Brand Communication
Brand Communication: Designing, Building, and Managing a Brand
Specializing Master at the Politecnico di Milano, with Assocom, AssAP Servizi and POLI.design.
XVII Edition
October 30, 2017
Sectors

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 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 and Professional Outcomes
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
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.
 
Degree Awarded
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.
 
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Training Office

POLI.design 
Via Durando 38/a Milano
Tel. +39 02 2399 7208
Fax +39 022399 5970

formazione@polidesign.net

mbc@polidesign.net

Admission:

iscrizioni@polidesign.net

 

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