Structure and contents

The MSc in Media Management (MMM) at USI aims to help future media officers, business communicators and other professionals, including journalists, enhance their knowledge and understanding of modern media and communication industries, preparing them to meet the many challenges posed by a period of unprecedented changes to digital mass and social media.

The full programme consists of 120 ECTS, and is directed to all students wishing to forge a career in media and journalism industries as well as professionals in communication-related activities in commercial and non-commercial organizations of all types, including NGOs and international companies. The course helps enable employees and managers at media companies, entrepreneurs in communication businesses and relevant public and NGO organisations to analyze the changes to media and communication industries, identifying how best they can utilize these changes to improve commercial viability and incorporate social and digital media into everyday business use.

Students will examine the transmedia nature of every modern media product, understanding the role of giant tech companies in changing the face of modern media and communications. The course is particularly useful for students wishing to understand the nature of modern media practice and economic management including journalism, advertising and social media. The course examines modern strategic management tools as a way of managing businesses in the digital media and social media age. The course is taught by full time academics led by Professor Matthew Hibberd as well as professional managers with senior practical experience in media and communication industries. Students will have the opportunity to practice what they learn through assignments, presentations, group projects and research papers with continuous feedbacks from professors as well as engagement in conversations that go beyond what is taught in class to examine how social media touches all our lives. Moreover students will have the direct access to take part in one of the summer schools organized by the Institute of Media and Journalism (IMeG), including interacting with filmmakers during the Locarno Film Festival (Locarno Documentary Summer School) as well as experts from the world biggest emerging media market in China (Europe-China Dialogue: Media and Communication Studies).

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Study programme

First Semester	ECTS
Communication Law	3
Global Media Formats	3
History of Media Management	3
Media Economics and Policy	3
Newsroom Management and Economics of Journalism	3
Orthodox and Critical Perspectives in Marketing	6
Social Media Management	3
Swiss Media System	3
The Network Society	3

Second Semester	ECTS
Argumentation in the Media	6
Digital Archives	3
Digital Publishing	3
International Strategic Management	6
Reputation, Crisis and Media Industries	3
Research Methods	3
Strategies in Screen Industries	6

Third Semester	ECTS
Elective	30
Advertising and Consumer Representations	3
Applied Social Entrepreneurship	3
Argumentation in Conflict Resolution	3
Brand Management	3
Cause-Related Marketing	3
Channel Management and Retailing	3
Communication and Marketing Ethics	3
Corporate Social Responsibility	3
Customer Experience Design	3
Customer Relationship Management	3
Digital Corporate Communication	3
Global Corporate Communication	3
Global Media Formats	3
Intercultural Communication	3
Marketing Semiotics	3
Media Relations	3
Modern and Contemporary Aesthetics	2.5
Multimodal Rhetoric	3
Negotiation	3
Online Communication Design	3
Pricing and Value	3
Project Management	3
Sales Management and Customer Value	3
Scenography	2.5
Service Design Marketing	3
Social Marketing	6
Social Media Management	3
The Network Society	3
Transmedia Narratives	3
User Experience Design	6

Fourth Semester
Capstone Work
Internship	12
Thesis	18

TOTAL ECTS	120

Internship
A crucial part of this academic programme is the internship.
Internships aim at allowing students to get in touch with the professional world, in Switzerland and abroad, within professional environments that are consistent with the Master programme, in companies such as TV and radio broadcasters, news outlet, etc.
- Twitter
- Walt Disney
- Sky Italia
- Mediaset
- Locarno Film Festival
- Mondadori
- Bertelsman
- RSI
- MTV
- Eurosport
- Italian Ministry of Foreign Affair
- Government of the principality of Liechtenstein
- Nestlè
- IKEA
In alternative to the internship and in order to broaden their scientific competences, students can attend an academic Semester abroad or in Switzerland, in one of USI's partner universities.
During this semester, students can integrate courses they attended in Lugano in the first two semesters with other subjects in media management.
Master Thesis

Master theses are set to conclude students' preparation and are aimed at deepen the analysis of a topic students can decide, within the scope of the Master programme.
The research work, supervised by one or more professors of the Master, can be theoretical or empirical: students have to demonstrate to be able to use proper concepts, theories, methodologies and tools and to have analysis, synthesis and editorial skills.

Language

The admission to English-language Master programmes at USI requires a good command of English. Non-native English speakers applying to the Master’s or whose previous degree was obtained in another language, are required to provide an internationally acknowledged language certificate equal to the B2 level as defined by the Common European Framework of Reference for language learning (CEFR) or equivalent (e.g. TOEFL, IELTS, etc.).

The B2 level on the CEFR corresponds to the following scores in internationally acknowledged exams:

IELTS*	5.5
TOEFL*	Computer-based: 183 Internet-based*: 65 Paper-based: 513
Cambridge English	B2 First
TOEIC	Listening & Reading: 785 Speaking: 150 Writing: 160

Students admitted under the above-mentioned condition must achieve a C1 competence in English within the maximum time required to obtain the Master's degree.
The level can be certified either by attending a language course offered at USI during the Fall and Spring semester, and by taking the final exam, or by providing an internationally acknowledged language certificate*.

* The C1 level on the CEFR corresponds to the following scores in internationally acknowledged exams:

IELTS	7.0
TOEFL	Internet-based: 100
Cambridge English	C1 Advanced, grade C or above BEC (Business English), grade C or above
TOEIC	Listening & Reading: 945 Speaking: 180 Writing: 180

We only accept the English qualifications mentioned above. The certificate must still be valid at the point of the application. In general, we are not able to accept language test results older than 3 years, as of September 1st.

Italian

As Lugano is located in the Italian-speaking part of Switzerland, students might be interested in acquiring the basics in Italian.
The Università della Svizzera italiana offers a free of charge Italian language course: further information can be found here.

Academic Year 2021/22

When do I have to submit my English language certification?

Faculty of Communication, Culture and Society / Economics / Informatics: by 31 October 2021.
Candidates admitted with a B2 level will also be required to reach the C1 level by the deadline for obtaining the degree.

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Master in Media Management

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