Marketing and Transformative Economy

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. 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 the economy and life.

Paid course type

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. 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.

Course details

Structure and contents
This Master integrates the best competencies from two Faculties—Communication Sciences and Economics—which award a joint master's diploma. It also connects to the business world, via extensive collaborations with professionals, in-company projects, international competitions, and the final field projects.
During the two first semesters, core courses cover a wide range of marketing and managerial theoretical frameworks, analytical tools, methods, and execution 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.
Learn more:…

Entry requirements

Admission to the Marketing and Transformative Economy programme is based on academic and language requirements.
The formal requirement for admission to the Master in Marketing is a Bachelor's degree granted by a recognised university.
The places offered are limited, therefore the selection can be affected on the basis of the academic results. 
Further information regarding the entry requirements are available at…

Career outcomes

Graduates can aspire to enter companies of different sizes 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.
Further details are available at…

Duration period
Study mode
Study level
Start Dates
THE Country
Display priority within Suggested Courses