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Study plan of the Master in Marketing
This page contains information for currently enrolled students.
For general information on the Master, please refer to:
Study plan of the Master in Marketing
The study plan (also study plan or study curriculum) of the Master includes information on the structure of the programme.
Please be informed that the Master in Marketing has evolved and, starting from the academic year 2018/19, is called Master in Marketing and Transformative Economy. Students enrolled from the academic year 2018/19 can refer for their study plan at this page.
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Study plan 2017-2019
Study plan of the Master in Marketing - curriculum 2017-2019
The two-year programme consists of general management courses, core courses, elective courses and the Capstone Work.
The General Management courses (30 ECTS) cover the main areas of management and are offered in common with the Master in Corporate Communication and the Master in Management. These are compulsory and to be taken during the first term.
The Core courses (36 ECTS) are specialization courses distributed on the second and third term. They include two methodology courses (Data Analysis and Marketing Research). Core course are compulsory.
The Elective courses (24 ECTS) are to be chosen from relevant courses on marketing related topics. The list of electives offered during each term can change. The choice of an elective is to be agreed upon with the program coordinator. Electives can be taken during the second and third term of the program (if needed also during the fourth term). The selection of specific elective courses allow students to obtain 'minors'.
The Capstone Work (30 ECTS) consists in the Field project (12 ECTS) and the Master's Thesis (18 ECTS), both to be carried out in the fourth term.
Sem. I General Management (30 ECTS) Principles of Economics 3 Strategic Marketing 6 Organizational Behavior 6 Corporate Strategy 6 Accounting 6 Essentials of Finance 3 Sem. II Core Courses (36 ECTS) Electives (24 ECTS) Consumer Behaviour 6 Students are required to choose courses for 24 ECTS among a wide range of elective courses or among core courses offered in other USI's Master programmes.
The selection of specific elective courses allow students to obtain 'minors'.
Global Consumer Culture 3 Business-to-Business 3 Service Marketing 3 Purchasing and Supply Chain Management 3 Sem. III Marketing Research 6 Distribution Management 3 Marketing Strategy and Planning 3 Communication Law 1.5 + 1.5 Data Analysis 3 Sem. IV Capstone Work (30 ECTS) Field Project 12 Thesis 18 During the second and third semesters, students are required to earn 24 ECTS of electives courses.
Students can choose the courses they are interested in, among (a) elective courses offered in four distinctive minors, (b) other electives and (c) core courses offered in other USI's Master programmes.
Students can decide to obtain one or two 'minors' by taking all courses listed in the minor(s) of their choice. Every 'minor' consist of four courses of 3 ECTS for a total of 12 ECTS.(a) ELECTIVE COURSES OFFERED IN FOUR DISTINCTIVE MINORS: Minor in Digital Marketing or in Digital Communication ECTS Digital Challenges in Marketing and Big Data (3 ECTS) or Digital Communication
3 Information Management and Retrieval 3 Usability and Web Analytics 3 3 Minor in Corporate Social Responsibility Corporate Social Responsibility 3 Corporate Governance (institutional aspects) 3 Global Corporate Communication 3 Communication and Marketing Ethics 3 Minor in Content Design Argumentation for Strategic Communication 3 Global Media Formats 3 Multimodal Rhetoric 3 Transmedia Narratives 3 Minor in Public Communication Mandatory: Fundamentals in Public Communication 3 Courses to be chosen by the student: E-government 3 Public Policy Analysis 3 Argumentation in Public Communication 3 Comparative Public Administration 3 Intercultural Communication 3 Social Marketing 6 (b) OTHER ELECTIVES (EXAMPLES): Sales Management 3 Cause-related marketing 3 Integrated Marketing Communication 3 Advertising and Branding 3 Brand Management 3 Pricing 3 (c) CORE COURSES OFFERED IN OTHER USI’S MASTER PROGRAMMES (EXAMPLES): Corporate Identity and Image 6 Sponsoring and Partnership Management 3 Human Resources Management 3 International Business 3 Changes in the study plan may occurr. In case of discrepancies, or for any legal purpose, the study plan indicated by the Director or the Programme Manager of the Master shall prevail.
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Study plan 2016-2018
Study plan of the Master in Marketing - curriculum 2016-2018
The two-year programme consists of general management courses, core courses, elective courses and the Capstone Work.
The General Management courses (30 ECTS) cover the main areas of management and are offered in common with the Master in Corporate Communication and the Master in Management. These are compulsory and to be taken during the first term.
The Core courses (36 ECTS) are specialization courses distributed on the second and third term. They include two methodology courses (Data Analysis and Marketing Research). Core course are compulsory.
The Elective courses (24 ECTS) are to be chosen from relevant courses on marketing related topics. The list of electives offered during each term can change. The choice of an elective is to be agreed upon with the program coordinator. Electives can be taken during the second and third term of the program (if needed also during the fourth term). The selection of specific elective courses allow students to obtain 'minors'.
