • Systems for sales data
  • CRM for fashion retail

Module 6 — Human Resources Management & Soft Skills

  • Organization of the store’s staff and sales force
  • Soft skills laboratory
  • Personal branding & CV rules

Aiming to provide the most comprehensive overview of the different application areas of retail, the Master in “Retail Brand & Customer Experience Management” offers a transversal study of different sectors, with a particular focus on:

  • Luxury / Fashion in English (15% of the course);
  • Fast moving consumer goods (e.g. beauty, accessories, etc.);
  • Durable goods and services;
  • GDO and Food.

The study program includes on-site activities such as visits to retail stores in Milan and in a European capital, company visits and store visits with direct testimonies from boutique managers and employees, useful to understand the customer experience in different sales channels.

Important note: 85% of the program’s courses are taught in Italian. Therefore, Italian language skills are mandatory.

The course, intended for graduates in social and scientific disciplines or professionals, prepares for the challenges of modern retail, with particular attention to:

  • the management and integrated design of physical and digital channels,
  • to the design and management of the customer experience,
  • the sales processes and interaction with the consumer,
  • digital marketing and the management of CRM systems.

The program is unique in Italy in the integration of retail concepts management, data and digital marketing, communication and service design.

The Master’s experience ends with an internship and / or the “Retail Start-up ”, designed to integrate the knowledge acquired throughout the course formative. Students are accompanied through a coaching path thematic in a series of workshops in which they design a retail start-up that participate in a contest organized with the partners of the Master.

The path includes the support of Mentors who guide students in the definition of their start-up ideas by supporting them in specific work sessions.

Among the companies where the participants in the Master have carried out internships or stages, there are: Alpine (Renault), Acqua dell’Elba, Biffi Boutique, Calzedonia, Cartier, Coca Cola, Conad, Ferragamo, Feltrinelli, Logotel, Monnalisa, Oviesse, Pinko, Rialto, Rinascente, Scarpe&Scarpe, Strega Alberti, Triboo, Unes, Unilever.

Applications close on Sept. 16, 2022

Lessons start:  Sept. 26, 2022

Selelction interviews will take place on:
  • Tuesday, April 12 and 26, 2022
  • Tuesday, May 10 and 24, 2022
  • Tuesday, June 7 and 21, 2022
  • Tuesday, July 5 and 19, 2022
  • Tuesday August 30, 2022
  • Tuesday, September 13 Settembre, 2022
Time: 9.30 a.m. (Italian time).
Nella seconda data del mese sarà comunicato l’esito di tutti i candidati.

Tuition fee for  EU Students is 11.500,00 €

Tuition fee for non-EU Students is 13.800,00 €