Master of Science in Marketing and Transformative Economy

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 programs: Architecture, Corporate Communication, Digital Fashion Communication, Informatics, Management, Public Management and Policy.

During the fourth semester, participants apply the acquired competences alternatively to a theoretical research project (i.e., research thesis), a consulting project (i.e., field project), or an internship. They also receive a bundle of professionalising courses to strengthen their competitiveness in the job market.

INTERNATIONAL RANKINGS

USI in the Times Higher Education (THE) and Quacquarelli Symonds World University Rankings (QS), which are amongst the world's most popular and well-known global rankings - latest available data:

• QS World University Rankings 2023
  240th globally
  (out of 1500 universities considered)
  
• THE World University Rankings 2023
  Range 201-250
  (out of 1799 universities considered)
  
• THE World's Best Small Universities 2022
  15th worldwide
  among small universities.
  
• THE Young University Rankings 2022
  57th worldwide
  among ‘young’ universities (less than 50 years old)
  
• QS Top 50 Under 50 2021
  26th worldwide
  among ‘young’ universities (less than 50 years old)

U-MULTIRANK 2022

With 16 "A" in the indicators taken into consideration, USI ranks 3rd in the ranking of Swiss universities (Country Report Switzerland).

RANKINGS BY SUBJECT AREA

In addition to the global university rankings, USI has made significant progress in subject area rankings:

• THE Subject Rankings
  with important results in particular in Computer Science, Clinical and Health, Economics.
• Forschungsmonitoring
  with high scores in the rankings that measure the impact of research in Economics, especially when referring to the most prestigious academic journals of the field.

Master of Science in Marketing and Transformative Economy

Career Prospects

Graduates can integrate hundreds of marketing-related professions, with no restrictions in terms of company size (from start-ups to multinationals), markets (b2b, b2c, b2b2c, c2c, c2b, etc.), or industry. For its focus on individual and societal well-being, the programme also supports graduates seeking careers in industries focused on well-being (arts & culture, cosmetics, fashion, financial services, food & beverage, healthcare, insurances, pharma, sport, etc.) or public and non-profit organisations.

The most requested profiles relate to advertising and content management, branding, (digital) marketing, e-commerce, public relations, sales, and more.

Graduates can also launch their own start-up, supported by USI’s incubator.

Employability Data

• Employed 92.3%
• Average Time to job 2,6 months
  (64% within 3 months: 45% before graduation)