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 Specializing Master examines the variables that have to be addressed in a Brand Extension project, it also analyses how the role of a creative or designer has evolved profoundly in recent years both within more or less complex companies and within professional studios.
professional studios.

The Specializing Master examines the elements and competences that must be possessed in order to cover important roles within any organisation when seeking business growth through design and brand enhancement in all areas and sectors. The Master also gives the tools to enable a creative mind to realise its successful Start Up.

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.

The selection will be made by the Commission.

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, 2022;
• for Extra U.E. citizens within September 13th, 2022.
  

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.

EARLY BIRD -10%
Send your application by June 30, 2022 to take advantage of EARLY BIRD – 10% available to be applied on the registration fee.

Deadline for sending the signed contract and payment of the deposit of the participation fee: no later than July 15, 2022.

Selections will be made in chronological order of the date of receipt of the application. The initiative cannot be combined with other promotions.

Faculty

Showcase

Partners

Past editions