The Master in Marketing and Transformative Economy is not just another Master in Marketing. Its ambition is to offer established marketing wisdom and practice and expand them further.
First, the Master brings marketing aims beyond customer satisfaction, to cater to individual and collective well-being. This allows marketers to pursue new business opportunities by improving customers’ economic as well as emotional, environmental, physical, and psychological well-being.
Second, traditional marketing just focuses on market systems. This program also covers new exchange systems, including access-based, circular, gift, and sharing economy, which has fostered gratuity, indirect reciprocity, and use as an alternative to ownership.
Last, marketers are today confronted with conflicting expectations (e.g., craftsmanship/mass-production, exclusivity/accessibility, proximity/global reach, human-touch/technological mediation). The Master tackles these challenges, by enriching economic thinking with cultural and social understanding.
In sum, these substantial innovations provide students with unique, up-to-date knowledge and expertise to make marketing professions transformative for economy and life.
Structure and contents
The Master in Marketing and Transformative Economy is a two-year, 120 ECTS credits program 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 Sciences 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.
Graduates can aspire to enter companies of different size in a plethora of marketing positions.
Due to its uniqueness, the Master helps join both traditional marketing-oriented companies and innovative enterprises active in emerging market systems (c2b, c2c, etc.).
Due to its focus on well-being, the Master supports candidates to enter either well-being-driven industries (e.g. arts & culture, financial services, sport, food & beverage, insurances, healthcare, pharma) or public and non-profit organizations, whose mandate is to pursue customer welfare.
Graduates can launch or join start-ups, supported by the USI incubator. 93% of USI graduates are employed one year after graduation.
The formal requirement for admission to the Master in Marketing is a Bachelor's degree granted by a recognized university.
The places offered are limited, therefore the selection can be effected on the basis of the academic results.
Candidates with a Bachelor's degree from a University of Applied sciences may be admitted with an additional requirement of 30-60 ECTS to be earned:
- By attending in person, during the Master’s studies, a selection of our Bachelor’s courses and taking the exams during the regular sessions. The credits have to be earned before the end of the third semester. The courses are to be defined by the Master’s academic director.
- By self-studying a selection of our Bachelor’s courses. In this case, the instructors of the assigned courses provide specific readings. Exams are organized when the student is ready. The courses are defined by the Master’s academic director. The reading and evaluation are in English. This option is very flexible: it allows for optimal programming of the workload during the studies and it also allows the process to be started before the beginning of the Master’s program. The credits have to be earned before the end of the third semester.
- By attending Bachelor's courses at another recognized University prior to starting the Master’s studies. The university and the list of courses to attend have to be agreed with the Director of the Masters.
For candidates who need to refresh their knowledge of the basic concepts in marketing and statistics tutorials are offered before the beginning of the programme (marketing) or during the programme (statistics).
Admission to English-language graduate-level (Master) programs at USI requires a good command of the English idiom. Non-English native speakers applying for such programs, 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:
||FCE (First Certificate English)
||Listening & Reading: 785
Students admitted under the above-mentioned condition (with the exception for the Master in Cognitive Psychology in Health Communication) 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:
||CAE (Advanced certificate), grade C or above
BEC (Business English), grade C or above
||Listening & Reading: 945
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.
USI offers language courses in Italian, German, French, and English – all free of charge – to enrolled Master in Marketing and Transformative Economy students.
For Master in Marketing and Transformative Economy students, these courses are not part of the curriculum but are intended to improve your command of another language if you wish.
To submit your application, please refer to the indications for filling out the online form available here: http://application.lu.usi.ch.
Applications can also be submitted with the application form and required paper documents (email or fax submissions will be rejected) to the following address:
Università della Svizzera italiana
Faculty of Communication Sciences
Via G. Buffi 13
The following pieces of documentation have to be sent in paper form:
- The completed application form (you may download it in pdf format);
- Photocopy of past diplomas (Bachelor, licentiate, four-year degree, maturity);
- Official transcript of results of university examinations;
- Certified translation of any diplomas written in a language other than Italian, German, French, English, or Spanish;
- Curriculum vitae (Resume)
- Personal letter of motivation drafted by the candidate;
- Official certification of proficiency in English;
- Photocopy of an identity card or other documents;
- Photocopy of residence permit for foreign nationals already domiciled in Switzerland.
Photocopy of past degree certificates
Where a candidate has not fulfilled all the requirements for the Bachelor's degree, licentiate or other, copy of the diploma may be sent at a later stage, but in any case no later than the beginning of the matriculation period. If so, please indicate the expected date of the award and enclose an official document issued by the awarding institution confirming these terms.
Letter of motivation
Candidates are required to draft a letter (not more than one page) introducing themselves and explaining their particular interest and reasons for seeking admission to a given Master's degree.
The Lisbon convention regulates the recognition of university degrees between signatory countries and considerably simplifies the administration of admission procedures. For this reason, candidates whose previous degree studies were completed in countries outside this Convention (see list below) are invited to pay an application fee of SFr. 100 accounting for the higher administrative costs of processing more complex files. If the candidate is admitted, the fee will be deducted from the amount of the tuition fee for the first semester. The administrative fee is not refundable in other cases: if admission is not granted, or if the candidate decides to withdraw or fails to matriculate.
Applications will be accepted starting from mid-November.
The application deadline is June 30.
The application deadline for candidates who need a visa is April 30.
Late applications will be considered only in case of available places.
Tuition fees for the Master's degrees amount to CHF 4,000 per semester. Applicants whose official residence was in Switzerland or Liechtenstein at the time of the final high school exam (Maturità) pay a reduced semester fee of CHF 2,000.
Tuition fees are payable at the beginning of each term, by the deadline indicated on the invoice; fee payment is an essential condition for matriculating or renewing one's enrolment.