Communication
EARLY BIRD 10% for enrollment in Specializing Masters and Higher Education Courses starting in 2023
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, UNA – Aziende della Comunicazione Unite 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 composition of the teaching staff reflects the excellence of the Politecnico di Milano and the companies associated with UNA, in the strategic and creative areas of communication, management, and media, with nationally and internationally renowned guests and testimonials.
The master’s program aims to train professionals with skills in coordinating and supervising communication projects related to strategic areas in the presence of new technological contexts. The training process will cover all aspects of the communication project and, in particular, will be concerned with providing participants with the setof elements that make it possible to build the brand froma strategic point of view: marketing, account and strategic planning, brand marketing strategy, creative strategy, media planning, empowerment.
Participants will be placed in communication agencies in tasks related to strategic communication processes: account, strategic planner and media planner.
The Brand Communication Specializing Master is structured as follows:
Area 1: General training (Introduction)
The economic and cultural scenarios of contemporary society are addressed, with a particular focus on the theoretical and practical aspects of communication. The intent of this first part is to arrive at a leveling of the participants’ knowledge, from which to start to face the modules relating to specialist training.
Area 2: Specialized training
The study of the skills necessary to deal with the different roles involved in the strategic communication project of the brand is developed, starting from Marketing, to then move on to the deepening of the advertising and creative processes at the basis of the work in the agency up to the study of the structures and roles that characterize the world of media.
Marketing, communication, society (CSR) (Marketing, Brand, Consumer):
Advertising and agency processes (Strategy):
Account and strategic planning (Strategy):
Media:
Creativity:
Production:
Empowerment:
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
The exit profile is that of a communication professional, able to coordinate and supervise communication processes. Participants will acquire vision, organization and management skills of complex communication projects, transversal skills and knowledge of the economic dynamics of contemporary markets. They will also refine the ability to grasp trends, fashions, customs, individual and collective behaviors, in a continuous process of learning and transferring the skills acquired. Current market demand tends to identify a professional figure able to dialogue with other professional figures on the entire communication process and, in particular, a figure who: fully knows all the nuances of communication activities, is able to guarantee the achievement of communication objectives, is able to face a process of rationalization without renouncing the emotional aspects of communication, is able to grasp the trends and communication needs that society expresses, is aware of the ethical dimension of communication. Participants will address the different areas of the brand’s strategic construction and communication project, through the study of skills in the various functions: Account, Strategic Planner, and Media Planner.
Account
The account is the person who deals with communicating with the customer, collecting and interpreting their requests, and proposing the agency’s responses to these requests. The information that comes from the client (research, marketing and product data) and that internal to the agency (research, market studies, etc.) are used to draw up a strategic communication plan. The account is configured as the manager of the brand within the agency, and of the communication task towards the client.
Strategic Planner
The strategic planner has the main task of preparing the conceptual and strategic path of communication using the information on the market at his disposal (tastes, trends, evolution of fashions and trends, competitors and targets), summarizing them and making them useful for defining the most suitable position. correct and memorable of the brand, product or company, in the mind of those who have an interest in them. Person of great experience who has knowledge not only of the markets (marketing), but also of the ways in which consumers or people in general behave in the territory and space identified (psychology and sociology of communication).
Media Planner
The Media Planner has the task of defining the methods of distribution of the communication message on the channels. The professional activity is carried out by carrying out a series of analyzes before (definition of a media strategy and media buying), during (monitoring of activities) and after the realization of an advertising campaign (evaluation of results). The media planner will go to work in media centers or advertising dealerships.
The Specializing Master is reserved for candidates in possession of a University Diploma or Laurea V.O., Laurea or Specialistic / Master’s Degree N.O. in Engineering, Architecture, Industrial Design, Economics, humanities or technical-scientific disciplines. Equivalent qualifications will be considered for foreign candidates in the respective academic systems.
The selections will take place in chronological order with respect to the date of receipt of the application, until all available places are exhausted. The selection will be made by the Commission.
Candidates will be able to participate in one of the online presentation / selection days scheduled during the year.
