The Master's in Marketing provides a comprehensive preparation that integrates marketing fundamentals with the latest trends, giving students the tools they need to build and manage strong brands, communicate effectively with different market segments and influence buying decisions. The curriculum covers both traditional topics - such as consumer behaviour, marketing communication and branding - and cutting-edge topics such as marketing analytics and neuromarketing. Teaching takes a practical and experiential approach, applying theoretical knowledge to real-life situations. This methodology enhances technical skills and stimulates creativity and innovation, key elements in standing out in a competitive marketplace.
The Master's Degree in Marketing provides a solid grounding in modern marketing strategies and techniques. The first year includes a common curriculum that focuses on the acquisition of core marketing skills. In the second year, students can choose from three specialisation majors to delve deeper into specific areas of marketing, with targeted preparation according to their professional ambitions: Communication, Customer Engagement and Relationship Management (available in Italian or English) and Analytics.
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Title
Accordion Group
Study Title
Major: Comunicazione
Lingua
Italiano
Tables
Duration
1st year 2025-2026
Label Credits
CFU
Rows
Title
Fondamenti di Marketing
Description
The course explores strategies and topics essential to modern marketers. Through a Markstrat simulation of a multi-brand firm, students gain practical experience in making marketing decisions and navigating the landscape of competitive markets.
Credits
6
Title
Metodi di ricerca qualitativi e quantitativi per il marketing
Description
The course examines the applications of research methodologies to the field of marketing. Students learn qualitative research techniques, such as interviews and observational studies, and quantitative research techniques, such as experiments and multivariate analysis, to design and conduct research for marketing strategy and decision-making.
Credits
8
Title
Fondamenti di economia comportamentale
Description
The course explores the principles and theories of behavioural economics, such as nudges and social norms, to learn how to recognise consumer behaviour and make marketing decisions.
Credits
6
Title
Marketing e diritto
Description
The course equips students to analyse legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Credits
6
Title
Analisi del comportamento di acquisto
Description
The course provides an understanding of consumer behaviour and highlights its importance to marketers, advocacy groups, public policy makers and consumers themselves.
Credits
6
Title
Digital marketing
Description
The course provides students with an array of tools and comprehensive insights into the models, processes and techniques that underpin the analysis, decision-making and management of marketing in the digital realm.
Credits
6
Title
Analisi e misurazione delle performance di marketing
Description
The course provides students with an in-depth overview of theories, models, methods, techniques and specific metrics to learns how to measure and evaluate marketing performance, design informed investments and their returns contribute to value creation.
Credits
6
Title
Comunicazione Integrata di marketing
Description
The course examines the integration of advertising, public relations, sales promotion and personal selling with the objective of developing holistic communication and marketing campaigns and maximising brand impact.
Credits
6
Title
Applicazioni di economia comportamentale
Description
The course explores the practical applications of behavioural economics in marketing contexts. Students delve into real-world scenarios where behavioural insights can be leveraged to address marketing challenges related to consumer behaviour.
Credits
6
Title
Analisi dei dati
Description
The course provides students with the skills required to effectively interpret market data. Aso taught are various statistical techniques, such as segmentation and forecasting, which are utilised to analyse market trends and consumer behaviour.
Credits
6
Duration
2nd year 2026-2027
Label Credits
CFU
Rows
Title
Brand Content e Storytelling
Description
The course explores the creation of compelling narratives and their implementation. It examines the power of storytelling in building brand identity, engaging consumers and fostering emotional connections.
Credits
6
Title
Semiotica del Marketing e linguaggi della pubblicità
Description
The course examines the role of linguistic dimensions in marketing communication, providing an in-depth understanding of how semiotics and language can be used to create persuasive messages and impactful advertising communication.
The course explores strategies and topics essential to modern marketers. Through a Markstrat simulation of a multi-brand firm, students gain practical experience in making marketing decisions and navigating the landscape of competitive markets.
Credits
6
Title
Metodi di Ricerca qualitativi e quantitativi per il marketing
Description
The course examines the applications of research methodologies to the field of marketing. Students learn qualitative research techniques, such as interviews and observational studies, and quantitative research techniques, such as experiments and multivariate analysis, to design and conduct research for marketing strategy and decision-making.
Credits
8
Title
Fondamenti di economia comportamentale
Description
The course explores the principles and theories of behavioural economics, such as nudges and social norms, to learn how to recognise consumer behaviour and make marketing decisions.
Credits
6
Title
Marketing e diritto
Description
The course equips students to analyse legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Credits
6
Title
Analisi del comportamento di acquisto
Description
The course provides an understanding of consumer behaviour and highlights its importance to marketers, advocacy groups, public policy makers and consumers themselves.
