Marketing
- Degree
- Graduate school
- Credits
- 120 ECTS
- Duration
- 2 Years
- Language
- English, Italian
- Year
- 2027/2028
The Luiss Master’s Degree in Marketing, classified as LM-77, provides advanced training that combines the fundamentals of marketing with the transformations brought about by data, artificial intelligence, and new digital ecosystems.
The Programme allows students to develop the skills needed to analyse consumer behaviour, build and manage valuable brands, design communication strategies, and use data and technology to make effective decisions.
The teaching takes a practical, experiential approach, using simulations, case analyses, workshops, and projects. Students thus learn to transform theoretical knowledge, data, and consumer insights into strategies applicable to real markets.
After a shared first semester, students can tailor their profile by choosing between two majors, available in both Italian and English:
- Marketing Strategy, Management and Communication: focused on the strategic management of marketing activities, strengthening brand identity, and designing effective communication campaigns across various channels.
- Marketing Analytics and Data Science: focused on using data as a central tool to support decision-making, with in-depth study of quantitative and statistical analysis, as well as models based on artificial intelligence.
In line with the objectives of the LM-77 class, the course trains professionals who are able to:
- Design and evaluate marketing and communication strategies that align with a company's economic and financial goals and with performance measurement.
- Analyse the dynamics of the competitive environment by interpreting exchange processes using quantitative and behavioural tools.
- Critically use data and marketing analytics tools to support evidence-based decisions and assess the long-term impact of choices.
- Integrate economic, statistical, and legal knowledge to achieve management that focuses on economic, environmental, and social sustainability.
- Operate with independent judgement and a holistic view, coordinating activities and stakeholders in complex, international organisational contexts.
The Director
Paolo Peverini
Paolo Peverini is an associate prof. in the Dept. of Business and Management. He's the director of the digital Master of Science in Marketing. His scientific interests are related to semiotics. The main research streams concern:
- the analysis of the evolution of advertising language
- the deepening of the relationship between Bruno Latour's work and the theory of signification with particular reference to the context of artificial intelligence.
He authored and co-authored 11 books and published several articles on top journals in the field of semiotics. He is Deputy President of the Italian Association for Semiotic Studies. On March 21, 2017 he was appointed a consultant to the Dicastery of Communication by His Holiness Pope Francis.
The curriculum allows you to build an academic and professional profile aligned with your interests and career goals, combining specialist training, a personalised pathway, and learning through real-world experiences.
The educational offering is structured as follows:
- Essentials: courses that provide the theoretical, methodological, and disciplinary foundations of the degree programme, developing the core knowledge upon which to build the subsequent specialisation pathway.
- Majors (where included in the study plan): in-depth courses focusing on specific disciplinary or professional areas, allowing students to develop advanced and distinctive skills in their field of interest.
- Profile: elective courses that allow you to further personalise your learning path by selecting content that aligns with your academic and professional aspirations.
- Certificates: distinctive elements of the Graduate School’s educational model, integrated into the study plan to offer students the opportunity to choose learning activities developed in collaboration with Corporate and Institutional Partners. With a strong focus on practical application, the Certificates enable students to gain specialised skills, engage with industry professionals, and delve deeper into methodologies and experiences gained across various professional settings. Upon completion of each Certificate, a blockchain-notarised digital micro-credential is issued. This securely and verifiably attests to the skills acquired and can be shared on major professional profiles, enhancing one's educational background.
- Field Experience: real-world professional experiences that allow you to put the skills you've developed during your studies into practice and foster the connection between your academic training and the world of work.
- Final Thesis: the culmination of the educational journey, dedicated to research, critical analysis, and the application of acquired knowledge.
🇮🇹 Major: Marketing Strategy, Management and Communication
Semester I - Essentials
Fundamentals of Marketing
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 market.
Qualitative and Quantitative Research Methods for Marketing
The course examines the applications of research methodologies in the field of marketing. Qualitative research (such as interviews and observational studies) and quantitative techniques (such as experiments and statistical analysis) are analysed in order to design and conduct research for marketing strategies and decision-making.
Analysis of Consumer Behavior: Fundamentals of Behavioral Economics
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.
Marketing and Law
The course analyses legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Consumer Behavior Analysis: Analysis of Purchasing Behavior
The course analyses consumer behaviour in marketing contexts and highlights its importance for marketing professionals, advocacy groups, public policy makers and consumers themselves.
Semester II - Essentials & Major
Applications of Behavioral Economics
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.
Data Analysis
The course provides students with the skills to effectively interpret market data. Various statistical techniques such as segmentation and forecasting are also taught to analyse market trends and consumer behaviour.
Languages of Communication
The course provides the basic skills needed to understand and manage the role of communication languages from a multimodal perspective (verbal, visual, and audiovisual). Students learn how semiotics can be used to break down and analyze, as well as to produce, forms of persuasive storytelling, with a particular focus on high-impact advertising communication.
Digital, Social Media and Performance Marketing
The course provides tools and in-depth knowledge of the models, processes, and techniques involved in marketing analysis, decision-making, and management in the digital and social media landscape. It also explores the principles of performance marketing, with a focus on optimizing digital campaigns.
