For general information, please consult the Course page

Professional integration can take place:

•  within the corporate function responsible for managing relations with the national and international market in the various classes of companies, operating in the industrial, consumer and service markets; 
• in the numerous companies specialising in certain marketing activities, such as consultancy companies, market research companies, communication agencies and so on. In this field, the graduate will be able to take on a wide variety of roles: marketing specialist, marketing strategist, product and brand manager, key account and customer relationship manager, digital manager, sales manager, communication manager, etc..

The study course in MaMI prepares for various professions and organisational roles.

According to the Istat classification, these are as follows:

• Specialists in the acquisition of goods and services - (2.5.1.5.1); 
•  Specialists in the marketing of goods and services (excluding the ICT sector) - (2.5.1.5.2); 
• Specialists in marketing in the field of information and communication technology - (2.5.1.5.3); 
• Market analysts - (2.5.1.5.4)

The Master’s degree programme in Marketing for Made in Italy (MaMI) trains professionals with the knowledge and technical skills required to work as marketing specialists and marketing strategists. Their role involves conducting market analysis to identify a product’s target audience (including at an international level), determining the most appropriate competitive positioning, and defining promotional and marketing strategies, including those utilising the activities and tools made available through digital channels.

The curriculum is naturally centred on business disciplines, through which students acquire not only advanced concepts in business economics but also all the knowledge required to master marketing tools in relation to the ‘Made in Italy’ sector’s specialisations.

The ability to analyse the context and its evolution – essential for a professional required to navigate a changing environment – is developed through courses in statistics and mathematics, economics and law.

Related activities complement the programme.

The programme culminates in the selection of two elective modules, practical workshops and the writing of the dissertation.

The educational programme aims to foster a deeper understanding of the knowledge acquired, thereby enabling graduates to contribute to the development of the organisations in which they work, in light of the most innovative communication methods and a growing awareness of sustainability requirements.

Ability to apply knowledge and understanding

Expected outcomes

Graduates of the MaMi Master’s programme acquire an appropriate combination of disciplinary knowledge in economics, quantitative analysis and business administration to support the promotion and enhancement of ‘Made in Italy’ specialisations through the development of innovative solutions, proposed by applying the knowledge described in the previous section.

Specifically, Master’s graduates perform the following functions:

- market analysis aimed at studying the product’s target audience and the competition;

- defining strategies for the promotion and marketing of the product/service;

- identifying and coordinating activities and tools to implement the communication plan (SEO, Pay-per-Click, email marketing, content marketing, social media marketing);

- managing customer acquisition channels;

- analysing data and monitoring the results of marketing campaigns;

- optimising campaigns to achieve set objectives;

- interacting and collaborating with both specialist professionals and the governing bodies of the organisations in which they operate.

Acquisition of the ability to apply knowledge and understanding

Practical skills are acquired through innovative teaching methods based on the use of digital tools and technologies: practical sessions in computer laboratories, e-learning, and the use of marketing software.

In addition to these activities, to foster the development of practical skills, the programme includes seminars and talks by experts on topics relevant to the Master’s degree programme.

Finally, the programme includes project-based activities within the modules and the writing of a final dissertation as key opportunities for applying the knowledge acquired.

Assessment of the ability to apply knowledge and understanding

The assessment of applied skills is carried out through the evaluation of project-based activities undertaken as part of the marketing and quantitative methods modules, as well as, of course, through the dissertation.

Autonomy of judgement (making judgements)

Expected outcomes

Thanks to the interdisciplinary nature of the programme and the strong methodological focus of the modules, MaMi Master’s graduates acquire the skills necessary to independently make the most appropriate choices regarding communication channels, modes of expression, consumer profiles and markets, in such a way as to ensure the effectiveness of the strategy.

This independent judgement is underpinned by the ability to apply analytical methods to evolving phenomena and to utilise tools to support decision-making and assess impacts.

Methods of attainment and assessment

The development of the above-mentioned aptitudes, which are essential for achieving independent judgement, is fostered by the interactive nature of the various learning activities (classroom teaching, projects, thesis preparation), which are also designed to develop and consolidate this capacity.

Assessment of attainment is based on the final evaluations of the aforementioned activities, with particular emphasis on the thesis.

Communication skills

Expected outcomes

MaMi graduates are expected to acquire the following communication skills:

- the ability to engage in effective dialogue with specialist and non-specialist interlocutors, both within and outside the organisation;

- the ability to express, in an appropriate manner—in terms of both vocabulary and form—and in a well-reasoned and well-founded way, concepts relevant and irrelevant to their specialisation;

- the ability to collaborate effectively within a team.

Methods of attainment and assessment

The communication skills outlined above are developed through educational activities involving the preparation and oral presentation of papers, written documents and reports.

These skills are then consolidated through the preparation and defence of the thesis.

Learning skills

Expected outcomes

Master’s graduates in MaMI are able to independently manage the main stages of acquiring further knowledge across multiple fields of study.

They are able to address the multiple meanings of the concepts learnt, thanks to the cognitive skills developed independently and proactively throughout their learning journey.

They are therefore able to cope effectively with any further educational activities, whether at university or outside it.

Learning skills are situated within a constantly evolving socio-economic context, characterised by significant processes of change, the challenges of which Master’s graduates are able to address.

Methods of attainment and assessment

Developing learning skills is one of the implicit aims of any university course.

Specifically, MaMi students are required, within the framework of individual modules, to link classroom content with supplementary reading and further study suggested by the lecturers themselves.

The proposed project-based activities, in turn, serve as an important stimulus for developing the aptitude to cultivate learning skills.

This aptitude is assessed during the evaluation of the various learning activities (in particular through the preparation of written assignments and presentations, the preparation of the dissertation, and participation in project-based workshops).

For information, please consult Enrolling Course page

Please consult the page Orientation and selection of the appropriate degree course.

You can find all the information at the Graduating Course page.