Brand Communication

Brand Communication

From 21 Oct. 2024 to 31 Jan. 2026Available seats : 32

The communication landscape is undergoing radical changes, requiring agencies and businesses to adapt to market shifts and consumer-oriented branding. Today’s societal needs demand professionals with a blend of strategic, creative, and design skills. Our educational program is uniquely positioned to cultivate this skill set through the synergy of design, marketing, and branding.

For over 20 years, POLI.design and UNA – United Communication Companies (formerly ASSOCOM) have led the Master in Brand Communication – The Design, Construction, and Management of the Brand. The aim is to enhance and educate communication managers. The educational experience serves as a meeting ground for professional communication skills and innovations in the most dynamic sectors of the Politecnico di Milano. The Master consistently evolves its offerings to address changing scenarios, meet the coordination needs of brand strategic thinking, and create strategies capable of reaching diverse audiences.

Below are the activities outlined in the educational plan:

• Frontal lectures to learn the logic, techniques, languages, and dynamics necessary to address the coordination and management of the strategic brand project.
• Seminars with professionals from the communication world to connect with national and international agencies and companies.
• Collaborative corporate project work with real partners to implement positioning or communication strategies. Designing marketing and communication campaigns simulating competitive activities under the guidance of industry experts. Designing marketing and communication campaigns simulating competitive activities under the guidance of industry experts.
• Internships in communication agencies or companies to put the skills acquired during the Master into practice.

Didactic Modules

Area 1: General training (Introduction)

This module deals with brand development (brand identity and brand equity) in contemporary society’s economic and cultural context. This first part intends to let participants reach a common ground regarding their knowledge, from which they will be able to tackle the modules relating to specialized training.

• New trends in communication;
• Brand value (brand identity & brand equity)
• Brand reputation;
• From storytelling to story being: the rise of purpose-driven marketing.

Area 2: Specialized training

Development of the study of the skills necessary to deal with the different roles involved in the strategic communication project of the brand, starting from the Marketing area. Then, there will be a deeper look into the advertising and creative processes at the basis of the work in the agency. Finally, the study of the structures and roles that characterize the world of media (offline and online) will be discussed.

Marketing, communication, society (CSR)

This module deals with methods and tools for reading and interpreting the needs of an evolving market and defining a brand’s strategic positioning.

• Communication as a strategic business asset;
• Marketing fundamentals;
• The marketing strategy and plan;
• Marketing data and research;
• How to communicate sustainability;
• Mapping personas and the customer journey;
• The customer experience as a strategic lever.

Advertising and agency processes (Strategy):

This module explains how an innovative strategy and communication campaigns can be developed, starting with brand identity, market positioning and target audience objectives.

• The structure of the communication agency;
• The roles in the communication area;
• Situational analysis and consumer insight;
• Positioning;
• Copy strategy.

Account and strategic planning (Strategy):

The lectures describe the communication market and the different professional roles trained by the Master’s course.

The speakers will talk about their profession and its evolution in a changing market, highlighting the hard/soft skills and attitudes needed to meet contemporary challenges.

• Strategic brand thinking;
• Work plan and communication strategies;
• Role and functions of the account;
• Role and function of the digital account;
• Role and functions of the strategic planner;
• Strategic models;
• Strategic planning.

Media:

This module deals with the best suited methods and tools to achieve the campaign objectives, according to their contribution to the effectiveness and efficiency of the communication plan.

The module also includes a part that explains how to implement a digital-driven approach for the elaboration of go-to-market strategies.

• Specifically, you will learn the fundamentals of media and content design across digital and physical touchpoints.
• Stages of the media process. Media surveys. Audience measurements and media indicators;
• Advertising investments and Competitive Analysis with Nielsen data;
• Target Analysis with Synoptics (socio-demo variables, consumption, lifestyles, trends);
• Scenario, planning and post-buy of TV, web, radio, press, and outdoor;
• New advertising communication vehicles: Facebook and Google;
• Negotiation techniques;
• Strategic media planning;
• Measuring the effectiveness of advertising campaigns in traditional and digital media;
• Programmatic;
• Digital Go-To-Market.

Creativity (Strategic Creativity):

This module will discuss how a creative and strategic approach, based on data, research and storytelling, enables the development of innovative content and strategies.

• Branded Entertainment;
• Gaming and Communication;
• Creativity and Web 3.0;
• Transmedia Design;
• The role of awards – The most significant international awards;
• The art of competition;
• Information overload: How to build your own information/training path

Production:

• Production company: the role of the producer;
• Events and event budgets;
• PR – strategies.

Empowerment:

This module aims to show how to manage processes and teamwork to achieve efficient and effective project results.

• Leadership;
• Team building;
• Public Speaking.

The Master in Brand Communication aims to train individuals capable of merging strategic, creative, and design skills—professionals equipped to work in agencies and communication departments of companies. These are the objectives:

• Acquire the skills to address all aspects of the strategic brand design.
• Learn practical and theoretical competencies necessary for tasks such as marketing account and strategic planning, brand marketing strategy, creative strategy, and media planning.
• Engage with communication agencies and companies to understand their dynamics.
• Enhance a set of skills related to strategic communication processes in various roles:
• Account, Strategic Planner, Media Planner, Brand Strategist, Brand Manager, Communication Manager.

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.