Master’s in Business Design

Masters Programs Offered
Accessories Design Interaction Design
Business Design Interior and Living Design
Car Design Marketing of Luxury Goods NEW!
Service Design Product Design
Fashion Design Urban Vision and Architectural Design
Fashion Management Visual Brand Design NEW!
Fashion Styling & Visual Merchandising NEW!

Head of Business Department, Master Director: Giovanni Lanzone
Business Design Department Coordinator: Andrea Tosi

The MA in Business Design Program is offered during the following terms:
September 2012 – August 2013
January 2013 – December 2013

PROGRAM DESCRIPTION

This program is a creative format of the MA in Business Administration which proposes new, intense relations between the world of business and the world of design.

In design driven firms, managers must be able to combine managerial skills, creativity and entrepreneurial spirit, within a perspective able to embrace at the same time design and production, tradition and innovation, reality and vision, everyday life and future. The modern manager is a figure that gets trained and thrives in a border area where designers, managers and entrepreneurs, experts in enterprise and corporate organizations, in information technology, communication, marketing, contribute to the creation of new operative codes and a new strategic language for the companies and the market.

The Master Course in Business Design stems from the core idea that the project is the hinge and the guide of the enterprise and it aims at bringing quality within the territories of product, services and social enterprises. In accordance with this view, the Master Course in Business design is an interdisciplinary faculty founded on an innovative teaching model that applies a radical vision of the learning by doing approach to realize an environment in which students learn by doing, analyzing problems, designing and verifying the solutions, interfacing at the same time with a network of entrepreneurs and companies who participate actively and directly in the students’ training.

PROGRAM OBJECTIVES
  • the acquisition of an eclectic professional training which combines creativity, managerial skills and entrepreneurial spirit.
  • the acquisition of the necessary tools for the management of a “design driven” company, thus the acquisition of the ability to resort to innovative visions for successful strategies, to work by global projects and not just by means of competences or solutions, keeping a comprehensive vision that can not only best exploit and value the brand, the market and its sector, but also maintains the environmental responsibility towards stakeholders.
  • the knowledge and the investigation of the organizational model and the characteristics of the Made in Italy, thus gaining the ability of understanding, delving deeper and optimizing its success and its processes.
  • the acquisition of an approach of research and opening towards new business be brought into le classic enterprise, starting from the identification of innovative explorations and market strategies.

PROGRAM STRUCTURE
  • The first part of the course is mainly didactic and is articulated in lectures and seminars, that is workshops where the students work in team on a brief given by partner companies and by the MBD team.
  • The focus consists of a moment of work and research that each student carries out in a company or consulting or design studio, broadening one of the themes faced during the first part of the course.
  • The course is concluded with a final project, the thesis (September – October) that the students have to develop under the guidance of MBD staff and a mentor chosen among the members of the Faculty or among the visiting professors of the course.

Lectures are held from Monday to Friday, from 9:30am – 1:30pm & 2:30pm – 5:30pm.

SAMPLE LECTURES/WORKSHOPS

Brand Strategy and Corporate Communication
Product Strategy
The Languages of Design
IT, Districts and Organization
Innovation Entrepreneurship
Business and Culture
Account Management
Business Plan
Media Management
Heretical Marketing
Local Business and Global Retail
New Markets and Production Relocation
Interactive Design
New Forms of Creativity
Contemporary Art and Advertising Studies

AUDIENCE

This program is geared towards new graduates and young professionals coming from economic, human science and design-related faculties who wish to learn how to combine creativity, managerial skills and entrepreneurial spirit through a multidisciplinary approach.

REQUIRED SOFTWARE

Microsoft Office Suite
Optional: Adobe Creative Suite

CAREERS

The evolution of markets and the competitive scenarios have determined numerous changes in the corporate management as well as the need to create new professional characters able to face problems with evolved approaches, if compared to the past. Thus, the Master course aims at creating a managerial class able to effectively compete within these new scenarios. People able to combine creativity and experience, organizational skills and entrepreneurial spirit.
Students facing the pathway proposed by the Master course, will be able to start:

  • Managing career covering specialist and inter-functional roles
  • Transversal and inter-functional roles in architecture studios, communication and marketing agencies, consulting and service companies.

IN COLLABORATION WITH

This program’s mainstay is its strong relationship with a network of companies and enterprises, actively and directly participating in the students’ training:
3M
Altreforme
Aquolina
Autogrill
BTicino
DB Apparel
Deborah Group
Ebay Italia
Elica
Italia Independent
Moreschi
Pininfarina Extra
Piquadro
Robilant & Associati
Sunstar
Unicredit Group
Unilever
Veuve Clicquot

Visiting Professors:
Carlo Antonelli (Rollingstone Magazine)
Marco Bevolo (Philips Design)
Andrea Branzi (Politecnico di Milano)
Ampelio Bucci (MIES)
Tommaso Buganza (Politecnico di Milano)
Fulvio Carmagnola (Università Milano Bicocca)
Francesco Casoli
Elica Gruppo
Clino Trini Castelli (Castelli Design)
Aldo Cernuto (Young&Rubicam)
Aldo Cibic (Cibic & Partners)
Bernard Cova (Euromed Marseille)
Giorgio De Michelis (Università di Milano – Bicocca)
Jozeph Forakis (Forakis Design)
Stefano Giovannoni (Studio Giovannoni)
Giulio Iacchetti and Matteo Ragni (Around Design)
Alberto Macciani (Unilever) – Stefano Maffei (Politecnico di Milano)
Michela Maggi (avvocato specializzato nella tutela della proprietà intellettuale)
Ezio Manzini (Politecnico di Milano)
Stefano Marzano (Philips Design – Eindhoven)
Francesco Morace (Future Concept Lab)
Antonio Pinna Berchet (Fondazione 3M)
Paolo Pininfarina (Pininfarina Extra)
Michael Plautz (RSVP Architects)
Hugo Porchia (Value Partners)
Mauro Porcini (3M Design Center)
Antonio Rizzo (Università di Siena)
Rodrigo Rodriquez (Goldenshare)
Denis Santachiara (Studio Santachiara)
Giacomo Santucci (Dolce & Gabbana)
Alessandro Sarfatti (Luceplan)
Marco Susani (Motorola Design Center)
Fabio Tamburini (Unicredit Banca d’Impresa)
Oliviero Toscani (Art Director)
John Vinyets (A Piece of Pie)
Anna Zegna (Ermenegildo Zegna)

Selected Companies where Alumni currently work:
SOZ Corp., Tokyo
3M, Milan
Nestlé, Bangkok
Veneta Cucine, Milan
Honda Access Corp., Taiwan
Unilever, Bangkok
3 Mobile, Milan
The Scenario Lab, Taiwan
Nike, Bologna
RSP Architects, Minneapolis
BBDO, Beirut
Desmania, Bombay
Total Tool, Milano
Design Partners, Milano
Lowe Worldwide, Bangkok

COMPETITION

TBA