ASSOCOM and POLI.design have launched the Brand Communication: Designing, Building, and Managing a Brand Specializing Master as a way to enhance the role of the communication consultant, thus establishing common ground between skills that belong to the field of communication and those that belong to the most innovative fields at the Politecnico di Milano. The Specializing Master aims to employ the proper tools to manage the ongoing changes and fill a need to coordinate strategic thinking for the brand, at whose heart lies brand equity. The Specializing Master in Brand Communication is held at the Politecnico di Milano Design School.
Aims
This Specializing Master strives to train professionals skilled in coordinating the communication processes that occur in communication enterprises, on strategic and creative terms, within new technological contexts. The learning itinerary traverses all the features of communication design, focusing especially on the set of factors that enable students to build brand equity, the true core of the communication process. Training calls for effective career-building preparation at both the individual and the group levels, particularly developing aptitude for teamwork, a distinctive feature of communication professions.
General TrainingThe intent of this first part is to get to a leveling of the knowledge of the participants, from which to deal with the modules for the specialized training:
- The forms of communication;
- Creativity and lateral thinking;
- Economics scenarios ;
- Consumer system ;
- Brand design.
Specialist TrainingDevelops the study of the skills needed to deal with the different roles involved in the project of Brand strategic communication, starting from marketing, before moving to the deepening of the advertising and creative processes that lies behind the work in the agencies, up to the study of the structures and roles that characterize the world of the media:
- Marketing, communication, society (CSR);
- Advertising and agency processes;
- Account and strategic planning;
- Media;
- Creativity;
- Empowerment.
- International class
