Brand Communication

Course

Communication agencies and companies are facing profound changes affecting markets, consumer behaviour, trends, and technologies.
These transformations call for professional profiles capable of integrating strategic, creative, and design-oriented competencies.
Such a set of skills can be developed through the synergy between design, marketing, and branding that is uniquely offered by our educational programme.

For over 20 years, POLI.design and UNA – United Communication Companies (formerly ASSOCOM) have jointly managed the Master in Brand Communicationa programme established to educate future communication managers.
Conceived as a meeting ground between professional communication expertise and the most innovative fields of Politecnico di Milano, the educational experience provides students with the skills required to engage effectively with diverse audiences.
From strategic brand development to the management of communication tools, students learn how to govern marketing and branding processes through a design-driven methodological approach.
The Master equips participants with the competencies needed to play a key role within communication agencies and communication departments in both the private and public sectors.
Throughout the programme, students engage with organisations and professionals from the communication industry in order to gain a deeper understanding of its dynamics.

Below is a summary of the educational activities:

• Lectures focused on acquiring the principles, techniques, languages, and dynamics required to coordinate and manage strategic brand projects
• Seminars and case studies led by communication professionals, offering direct exposure to national and international agencies and companies
• Company-based project work carried out in collaboration with real partners, aimed at developing brand positioning strategies
• Design of marketing and communication campaigns simulating competitive pitch processes, under the supervision of industry experts
• Empowerment and Career Development activities designed to foster awareness of the soft skills necessary to plan one’s professional and personal growth path
• Internships in communication agencies or companies, enabling students to apply in real contexts the skills acquired during the Master

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XIX edition

Testimonials

Didactics

Training objectives

The Master in Brand Communication trains professionals capable of integrating strategic, creative, and design-oriented competencies, enabling them to operate within communication agencies and communication departments of both private and public organisations.

The programme pursues the following objectives:

• To develop an understanding of the principles, techniques, languages, and dynamics required to coordinate and manage strategic brand projects
• To engage with and collaborate alongside communication professionals, working on project work with real clients (in both B2C and B2B/complex contexts) in order to test the end-to-end process across diverse professional scenarios
• To acquire and refine the soft skills necessary to design and support one’s professional and personal growth path

Didactic Plan

The Brand Communication Specializing Master is structured as follows:

• Classroom lessons, whether foundation or specialist, are taught by highly qualified faculty from the Politecnico di Milano, from communication enterprises to brand owners. This segment allows students to have a real approach to the work developed by the communication professionals. They will be able to understand the logic behind the different processes, the techniques, and the dynamics that are required for the organization and management of communication, which correspond to the real goal of the Brand Communication Specializing Master.
• Seminars with special guests, experts in the world of communication. Students can have direct contact with the leading figures of the communication enterprises.
• Project work (intensive workshop) the class is divided in small groups to work on communication projects through metadesign analysis and by making a brief. This segment introduces students into the actual project segment of the Master, through real simulations of communication campaigns and by using the proper marketing elements to achieve the given objectives. The aim of the project will be to identify the strategic concept of the brand. In this sense, groups of students, guided by experts, will compete to create the best marketing campaign.
• Internship enables students to transfer the skills acquired during the Master under the mentoring of experts with long experience as professionals in communication agencies.

Didactic Modules

The Master in Brand Communication includes a series of foundation courses (preparatory programmes designed to bridge any educational gaps) as well as all academic activities awarding ECTS credits (lectures, seminars, project work, and internships), structured into the modules outlined below.

Module 1
Empowerment
A module that accompanies the entire Master programme, focusing on the individual who enters the programme and the professional who emerges at its conclusion. It develops transformative competencies—emotional agility, leadership, lateral thinking, and language—and supports the construction of a professional profile and personal branding.

Module 2
Brand
Introduces the brand as a complex identity and as a cultural, economic, and strategic actor. It connects identity, brand equity, and business value, addressing innovation and brand evolution over time.

Module 3
Audience
Shifts the focus from target groups to people in context. It integrates qualitative and quantitative methods to understand behaviours, motivations, and tensions, transforming data into insights that inform communication decision-making.

Module 4
Media
Approaches media as an integrated ecosystem, both physical and digital. It guides the design of omnichannel strategies and the critical interpretation of metrics and KPIs to support decisions aligned with brand identity and objectives.

Module 5
Concept
Introduces the communication concept as a strategic response to brand and audience needs. It provides tools to design and evaluate coherent omnichannel ideas, ready to be developed into content and go-to-market actions.

Module 6
Content
The brand is explored as a narrative system expressed through content and formats. The module focuses on storytelling, content ecosystems, production processes, and the conscious use of AI.

Module 7
Go To Market
Integrates brand, audience, media, and content into a single operational process. It guides the development of comprehensive go-to-market strategies and plans, from objective definition to implementation.