The Capstone Work (30 ECTS) consists in the Field project (12 ECTS) and the Master's Thesis (18 ECTS), both to be carried out in the fourth term.
Course ECTS Semester I General Management (30 ECTS) Principles of Economics 3 Strategic Marketing 6 Organizational Behavior 6 Corporate Strategy 6 Accounting 6 Essentials of Finance 3 Semester II Core Courses (18 ECTS) Consumer Behaviour 6 Integrated Marketing Communication 3 Business-to-Business 3 Service Marketing 3 Purchasing and Supply Chain Management 3 Electives (see below) Semester III Core Courses (18 ECTS) Marketing Research 6 Distribution Management 3 Marketing Strategy and Planning 3 Communication Law 1.5+1.5 Data Analysis 3 Electives (see below) Semester IV Capston Work (30 ECTS) Field Project 12 Thesis 18 Electives and Minors
During the second and third semesters, students are required to earn 24 ECTS of electives courses.
Students can choose the courses they are interested in, among:
- elective courses offered in four distinctive minors;
- other electives and
- core courses offered in other USI's Master programmes.
Students can decide to obtain one or two 'minors' by taking all courses listed in the minor(s) of their choice. Every 'minor' consist of four courses of 3 ECTS for a total of 12 ECTS.
- Elective Courses Offered in four Distinctive Minors
Course ECTS Minor in Digital Marketing or in Digital Communication Digital Marketing (3 ETCS)
or Corporate Digital Communication3 Information Management and Retrieval 3 Usability and Webanalitics 3 Online Communication Design 3 Minor in Corporate Social Responsibility Corporate Social Responsibility 3 Global Corporate Communication Communication and Marketing Ethics 3 Corporate Governance (institutional aspects) 3 Minor in Content Design Improving Discourse Quality in Organizations:
Evaluation and Redesign3 Media Genres and Formats 3 Multimodal Rhetoric 3 Transmedia Narratives 3 Minor in Public Communication Mandatory Fundamentals in Public Communication 3 Courses to be chosen by the student E-Government 3 Public Policy Analysis 3 Argumentation in Public Communication 3 Comparative Public Administration 3 Intercultural Communication 3 Social Marketing 6 - Other Electives (examples):
Course ECTS Sales Management 3 Cause-related marketing 3 International Marketing 3 Advertising and Branding 3 Strategic Brand Management 3 Pricing 3 - Core Courses offered in other USI’s Master Programmes (examples):
Course ECTS Corporate Identity and Image 6 Sponsoring and Partnership Management 3 Human Resources Management 3 International Business 3 Changes in the study programme may occurr. In case of discrepancies, or for any legal purpose, the study programme indicated by the Director or the Programme Manager of the Master shall prevail.
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Study plan 2015-2017
Study plan of the Master in Marketing - curriculum 2015-2017
The two-year programme consists of general management courses, core courses, elective courses and the Capstone Work.
The General Management courses (30 ECTS) cover the main areas of management and are offered in common with the Master in Corporate Communication and the Master in Management. These are compulsory and to be taken during the first term.
The Core courses (36 ECTS) are specialization courses distributed on the second and third term. They include two methodology courses (Data Analysis and Marketing Research). Core course are compulsory.
The Elective courses (24 ECTS) are to be chosen from relevant courses on marketing related topics. The list of electives offered during each term can change. The choice of an elective is to be agreed upon with the program coordinator. Electives can be taken during the second and third term of the program (if needed also during the fourth term). The selection of specific elective courses allow students to obtain 'minors'.
The Capstone Work (30 ECTS) consists in the Field project (12 ECTS) and the Master's Thesis (18 ECTS), both to be carried out in the fourth term.
Course ECTS Semester I General Management (30 ECTS) Principles of Economics 3 Strategic Marketing 6 Organizational Behavior 6 Corporate Strategy 6 Accounting 6 Essentials of Finance 3 Semester II Core Courses (18 ECTS) Consumer Behaviour 6 Integrated Marketing Communication 3 Business-to-Business 3 Service Marketing 3 Purchasing and Supply Chain Management 3 Electives (see below) Semester III Core Courses (18 ECTS) Marketing Research 6 Distribution Management 3 Marketing Strategy and Planning 3 Communication Law 1.5+1.5 Data Analysis 3 Electives (see below) Semester IV Capston Work (30 ECTS) Field Project 12 Thesis 18 Electives and Minors
During the second and third semesters, students are required to earn 24 ECTS of electives courses.
Students can choose the courses they are interested in, among:
- elective courses offered in four distinctive minors;
- other electives and
- core courses offered in other USI's Master programmes.
Students can decide to obtain one or two 'minors' by taking all courses listed in the minor(s) of their choice. Every 'minor' consist of four courses of 3 ECTS for a total of 12 ECTS.
