Specializing Master in Brand Communication

The whole world of public relations is currently shot through with transformative change. The word “advertising,” still on the lips of many today, represents a misnomer and, in any event, refers to only one of many communication techniques in a much more complex and specialized milieu. Traditionally sought-after skill sets are being redesigned to meet the far-reaching changes in enterprise, in the market, and in brand-oriented consumption. To meet this demand, ASSOCOM (today UNA - Aziende della Comunicazione Unite) 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.

Goals

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.

Job description and final assessment:

The training outcome is professionalism in enterprise communication, including the capacity to coordinate and oversee communication processes. Students deal with the various facets of designing strategies for building and publicizing a brand by studying the different skill sets involved: account manager, strategic planner, brand manager, and media manager. They acquire a capacity for vision, for organizing and managing complex communication projects, for crossover work, and for understanding the economic dynamics of today’s markets. They also hone their skills at spotting trends, fashions, customs, individual behavior, and group behavior, in a continuous process of learning and transferring acquired skills. Current market demand seeks to identify a professional who can interact with the other professionals throughout the communication process. What is required, specifically, is a kind of professional who is fully cognizant of all the nuances of communication operations, able to ensure that communication objectives are attained, ready to embark on a route to streamlining without giving up the emotional features of the message, attuned to the communication trends and needs the company is expressing, and aware of the ethical facets of communication.

Temario:

General Training

The 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;
Creative thinking;
Branding, brand image, brand equity;
Value of the brand;
The brand reputation;
New digital scenarios: communication strategies for social networks.

Specialist Training

Develops 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.

Profesorado:

Direttore del Master
Marisa Galbiati – Politecnico di Milano
Vice-Direttore del Master
Mariana Ciancia – Politecnico di Milano
Comitato di progettazione e supervisione XVII edizione
Emanuele Nenna (UNA-The Big NoW)
Stefano del Frate (ASSOCOM-AssAP Servizi)
Marco Fanfani (TBWA)
Gianna Terzani (Caleidos; Swan&Koi)

Titulación:

Specializing Master Diploma in “Brand Communication: Planning, Building, and Managing a Brand” from the Politecnico di Milano.
The Specializing Master grants 60 CFU, equivalent to 60 ECTS.

Duración:

60 credits ECTS

Fechas:

The Specializing Master will begin on October 2020 and will end in January 2022.