Brand Communication
Brand Communication: Designing, Building, and Managing a Brand
Specializing Master at the Politecnico di Milano, with and UNA
XX Edition - in Italian
October 2020
The Specializing Master will be provided in Italian.
Preparatory activities start date: 10/26/20
Starting date of teaching activity with credits: 16/11/20
End of teaching activity with credits: 16/06/21
Internship preparation and development period: from July / September 2021 to January 2022
End of activity activity including internship: 01/30/22

Didactic course

The Brand Communication Specializing Master is structured as follows:

  • Classroom lessons, whether prerequisite or specialist, are taught by highly qualified faculty from the Politecnico di Milano, from communication enterprises, and from the brand owners. This segment allows students to cut to the quick of communication professionalism by understanding its rationales, techniques, and dynamics.  It is the start of the process of organizing and managing communication, i.e. the very subject of the Brand Communication Specializing Master.
  • Seminars bring in special witnesses, insiders in the world of communication.  Students come into direct contact with the leading players in enterprise communication.
  • Project work turns the classroom into a series of ateliers where small groups build communication designs through metadesign analysis and by making a brief.  This segment ushers students into the Master design work with actual simulations of marketing campaigns and the concomitant need to optimize the communication mix so goals will be attained.  The aim of the communication project will be to identify the strategic concept of the brand.  Groups of students, guided by experts, will compete to create the best marketing campaign.
  • Lectures end within May 31st 2020, then an Internship will run for about three months at companies affiliated with ASSOCOM and manufacturers. It 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

General Training

The intent of this first part is to get to a leveling of the knowledge of the participants, from which to deal with the modules for the specialized training:
  • The forms of communication;
  • Creative thinking;
  • Branding, brand image, brand equity;
  • Value of the brand;
  • The brand reputation;
  • New digital scenarios: communication strategies for social networks.
Specialist Training
Develops the study of the skills needed to deal with the different roles involved in the project of Brand strategic communication, starting from marketing, before moving to the deepening of the advertising and creative processes that lies behind the work in the agencies, up to the study of the structures and roles that characterize the world of the media:
  • Marketing, communication, society (CSR);
  • Advertising and agency processes;
  • Account and strategic planning;
  • Media;
  • Creativity;
  • Empowerment.

Know more

Brand Communication


Tuition and Fees
The total cost is € 12.000 per student.
For Politecnico di Milano students, € 9.000.
  • coordination of communication projects developed in companies
  • construction and management of the brand
Teaching Plan

The Specializing Master will begin on October 2020 and will end in February 2022.

Venue, Via Don Giovanni Verità, 25 - 20158 Milan

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