Master of Science in Marketing and Market Research | University of Pisa – Italy

 

Top program in Tuscany: marketing management, market research, industry collaboration, and practical workshops. Discover the program: download our brochure!

 

Why choose Pisa?

Studying marketing in Tuscany

The Master’s Degree in Marketing and Market Research at the University of Pisa is designed for students who want a solid academic foundation combined with strong industry connections. Located in Tuscany, one of Italy’s most vibrant regions, the University of Pisa offers the perfect setting to study marketing in a context that blends cultural heritage with economic dynamism. The program provides both an international perspective and local opportunities, making it attractive to students who want to build careers in Italy or abroad. Choosing Pisa means joining a community that values academic rigor, practical skills, and the ability to translate knowledge into meaningful professional outcomes.

Program pillars

Marketing management + market research

The program is built around two complementary areas: marketing management and market research. Students develop skills in strategy, brand management, communication, and pricing, while also learning advanced techniques in data collection and analysis about consumers, b-to-b customers, and the firm. This dual focus creates graduates who are not only managers but also analysts, capable of turning data into strategic decisions. By combining managerial perspectives with rigorous research methods, the program prepares professionals to navigate complexity and support organizations in their market development and innovation efforts.

Industry collaboration

Real projects with firms

A key strength of the Master’s program is its close collaboration with companies and institutions. Firms from the Tuscan region, as well as national and international partners, contribute through seminars, applied projects, and guest lectures. This direct connection ensures that students work on real-world challenges, analyze company data, and develop solutions that have a tangible impact on businesses. Industry collaboration is not just about exposure—it’s a pathway to networking and career opportunities that bridge academic knowledge with professional practice.

Here are some examples of companies who participate in teaching and coaching projects, or host students to prepare their master thesis.

   

Practical learning

Hands-on workshops

The program adopts an active learning approach, emphasizing workshops, simulations, and group projects. Students engage in case studies and business games that mirror real organizational dynamics, fostering teamwork, problem-solving, and decision-making skills. This hands-on method is highly valued by students, as it turns theory into practice and provides concrete preparation for future professional roles. The learning environment encourages collaboration, leadership, and adaptability—skills that are essential in today’s competitive job market.

The following companies have participated with the their managers in the development of project works.

               

 

Career opportunities

Global perspectives, local advantages

The Master’s program provides access to a wide range of internship and job opportunities, with a special focus on local and national companies. At the same time, it opens doors to international experiences, leveraging the University of Pisa’s network and reputation. Students graduate with a strong profile that combines academic excellence, practical experience, and industry connections. Whether aiming to work in marketing management, consumer research, or consulting, graduates are well-positioned to build successful careers in Italy and abroad.

MRM MSc graduates find career opportunities across a wide variety of companies. The examples listed below are not just random names – they are actual organizations where our MRM Alumni are currently working.

• Companies producing goods and services: from automotive (BMW, Piaggio) to banking (BNP Paribas), from telcos (Fastweb/Vodafone) to food (Unilever, Sammontana) and consumer durables (Sony) from niche businesses (Ferrari, Lamborghini) to mass-market companies (Bolton Manitoba, Procter & Gamble).
• Large and small consulting firms: PwC, Accenture, Bain, etc.
• Market research companies: Nielsen IQ, Ipsos, etc.
• Media and communication agencies (Intarget, CCH Tagetik, Fortop, BoosterBox/Precis)

Career opportunities fall into five main areas:

• Marketing: classic roles such as marketing manager, brand manager, product manager, CRM, customer care

• Sales: including commercial directors, sales directors, trade marketing managers, key account managers, and area managers

• Digital: digital marketing manager, E-commerce manager, SEO Manager
• Communication: communication management, content manager

• Business intelligence: business intelligent manager, analyst

 

Alumni voices

• “MRM gave me the knowledge and the foundations to face my daily work. By using analytical data and statistical analysis, I learned how to make sense of numbers by interpreting them through the lens of Marketing and Economics — which are essential in today’s job market. A single data point means nothing if you can’t contextualize it and give it value.”
  (Simone, Marketing Manager Personal Entertainment, Sony, MRM Alumni since 2008)
• “This degree program teaches you — every single day — that in order to grow, you need to know that you don’t know. It’s normal not to know, and it’s actually wonderful to be aware of it, because that awareness is the very push that makes you want to learn.”
  (Ambra, Group Communication Manager, Sofidel, MRM Alumni since 2013)
• “What really changed my perspective was realizing that MRM doesn’t just prepare you to solve a business case — it prepares you to ask the right questions so you can understand the problem from every angle. Here you learn that marketing without data is just guesswork, and research without marketing is a sterile exercise. This mix trains you to think both like an analyst and like a marketer: a rare and powerful combination when you enter the job market.”
  (Stefano, Commercial Director, Nielsen IQ, MRM Alumni since 2005)
• “Beyond the theoretical knowledge, what helped me the most was realizing that marketing is not just advertising — it’s communication at 360°, starting with a deep understanding of the market and of consumers. That’s why statistics and all the tools for studying the market and analyzing target audiences become so fundamental. The company case studies included in the program were also very useful — they helped me identify my dream company, where I then had the chance to start my career.”
  (Cinzia, Oral-B, AZ & Kukident Marketing Director, Procter & Gamble, MRM Alumni since 2005)
• “I discovered that there are so many different career paths after graduating from MRM, because you leave with knowledge in marketing, trade marketing, sales, and data analysis. That gave me the chance to choose whether to go into data providers, manufacturers, or distribution companies.”
  (Chiara, National Account Manager, Unilever, MRM Alumni since 2010)
• “The most important thing was definitely learning how to develop my creative thinking properly — starting from an analytical base, so that everything became more balanced and harmonious.”
  (Chiara, Trade Marketing Manager, Gruppo Boero, MRM Alumni since 2008)

 

Ready to take the next step?

• If you have graduated or are about to graduate from the University of Pisa, go to Ammissionelm.
  If you are from another university, you need to register on Alice and follow the procedure described here.

• Check our contact page

• Have any questions? Write to us at mrm@ec.unipi.it

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