Brand Communication

Course

The communication landscape is undergoing radical changes, requiring agencies and businesses to adapt to market shifts and consumer-oriented branding. Today’s societal needs demand professionals with a blend of strategic, creative, and design skills. Our educational program is uniquely positioned to cultivate this skill set through the synergy of design, marketing, and branding.

For over 20 years, POLI.design and UNA – United Communication Companies (formerly ASSOCOM) have led the Master in Brand Communication – The Design, Construction, and Management of the Brand. The aim is to enhance and educate communication managers. The educational experience serves as a meeting ground for professional communication skills and innovations in the most dynamic sectors of the Politecnico di Milano. The Master consistently evolves its offerings to address changing scenarios, meet the coordination needs of brand strategic thinking, and create strategies capable of reaching diverse audiences.

Below are the activities outlined in the educational plan:

• Frontal lectures to learn the logic, techniques, languages, and dynamics necessary to address the coordination and management of the strategic brand project.
• Seminars with professionals from the communication world to connect with national and international agencies and companies.
• Collaborative corporate project work with real partners to implement positioning or communication strategies. Designing marketing and communication campaigns simulating competitive activities under the guidance of industry experts. Designing marketing and communication campaigns simulating competitive activities under the guidance of industry experts.
• Internships in communication agencies or companies to put the skills acquired during the Master into practice.

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Didactics

Training objectives

The Master in Brand Communication aims to train individuals capable of merging strategic, creative, and design skills—professionals equipped to work in agencies and communication departments of companies. These are the objectives:

• Acquire the skills to address all aspects of the strategic brand design.
• Learn practical and theoretical competencies necessary for tasks such as marketing account and strategic planning, brand marketing strategy, creative strategy, and media planning.
• Engage with communication agencies and companies to understand their dynamics.
• Enhance a set of skills related to strategic communication processes in various roles: Account, Strategic Planner, Media Planner, Brand Strategist, Brand Manager, Communication Manager.

Didactic Plan

The Brand Communication Specializing Master is structured as follows:

• Classroom lessons, whether foundation or specialist, are taught by highly qualified faculty from the Politecnico di Milano, from communication enterprises to brand owners. This segment allows students to have a real approach to the work developed by the communication professionals. They will be able to understand the logic behind the different processes, the techniques, and the dynamics that are required for the organization and management of communication, which correspond to the real goal of the Brand Communication Specializing Master.
• Seminars with special guests, experts in the world of communication. Students can have direct contact with the leading figures of the communication enterprises.
• Project work (intensive workshop) the class is divided in small groups to work on communication projects through metadesign analysis and by making a brief. This segment introduces students into the actual project segment of the Master, through real simulations of communication campaigns and by using the proper marketing elements to achieve the given objectives. The aim of the project will be to identify the strategic concept of the brand. In this sense, groups of students, guided by experts, will compete to create the best marketing campaign.
• Internship enables students to transfer the skills acquired during the Master under the mentoring of experts with long experience as professionals in communication agencies.

Didactic Modules

The Master in Brand Communication includes a series of foundation courses (propaedeutic programs to fill any gaps in training) and all training activities that involve the release of CFU (frontal lessons, seminars, project work and internship). Below, the eight modules the program is structured into:

Module 1 | Hours:
Scenarios of contemporary communication
Focus on the evolution of the brand in the economic and cultural scenario of contemporary society and on the related themes: contemporary communication; brand identity and brand equity; brand value; storytelling, story being and the rise of purpose-driven marketing; PR, reputation and crisis management.

Module 2 | Hours:
Marketing
Methods and tools to interpret the needs of the market and define the strategic positioning of a brand, with attention to sustainability. Topics: marketing fundamentals; strategy and marketing plan; marketing data and research; mapping of personas and customer journey; customer experience; communication of sustainability.

Module 3 | Hours:
Audience
Learning strategies and techniques to identify, analyze and understand the target with the aim of creating effective communication messages and strategies. Topics covered: methodologies applied for trend research; from target user to personas; targeting and positioning; communicating diversity.

Module 4 | Hours:
Strategy
Understanding the logic of strategic thinking and the analytical skills necessary to create, implement and evaluate effective and coherent communication campaigns that are in line with the brand identity, positioning and target. Topics: integrated communication strategies, situational analysis, consumer insight, copy strategy.

Module 5 | Hours:
Anthology of professions
Seminars describing the communication market and evolving professional profiles. Focus on hard and soft skills involved in the roles. Topics: communication chain; role of the account; digital accounting; role of the Strategic Planner; role of the Media Planner; PM in agency; brand management; figure of the Producer in a production house; legal aspects of traditional and digital communication.

Module 6 | Hours:
Creative strategy
In-depth understanding of the creative and strategic approach based on data, research and storytelling as a basis for the development of content and strategies capable of engaging audiences. Topics: creativity and web 3.0, branded entertainment, gaming and communication, influencer marketing, events, transmedia design.

Module 7 | Hours:
Media
Methods and tools to identify the best channels to achieve the objectives of the communication plan. Topics: phases of the media process, media and audience measurement; media indicators; target analysis; Italian and international advertising market (key facts); scenario, planning and post-buy on different media; competitive analysis (Nielsen AdEx survey); media strategy; measurement of the effectiveness of advertising campaigns; negotiation techniques; programmatic.

Module 8 | Hours:
Digital Go-to-Market
Field test of the design driven approach for the design of the digital go-to-market strategy. Introduction to the mindset of the digital designer, the phases and tools of the digital strategy, the principles of media design and the contents on digital touchpoints. Theoretical focus on AI and practical application in the digital context and exercises. Topics: introduction to digital, positioning strategy, active digital listening, media strategy, digital advertising, content strategy, AI for content production.

Empowerment
An additional module that provides a space for dialogue and current tools to manage the design complexity. It raises awareness regarding the necessary soft skills for designing your professional and personal growth. Focus on the meaning of competence and the practice of what we call “transformative courage”: emotional intelligence, leadership, lateral thinking, and storytelling.

Title Released

Master’s Degree Diploma in Brand Communication – The Design, Construction, and Management of the Brand from Politecnico di Milano. The Specializing Master grants 60 CFU, equivalent to 60 ECTS

Employment Opportunities

The exiting profile is that of a communication professional capable of coordinating and supervising communication processes. Participants will engage in various realms of strategic brand construction and communication projects, acquiring skills for the following roles:

● Account
● Strategic Planner
● Media Planner
● Brand Strategist
● Brand Manager
● Communication Manager

Admission

Requirements

The Master’s program is open to candidates holding a Bachelor’s degree or V.O. Degree, Laurea or Laurea Specialistica/Magistrale N.O. in Engineering, Architecture, Industrial Design, Economics, humanities, or technical-scientific disciplines. For foreign candidates, equivalent academic qualifications will be considered according to their respective educational systems.

Selections will be made in chronological order based on the date of applications, until available seats are filled. The selection process will be managed by the Commission.

Candidates may participate in one of the online presentation/selection days scheduled throughout the year.

Deadlines

To participate in the selection process, candidates must complete the online application by the following deadlines:

• EU/non-EU who graduated in Italy / EU citizens with qualification gained abroad within September 27, 2024,
• Non-EU citizens who graduated abroad within August 28, 2024.

Price

The cost of the Master’s program is € 13,000 (€12,500 for the Master’s program + €500 registration fee at Politecnico di Milano) VAT EXEMPT – ARTICLE 10 DPR 633/72.

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