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Early bird discount of 10% on the total fee valid until end of June.

Course: Marketing (10-11.02) , USI, Executive Center, Blue Room

Watch the video of Professor Luca Visconti

Luca M. Visconti is Full Professor of Marketing at IMCA (Institute of Marketing and Communication) and at ESCP Europe, Paris.
He is Lecturer at IFM (Institut Français de la Mode) and Sciences Po, Paris.
Since September 2020, he is Dean of the Faculty of Communication, Culture and Society.
Prior to his current appointment, he was Full Professor at ESCP Europe (2011-2017) and Lecturer in Marketing at Università Bocconi (1999-2011), where he received his Ph.D. in Business Administration and Management. He has been Visiting Scholar at Leeds School of Management, University of Colorado (2004-2005), and at École Supérieure des Affaires, Université de Lille2, Lille (2007-2008 and 2010).

His research inspects the intersections of consumption, markets, and culture (Consumer Culture Theory). In particular, his work focuses on branding, luxury, storytelling, market vulnerability, and wellbeing. His work appears in high-ranked journals (Journal of Consumer Research, Journal of Marketing Management, Marketing Theory, etc.), books, and book chapters.

Course Description and goals

The course aims to present what marketing is, its approach to both business and  consumer markets, and the emergence of the customer journey framework. In particular, it clarifies how customer orientation unfolds in times of branding,  digitalisation, and fragmentation of customer value.
The course combines critical thinking with hands-on, practical knowledge, which are organised around the key components of a marketing plan.

The course combines e-learning and in presence pedagogy, and alternates frontal discussion with team working activities. Participants are invited to share their own experience and views, in light of an approach to marketing that is meant to be critical, interpretive, and sensitive to societal concerns. It also integrates
presentations from expert marketing managers, to alternate theoretical and practical knowledge.

Book your place: emba@usi.ch