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Marketing

The degree program is divided into two different majors, both of which are offered in English and Italian. Marketing Analytics and Metrics (Analisi e misure di marketing) was designed to prepare students to analyzing market changes while the program in Market Relationship and Customer Engagement (Gestione dei processi e delle relazioni di marketing) was designed to train students in maintaining relationships with clients and commerical clients.

The master's program in Marketing prepares students for roles as marketing/business/industry analyst, marketing & sales performance specialist, brand/product/communication manager, marketing manager, account/sales manager, account/sales manager, merchandiser/promoter, consultant or researcher.

Employment and professional opportunities for graduates

Graduates of the two versions of the major in Analisi e misure di marketing and Marketing Analytics & Metricswill be able to work as marketing/business/industry analysts, marketing & sales performance specialists, researchers (at institutes, research companies and consultancy firms), brand/product/communication managers and consultants.

Graduates of the major in Gestione dei processi e delle relazioni di marketing and Marketing Relationships & Customer Engagement can work as marketing managers, brand/product/communication managers, account/sales managers, merchandisers/promoters and consultants.

The program also allows for a number of students to participate in the Double Degree program with BI Norwegian Business School in Oslo (major in Marketing Analytics & Metrics).

Study plan

Analisi e misure di marketing

First year (2017-2018)

First semester

CodeCourseSSDCreditsProfessor
M158Analysis of the behavior of purchaseSECS-P/088
M155Behavioral economics and theory of consumptionSECS-P/0112
M156Legal issues in marketingIUS/056
M157Research methodology for marketingSECS-P/086

Second semester

CodeCourseSSDCreditsProfessor
M160Measurement and analysis of the performance of marketing - marketing metricsSECS-P/086
SFYProduct and brand managementSECS-P/088
M161Statistical methods for marketingSECS-S/038
M159Organizational issues in marketing and salesSECS-P/108

Second year (2018-2019)

First semester

CodeCourseSSDCreditsProfessor
M162Customer intelligence and logical analysis of big dataSECS-P/086
  • TBA
M163Marketing plan and markstrat simulationSECS-P/086
  • TBA
Additional creditsCredits
A scelta dello studente12
Per la prova finale18
Ulteriori conoscenze linguistiche4
Tirocini formativi e di orientamento8
Altre conoscenze utili per l'inserimento nel mondo del lavoro4
Total number of credits120

All majors in English and Italian

Majors will only be activated if the minimum number of required students is reached.

Additional credits

A scelta dello studente - Elective courses (12 credits)

Students have to choose two courses of 6 credits that will be held in the I semester of the II year. The courses have to be chosen at the end of the I year.

Prova Finale - Master Degree's Thesis (18 credits)

The final evaluation for master's degree programs consists of the discussion and evaluation of a dissertation written in Italian or a foreign language on a topic related to a course the student has passed an exam on.

Tirocini formativi e di orientamento - Internships and project works

An internship or project is required for 8 credits. The internship or project can be performed in both the I or II year of the program. For more information contact the Career Services Office or Program Project work .

Altre conoscenze utili per l’inserimento nel mondo del lavoro - Other activities to gain useful work-related skills

Students have to obtain the 4 credits with the Laboratory di Ethics, Responsibility and Sustainability (4 credits). Further information will be given through specific meetings, announcements and email during the I semester of the I year.

The Laboratory is held in the II semester of the I year.

For further information please contact the ERS Lab

Please note that starting with applications for international exchange programs for the 2018-2019 academic year, evaluations will take into consideration all credits earned by the winter exam session, no exceptions. Courses listed as “additional courses” or “corsi liberi” will not be considered during the evaluation.

Majors in Italian only

Choosing a major

Students registered for Italian programs may choose their major in November 2017 through Web Self Service.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students must register for the four-credit Business English course, to be taken during the II semester of the I year. For more information, contact the University Language Center.

Majors in English only


Choosing a major

Students must choose their major when applying for the admission test. Students who enter without the test should choose their major when they enroll.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students have to attend a mandatory language, choosing from Arabic, Chinese, French, German, Portuguese, Russian and Spanish. The course will be held during the II semester of the I year.
Students must choose the mandatory language during the I semester of the I year - November 2017 - according to the procedure that will be communicated.

