Master in Design - Innovation, Strategy and Product - 1st Level Master Degree
Master Courses - Milan
- Credits: 60
- Start date: January 2020
- Duration: 1 Year
- Attendance: full-time
- Language: English
15th edition - 1st Level Master course in Design trains a new generation of designers and strategists who are ready to approach problem solving by facing consumers and clients needs in a design process. The course offers the opportunity to examine different production systems. Participants are constantly stimulated and encouraged to develop their own design methodologies, in order to produce unique design concepts responding to market demands. Throughout the use of contemporary languages and expressions, future scenarios are reached and transformed into innovative design solutions. The Master course is based on an interdisciplinary team approach, as in the best design agencies and think-tanks. The curricular internship constitutes the achievement of the course as it offers the possibility to alternate a professional experience to the academic study programme. In order to facilitate the choice of professional opportunities, the curricular internship can be carried out in studios/companies - corresponding to the courses objectives - or “on campus” through a professional simulation project.
Degree awarded - The course is recognised by MIUR (Ministry for Education, University and Research) as a First Level Master Degree credit-rated at 60 credits allowing students to progress further in their studies in Italy or abroad.
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Target - The Master in Design is open to Italian and international graduates who have completed a degree in one of the following disciplines: Architecture, Engineering, Design, Economics and Humanities subjects.
Methodology and structure - The Master course is structured as an experimental path through which students are able to experience and put into practice the mind-set gained during the course by facing real-life projects and business situations, applying principles of both teamwork and learning by doing. The course main philosophy is client-driven. Strong links with main firms, both Italian and international, enable external knowledge and skills in terms of design, case-studies and business strategies. At the end of this Master course, participants have increased their personal overview and are then able to face projects not only from production and technical point of view, but from a more important strategic and systemic perspective. Students acquire the ability to imagine scenarios and complex ecosystems of brands, products and services. They also learn to use ethnographic research tools to understand values, attitudes and people desires.
The preliminary phases of the Master course covers themes related to design thinking and relevant methodologies: methods and User Centered Design tools. Traditional lectures, workshops and laboratory sessions are structured in parallel in order to allow participants to be aligned to same cultural and design tools. Students then deal with the different phases of the design process, consisting of experimental and interactive work-flows, supported by Project Leader Advisors.
Conferences and seminars give students the opportunity to come face to face with industry professionals and agencies, important figures in the fields of design, entrepreneurship, technology and economics. Results of the Final Project are presented at the end of the course to a commission consisting of industry professionals and experts.
In the past editions, projects have been developed in collaboration with: Midea, Ferrarelle, Piaggio, Ceres, Rizoma, Tecnargilla, Vitasnella, Scoprega, Verallia, Prodir, TVS, Vibram, among the others.
Career opportunities - The Master trains professionals with strong skills in design and innovation, suitable for working as Designers in studios, agencies, design companies, institutions and auto-production, or able to develop their own business.
Aim of the module is to cover the vast array of design methodologies that are used throughout the Master course. It will explore the culture of team work as a successful design asset and will then move on to provide greater insight into the methodology of Design Thinking. The module will also explore the methodology of Double Diamond as a converging and divergent design thinking process.
The aim of this course is to acquaint students with the physicality of design (expression, proportions, composition, details), through the correct use of skills to judge aspects such as ergonomics, usability and affordability of the product. Students will analyze the relationship between function, form and product architecture, enhancing the relationship between design language and design style and demonstrating the importance of both conveying a personal style and following the design style of a business agency.
History and Culture
This intensive course is designed to align students coming from diverse design backgrounds with current design trends. It starts by covering the Italian design industry, then covers the converging influences of different design cultures, from Italian to Scandinavian, showing how they have converged to create a special cultural mix.
In terms of new design scenarios, the course will highlight the existence of analogue and digital ecosystems and the importance of both brand service and brand experience.
Effective communication design is a fundamental skill needed by professional designers, be it in the sharing of information within a work team, or in terms of communicating designs to clients. This module aims to equip students with the necessary skills to manage and disseminate information of differing natures and effectively synthesize information. The course will cover the strategy of design storytelling by using different narration tools such as verbal and digital storytelling and the use of graphic tools.
This module offers a level of cultural enrichment by providing technology scenarios, where those who are at the forefront of research technology serve as examples to help deepen students’ knowledge of design topics. Students will deal with the issue of identifying the correct production processes for a particular product, in order for designing as efficient as possible. This module will also cover a new cultural approach to design through the application of Design Life Cycle principles.
This module aims to cover brand and product strategies, offering valuable assistance by helping design teams define the strategic considerations which help determine the correct competitive product positioning in relation to customer needs. Particular focus is given to the brand experience, considered a valuable tool in creating a global definition for a product.
The first project will look at the product in terms of the relationships that exist between brand, distribution and design and the Maker and DIY movements. Students will cover the business strategies, competitive analysis, strategy distribution and online communication. In order to conceptualize the product, a combination of primary and secondary research will be used, to understand the socio-cultural context and the user need.
The second project will cover the theme of brand distribution through the study of the technological, production and socio-cultural context with the aim of identifying the correct product and design portfolio. Students will gain a deeper understanding of online–offline relationships; in order to identify distribution and communication strategies, a combination of primary and secondary research and an ethnographic approach will be used. Students will also learn to identify the relationships between brand guidelines and design guidelines.
The third project focuses on the relationship between brand reputation, communication distribution, product and portfolio. This is achieved through the understanding of entrepreneurship and business strategy, technological, production and socio-cultural contexts. Students will improve their research skills using a combination of qualitative and quantitative research techniques.
The final test reflects the client-driven spirit of the Master degree. Students will take on a project brief supplied by the agency board, or an industrial challenge developed internally by a team of students. In the latter case, through the development of the brief, students need to demonstrate the acquisition of analytical and strategic design thought, the ability to work autonomously within a team and to have the necessary skills to communicate designs in both a concrete and effective manner.
Meetings with professionals from various design, artistic and industrial sectors will expand students’ skills and perspectives, and provide a forum for students to discuss their own designs and consider new stimuli from an innovative perspective, in collaboration with industry stakeholders.
During the Master studies, guided visits will take place. These will include visits to key sites of Italian design, such as international exhibitions, agencies, production sites, museums and showrooms.
A curricular internship is included in the course, as it is essential for an overview of a company dynamics.