Study Programme 2025-2027

First Semester

 

Framing the context
Core Courses

ECTS

Orthodox and Critical Perspectives in Marketing

6

Corporate Strategy

6

Qualitative Marketing Research and Data Analysis

3
Digital Challenges in Marketing and Big Data

6

Business Communication Laws in the Digital Age

3

Marketing Metrics and Social Impact Measurement

6

   

Second Semester

 

Acting in the context
Core Courses

ECTS

Market System Dynamics

6

Post-Growth Marketing

6

Critical Consumer Behaviour

6

Business Markets and Industrial Relations

3

Quantitative Marketing Research and Statistical Data Analysis

6

Economics of Well-being

3

   

Third Semester

ECTS

The third semester allows participants to customise 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 are invited to select a thematic area of specialisation from the seven offered. Each area is worth 18 ECTS. The remaining 12 ECTS can be chosen from courses offered in other thematic areas or from the list of recommended courses below

Customer Experience and Value

 

Visual and Material Culture

 

Corporate Social Responsibility and the Common Good

 

Crossmedia, Transmedia and Multimodal Communication

 

Strategy and Entrepreneurship

 

Organisation and Human Resource Management

 

Cinema and Audiovisual Futures

 
   

Recommended Courses

 

Analytical Thinking

3

Argumentation in Conflict Resolution

3

Cinema and Visual Arts

3

Communication Strategies in Financial Disclosure

3

Digital Corporate Communication

3

Enterprise Resource Planning

6

Industrial Organization

6

Online Communication Design

3

User Experience Design

6

   

Fourth Semester

 

The closing semester aims at strengthening participants’ abilities and chances to enter the job market. First, participants will contextualise the acquired competencies to real-life challenges. Depending on each participant’s interests and professional plans, he/she may opt for one of the following two capstones: (1) a field project, which is the best way to grow advanced consulting skills and deep market understanding; or, (2) an internship, which may appeal to students with no, or limited, professional experience. Second, participants will also choose between two “more academic” options: (1) a bundle of three professionalising courses in the areas of the assessment of personal learning and team profile (design thinking; and, public speaking and presentation techniques); or (2) a master’s thesis, which is especially suitable for those willing to pursue an early career in the consulting, market research, strategic planning or academic field. Overall, in the fourth-semester students can choose the mix of final examination options that better reflects their skills and professional needs/plans.

Work experience

ECTS

Capstones: Field project or Internship

18

Professionalising courses or Thesis

12

Changes in the study programme may occur