Go to Market, Short Course

  • Application Deadline
  • 3 days
  • English ()
The Go to Market programme is offered at SDA Bocconi School of Management. Channel design and relationship management are key choices for a successful value delivery to the customer. Wrong interpretations of the emerging trends in the distribution and incorrect channel management choices can indeed thwart the firm marketing strategy and the market success of its products or services.


The Go to Market programme is offered at SDA Bocconi School of Management.

This program will adopt a strategic and international perspective to provide an in-depth assessment of the key issues to be taken into account in managing distribution channels. Participants will have the opportunity to be updated on current innovative techniques and best practices in channel design and relationship management as emerging from practitioner experience and the most recent research on the field conducted by the SDA Bocconi Retailing Observatory. The main phases (from analysis of context to evaluation of performances) of the go to market process will be investigated.

Participants will find the answers to the following questions

  • How to reach customers effectively?
  • How to build a competitive advantage through channel management?
  • How to manage channel relationship effectively? Which are the best KPI to measure the effectiveness of channel management?






Detailed Programme Facts

  • Programme intensity Full-time
    • Full-time duration 3 days
  • Languages
    • English
  • Delivery mode
    On Campus

Programme Structure

  • Analysis of the context: Emerging trends in retailing - Shoppers insight - Innovative positioning & distribution formats
  • The role of channels in building a competitive advantage: Channels role in todays economy - Channels relevance in the firms (marketing) strategy - Innovating through channels
  • Go to market strategy: Key go to market choices - Multichannel management - Emerging channels
  • Channel management: Conflict and power management - The co-opetitive perspective - Brand management in advanced channels (Retail branding and private labels)
  • Distribution effectiveness: performance metrics competitive and economic KPIs

Teaching model:

The course wants to represent a stimulating forum for senior executives. Lecturers, guest speeches and practical case discussions are designed to maximize the level of interaction and opinions exchange with expert professors, guest speakers and among participants themselves.


General managers, marketing and sales directors, trade marketing managers and retail managers who are interested in broadening their horizons and implement advanced channel management approaches.

English Language Requirements

This programme requires students to demonstrate proficiency in English.

Academic Requirements

For more information please visit the programme's website.

Tuition Fee

  • International Applies to you

    3300 EUR/full
    Tuition Fee
    Based on the original amount of 3300 EUR for the full programme and a duration of 3 days.
  • EU/EEA Applies to you

    3300 EUR/full
    Tuition Fee
    Based on the original amount of 3300 EUR for the full programme and a duration of 3 days.
We've labeled the tuition fee that applies to you because we think you are from and prefer over other currencies.

€ 3.300 + VAT (if required)

Living costs for Milano

  • 850 - 1450 EUR/month
    Living Costs

The living costs include the total expenses per month, covering accommodation, public transportation, utilities (electricity, internet), books and groceries.


A 10% reduction on the program fee is offered to applications sent in by 19th August.

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