Specializing master in Premium Design Management

The Specializing Master involves the deepening of issues related to the design of a new kind of marketing and management in the luxury sector, with the involvement of transversal disciplines and according to themes and strategies belonging to the two fields of Design and Economic Management.

The market of luxury goods and services, in particular, with its recent trend of commercialization of experiences, rather than just products, offers a unique meeting ground between the theoretical and practical areas related to the design, and the analyses and studies related to the world of marketing and business management.

Teaching is provided in collaboration with 24ORE Business School.

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 to support 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 of 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 a sociology of consumption and for 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.
 

The Specializing Master is reserved for applicants who have a laurea (equivalent to a Bachelor of Science) or a laurea specialistica/magistrale (equivalent to a Master of Science, awarded in the new educational system) or a First or Second Level Academic Diploma in Economy, Architecture, Design, Management, Economics and Industrial Engineering, Industrial Design, Cultural Heritage. The Specialising Master's Board requires applicants to pass a selection interview.

Available seats: 25