Brand Extension: Design & Strategy

Course

Brand Extension consists in using an already established brand to launch new products belonging to other categories or similar products with different characteristics to do business in more sectors.

The Specializing Master examines the strategic and creative processes that must be addressed in a Brand Extension project.

The Specializing Master is orchestrated with a twofold training objective:
-give those with a design-related background the strategic skills to address Brand Extension projects;
-to give to those who have a marketing background, the tools to understand and develop the value of design and transform it into business.

The Specializing Master also analyzes how the role of a creative or a designer has evolved profoundly in recent years both within companies of varying complexity, as well as within professional firms. The goal is in fact to know how to orchestrate the multiple activities for the realization of the common goal of growth and development for unique and innovative companies, through Brand Extension in alternative environments and sectors.

The Master also gives the tools to allow a creative mind to realize its successful Start Up.

The didactic approach is innovative and interactive, as it deals with the topics in a synergistic and transversal way, and correlates them through a sort of “direction”. The student will have the opportunity to link together different subjects (with companies, opinion leaders, industry experts), putting into practice the different creative and managerial areas with partner companies.

The training topics are crossed between them: Identification of trends and translation into ideas, Creative Process, Design, Production, Service, Value Construction, Merchandising of the offer, Brand Extension, Brand-Protection, Marketing, Strategy, Communication, Distribution.

Traditional lessons are alternated with case discussions, meetings with representatives of the entrepreneurial world, and application work directly with the companies involved:

• Company Visit: field activities to enhance the acquired skills in the field;
• Oneday Challenge: brand extension projects commissioned by partner companies;
• Grand Tour: visits to four major Italian cities to meet companies and their brands;
• Field Project: simulation game in which to test strategic skills and collaborative spirit.

Testimonials

Didactics

Training objectives

The Specializing Master will provide the cognitive tools to understand the value of design and transform it into business.

The goal is in fact to know how to orchestrate the multiple activities for the realisation of the common goal of growth and development through Brand Extension.

Didactic Plan

Employment Opportunities

The Master in Brand Extension: Design & Strategy trains professionals who, with different skills, contribute to the organisation of brand extension and brand management processes.

These are professional figures who integrate multidisciplinary skills (design – strategy – management – communication), today increasingly in demand by companies because they combine creativity and strategy. In fact, training does not follow traditional paths oriented towards a single disciplinary field.

These professionals are able to manage and coordinate brand extension and brand management processes, from the declination of the brand language on the different lines, to the planning and development of products, up to the management of the communication process both to the end consumer and to the trade market.

The employment opportunities can be multiple :

• Marketing (strategies, etc.)
• Communication (events, pr, etc.)
• Design (concept and project)

The Specializing Master also gives the opportunity to play top roles as Brand Director, Chief Marketing Director and Communication Director.

Admission

Requirements

Candidates with a degree or Master’s degree in design, engineering, architecture, economics and commerce, marketing and communication are admitted.
For the purposes of admission, the profile of candidates not belonging to the above categories may be evaluated by the management.

A suitability interview will be held, also telematic, to assess the candidates’ curriculum and motivation. Applications will be accepted in chronological order.

Deadlines

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

• for Italian / foreign citizens with a qualification obtained in Italy within October 13th, 2023
  

Price

The Specializing Master costs € 12.000 (€ 11,500 cost of the Master + € 500 of enrollment at the Politecnico di Milano) EXCEPT VAT ART. 10 of Presidential Decree 633/72.

REDUCTIONS AVAILABLE | EARLY BIRD -10% | LIMITED PLACES

Send your application within February 28, 2023 to take advantage of the reduction -10%!

Deadline for sending the signed contract and payment of the deposit of the participation fee: no later than March 15, 2023.

