Luiss Guido Carli
MSc Marketing
Rome, Italy
DURATION
2 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
31 May 2024
EARLIEST START DATE
Sep 2024
TUITION FEES
EUR 13,300 / per year *
STUDY FORMAT
On-Campus
* luiss tuition fee is to be paid in three installments
Introduction
The Marketing Programme addresses the growing demand for professionals who excel in a dynamic marketplace marked by societal challenges and technological and sustainability challenges. With the enquiry-based educational model, students participate in highly practical project works with companies, case study discussions and simulations as well as take an active role in the classroom during lectures with top academics and industry professionals, mainly from the Luiss Alumni network. The Programme allows students to deal with relevant topics in consumer behaviour, branding, digital marketing and communication, as well as with more contemporary topics such as customer experience, marketing analytics and neuromarketing with strong methodological rigour. Students can choose to specialise in Customer Engagement & Relationship Management, Analytics, or pursue the BI Luiss Joint MSc in Marketing.
Admissions
Curriculum
Major: Marketing analytics & metrics
If you are enrolled in the MSc in Marketing (Marketing Analytics and Metrics), the curriculum for the two years is the following:
I year – a.a. 2024/2025
Consumer behavior (Credits 8)
The course introduces students to consumer behavior and provides them with an understanding of the breadth of the field, and its importance to marketers, advocacy groups, public policy makers, and consumers themselves.
Behavioral economics and consumer decision making (Credits 6)
The course introduces students to behavioral economics and provides them with the tools to successfully apply behavioral insights in the context of marketing and consumption
Managerial economics: theories and marketing applications (Credits 6)
The course introduces students to the different legal issues related to marketing, such as privacy, customer profiling and database, Management, law and economics of franchising, competition rules, and distribution agreements, trademark protection, unfair competition, and industrial design.
Legal issues in marketing (Credits 6)
The course introduces students to the different legal issues related to marketing, such as privacy, customer profiling and database Management, law and economics of franchising, competition rules, and distribution agreements, trademark protection, unfair competition, and industrial design.
Research methodology for marketing (Credits 6)
The course will examine the specific issues involved in developing and implementing marketing research to solve a managerial decision problem. Students will learn how to use statistics software and tools for marketing research.
Marketing metrics (Credits 6)
The course introduces students to a range of theories, models, methods, techniques, and specific metrics to measure and evaluate marketing performance. These elements provide the tools to correctly define investments and their returns, and the marketing contribution to the company’s value creation.
Product & Brand Management (Credits 8)
This course introduces the main theories and concepts of revolving products/services and brands, and their implications for marketing managers. The course focuses on how companies create and manage product/services and brand portfolios to meet consumer needs and organizational goals (societal, strategic, financial)
Organizational issues in marketing and sales (Credits 8)
The course provides an introduction to the issues and pitfalls arising in most organizations. At the end of the course, students should be able to critically assess and become informed decision-makers in a wide variety of issues affecting all organizations
Statistics for marketing (Credits 8)
The course will examine advanced statistical methods for marketing research. Topics such as statistical sampling, marketing survey design, univariate and multivariate methods (e.g., linear regression), and visualizations are covered throughout the course.
Behavioral Economics: Applications (Credits 6)
The course explores the practical applications of behavioral economics principles in marketing contexts. Students will delve into real-world scenarios where behavioral insights can be leveraged to address marketing challenges related to consumer behavior.
Market Data Analysis (Credits 6)
The course equips students with the knowledge and skills to analyze and interpret market data effectively. Students will learn various quantitative and econometric techniques (e.g., panel data analysis, endogeneity) to develop rigorous marketing models to explain and predict consumer behavior and market changes.
II year – a.a. 2025/2026
Business and Marketing Analytics (Credits 6)
The course introduces students to the notion of customer intelligence, providing a toolkit of algorithmic and quantitative methods (e.g., machine learning). Students will learn how to analyze and extract value from structured (numbers) and unstructured (e.g., text, images) customer data.
Marketing plan & Markstrat simulation (Credits 6)
The course aims to provide students with an active and applied learning experience, through a simulation of the marketing division’s management of a multi-brand firm, focused on decisions and marketing processes
2 Elective courses (Credits 12)
Additional Credits
- Mandatory language, 4 Credits
- Learning Innovation Activities, 2 Credits
- Internship or Project work, 6 Credits
- GAP 1, 2 Credits
- GAP 2, 2 Credits
- Master Thesis, 18 Credits
- Total: 120 Credits
Major: Market relationship & customer engagement
If you are enrolled in the MSc in Marketing (Market Relationship and customer engagement), the curriculum for the two years is the following:
I year – a.a. 2024/2025
Consumer behavior (Credits 6)
The course introduces students to consumer behavior and provides them with an understanding of the breadth of the field, and its importance to marketers, advocacy groups, public policy makers, and consumers themselves.