Credits
6
Title
Digital Marketing
Description
The course provides students with an array of tools and comprehensive insights into the models, processes and techniques that underpin the analysis, decision-making and management of marketing in the digital realm.
Credits
6
Title
Analisi e misurazione delle performance di marketing
Description
The course provides students with an in-depth overview of theories, models, methods, techniques and specific metrics to learns how to measure and evaluate marketing performance, design informed investments and their returns contribute to value creation.
Credits
6
Title
Comunicazione integrata di marketing
Description
The course examines the integration of advertising, public relations, sales promotion and personal selling with the objective of developing holistic communication and marketing campaigns and maximising brand impact.
Credits
6
Title
Applicazioni di economia comportamentale
Description
The course explores the practical applications of behavioural economics in marketing contexts. Students delve into real-world scenarios where behavioural insights can be leveraged to address marketing challenges related to consumer behaviour.
Credits
6
Title
Analisi dei dati
Description
The course provides students with the skills required to effectively interpret market data. Aso taught are various statistical techniques, such as segmentation and forecasting, which are utilised to analyse market trends and consumer behaviour.
Credits
6
Duration
2nd Year 2026-2027
Label Credits
CFU
Rows
Title
Gestione del prodotto e della marca
Description
This course introduces concepts and theories relating to the management of products, services and brands, analysing how companies seek to meet consumer needs and achieve organisational (social, strategic and financial) objectives.
Credits
6
Title
Gestione delle relazioni con i clienti
Description
The course explores essential strategies for building and managing strong customer relationships. Students study the basics of CRM, including customer segmentation, acquisition, retention, and loyalty programs, gaining the skills to develop effective customer-centric strategies.
The course explores strategies and topics essential to modern marketers. Through a Markstrat simulation of a multi-brand firm, students gain practical experience in making marketing decisions and navigating the landscape of competitive markets.
Credits
6
Title
Qualitative & Quantitative Research Methods for Marketing
Description
The course examines the applications of research methodologies to the field of marketing. Students learn qualitative research techniques, such as interviews and observational studies, and quantitative research techniques, such as experiments and multivariate analysis, to design and conduct research for marketing strategy and decision-making.
Credits
8
Title
Behavioral Economics: Foundation
Description
The course explores the principles and theories of behavioural economics, such as nudges and social norms, to learn how to recognise consumer behaviour and make marketing decisions.
Credits
6
Title
Marketing and Law
Description
The course equips students to analyse legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Credits
6
Title
Consumer Behavior
Description
The course provides an understanding of consumer behaviour and highlights its importance to marketers, advocacy groups, public policy makers and consumers themselves.
Credits
6
Title
Digital Marketing
Description
The course provides students with an array of tools and comprehensive insights into the models, processes and techniques that underpin the analysis, decision-making and management of marketing in the digital realm.
Credits
6
Title
Marketing Metrics
Description
The course provides students with an in-depth overview of theories, models, methods, techniques and specific metrics to learns how to measure and evaluate marketing performance, design informed investments and their returns contribute to value creation.
Credits
6
Title
Integrated Marketing Communication
Description
The course examines the integration of advertising, public relations, sales promotion and personal selling with the objective of developing holistic communication and marketing campaigns and maximising brand impact.
Credits
6
Title
Behavioral Economics: Applications
Description
The course explores the practical applications of behavioural economics in marketing contexts. Students delve into real-world scenarios where behavioural insights can be leveraged to address marketing challenges related to consumer behaviour.
Credits
6
Title
Market data Analysis
Description
The course provides students with the skills required to effectively interpret market data. Aso taught are various statistical techniques, such as segmentation and forecasting, which are utilised to analyse market trends and consumer behaviour.
Credits
6
Duration
2nd Year 2026-2027
Label Credits
CFU
Rows
Title
Product & Brand Management
Description
This course introduces concepts and theories relating to the management of products, services and brands, analysing how companies seek to meet consumer needs and achieve organisational (social, strategic and financial) objectives.
Credits
6
Title
Customer Relationship Management
Description
The course explores essential strategies for building and managing strong customer relationships. Students study the basics of CRM, including customer segmentation, acquisition, retention, and loyalty programs, gaining the skills to develop effective customer-centric strategies.
