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Marketing professionals are in high demand and will continue to be. In a World Economic Forum report, we read that marketing roles are among emerging professions of the future.

The US Bureau of Labor Statistics expects the overall employment in advertising, promotions, and marketing to grow six percent between 2019 and 2029, faster than the average for all occupations. “Advertising, promotions, and marketing campaigns will continue to be essential for organisations as they seek to maintain and expand their share of the market,” it says.

Due to its economic and societal importance, marketing has undergone rapid transformation over the years. On the one hand, “hard” transformations entail how technologies and neurosciences have expanded marketing wisdom as much as its domains of applications. Technologies allow enriching market experiences, for example by means of digital experiences, and augmented and virtual reality. Neurosciences sharpen understanding of how we react to marketing stimuli and to the multi-sensorial appraisal of purchasing and consumption behaviours.

On the other hand, “soft” transformations entail the role of consumption, brands, and market relations beyond economic utility. Marketers do interact with people’s identity projects, locate consumer choices at the crossroad of cultural transformations, and face unprecedented expectations by a number of publics largely exceeding a company’s own customers.

With said transformations advancing at breakneck speed, professionals in the field must keep up with the latest trends to ensure their careers stand the test of time. This could include bolstering their knowledge in data analytics, developing a wider understanding of human psychology, and envisioning business in connection with socio-cultural turmoil.

Preparing marketers for the future of work

Delivered by world-renowned faculty, the Master in Marketing and Transformative Economy at Università della Svizzera Italiana (USI) is a career-changing programme that equips students to create and deliver powerful marketing strategies for any organisation. USI is one of Switzerland’s 12 certified public universities; it is a young and lively institution where students receive high quality, interdisciplinary education.

The programme’s core courses bring learning from the latest research into the classroom. Taught entirely in English, it provides students with a well-rounded, critical analysis of consumer behaviour in the context of real business challenges. It also aims to broaden students’ general management skills and enhance their strategic marketing prowess through a greater understanding of consumer behaviour, product and brand management, market research, and data analysis, among other areas.

With 21st-century marketing moving beyond branding and advertising, marketers must also learn to work with other departments to focus on enhancing the customer experience and engaging them for long-term relationships. As such, the course integrates the best competencies from the Faculty of Communication, Culture and Society, the Faculty of Economics, and even the Faculties of Informatics and Architecture for some specialising courses.

Some of the courses students can expect to take include Communication Law, Corporate Strategy, Digital Challenges in Marketing and Big Data, Market System Dynamics, and Strategy and Entrepreneurship.

The final semester aims at strengthening participants’ abilities and chances to enter the job market.

Students may opt for one of the three following capstones: a master thesis, which is ideal for those willing to pursue an early career in the consulting, market research, strategic planning or academic field; a field project, which is the best way to grow advanced consulting skills and deep market understanding; or an internship, which may appeal to students with little to no professional experience.

A DNA for career success

The Master in Marketing and Transformative Economy programme offers students a unique combination of human insight, analytical expertise, and business understanding, which is what sets USI graduates apart from other marketing graduates.

Throughout the programme, students will also acquire critical analytical and practical skills. By sharpening their ability to interpret markets, students graduate with the ability to execute effective marketing solutions, forecast and measure the effects of their work in terms of competitive, financial, and socio-environmental performances.

Unsurprisingly, some of USI’s graduates have gone on to work in marketing positions in blue chip companies throughout the world and to pursue academic careers in many institutions both in Switzerland and abroad. It isn’t unusual for USI graduates to be employed by familiar brands such Airbnb, American Express, Bloomberg, Campari, Carrefour, Coca-Cola, Lego, L’Oréal, Microsoft, M&C Saatchi, North Face, and Oracle.

USI’s graduates can attest to the programmes’ prowess and in equipping students with the skills to succeed in a rapidly evolving job market. Alumna Elisa Evangelio, who works as a marketing and communication specialist, says, “the best qualities of USI are the international environment and the practical approach. It is really helpful because it prepares you for the professional world.”

Another alum, Andrea Bellomo, who works as an assistant director in marketing, says the university offers “the opportunity to interact with real companies by means of field projects, conferences, workshops and case studies, which may lead to future career opportunities.”

USI is also a highly welcoming environment. Alumnus Kenoma Eugene Agbamu, a company director, notes that USI’s international environment embraces and enhances diverse views. Students enjoy this with interactions with fellow students up to their communications with professors.

If your interest is piqued, contact the university today for details.

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