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MSc in Communication & Economics: Marketing and Transformative Economy

Università della Svizzera italiana
2 years
Full time
Master's degree
Scholarships available
On campus
Fall 2020

Program description

MSc in Communication & Economics: Marketing and Transformative Economy

The Master in Marketing and Transformative Economy is not just another Master in Marketing. Its ambition is to include established marketing wisdom and practice, to expand them further.

First, the Master brings marketing aims beyond customer needs, satisfaction, and value, to include individual and collective well-being. Developments in marketing prove that marketers’ decisions do affect and should envision customer welfare. This not only reflects marketers’ ethical responsibilities but also unveils new business opportunities for companies supporting ‘the good life’.

Second, traditional marketing just focuses on price-regulated exchanges. Yet, new market systems have emerged, including access-based (e.g. bike- and car-sharing), gift (indirect reciprocity replacing price), and sharing economy (e.g. Couchsurfing), as well as consumer-to-business (e.g. co-production) and consumer-to-consumer assisted marketplaces (e.g. Airbnb, Uber). When marketing pursues economic interest while also advancing social wealth, and when it inspires fairer forms of market exchange, the transformative economy is here to come.

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.

Admission requirements

The formal requirement for admission to the Master in Marketing and Transformative Economy is a Bachelor's degree in Social Sciences granted by a recognised university.

Candidates are expected to have acquired basic concepts of management, economics, marketing and statistics corresponding to introductory courses in these subjects in Bachelor programs in order to follow effectively the programme.

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 a study debt of 30-60 extra ECTS to be earned:

  • with Bachelor's courses at USI which can be attended during the Master studies (please note that bachelor's course at USI are taught in Italian)
  • with Bachelor's courses at another recognised University prior to start the Master studies. The university and list of courses to attend has to be agreed with the Director of the Master.

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Tuition fees

The semester fees are CHF 4,000. For candidates resident in Switzerland and Lichtenstein at the time of the final high school exam (maturità), the semester fee is CHF 2,000.

Scholarships & funding

For the academic year 2020/2021, the Foundation for the Lugano Faculties of the Università della Svizzera italiana will award a total of 60 one-off study grants of the amount of CHF 4'000 each. The merit-based grants are given to the students admitted to the first year of a USI Master programme starting in September 2020.


MSc in Communication & Economics: Marketing and Transformative Economy

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About this institute

Università della Svizzera italiana

Studying at the Università della Svizzera italiana (USI)

USI Università della Svizzera italiana is a member of the Swiss university system and the only Italian-speaking university in Switzerland. It is a multi-lingual university with courses taught in Italian and English and it has a strong international orientation. USI’s...

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Contact info

Università della Svizzera italiana

Via Giuseppe Buffi 13,
6900 Lugano

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