For further information: University Language Center

Gestione dei processi e delle relazioni di marketing

First year (2017-2018)

First semester

CodeCourseSSDCreditsProfessor
M158Analysis of the behavior of purchaseSECS-P/088
M155Behavioral economics and theory of consumptionSECS-P/0112
M156Legal issues in marketingIUS/056
M157Research methodology for marketingSECS-P/086

Second semester

CodeCourseSSDCreditsProfessor
M204Marketing communications and languages of new mediaM-FIL/056
SFYProduct and brand managementSECS-P/088
M159Organizational issues in marketing and salesSECS-P/108
M164Web analytics e marketingSECS-S/038

Second year (2018-2019)

First semester

CodeCourseSSDCreditsProfessor
M163Marketing plan and markstrat simulationSECS-P/086
  • TBA
M166Retail and service experience marketingSECS-P/086
  • TBA
Additional creditsCredits
A scelta dello studente12
Per la prova finale18
Ulteriori conoscenze linguistiche4
Tirocini formativi e di orientamento8
Altre conoscenze utili per l'inserimento nel mondo del lavoro4
Total number of credits120

All majors in English and Italian

Majors will only be activated if the minimum number of required students is reached.

Additional credits

A scelta dello studente - Elective courses (12 credits)

Students have to choose two courses of 6 credits that will be held in the I semester of the II year. The courses have to be chosen at the end of the I year.

Prova Finale - Master Degree's Thesis (18 credits)

The final evaluation for master's degree programs consists of the discussion and evaluation of a dissertation written in Italian or a foreign language on a topic related to a course the student has passed an exam on.

Tirocini formativi e di orientamento - Internships and project works

An internship or project is required for 8 credits. The internship or project can be performed in both the I or II year of the program. For more information contact the Career Services Office or Program Project work .

Altre conoscenze utili per l’inserimento nel mondo del lavoro - Other activities to gain useful work-related skills

Students have to obtain the 4 credits with the Laboratory di Ethics, Responsibility and Sustainability (4 credits). Further information will be given through specific meetings, announcements and email during the I semester of the I year.

The Laboratory is held in the II semester of the I year.

For further information please contact the ERS Lab

Please note that starting with applications for international exchange programs for the 2018-2019 academic year, evaluations will take into consideration all credits earned by the winter exam session, no exceptions. Courses listed as “additional courses” or “corsi liberi” will not be considered during the evaluation.

Majors in Italian only

Choosing a major

Students registered for Italian programs may choose their major in November 2017 through Web Self Service.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students must register for the four-credit Business English course, to be taken during the II semester of the I year. For more information, contact the University Language Center.

Majors in English only


Choosing a major

Students must choose their major when applying for the admission test. Students who enter without the test should choose their major when they enroll.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students have to attend a mandatory language, choosing from Arabic, Chinese, French, German, Portuguese, Russian and Spanish. The course will be held during the II semester of the I year.
Students must choose the mandatory language during the I semester of the I year - November 2017 - according to the procedure that will be communicated.

For further information: University Language Center

Market relationship & customer engagement

First year (2017-2018)

First semester

CodeCourseSSDCreditsProfessor
M200Behavioral economics & consumption theoriesSECS-P/0112
SENConsumer behaviorSECS-P/088
M199Legal issues in marketingIUS/056
M307Research methodology for marketingSECS-P/086

Second semester

CodeCourseSSDCreditsProfessor
M257Marketing communication & new mediaM-FIL/056
M308Organizational issues in marketing and salesSECS-P/108
M198Product & brand managementSECS-P/088
M256Web analytics & marketingSECS-S/038

Second year (2018-2019)

First semester

CodeCourseSSDCreditsProfessor
M197Marketing plan & markstrat simulationSECS-P/086
  • TBA
M258Retail and service experience marketingSECS-P/086
  • TBA
Additional creditsCredits
A scelta dello studente12
Per la prova finale18
Ulteriori conoscenze linguistiche4
Tirocini formativi e di orientamento8
Altre conoscenze utili per l'inserimento nel mondo del lavoro4
Total number of credits120

All majors in English and Italian

Majors will only be activated if the minimum number of required students is reached.

Additional credits

A scelta dello studente - Elective courses (12 credits)

Students have to choose two courses of 6 credits that will be held in the I semester of the II year. The courses have to be chosen at the end of the I year.

Prova Finale - Master Degree's Thesis (18 credits)

The final evaluation for master's degree programs consists of the discussion and evaluation of a dissertation written in Italian or a foreign language on a topic related to a course the student has passed an exam on.

