Marketing, Consumer Behaviour and Communication

Program Overview

The Master's Degree Course in Marketing, Consumer Behaviour and Communication is a two-year program taught in English that trains graduates in managing marketing and communication tools related to branding and marketing goods and services. The program emphasizes the digital world and new media, and offers specializations in Brand Management, Retail Management, and Digital Marketing Management. Graduates boast an 80.5% employment rate one year after graduating.

Program Outline

Degree Overview:

The Master's Degree Course in Marketing, Consumer Behaviour and Communication is a two-year, 120-credit program taught in English in Milan. The program aims to train graduates with specialized knowledge in managing marketing and communication tools related to branding and marketing goods and services within the current social, cultural, and economic context, with a strong focus on the digital world and new media. The program emphasizes the tools and analytical methods that enable industrial, distribution, and service companies to optimize their marketing and communication strategies and product positioning in the market, at the point of sale, and online. This includes understanding national and international trade and communication dynamics, along with relevant legal frameworks. The program offers a high degree of customization through three specializations: Brand Management, Retail Management, and Digital Marketing Management. The program boasts an 80.5% employment rate one year after graduation (Almalaurea Report 2024). Modern marketing, according to the program description, involves being present in the consumer's mind and life with your brand, offering experiences and opportunities for contact through physical and digital sales networks, and generating relationships and online conversations with customers. The program mentions three specializations: Brand Management, Retail Management, and Digital Marketing Management, allowing for customization based on student interests and company needs. The curriculum covers the knowledge and application skills needed for marketing and corporate, brand, and product communication. Graduates will be able to use both "classic" and digital media (above-the-line and below-the-line) in an integrated manner. The program includes a six-week professionalized fieldwork where student groups work on real problems for partner companies, guided by a head of area, a tutor, and a company tutor. The program utilizes a unique, innovative formula structured around three specializations. The six-week fieldwork and the three-month internship are key components of the learning experience. The course contact person is Professor Francesco Massara.

Careers:

The program boasts an 80.5% employment rate one year after graduation (Almalaurea Report 2024). The program's academic year is 2025/2026. The degree class is LM-59 - Science of public communication, business and advertising. Access to the course is selective, requiring a knowledge test. The program is listed under Master's Degree Courses.