Behavioral economics and consumer decision making (Credits 6)
The course introduces students to behavioral economics and provides them with the tools to successfully apply behavioral insights in the context of marketing and consumption
Managerial economics: theories and marketing applications (Credits 6)
This course introduces students to the application of economic methods and theories, such as the theory of the firm, the production and cost theory, the Game Theory, and strategic behavior, providing examples of their applicability to real-world situations.
Legal issues in marketing (Credits 6)
The course introduces students to the different legal issues related to marketing, such as privacy, customer profiling and database, Management, law and economics of franchising, competition rules, and distribution agreements, trademark protection, unfair competition, and industrial design.
Research methodology for marketing (Credits 6)
The course will examine the specific issues involved in developing and implementing marketing research to solve a managerial decision problem. Students will learn how to use statistics software and tools for marketing research.
Product & Brand Management (Credits 8)
This course introduces the main theories and concepts of revolving products/services and brands, and their implications for marketing managers. The course focuses on how companies create and manage product/services and brand portfolios to meet consumer needs and organizational goals (societal, strategic, financial)
Organizational issues in marketing and sales (Credits 8)
The course provides an introduction to the issues and pitfalls arising in most organizations. At the end of the course, students should be able to critically assess and become informed decision-makers in a wide variety of issues affecting all organizations
Marketing communication & new media (Credits 6)
The course will introduce the basic theoretical notions of marketing communication and the related analysis methodologies, deepening the new scenarios of integrated marketing communication with particular reference to the process of media planning, budgeting, and measurement of results
Digital Marketing (Credits 8)
The course introduces students to instruments and in-depth knowledge about models, processes, tools, and techniques that accompany analysis, decisions, and management of marketing in the digital world.
Behavioral Economics: Applications (Credits 6)
The course explores the practical applications of behavioral economics principles in marketing contexts. Students will delve into real-world scenarios where behavioral insights can be leveraged to address marketing challenges related to consumer behavior.
Market Data Analysis (Credits 6)
The course equips students with the knowledge and skills to analyze and interpret market data effectively. Students will learn various quantitative and econometric techniques (e.g., panel data analysis, endogeneity) to develop rigorous marketing models to explain and predict consumer behavior and market changes.
II year – a.a. 2025/2026
Retail and service experience marketing (Credits 6)
This course provides an interdisciplinary overview of the retailing industry, offering advanced knowledge and analytical resources that will enable students to understand the various aspects of retailing strategy, merchandise management, human resources and store management, and customer service expert
Marketing plan & Markstrat simulation (Credits 6)
The course aims to provide students with an active and applied learning experience, through a simulation of the marketing division’s management of a multi-brand firm, focused on decisions and marketing process
2 Elective courses (Credits 12)
Additional Credits
- Mandatory language, 4 Credits
- Learning Innovation Activities, 2 Credits
- Internship or Project work, 6 Credits
- GAP 1, 2 Credits
- GAP 2, 2 Credits
- Master Thesis, 18 Credits
- Total: 120 Credits
Major: BI Luiss-Joint MSc in Marketing
The BI-Luiss Joint MSc in Marketing provides an immersive learning experience designed to strongly involve students in a very exciting multidisciplinary and multicultural environment with an international faculty drawn from a variety of disciplines and marketing practitioners with a global perspective
I year – a.a. 2024/2025
- Brand Management/Topics in Digital Marketing (Credits 12)
- Service Marketing (Credits 6)
- Understanding the Consumer (Credits 6)
- Introductory Data Science for Marketing (Credits 6)
- Customer Value Analytics (Credits 6)
- Marketing Research (Credits 6)
- Research Methodology - Marketing (Credits 6)
- Marketing for a Better World (Credits 6)
- Ethics and Sustainability in Organizations (Credits 6)
II year – a.a. 2025/2026
- Marketing Law and Regulation (Credits 6)
- Managerial Economics: Theories and Marketing Applications (Credits 6)
- Behavioral Economics and Consumer Decision Making (Credits 6)
- Integrated Marketing Communication (Credits 6)
- Performance Marketing (Credits 6)
Additional Credits
- Thesis Writing Seminar,4 Credits
- Elective course,6 Credits
- Final test,18 Credits
- Total: 120 Credits
Program Tuition Fee
Career Opportunities
Those who obtain a Master's Degree in Marketing will gain advanced and specific skills and abilities.
This makes graduates in marketing ready to take on a variety of professional roles and, to apply for top positions in several industries.
Graduates of the major in Marketing Analytics & Metrics will 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
- Consultants
Graduates of the major in Marketing Relationships & Customer Engagement will be able to work as:
- Marketing managers
- Brand/product/communication managers
- Account/sales managers
- Merchandisers/promoters and consultant