Product & Brand Management
The course introduces concepts and theories relating to the management of products, services and brands, analysing how businesses seek to meet consumer needs and realise organisational (social, strategic, financial) objectives.
Semester I - Major
Integrated Marketing Communications
The course examines the role of integrated communication in marketing, in the interdependence of channels and content. The course offers advanced theoretical and methodological tools necessary to understand the concepts, strategies and means required to design and implement a holistic and integrated marketing communication campaign.
Brand Content and Storytelling
The course delves into the creation of compelling narratives and their implementation. It examines the power of storytelling with reference to the models of content marketing, native advertising and brand storytelling, areas in which the methods of creation, distribution and transformation of branded contents take centre stage.
Profile
2 elective courses
Certificates
Certificate 1
Certificate 2
Field Experience
Internship
Create
Final Thesis
Totale ECTS
🇬🇧 Major: Marketing Strategy, Management and communication
Semester I - Essentials
Key Topics in Marketing
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 market.
Qualitative & Quantitative Research Methods for Marketing
The course examines the applications of research methodologies in the field of marketing. Qualitative research (such as interviews and observational studies) and quantitative techniques (such as experiments and statistical analysis) are analysed in order to design and conduct research for marketing strategies and decision-making.
Consumer Behavior Analysis: Behavioral Economics: foundation
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.
Marketing and Law
The course analyses legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Consumer Behavior Analysis: Consumer Behavior
The course analyses consumer behaviour in marketing contexts and highlights its importance for marketing professionals, advocacy groups, public policy makers and consumers themselves.
Semester II - Essentials & Major
Behavioural Economics: applications
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.
Market Data Analysis
The course provides students with the skills to effectively interpret market data. Various statistical techniques such as segmentation and forecasting are also taught to analyse market trends and consumer behaviour.
Communication Languages
The course provides the basic skills to understand and manage the role of communication languages in a multimodal perspective (verbal, visual and audiovisual). Students learn how semiotics can be used to break down and analyse but also to produce persuasive forms of narrative, with particular reference to impact advertising communication.
Digital, Social Media and Performance Marketing
The course provides tools and in-depth knowledge on the models, processes and techniques that accompany the analysis, decision-making and management of marketing in the digital and social media world. The logic of performance marketing is also explored, with a focus on optimising digital campaigns.
Product & Brand Management
The course introduces concepts and theories relating to the management of products, services and brands, analysing how businesses seek to meet consumer needs and realise organisational (social, strategic, financial) objectives.
Semester I - Major
Integrated Marketing Communication
The course examines the role of integrated communication in marketing, in the interdependence of channels and content. The course offers advanced theoretical and methodological tools necessary to understand the concepts, strategies and means required to design and implement a holistic and integrated marketing communication campaign.
Brand Content and Storytelling
The course delves into the creation of compelling narratives and their implementation. It examines the power of storytelling with reference to the models of content marketing, native advertising and brand storytelling, areas in which the methods of creation, distribution and transformation of branded contents take centre stage.
Profile
2 elective courses
Certificates
Certificate 1
Certificate 2
Field Experience
Internship
Create
Final Thesis
Totale ECTS
🇮🇹 Major: Marketing Analytics and Data Science
Semester I - Essentials
Key Topics in Marketing
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 market.
Qualitative & Quantitative Research Methods for Marketing
The course examines the applications of research methodologies in the field of marketing. Qualitative research (such as interviews and observational studies) and quantitative techniques (such as experiments and statistical analysis) are analysed in order to design and conduct research for marketing strategies and decision-making.
Consumer Behaviour Analysis: Behavioural Economics: Foundations
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.
Marketing and Law
The course analyses legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Consumer Behaviour Analysis: Consumer Behaviour
The course analyses consumer behaviour in marketing contexts and highlights its importance for marketing professionals, advocacy groups, public policy makers and consumers themselves.
Semester II - Essentials & Major
Behavioural Economics: Applications
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.
Market Data Analysis
The course provides students with the skills to effectively interpret market data. Various statistical techniques such as segmentation and forecasting are also taught to analyse market trends and consumer behaviour.
Marketing Metrics
The course provides students with an in-depth overview of theories, models, methods, techniques and indicators to learn how to measure and evaluate marketing performance, design informed investments and verify their returns and value creation.
Marketing Analytics
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 customer data, both structured (numerical) and unstructured (text and images).
Customer Insight in the AI Era
The course explores the use of artificial intelligence to generate insights into consumer behaviour. Tools and technologies that integrate data from various sources (social media, customer feedback and online browsing) are analysed with the aim of developing strategic insights for more effective marketing decisions.
Semester I - Major
Data Visualization
The course provides theoretical and technical skills to acquire a solid ability to present data accurately and effectively. Through practical examples students will learn how to extract, simplify and communicate relevant information from raw data, using the latest visualisation tools depending on the type of data and the target audience.
AI for Marketing
The course provides students with the fundamentals to understand the applications of artificial intelligence in marketing. In particular, the course will initially focus on a general overview of machine learning tools and techniques and then focus on machine learning-based tools applied to the online marketing scenario, such as Google Ads.
