Marketing
The Master's Degree Programme in Marketing provides a comprehensive education that combines marketing fundamentals with the latest trends, giving students the tools they need to tackle complex problems and to build and manage strong brands, analyse consumer behaviour and use data to make effective decisions in increasingly dynamic, technological and sustainable markets.
The curriculum covers both traditional topics - consumer behaviour, marketing communication and branding - and cutting-edge topics such as marketing analytics, artificial intelligence and neuromarketing.
Teaching adopts a practical and experiential approach, applying theoretical knowledge to real-world situations. This method enhances technical skills and fosters creativity and innovation, key elements in standing out in a competitive marketplace.
- The degree class is LM-77
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 Master's Degree Programme in Marketing provides a solid grounding in modern marketing strategies and techniques. The first semester of the first year includes a common curriculum, which focuses on the acquisition of core marketing skills.
In the second semester, students can choose from four majors (two in Italian and two in English) to explore specific areas of marketing in depth, with a curriculum tailored to their professional aspirations.
Year I - 2026/2027
Fondamenti di 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.
Metodi di Ricerca Qualitativi e Quantitativi per il 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.
Analisi del comportamento del consumatore: Fondamenti di Economia Comportamentale
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 e Diritto
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.
Analisi del comportamento del consumatore: Analisi del Comportamento d'Acquisto
The course analyses consumer behaviour in marketing contexts and highlights its importance for marketing professionals, advocacy groups, public policy makers and consumers themselves.
Applicazioni di Economia Comportamentale
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.
Analisi dei Dati
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.
Linguaggi della comunicazione
Digital, social media and performance marketing
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.
Year II - 2027/2028
Comunicazione integrata e marketing
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.
2 cross elective courses
Additional Credits
Certificate 1
Certificate 2
Internship or Project Work
Final Thesis
Totale ECTS
Year 1 - 2026/2027
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.
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.
Year 2 - 2027/2028
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.
2 cross elective courses
Additional Credits
Certificate 1
Certificate 2
Internship or Project Work
Final Thesis
Totale ECTS
‎
Year 1 - 2026/2027
Fondamenti di 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.
Metodi di ricerca Qualitativi e Quantitativi per il 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.
Analisi del comportamento del consumatore: Fondamenti di Economia Comportamentale
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 e Diritto
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.
Analisi del comportamento del consumatore: Analisi del Comportamento d'Acquisto
The course analyses consumer behaviour in marketing contexts and highlights its importance for marketing professionals, advocacy groups, public policy makers and consumers themselves.
Applicazioni di Economia Comportamentale
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.
Analisi dei dati
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.
Year 2 - 2027/2028
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.
2 cross elective courses
Additional Credits
Certificate 1
Certificate 2
Internship or Project Work
Final Thesis
Totale ECTS
Year 1 - 2026/2027
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.
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.
Year 2 - 2027/2028
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.
2 cross elective courses
Additional Credits
Certificate 1
Certificate 2
Internship or Project Work
Final Thesis
Totale ECTS
Luiss offers numerous programs for students, which are accessible based on their current or future degree program.
- Dual degree programs for students enrolled in a master's degree program
- Erasmus and International Exchange Programs
- Free Mover Semester Abroad
- Summer Schools Abroad
Discover all the international programs and opportunities for experiences abroad offered by Luiss to enrich your academic and professional journey.
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.
Tuition fees, scholarships and benefits
The annual single tuition fee for enrolment in the Master's Degree Programme in Marketing is € 15,000.00, divided into 3 instalments, plus the regional student welfare tax.*
Luiss offers scholarships and partial or total exemptions from university tuition fees, also thanks to the support of public and private partners.
The University has also entered into agreements with Italian banks to offer flexible loans without collateral.
Check out all the opportunities related to Scholarships and Unsecured Loans.
*The amount of the regional student welfare tax will be decided by the Lazio Region in June/July 2026.
The degree program is subject to approval by the Ministry of University and may undergo modifications.
Career paths
Those who undertake the degree programme develop both their basic knowledge and specialist skills. This ensures that graduates in marketing are well positioned to take on a variety of professional roles and, above all, to embark on career paths projected towards top positions, including international ones.
In particular, graduates majoring in Marketing Analytics and Data Science will be able to find jobs as:
- marketing/business/industry analysts
- marketing & sales performance specialists
- marketing technology specialists
- researchers (at institutes, research companies and research offices)
- brand/product/communication managers
- consultants
Whereas graduates majoring in Marketing Strategy, Management and Communication will be able to find jobs as:
- marketing managers
- brand/product/communication managers
- account/sales managers
- content & social media strategists
- merchandisers/promoters
- consultants
Graduates and Employability
- The employment rate of Luiss graduates one year after graduation is 95%.
- The average time that passes between graduation and one’s first job is 1 month, with 70% of graduates already having a job offer before graduation.
- 12% of graduates work abroad.
- Luiss boasts an active network of over 500 employers: businesses, public and private institutions, and multinationals, which offer graduating students and recent graduates concrete job opportunities.
- In 2024, more than 3,200 placements were made between internships and jobs.
- More than 2,800 one-to-one career guidance meetings were provided to support students and recent graduates in their career paths.
- Over 5,000 students took part in networking and recruiting events, organised during 2024: more than 40 events, including 4 career fairs, with the involvement of over 300 employers and 90 Luiss alumni professionals.