Credits
6
Title
2 Elective Courses
Credits
12
Duration
Additional Credits
Label Credits
CFU
Rows
Title
Mandatory language
Credits
4
Title
Internship or Project Work
Credits
8
Title
Other Activities to be Defined
Credits
4
Title
Final Test
Credits
18
Title
Total CFU
Credits
120
Study Title
Major: Analytics
Lingua
English
Tables
Duration
1st Year 2025-2026
Label Credits
CFU
Rows
Title
Key Topics in Marketing
Description
The course explores strategies and topics essential to modern marketers. Through a Markstrat simulation of a multi-brand firm, students gain practical experience in making marketing decisions and navigating the landscape of competitive markets.
Credits
6
Title
Qualitative & Quantitative Research Methods for Marketing
Description
The course examines the applications of research methodologies to the field of marketing. Students learn qualitative research techniques, such as interviews and observational studies, and quantitative research techniques, such as experiments and multivariate analysis, to design and conduct research for marketing strategy and decision-making.
Credits
8
Title
Behavioral Economics: Foundation
Description
The course explores the principles and theories of behavioural economics, such as nudges and social norms, to learn how to recognise consumer behaviour and make marketing decisions.
Credits
6
Title
Marketing and Law
Description
The course equips students to analyse legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Credits
6
Title
Consumer Behaviour
Description
The course provides an understanding of consumer behaviour and highlights its importance to marketers, advocacy groups, public policy makers and consumers themselves.
Credits
6
Title
Digital Marketing
Description
The course provides students with an array of tools and comprehensive insights into the models, processes and techniques that underpin the analysis, decision-making and management of marketing in the digital realm.
Credits
6
Title
Marketing Metrics
Description
The course provides students with an in-depth overview of theories, models, methods, techniques and specific metrics to learns how to measure and evaluate marketing performance, design informed investments and their returns contribute to value creation.
Credits
6
Title
Integrated Marketing Communication
Description
The course examines the integration of advertising, public relations, sales promotion and personal selling with the objective of developing holistic communication and marketing campaigns and maximising brand impact.
Credits
6
Title
Behavioral Economics: Applications
Description
The course explores the practical applications of behavioural economics in marketing contexts. Students delve into real-world scenarios where behavioural insights can be leveraged to address marketing challenges related to consumer behaviour.
Credits
6
Title
Market Data Analysis
Description
The course provides students with the skills required to effectively interpret market data. Aso taught are various statistical techniques, such as segmentation and forecasting, which are utilised to analyse market trends and consumer behaviour.
Credits
6
Duration
2nd Year 2026-2027
Label Credits
CFU
Rows
Title
Marketing Analytics
Description
The course introduces the notion of customer intelligence, providing a toolkit of algorithmic and quantitative methods (e.g. machine learning). Students learn how to analyse and extract value from structured (numbers) and unstructured (e.g., text, images) customer data.
Credits
6
Title
Data Visualization
Description
The course focuses on the principles and techniques to present data through visual means. Through hands-on exercises and the analysis of data, students develop expertise in creating visually impactful figures, plots, and graphs to facilitate data-driven decision-making processes.
Credits
6
Title
2 Elective Courses
Credits
12
Duration
Additional Credits
Label Credits
CFU
Rows
Title
Mandatory Language
Credits
4
Title
Learning Innovation Activities
Credits
2
Title
Internship or Project work
Credits
6
Title
Other actives to be Defined
Credits
4
Title
Final Thesis
Credits
18
Title
Total CFU
Credits
120
Study Title
Major: BI-Luiss Joint MSc in Marketing
Lingua
English
Plan Details
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
Tables
Duration
1st Year 2025-2026
Label Credits
CFU
Rows
Title
Brand Management/Topics in Digital Marketing
Credits
12
Title
Service Marketing
Credits
6
Title
Understanding the Consumer
Credits
6
Title
Introductory Data Science for Marketing
Credits
6
Title
Customer Value Analytics
Credits
6
Title
Marketing Research
Credits
6
Title
Research Methodology - Marketing
Credits
6
Title
Marketing for a Better World
Credits
6
Title
Ethics and Sustainability in Organizations
Credits
6
Duration
2nd Year 2026-2027
Label Credits
CFU
Rows
Title
Marketing Law and Regulation
Credits
6
Title
Behavioral Economics and Consumer Decision Making
Credits
6
Title
Integrated Marketing Communication
Credits
6
Title
Performance Marketing
Credits
6
Title
Data and Artificial Intelligence Labs
Credits
8
Title
Elective Course
Credits
6
Title
Thesis Writing Seminar
Credits
4
Title
Final Thesis
Credits
18
Title
Total CFU
Credits
120
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Title
Luiss Uniqueness
Slider Cards
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Enquiry-Based Learning
Label Credits
.