To take part to the selection process, the application form must be completed online within the following deadlines:
The cost of the Specializing Master is 13.000 € Exempt from VAT under Article 10 of DPR 633/72. (12.500 € participation fee + 500 € registration fee at Politecnico di Milano).
4 partial exemptions of 25%
4 (four) partial exemptions of 25% from the participation fee are available for attendance to the Specialzing Master in Brand Communication, the Design, Construction and Management of the Brand (MBC), year 2023/2025.
The deadline to apply for partial exemptions is 11:59 p.m. (GMT+1 – Italian time zone) on 06/26/2023.
The composition of the teaching staff reflects the excellence of the Politecnico di Milano and the companies associated with UNA, in the strategic and creative areas of communication, management, and media, with nationally and internationally renowned guests and testimonials.
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26 June 2023
INDICAZIONI PER L’ASSEGNAZIONE DEGLI ESONERI PARZIALI PER LA FREQUENZA AL MASTER UNIVERSITARIO DI I LIVELLO IN BRAND COMMUNICATION, IL PROGETTO, LA COSTRUZIONE E LA GESTIONE DELLA
MARCA ANNO 2023/2025
Sono disponibili n. 4 (quattro) esoneri parziali del 25% dalla quota di partecipazione per la frequenza al Master universitario di I livello Brand Communication, il Progetto, la Costruzione e la Gestione della Marca (MBC), anno 2023/2025.
COME CANDIDARSI
La richiesta dell’esonero parziale deve essere fatta a mezzo email all’indirizzo selezioni@polidesign.net entro il giorno 26/06/2023 ore 23.59 (GMT+1 – fuso orario italiano).
La candidatura e l’attribuzione degli esoneri parziali avviene durante il percorso di ammissione al Master e mai dopo la sua data di inizio.
L’ammissione al Master è indipendente dall’eventuale assegnazione dell’esonero parziale.
CRITERI DI ASSEGNAZIONE
Gli esoneri parziali sono assegnati secondo i requisiti di cui sotto.
Nel valutare i candidati e nell’assegnare gli esoneri parziali, la Direzione del Master prenderà in considerazione:
• età anagrafica (inferiore ai 24 anni); lontananza geografica (saranno favoriti i canditati residenti a lunghe distanze da Milano);
• valutazione tecnica (cultura della comunicazione 40%; cultura pubblicitaria 30%; tecniche di comunicazione e marketing 30%);
• valutazione motivazionale (curriculum vitae 10%; esperienze professionali 5%; capacità relazionali e comunicative 30%; curiosità 25%; aspettative motivazionali 30%).
Tutti i candidati dovranno sostenere un colloquio con la Direzione del Master oppure effettuare un Test scritto on-line della durata di 3 ore.
Nel caso di test on-line la valutazione tecnica verrà sostituita dalla compilazione del test online.
Il punteggio minimo complessivo per concorrere all’attribuzione di uno degli esoneri parziali è di 350/500.
DOMANDA DI SELEZIONE
La domanda di selezione dovrà essere compilata al seguente link e dovrà essere corredata dai seguenti documenti:
• Curriculum vitae;
• Lettera motivazionale;
• Eventuale portfolio;
• Scansione del titolo accademico;
• Scansione del transcript universitario o del Diploma Supplement;
• Scansione del documento d’identità o passaporto.
SCADENZE PER LA COMUNICAZIONE DEGLI ESONERI PARZIALI
Le selezioni avverranno in ordine cronologico rispetto alla data di ricezione della domanda, fino ad esaurimento dei posti disponibili.
L’assegnazione degli esoneri parziali avverrà durante il processo di selezione e ammissione al Master, e mai dopo la data di inizio delle attività didattiche.
Il termine ultimo per richiedere gli esoneri parziali è il giorno 26/06/2023 ore 23.59 (GMT+1 – fuso orario italiano).
During the presentation day of the Specializing Master in Brand Communication you will also have the opportunity to have your selection interview to gain entry to the next edition of the Master immediately. To take part also in the recruiting session, we invite you to click on the button Apply and to submit your selection documents.