POLI.design

Master in Premium Design Management

The aim of the Specializing Master is to train key figures able to mediate instances of management and corporate marketing with the needs of products, spaces, and services characterized by high or very high-quality of design.

Employment opportunities are mainly in the luxury sector which has multiple areas not affected by any crisis, in addition to opportunities in the area of services and of planning and management of events and exhibitions. There are also prospects in the areas of design and strategic marketing.

The Specializing Master grants 60 CFUs, equivalent to 60 ECTS.

Frequency

Attendance in the activities covered by the Master's is compulsory for at least 75% of the course activities.

Didactic Plan

The course is structured by thematic areas, each of which is managed by a faculty made up of professors from the Politecnico di Milano, experts from businesses and studios, and other universities.

During the Specializing Master is provided an internship.

Verification tests and a final exam are scheduled. The final exam consists of the presentation and discussion of an essay realized during the Specializing Master.

Didactic Modules

The program is divided into the following teaching and teaching activities divided into four units:

Warm-up

The warm-up module will introduce students to the culture of Design, proposing a synthesis of the current scenarios and the reference context, providing the basic tools for understanding and studying the history of Design and Fashion, and supporting them in their interpretation of the latest trends.

Unit 1 – The Pillars of Design

The first unit will analyze the main case studies of the best contemporary design for the luxury sector. The most recent theories underlying the contemporary developments of the Design and Fashion system in Europe will also be analyzed, with practical examples of the main innovations of the discipline.

Unit 2 – Product and Brand Design

The second module will investigate not only the most important and iconic products of contemporary luxury but also the contribution offered by design during the planning or redesign of a brand itself.

Unit 3 – Communication Values

Communication is today undoubtedly one of the main areas of interest in Design: the object of this study will therefore not only be a coordinated image, not only communication through new digital channels and creativity at the service of online marketing but also the basic tools for the sociology of consumption and the development of a small autonomous project in the field of communication for luxury under the supervision of the teachers of the Politecnico.

Unit 4 – Retail and Brand Experience

The last unit will be entirely dedicated to the potential offered by design in the commercial and experiential sectors for the luxury segment, with attention also to new forms of luxury, now expressed through new products and services for new consumers. In addition to the theoretical introduction to the themes of buying, visual merchandising, and events, students will also be offered practical activities with targeted visits and design modules, to facilitate a better understanding of the development dynamics of creative processes and allow students a view behind the fifth.

The Master also includes 70 specific hours dedicated to the “Luxury Management” area, which will explore the themes of luxury marketing management, pricing, CRM, and licensing (in collaboration with 24Ore Business School), without neglecting the sociological and brand image aspects.

An optional course with a total duration of about 100 hours on the following topics:

• Luxury Management,
• Luxury Marketing of Goods & Services.