Image
Description
Imparerai come applicare la teoria per affrontare problemi complessi.
Title
Interdisciplinarità
Label Credits
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Description
Imparerai a integrare idee e informazioni tra i corsi previsti dal piano di studi.
Title
Ed-Tech
Label Credits
.
Image
Description
Utilizzerai tecnologie innovative ideate specificamente per il mondo universitario.
Title
Immersività nella rete esterna
Label Credits
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Description
Interagirai con gli alumni e i partner tramite testimonianze e conferenze.
Title
Be a Project-Based Intern
Label Credits
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Description
Acquisirai competenze per performare nel complesso e mutevole mercato del lavoro.
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Acceso
Title
Alumni and Students
Slider Cards Students
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Name
Giuseppe D’Avanzo
Motto
Un mix tra acquisizione di competenze tecniche e contatto con le aziende per avvicinarsi al mondo del lavoro ed essere pronti al grande salto!
MSc in Marketing è un vero e proprio percorso di crescita personale in cui ogni studente sfida sè stesso, la propria creatività e determinazione
Email
adelaide.savino@studenti.luiss.it
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Name
Alessandro Flesca
Motto
Questo master mi ha fatto scoprire la passione per la ricerca di mercato. I professori sono molto preparati e i corsi coprono molti argomenti diversi.
Email
alessandro.flesca@studenti.luiss.it
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Admission procedures and requirements
Admission to the Master’s Degree Course in Marketing represents a unique opportunity to join an academic environment of excellence.
Luiss Guido Carli carefully selects its students, guaranteeing high quality services and the best conditions to facilitate their university journey towards personal and professional growth. Our University puts its students at the centre, offering constant support and personalised attention.
Find out all the information you need to take the next admission test and start on your path to academic and professional success.
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International experiences and opportunities
The International Development Office offers a number of programmes for students, which can be accessed depending on the current or future degree course.
The single annual fee envisaged for enrolment in the Master’s Degree in Marketing is €13,600.00 (divided into 3 instalments*) and regional tax.
Luiss offers scholarships and partial or total exemptions from university fees, also thanks to the support of public and private partners. Both male and female students have access to concrete support during their academic career. In addition, the University has entered into agreements with Italian banking institutions to offer flexible financing without collateral.
*The amount of the regional fee will be decided by the Lazio Region in June/July 2025.
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Career Paths
The Data Science and Management programme trains new business leaders to effectively apply data-driven methodologies across multiple business domains.
By way of example, here are three potential career paths for graduates of this programme:
Data Scientists: experts in solving complex problems using advanced quantitative methods and computer science techniques to extract knowledge and strategic value from data.
Data Intelligence Analysts: professionals capable of integrating data science methodologies into strategic and business processes.
Data Managers: responsible for managing, collecting and processing large data streams, with skills in assessing their reliability, privacy and security.
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Admissions
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L'iscrizione ai Corsi di Laurea Magistrale è subordinata al conseguimento di una laurea triennale di primo livello.
Luiss collabora con le Università più prestigiose al mondo per offrire agli studenti programmi di scambio e di doppio titolo, esclusive opportunità di formazione e lavoro all'estero.
Luiss collabora con le Università più prestigiose al mondo per offrire agli studenti programmi di scambio e di doppio titolo, esclusive opportunità di formazione e lavoro all'estero.
Marco Francesco Mazzù, Radek Jelinek – In cooperation with Mercedes-Benz Italia management and Antea Gambicorti
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smart – Continuous Conceptual Innovation with “Limited” Product Innovation The Strategic Role of Communication to reinforce Brand Equity
Radek Jelinek, Mercedes-Benz Italia S.p.A. President and CEO engaged in research to understand the smart brand in the Italian context. This was his first encounter with the Italian market. He explored how the smart became a fashion icon and garnered a success over time. Creativity, courage to innovate, and hard work were fundamental drivers of success for the smart team.
AS Luiss encourages an active lifestyle by offering sports activities such as yoga and tennis, as well as the possibility of using agreements with gyms and sports centres near the Luiss premises.
The Luiss model promotes the development of students not only through a solid academic education, but also through activities aimed at personal improvement and the development of transversal skills. The Luiss student development offer proposes learning by doing and innovative learning experiences to prepare versatile students ready for the needs of the labour market.
Luiss Welcome Desk: support for international students on legal and health issues and orientation in the Italian context.
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Experience Luiss
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Luiss welcomes you to a dynamic and stimulating environment with a wide range of cultural, sporting and leisure activities. Live a unique experience, immersed in an international community. Find out more by clicking on the cards.
