Guides to the university

2026-2027 A.Y.

Master of Science and Master of Arts Programs (2-y)



2.4.6. Concentrations of the second year

During the second year of studies students choose 4 elective course which correspond to the 24 credit points relative to the activities chosen by students - concerning the personalized academic concentration (free track) or one of the following recommended  concentrations:

  • AI and Data Driven marketing;
  • Business communication and social media;
  • Distribution networks and retailing in the digital era;
  • Product and service management.

Please note that, in compliance with the program’s learning objectives and the Ministerial table for the field of studies, the rules for selection and the offer of electives for the 2027-2028 a.y. may be subject to changes decided by the Academic Bodies.

The MSc Program Director is available during office hours to provide more information concerning the program structure. Office hours are published on the website at https://didattica.unibocconi.eu/ricstu/.


Last change 23/06/2026 10:41
2.4.6.1. AI and data driven marketing

The concentration structure includes:
a) 2 courses chosen from among the following: 


Code


Educational activity


Language of instruction


Semester


CP

21119

Agentic AI for data-driven insights

ENG

II

6

21116

AI and psychology of marketing

ENG

I

6

21120

AI for marketing: machine learning and causal inference

ENG

II

6

20564

Big data for business decisions

ENG

I

6


b) 1 course chosen from among the following:
 

Code

Educational activity

Language of instruction

Semester

CP

21123

AI, platforms and digital ecosystems

ENG

II

6

20660

Collaborative Strategies for Innovation

ENG

II

6

20659

Data analysis for managerial decision making

ENG

I

6

20756

Digital communication

ENG

II

6

21114

Ecommerce and Emarketplace

ENG

II

6

20630

Introduction to sport analytics

ENG

II

6

21035

Predictive and generative AI for business decisions

ENG

II

6

20543

Social media marketing

ENG (2 class groups)

I

6

20670

Social movements, markets and firms

ENG

I

6

21036

Sustainable communication and retailing

ENG

I

6

 

c) 1 course freely chosen from among the electives of all of the other MSc programs or a course without correspondence (after the grade has been recognized), only if the subject group of the course without correspondence indicated when recognizing the grade is the same as one of the subject groups for the elective courses offered for the program (see attachment).


Last change 16/07/2026 12:53
2.4.6.2. Business communication and social media

The concentration  structure includes:

a) 2 courses chosen from among the following: 

Code

Educational activity

Language of instruction

Semester

CP

20756

Digital communication

ENG

II

6

20475

Event and mega event management and creative industries

ENG

I

6

21115

Fan-base marketing for entertainment and sport

ENG

II

6

21113

Marketing semiotics: from signs to brand value

ENG

I

6

20543

Social media marketing

ENG (2 class groups)

I

6


b) 1 course chosen from among the following: 
 

Code

Educational activity

  

Language of instruction

Semester

CP

21123

AI, platforms and digital ecosystems

 

ENG

II

6

21112

B2B marketing

 

ENG

I

6

20660

Collaborative Strategies for Innovation

 

ENG

II

6

20659

Data analysis for managerial decision making

 

ENG

I

6

21114

Ecommerce and Emarketplace

 

ENG

II

6

 

21118

Experience branding and retailing in lifestyle industries

 

ENG

I

6

 

20529

Innovative retail design

 

ENG

II

6

20671

Luxury companies in the global landscape

 

ENG (2 classgroups)

I

6

21039

Management of fashion and lifestyle companies

 

ENG

II

6

20521

Managerial issues in made in Italy industries

 

ENG

II

6

20311

International marketing

  

ENG

II

6

21035

Predictive and generative AI for business decisions

 

ENG

II

6

20631

Pricing analytics

 

ENG

II

6

20329

Project management

 

ENG

II

6

20429

Sales management

 

ENG

I

6

21117

Service and experience marketing

 

ENG

I

6

20670

Social movements, markets and firms

 

ENG

I

6

20552

Sports business and management

 

ENG

I

6

20348

Supply chain management

 

ENG

I

6

21036

Sustainable communication and retailing

 

ENG

I

6

20317

Trade marketing and category management

 

 ENG

I

6

20524

Value chains and business models in fashion & luxury

 

ENG

I

6

c) 1 course freely chosen from among the electives of all of the other MSc programs or a course without correspondence (after the grade has been recognized), only if the subject group of the course without correspondence indicated when recognizing the grade is the same as one of the subject groups for the elective courses offered for the program (see attachment).


