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Executive Course

Licensing & Brand Extension

The purpose of this Course is to give concrete, immediate and highly specialized answers to the professional world and to the industry in constant evolution.



The Higher Education Course Licensing & Brand Extension, examines the essential variables of starting and managing a licensing process in the high-end, examining the increasingly stringent relationships with the activities of Brand Extension, Co-Marketing, Franchising. Areas and activities that today are interconnected with a common goal: to seek business growth through applications of the brand with positive results.

The fundamental objective for anyone wishing to undertake licensing, brand extension or franchising initiatives is not to dilute and distort but rather to increase and enrich the value of the brand, especially in the high-end segment. A constant and stubborn orientation towards upgrading, aimed at counteracting any process of brand erosion, which is so easy and insidious in the multiplication of use.




Marco Turinetto Scientific Director
Patrizia Beltrami Technical Director


Silvia Rota

Tommaso Benvenuti

Tiziana Barillaro



The course will have a duration of 80 hours, the didactic structure will be alternated by lectures and exercises in in person, except for some lectures that could be online.


Training objectives

The Course provides students with the tools to be able to express themselves in the field of work, immediately, at good creative levels. The proposed training in fact, allows through the teaching modules to embrace the issues necessary to address the profession of Licensing Manager through the deepening of information belonging to the related contexts of design, communication and distribution.

The Licensing Manager not only deals with the design and the formal and technological aspect of a product, but has assumed a fundamental role in all phases of the cycle: production, distribution, communication.

Licensing, in fact, does not only mean licensing one’s own brand, but also brand extension, merchandising and contract, understood as the possibility to extend one’s own brand to other product sectors or other markets.

Didactic Plan

The didactic approach of the Course is innovative and interactive as it deals with the topics in a synergic and transversal way, and correlates them through a sort of “direction” that allows the student to verify along the course the joint learning of the different subjects, putting into practice directly with the partner companies, the different areas of creativity.

Traditional lessons are alternated with discussions of cases, meetings with representatives of the business world, exercises and group work.

Didactic Modules

Instructional activities will take place according to the following schedule:

  • WARM-UP: November 16 and 24, 2022 – 8 hours/day
  • LEGAL LICENSING: December 14, 2022 – 8 hours/day
  • BRAND-EXTENSION: January 11 and 18, 2023 – 8 hours/day
  • SUSTAINABILITY: February 01, 2023 – 8 hours/day
  • VALUE CREATION: February 16, 2023 – 8 hours/day
  • NEW BUSINESS: March 01, 2023 – 8 hours/day
  • MARKETING & COMMUNICATION: March 22, 2023 – 8 hours/day
  • EMPOWERMENT & CAREER: March 09, 2023 – 8 hours/day

Title Released

At the end of the Course a certificate of attendance and an Open Badge by will be issued.

The course attendance is compulsory for 80% of the students.

Employment Opportunities

In the Advanced Training Course Licensing & Brand Extension we will study the synergic roles that the marketing and creative sectors of the company play in the implementation of the most suitable strategies for devising new types of products.

In particular, the concept of brand extension will address the methods of project development, from strategy and organisation to the conception and design of the goods to be placed on the market. This is because it is a multifaceted activity that embraces ‘value-added brands’ and is increasingly sought after and practised. The employment possibilities are interesting and growing precisely because brands need to expand their product offerings by ranging, through the current and consistent use of licensing and its declinations, into very different sectors.

Due to its professional and cultural background, the figure of the Licensing Manager is therefore the most up-to-date answer to this trend. Through an interdisciplinary approach and a continuous confrontation with companies and professional experiences, the participants in the Licensing & Brand Extension Course develop an overall vision of the licensing activity and its most current interpretations and acquire the specific competences indispensable to operate at managerial level within industrial and service companies.



The Licensing & Brand Extension Course is aimed at:

  • Recent graduates, with a Bachelor’s or Master’s degree, and Diplomates from schools of design, engineering, architecture, economics and business, marketing and communication.
  • Graduates and Diplomates with less than three years’ professional experience also in a non-specific Licensing field.

For the purposes of admission, the profile of candidates not falling into the above categories may be evaluated by management.

There are no particular requirements. Students are required to have research and revision skills, passion, curiosity, enthusiasm and participation.

It is possible to arrange a telephone interview to get to know each other and to find out more about the Course, its objectives and expectations. To do this you must fill out the application form at the following link under the heading SIGN UP

Formal requirements

  • Curriculum Vitae
  • Motivation Letter
  • Portfolio (only for candidates having a background in design or architecture)
  • Copy of ID card (EU citizens) or passport (Non-EU citizens)
  • Copy of Bachelor Degree
  • Copy of University Transcript of Records


To take part to the selection process, the application form must be completed online within the following deadline:

  • for Italian / foreign citizens with a qualification obtained in Italy within October 14th, 2022.


The cost is 2,000 + VAT (22%).

The participation fee must be paid in a single solution.

Partial exemptions of 25% on the registration fee are available for students enrolled at the Politecnico di Milano.



Current edition


Marco Turinetto Scientific Director
Patrizia Beltrami Technical Director