Tirocini formativi e di orientamento - Internships and project works

An internship or project is required for 8 credits. The internship or project can be performed in both the I or II year of the program. For more information contact the Career Services Office or Program Project work .

Altre conoscenze utili per l’inserimento nel mondo del lavoro - Other activities to gain useful work-related skills

Students have to obtain the 4 credits with the Laboratory di Ethics, Responsibility and Sustainability (4 credits). Further information will be given through specific meetings, announcements and email during the I semester of the I year.

The Laboratory is held in the II semester of the I year.

For further information please contact the ERS Lab

Please note that starting with applications for international exchange programs for the 2018-2019 academic year, evaluations will take into consideration all credits earned by the winter exam session, no exceptions. Courses listed as “additional courses” or “corsi liberi” will not be considered during the evaluation.

Majors in Italian only

Choosing a major

Students registered for Italian programs may choose their major in November 2017 through Web Self Service.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students must register for the four-credit Business English course, to be taken during the II semester of the I year. For more information, contact the University Language Center.

Majors in English only


Choosing a major

Students must choose their major when applying for the admission test. Students who enter without the test should choose their major when they enroll.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students have to attend a mandatory language, choosing from Arabic, Chinese, French, German, Portuguese, Russian and Spanish. The course will be held during the II semester of the I year.
Students must choose the mandatory language during the I semester of the I year - November 2017 - according to the procedure that will be communicated.

For further information: University Language Center

Marketing analytics & metrics

First year (2017-2018)

First semester

CodeCourseSSDCreditsProfessor
M200Behavioral economics & consumption theoriesSECS-P/0112
SENConsumer behaviorSECS-P/088
M199Legal issues in marketingIUS/056
M307Research methodology for marketingSECS-P/086

Second semester

CodeCourseSSDCreditsProfessor
M202Marketing metricsSECS-P/086
M308Organizational issues in marketing and salesSECS-P/108
M198Product & brand managementSECS-P/088
M201Statistics for marketingSECS-S/038

Second year (2018-2019)

First semester

CodeCourseSSDCreditsProfessor
M260Customer intelligence & big dataSECS-P/086
  • TBA
M197Marketing plan & markstrat simulationSECS-P/086
  • TBA
Additional creditsCredits
A scelta dello studente12
Per la prova finale18
Ulteriori conoscenze linguistiche4
Tirocini formativi e di orientamento8
Altre conoscenze utili per l'inserimento nel mondo del lavoro4
Total number of credits120

All majors in English and Italian

Majors will only be activated if the minimum number of required students is reached.

Additional credits

A scelta dello studente - Elective courses (12 credits)

Students have to choose two courses of 6 credits that will be held in the I semester of the II year. The courses have to be chosen at the end of the I year.

Prova Finale - Master Degree's Thesis (18 credits)

The final evaluation for master's degree programs consists of the discussion and evaluation of a dissertation written in Italian or a foreign language on a topic related to a course the student has passed an exam on.

Tirocini formativi e di orientamento - Internships and project works

An internship or project is required for 8 credits. The internship or project can be performed in both the I or II year of the program. For more information contact the Career Services Office or Program Project work .

Altre conoscenze utili per l’inserimento nel mondo del lavoro - Other activities to gain useful work-related skills

Students have to obtain the 4 credits with the Laboratory di Ethics, Responsibility and Sustainability (4 credits). Further information will be given through specific meetings, announcements and email during the I semester of the I year.

The Laboratory is held in the II semester of the I year.

For further information please contact the ERS Lab

Please note that starting with applications for international exchange programs for the 2018-2019 academic year, evaluations will take into consideration all credits earned by the winter exam session, no exceptions. Courses listed as “additional courses” or “corsi liberi” will not be considered during the evaluation.

Majors in Italian only

Choosing a major

Students registered for Italian programs may choose their major in November 2017 through Web Self Service.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students must register for the four-credit Business English course, to be taken during the II semester of the I year. For more information, contact the University Language Center.

Majors in English only


Choosing a major

Students must choose their major when applying for the admission test. Students who enter without the test should choose their major when they enroll.


Ulteriori conoscenze linguistiche - Further linguistic knowledge (4 credits)

Students have to attend a mandatory language, choosing from Arabic, Chinese, French, German, Portuguese, Russian and Spanish. The course will be held during the II semester of the I year.
Students must choose the mandatory language during the I semester of the I year - November 2017 - according to the procedure that will be communicated.

For further information: University Language Center