Faculty

SCIENTIFIC MANAGEMENT
MARCO TURINETTO, Director | Professor and Architect
PATRIZIA BELTRAMI, Vice Director | Brand Advisor

FACULTY 2021 – III edition
ALESSANDRO AGRATI, Culti Milano | Founder & Creative Director
MARCO ATTISANI, Rubelli | Board Member, Finished Products Director, Studio Rubelli Director
ENRICO BARTOLINI, multi-starred chef
GIUSY BETTONI, C.L.A.S.S. | Founder & CEO
FABRICE BOÉ, Ines de la Fressange | CEO
MAURIZIA BOTTI, Innovation Manager and R&D Consultant in Technical Textiles, Smart Textiles, Sportswear Fashion
ROBERTO BRUNO, Fontanafredda | CCO
VALENTINA CAGNOLA, Equipe International | Director
MARINA CAPELLO & GAIA SIMIONI, Press & Corporate PR Specialist
GLAUCO CAVACIUTI, Glauco Cavaciuti Arte | Founder & Owner
MAURIZIO CAVEZZALI, Equipe International | Founder & CEO
DARIO CIMINO, Luxury Marketing Consultant
FLAVIO CLERICI, Italidea | Founder & CEO
DOMITILLA DARDI, Museo MAXXI | Historian & Design Curator
CÉCILE DE VERDELHAN-OSTI, Venchi | Global CMO
ANTONIO DI DOMENICO, Domus Academy | Fashion Designer & Lecturer
ANTONELLA DI LEO, LSW Holding | CEO & Editor
OSCAR DI MONTIGNY, Banca Mediolanum | Chief Innovability & Value Strategy Officer
LUCA DI PERSIO, Aeroviaggi S.p.a. | Global CMO & Revenue Director
FABIO FALLETI, Zucchi Group | Brands and Strategic Partnership Director
FRANCESCO FALLISI, Lateral Creative Hub | Creative Director & Founder
MARIO FEDRIGA, Technogym | Industrial Design Manager
GIORGINA GALLO, L’Oréal | Former CEO & Consultant
MASSIMO GUFFANTI, Luxury Textile Consultant
VALERIA LEPORE, Etro | Global Store Planning Manager
ROSS D. LICHTENBERG, Scrambled Eggs Milano | Co-Founder&Co-Owner
JIAQI LUO, Venchi | Digital Sales Assistant
ENRICO MAMBELLI, Elisabetta Franchi | Former CEO
ADRIANO MARROCCO, AM Consultancy | Founder & CEO
ERIKA MARRONE, Alce Nero | Quality, R&D and Supply Chain Director
VINCENZO MELILLI, Bugnion S.p.A. | European Trademark and Designer
ALESSANDRO MONTEROSSO, PatchAI | Co-Founder & CEO
ANNA MUSSA, Management Consultant
SILVIA NEGRI FIRMAN, Negri Firman | Founder & CEO
JOSEF NIERLING, Porsche Consulting | AD
JACOPO ORLANDO, Gruppo Aboca | Agricultural Public Affairs, Impact & Sustainability Manager
SARA PALLAVICINI, Esther Burton | Founder
LUDOVICA PALOMBA, Palomba Serafini Associati | Co-Founder
FRANCO PARVIS, Head Hunter
VALENTINA PELLEGRINI, Gruppo Pellegrini | Vice President
GIOVANNA PICCINNO, Politecnico di Milano | Interior Design BSc, Interior & Spatial Design MSc Programmes, Head – Coordinator
VITTORIO RATTO, Fashion Design Consultant
MARTA SALA, Marta Sala Editions | Founder
MARIA ROSARIA SANNA, Cortilia | Strategy & Transformation Manager
SABRINA SCARPELLINI BONINI, Massimo Bonini | Co-Founder & Fashion Director
RICCARDO SCIUTTO, Sergio Rossi | CEO
LUIGI TARABBIA, Bugnion S.p.A. | Aerospace Engineer
VERONICA TONINI, Salvatore Ferragamo | Chief Sustainability, Indirect Purchasing and Strategy Coordinator
ALESSANDRO VARISCO, Twinset | CEO
GIUSEPPINA VIOLANTE, Coty Luxury | Vice President Emea Portfolio & Growth Leader
GRAZIA ZUCCARINI, Digital Marketing & Communication Consultant – Milan, Los Angeles

Showcase

Partners

Past editions