Study Programme 2021-2023

First Semester

 

Framing the context
Core Courses

ECTS

Communication Law

3

Consumer Vulnerability and Well-being

3

Corporate Strategy

6

Digital Challenges in Marketing and Big Data

3

Organizational Behaviour

6

Orthodox and Critical Perspectives in Marketing

6

Qualitative Marketing Research and Data Analysis

3

   

Second Semester

 

Acting in the context
Core Courses

ECTS

Business Markets and Industrial Relations

3

Critical Consumer Behaviour

6

Economics of Well-being

3

Market System Dynamics

6

Marketing Metrics and Social Impact Measurement

6

Quantitative Marketing Research and Statistical Data Analysis

6

   

Third Semester

ECTS

The third semester allows participants to customize their education in line with personal interests and professional plans, either at USI’s Lugano campus or by undertaking international exchange programmes.
Students who choose to pursue the semester at USI may pick courses freely from a rich portfolio of electives, as well as from courses offered in other Master’s programmes.
The Master’s portfolio of electives is organized in the six thematic areas listed below. Students, if they wish, can earn a specialisation by selecting 18 ECTS within the same thematic area.

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

 
   

Fourth Semester

 

The closing semester aims at strengthening participants’ abilities and chances to enter the job market. First, participants will contextualize the acquired competences to real-life challenges. Depending on each participant’s interests and professional plans, he/she may opt for one of the three following capstones: (1) a master thesis, which is especially suitable for those willing to pursue an early career in the consulting, market research, strategic planning or academic field; (2) a field project, which is the best way to grow advanced consulting skills and deep market understanding; or, (3) an internship, which may appeal to students with no, or very limited, professional experience. Second, participants will attend a bundle of courses in the areas of the assessment of personal learning and team profile; design thinking; and, public speaking and presentation techniques.

Work experience

ECTS

Capstones: Thesis or field project or internship

18

Professionalising courses

12

Changes in the study programme may occur