- Elective Courses Offered in four Distinctive Minors
Course ECTS Minor in Digital Marketing or in Digital Communication Digital Marketing (3 ETCS)
or Corporate Digital Communication3 Information Management and Retrieval 3 Usability and Webanalitics 3 Online Communication Design 3 Minor in Corporate Social Responsibility Corporate Social Responsibility 3 Global Corporate Communication Communication and Marketing Ethics 3 Corporate Governance (institutional aspects) 3 Minor in Content Design Improving Discourse Quality in Organizations:
Evaluation and Redesign3 Media Genres and Formats 3 Multimodal Rhetoric 3 Transmedia Narratives 3 Minor in Public Communication Mandatory Fundamentals in Public Communication 3 Courses to be chosen by the student E-Government 3 Public Policy Analysis 3 Argumentation in Public Communication 3 Comparative Public Administration 3 Intercultural Communication 3 Social Marketing 6 - Other Electives (examples):
Course ECTS Sales Management 3 Cause-related marketing 3 International Marketing 3 Advertising and Branding 3 Strategic Brand Management 3 Pricing 3 - Core Courses offered in other USI’s Master Programmes (examples):
Course ECTS Corporate Identity and Image 6 Sponsoring and Partnership Management 3 Human Resources Management 3 International Business 3 Changes in the study programme may occurr. In case of discrepancies, or for any legal purpose, the study programme indicated by the Director or the Programme Manager of the Master shall prevail.
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Study plan 2014-2016
Study plan of the Master in Marketing - curriculum 2014-2016
The programme stretches over two years (120 ECTS credits) and is structured to allow students to personalise their study curricula following their individual interests.
In the first semester students attend general management classes in order to acquire a broad knowledge of management.
The second and third semesters are dedicated to core courses and electives. Students are required to take core courses in key marketing topics and methodologies, and to complete the curriculum with electives. They can also acquire minors in four areas such as: Digital Marketing-Digital Communication, Content Design, Public Communication and Corporate Social Responsibility.
During the last semester students work in teams on a field project and write up their master’s thesis.
Course ECTS Semester I General Management (30 ECTS) Principles of Economics 3 Strategic Marketing 6 Organizational Behavior 6 Corporate Strategy 6 Accounting 6 Essentials of Finance 3 Semester II Core Courses (18 ECTS) Consumer Behaviour 6 Integrated Marketing Communication 3 Business-to-Business 3 Service Marketing 3 Purchasing and Supply Chain Management 3 Electives (see below) Semester III Core Courses (18 ECTS) Marketing Research 6 Distribution Management 3 Marketing Strategy and Planning 3 Communication Law 1.5+1.5 Data Analysis 3 Electives (see below) Semester IV Capston Work (30 ECTS) Field Project 12 Thesis 18 Electives and Minors
During the second and third semesters, students are required to earn 24 ECTS of electives courses.
Students can choose the courses they are interested in, among:
- elective courses offered in four distinctive minors;
- other electives and
- core courses offered in other USI's Master programmes.
Students can decide to obtain one or two 'minors' by taking all courses listed in the minor(s) of their choice. Every 'minor' consist of four courses of 3 ECTS for a total of 12 ECTS.
- Elective Courses Offered in four Distinctive Minors
Course ECTS Minor in Digital Marketing or in Digital Communication Digital Marketing (3 ETCS)
or Corporate Digital Communication3 Conceptual Modeling for Information Management 3 The Network Society 3 Online Communication Design 3 Minor in Corporate Social Responsibility Corporate Social Responsibility 3 Corporate Governance 3 Global Corporate Communication 3 Ethics in Corporate Communication 3 Minor in Content Design Improving Discourse Quality in Organizations:
Evaluation and Redesign3 Media Genres and Formats 3 Multimodal Rhetoric 3 Transmedia Narratives 3 Minor in Public Communication Mandatory Political Communication 3 Courses to be chosen by the student Social Marketing 1+2 3+3 Argumentation 1 3 E-Government 3 (The following courses are taught in French) Argumentation 2 3 Instrument for Political Communication (French and English) 3 - Other Electives (examples)
Course ECTS Sales Management 3 Cause-related marketing 3 International Marketing 3 Advertising and Branding 3 Strategic Brand Management 3 Pricing 3 Marketing of Product Innovations 3 Studium sustainable 3 Essential Models and Theories in Marketing 1.5 Resilient Innovation and Market Leadership 1.5 - Core Courses offered in other USI’s Master Programmes (examples)
Course ECTS Corporate Identity and Image 6 Sponsoring and Partnership Management 3 Human Resources Management 3 International Business 3 Changes in the study programme may occurr. In case of discrepancies, or for any legal purpose, the study programme indicated by the Director or the Programme Manager of the Master shall prevail.
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Updated on: 17 January 2024