Title Released

Master’s Degree Diploma in Brand Communication – The Design, Construction, and Management of the Brand from Politecnico di Milano. The Specializing Master grants 60 CFU, equivalent to 60 ECTS

Employment Opportunities

The exiting profile is that of a communication professional capable of coordinating and supervising communication processes. Participants will engage in various realms of strategic brand construction and communication projects, acquiring skills for the following roles:

• Account
• Brand & Communication Strategist
• Media & Content Strategist
• Marketing & Communication Specialist

Admission

Requirements

The Master’s program is open to candidates holding a Bachelor’s degree or V.O. Degree, Laurea or Laurea Specialistica/Magistrale N.O. in Engineering, Architecture, Industrial Design, Economics, humanities, or technical-scientific disciplines. For foreign candidates, equivalent academic qualifications will be considered according to their respective educational systems.

Selections will be made in chronological order based on the date of applications, until available seats are filled. The selection process will be managed by the Commission.

Candidates may participate in one of the online presentation/selection days scheduled throughout the year.

The formal evaluation of the study title eligibility is by Politecnico di Milano. As a consequence the formal application should be done on the website www.polimi.it (the steps are described in the following weblink).

In particular, the steps that you will have to follow are those mentioned from page 1 to page 8 (by clicking on the following link you will find yourself directly in the same page shown on guidelines).

Deadlines

To take part in the XXVI edition of the Specializing Master in Brand Communication, starting on October 19th, 2026, applications must be submitted according to the following criteria*:

Italian qualification within 60 days before the starting date

STEP 1
1) Documents to be sent for preliminary verification to POLI.design

• Curriculum vitae
• Portfolio
• Motivation letter
• Copy of ID document

The following documents should be uploaded on this page

2) Documents to be sent for preliminary verification to Politecnico

• ID document copy
• Copy of the Diploma Supplement and copy of the degree diploma or self-certification on the appropriate form that can be requested to POLI.design (selezioni@polidesign.net)
• ANIS certification (access to the ANIS portal is via SPID or CIE from the following link)

The following documents are to be uploaded on this page by following the instructions at this link
____________________

European qualification within 60 days before the starting date

STEP 1
1) Documents to be sent for preliminary verification to POLI.design

• Curriculum vitae
• Portfolio
• Motivation Letter
• Copy of ID document

The following documents should be uploaded on this page

2) Documents to be sent for preliminary verification to Politecnico

• Copy of ID document
• Copy of Diploma Supplement
• Photocopy of degree certificate

The following documents are to be uploaded on this page by following the instructions at this link

STEP 2
1) Documents to be sent for authenticity verification (within 45 days before the start date) 

• Diploma Supplement with a digital signature or verifiable QR code. Should the student lack a Diploma Supplement with a valid signature or verifiable QR code to verify its authenticity, the student will have to submit one of the documents required for students with a non-EU qualification (cfr. next item).

The following documents are to be uploaded on this page by following the instructions at this link
____________________

Non-EU degree within 60 days before the start date

STEP 1
1) Documents to be sent for preliminary verification to POLI.design

• Curriculum vitae
• Portfolio
• Motivation Letter
• Copy of ID document

The following documents are to be uploaded on this page by following the instructions at this link

2) Documents to be sent for preliminary verification to Politecnico

• Copy of ID document
• Degree in original language + Italian/English translation
• Original transcript of passed examinations + Italian/English translation

The following documents are to be uploaded on this page by following the instructions at this link

STEP 2
1) Documents to be sent for authenticity verification (within 45 days before the start date) 

• Enic/ Naric Certification or CIMEA
• World Education Services (WES) Certification
• Statement of value
• Copy of the visa application or copy of the visa

According to the timeframe provided for by Italian law, the details of the application for a residency permit must also be communicated as well as the residency permit as soon as it is issued.

The following documents are to be uploaded on this page by following the instructions at this link

*Applications submitted after the deadline may be considered at the discretion of the Scientific Committee.

Price

The cost of the University Specializing Master’s programme is € 13.000.00, broken down as follows:

• € 500,00 – enrolment fee to be paid to the Politecnico di Milano, no later than 30 days before the starting date following the procedures that POLI.design will specify;
• € 12.500,00 – participation fee for the University Master’s Course to be paid to POLI.design following the procedures that will be specified upon admission.

PROMO

SUPER EARLY BIRD: -15%
A promo for those who are confident about their future path and don’t want to wait around. Enroll by January 30th, 2026 to get a 15% discount. The promotion applies until all spots are filled.

FAMILY SUPPORT: -50%
A chance to gift your siblings the encouragement they need to invest in their future.

FRIEND TO FRIEND: -20%
An opportunity to gift to a friend to make education the foundation of their growth.

POLI.NETWORK: -50%
A promotion designed to strengthen the bond and identity among members of the Politecnico di Milano community.

BACK TO SCHOOL: -1.000€ on Specializing Masters
The discount for those who have already trusted POLI.design and Polimi, and wish to return to study and build their future.

SUPPLIERS

A 10% reduction to be applied on the participation fee (excluding registration fee or VAT) for suppliers and former suppliers of POLI.design. The reduction can be combined with other forms of discounts and/or exemptions*

*POLI.design reserves the right to verify the existence of the collaboration relationship.

PER MERITO
Intesa San Paolo supports talents and gives everyone access to training. Discover more details here.

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