Last change 21/07/2026 15:20
2.4.6.3. Distribution networks and retailing in the digital era

The concentration structure includes:

a) 2 courses chosen from among the following:

Code

Educational activity

 

Language of instruction

Semester

CP

21114

Ecommerce and Emarketplace

 

ENG

II

6

21118

Experience branding and retailing in lifestyle industries

 

ENG

I

6

20529 

Innovative retail design

 

ENG

II

6

20429

Sales management

 

ENG

I

6

20317

Trade marketing and category management

 

ENG

I

6


b) 1 course chosen from among the following:
 

Code

Educational activity

  

Language of instruction

Semester

CP

21123

AI, platforms and digital ecosystems

 

ENG

II

6

21112

B2B marketing

 

ENG

I

6

20660

Collaborative Strategies for Innovation

 

ENG

II

6

20659

Data analysis for managerial decision making

 

ENG

I

6

20756

Digital communication

 

ENG

II

6

20475

Event and mega event management and creative industries

 

ENG

I

6

21115

Fan-base marketing for entertainment and sport

 

ENG

II

6

20671

Luxury companies in the global landscape

 

ENG (2 classgroups)

I

6

21039  

Management of fashion and lifestyle companies   

 

ENG

II

6

20521

Managerial issues in made in Italy industries

 

ENG

II

6

20311

International marketing

  

ENG

II

6

21113

Marketing semiotics: from signs to brand value

 

ENG

I

6

21035  

Predictive and generative AI for business decisions   

 

ENG

II

6

20631

Pricing analytics

 

ENG

II

6

20329

Project management

 

ENG

II

6

21117

Service and experience marketing

 

ENG

I

6

20543

Social media marketing

 

ENG (2 Class groups)

I

6

20670

Social movements, markets and firms

 

ENG

I

6

20552

Sports business and management

 

ENG

I

6

20348

Supply chain management

 

ENG

I

6

21036

Sustainable communication and retailing

 

ENG

I

6

20524

Value chains and business models in fashion & luxury

 

ENG

I

6

c) 1 course freely chosen from among the electives of MSc programs or a course without correspondence (after the grade has been recognized), only if the subject group of the course without correspondence indicated when recognizing the grade is the same as one of the subject groups for the elective courses offered for the program (see attachment).


Last change 16/07/2026 14:03
2.4.6.4. Product and service management

The concentration  structure includes:

a) 2 courses chosen from among the following:  

Code

Educational activity

Language of instruction

Semester

CP

21112

B2B marketing

ENG

I

6

20311

International marketing

ENG

II

6

20631

Pricing analytics

ENG

II

6

21117

Service and experience marketing

ENG

I

6


b) 1 course chosen from among the following: 

Code

Educational activity

Language of instruction

Semester

CP

21123

AI, platforms and digital ecosystems

ENG

II

6

20660

Collaborative Strategies for Innovation

ENG

II

6

20659

Data analysis for managerial decision making

ENG

I

6

20756

Digital communication

ENG

II

6

21114

Ecommerce and Emarketplace

ENG

II

6

20475

Event and mega event management and creative industries

ENG

I

6

21118

Experience branding and retailing in lifestyle industries

ENG

I

6

20529

Innovative retail design

ENG

II

6

20671

Luxury companies in the global landscape

ENG (2 classgroups)

I

6

21113

Marketing semiotics: from signs to brand value

ENG

I

6

21039

Management of fashion and lifestyle companies

ENG

II

6

20521

Managerial issues in made in Italy industries

ENG

II

6

21035

Predictive and generative AI for business decisions

ENG

II

6

20329

Project management

ENG

II

6

20429

Sales management

ENG

I

6

20543

Social media marketing

ENG (2 class groups)

I

6

20670

Social movements, markets and firms

ENG

I

6

20552

Sports business and management

ENG

I

6

20348

Supply chain management

ENG

I

6

21036

Sustainable communication and retailing

ENG

I

6

20317

Trade marketing and category management

ENG

I

6

20524

Value chains and business models in fashion & luxury

ENG

I

6


c) 1 course freely chosen from among the electives of MSc programs or a course without correspondence (after the grade has been recognized), only if the subject group of the course without correspondence indicated when recognizing the grade is the same as one of the subject groups for the elective courses offered for the program (see attachment).


Last change 16/07/2026 14:04
2.4.6.5. Free track

The 24 credit points concerning the educational activities chosen by students are divided into 4 courses freely chosen by the student from among the electives of MSc programs. It is also specified that 12 out of 24 credit points relating to the courses chosen must be referring to one or two of these subject groups:

Business Administration, Accounting & Performance Measurement (ECON-06/A or SECS-P/07),

Management (ECON-07/A or SECS-P/08),

Organization Studies (ECON-08/A  or SECS-P/10).

(See Subject Groups available in the course profiles www.unibocconi.eu/courses). 


Please note that the free track is subject to review by the Program Director, who will assess its consistency with the program; the actual assignment of elective courses therefore depends on the official approval issued by the MSc Program Director or his/her delegate to Academic Services.


Last change 31/07/2026 16:17


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