Structure and contents
The Master in Marketing and Transformative Economy is a two years, 120 ECTS credits programme helping participants to acquire critical analytical and practical skills grounded in solid and fresh marketing knowledge. Participants should expect to become conscious decision-makers familiar with a variety of market situations and systems (b2b, b2c, b2b2c, c2b, c2c, access-based, gift, and sharing economy). They should also expect to sharpen their ability in interpreting markets, executing effective solutions, forecasting and measuring the effects of their work in terms of competitive, financial, and socio-environmental performances.
This Master integrates the best competences from two Faculties—Communication, Culture and Society and Economics—which award a joint master diploma. It also connects to the business world, via extensive collaborations with professionals, in-company projects, international competitions, and the final field projects.
Along the two first semesters, core courses cover a wide range of marketing and managerial theoretical frameworks, analytical tools, methods, and executional levers to implement a marketing plan. The third semester allows participants to customize their education in line with personal interests and professional plans, either in Lugano or by undertaking international exchange programs. Elective courses comprise various marketing topics, but also include courses from other master programmes (Architecture, Corporate Communication, Digital Fashion Communication, Informatics, Management, Media Management, Public Management and Policy) and are arranged in six thematic areas (Customer Experience and Value; Visual and Material Culture; Crossmedia, Transmedia and Multimodal Communication; Corporate Social Responsibility and the Common Good; Organisation and Human Resource Management; Strategy and Entrepreneurship).
During the fourth semester students take professionalising courses or work on a research thesis (12 ECTS). They also choose among a consulting-oriented field project or an individual internship (18 ECTS).