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Master in Marketing and Transformative Economy


The USI Master in Marketing and Transformative Economy provides the knowledge, skills and experience for graduates to thrive in hundreds of marketing-related professions, with no restrictions in terms of company size (from start-ups to multinationals), markets (b2b, b2c, b2b2c, c2c, c2b, etc.), or industry. 

This is not just another Master in Marketing. Its ambition is to offer established marketing wisdom and practice, and expand them further.

First, the programme brings marketing aims beyond customer satisfaction, to cater to individual and collective well-being. This allows marketers to pursue new business opportunities by improving customers’ economic as well as emotional, environmental, physical, and psychological well-being.

 Second, traditional marketing just focuses on market systems. This programme also covers new exchange systems, including access-based, circular, gift, and sharing economy, which have fostered gratuity, indirect reciprocity, and use as an alternative to ownership.

 Lastly, marketers are today confronted with conflicting expectations (for example,  craftsmanship/mass-production, exclusivity/accessibility, proximity/global reach, human-touch/technological mediation). The programme tackles these challenges, by enriching economic thinking with cultural and social understanding.


Master's Degree


Lugano, Switzerland


24 months (2 years)

Find out more about this programme

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