Profile
2 elective courses
Certificates
Certificate 1
Certificate 2
Field Experience
Internship
Create
Final Thesis
Totale ECTS
🇬🇧 Major: Marketing Analytics and Data Science
Semester I - Essentials
Key Topics in Marketing
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 market.
Qualitative & Quantitative Research Methods for Marketing
The course examines the applications of research methodologies in the field of marketing. Qualitative research (such as interviews and observational studies) and quantitative techniques (such as experiments and statistical analysis) are analysed in order to design and conduct research for marketing strategies and decision-making.
Consumer Behavior Analysis: Behavioral Economics: foundation
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.
Marketing and Law
The course analyses legal issues related to marketing, such as privacy, franchise law and economics, competition rules, distribution agreements, trademark protection, unfair competition and industrial design.
Consumer Behavior Analysis: Consumer Behavior
The course analyses consumer behaviour in marketing contexts and highlights its importance for marketing professionals, advocacy groups, public policy makers and consumers themselves.
Semester II - Essentials & Major
Behavioural Economics: applications
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.
Market Data Analysis
The course provides students with the skills to effectively interpret market data. Various statistical techniques such as segmentation and forecasting are also taught to analyse market trends and consumer behaviour.
Marketing Metrics
The course provides students with an in-depth overview of theories, models, methods, techniques and indicators to learn how to measure and evaluate marketing performance, design informed investments and verify their returns and value creation.
Marketing Analytics
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 customer data, both structured (numerical) and unstructured (text and images).
Customer Insight in the AI Era
The course explores the use of artificial intelligence to generate insights into consumer behaviour. Tools and technologies that integrate data from various sources (social media, customer feedback and online browsing) are analysed with the aim of developing strategic insights for more effective marketing decisions.
Semester I - Major
AI for Marketing
The course provides students with the fundamentals to understand the applications of artificial intelligence in marketing. In particular, the course will initially focus on a general overview of machine learning tools and techniques and then focus on machine learning-based tools applied to the online marketing scenario, such as Google Ads.
Data Visualization
The course provides theoretical and technical skills to acquire a solid ability to present data accurately and effectively. Through practical examples students will learn how to extract, simplify and communicate relevant information from raw data, using the latest visualisation tools depending on the type of data and the target audience.
Profile
2 elective courses
Certificates
Certificate 1
Certificate 2
Field Experience
Internship
Create
Final Thesis
Totale ECTS
Luiss offers various opportunities for international experience and the development of skills that are valuable in global academic and professional settings.
Students can take part in Double and Triple Degree Programmes, QTEM Masters Network programmes, Erasmus and International Exchanges, Free Mover semesters abroad, international Summer Schools, the Joint Programme in Digital Transformation, and ENGAGE.EU international mobility programmes.
Admission depends on the course of study and the requirements set out in the individual calls for applications. Explore all the international experiences offered by Luiss and choose the one that best aligns with your educational and professional goals.
Admission procedures and requirements for 2027/2028
To enrol in the Luiss Master’s Degree in Marketing, you must follow the admission procedures for the 2027/2028 academic year.
Calls for applications, outlining requirements, selection methods, and deadlines, will be published from November 2026.
Visit the page dedicated to admission to Luiss Master’s Degree Courses.
Tuition fees
The single annual fee for first-year enrolment in the 2027/2028 academic year is €16,000, payable in three instalments, plus the regional tax.
Scholarships and financial support
Luiss offers scholarships and partial or full exemptions from tuition fees, thanks in part to support from public and private partners. This enables students to access tangible support throughout their academic journey.
Explore all the opportunities for Luiss scholarships and financial aid, and check the requirements, deadlines, and how to apply.
The course trains versatile professionals who can combine creative sensitivity with analytical rigour, enabling them to take on roles of responsibility in large companies, SMEs, start-ups, and consultancy firms.
Graduates gain skills that are applicable in both national and international settings, with training that spans strategic marketing, data management, and digital platforms.
The main professional roles developed include:
- Marketing or Business Analyst: a specialist in interpreting market data to provide strategic insights.
- Digital and Content Marketer: an expert in designing digital strategies and managing multi-channel content.
- Brand, Product, or Communication Manager: responsible for brand development, the product portfolio, and integrated communication activities.
- Marketing Consultant and Account Strategist: a professional who develops customised solutions to improve clients' business performance.
- Market researcher: an analyst specialising in conducting qualitative and quantitative surveys on consumer behaviour.
Luiss Alumni Network
With over 70,000 alumni worldwide, the Luiss Alumni Network is a dynamic and ever-growing community, created to keep the connection with the university alive after graduation. With 19 active international chapters, alumni and students take part in local initiatives that strengthen their sense of belonging and foster intergenerational dialogue.
The activities on offer include professional discussions, networking events, opportunities for training and in-depth study on current issues, class reunions, cultural visits, and initiatives aimed at enhancing the Alumni community.
Discover the Luiss Graduate School’s Employability Journey and the initiatives designed to support students as they develop their skills, build their professional networks, and enter the world of work.
