Goals and Contents
Organisations and businesses that seek success serve their clients and customers effectively. Companies depend on customers and suppliers for the resources needed to carry out their business. Managing the relationships with customers and suppliers is critical for the development of any business and is a task that involves most management positions in any company. The management of customer and supplier relationships is one of the tasks of marketing. This requires an effective understanding of how these relationships work. Specific skills are required for this task.
Graduates from this programme will have acquired competencies to meet the requirements for a professional career in companies of different size. The aim of the programme is to prepare participants to assume positions of general management or to take up specialized positions such as product and marketing managers. Another option would be to take on professional work in marketing research and communications.
The programme is designed to develop participants’ analytical and decision-making skills grounded in a solid knowledge of best management practices and rigorous methodological approach. In particular it develops the capability to analyse and interpret markets as well as the ability to conceive and put into practice effective solutions that a company can adopt in dealing with various marketing issues. To this purpose traditional teaching is integrated with more active teaching methods, consisting of discussion of case histories, role-playing, business games, and working on individual and group projects.
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 basics of management. The second and third semesters are dedicated to core courses and electives. Students are required to take core courses that regard typical marketing topics and methodology and complete the curriculum with electives that can be chosen among courses offered by the programme and by other programmes of USI. During the last semester students work in teams on a field project and write up their master’s thesis.
The programme is intended for students who have obtained a Bachelor’s degree. Candidates are expected to have acquired basic concepts of management, economics and communication. Tutorials in these areas are offered before the beginning of the programme. A good command of English is a prerequisite.