Language

Italian

Start date

October 2022

Frequency

Full time

Fruition

On Campus

Duration

3 Years

Credits

180

Course coordinator

Alessandra Foschi

Get your creative thinking moving and give voice to your ideas as you develop new campaigns to encourage more interaction. This is actually what the Advertising Communication Undergraduate Programme is all about

Boost your creativity and turn it into a catalyst for all your projects. Make full use of it and set it up as a clear expression of your own style and professional mark. Get ahead and look for your own ability to create, design, and think strategically as a professional ever since the early days. On your Undergraduate Programme in Advertising Communication at IED Firenze you will learn how to best use your campaigns as a way to interact with other people, deliver your personal message and share brand values, while never losing sight of customer needs and demands.

Over the last fifteen years, the dynamics of communication have totally changed. We have moved from one-way communication with traditional media such as newspapers, billboards, radio and TV commercials to one that is instead completely interactive, with the Web introducing an interaction-centred mode where social media networks and communities are leading the way. The aim of anyone doing this job is to be able to interpret how things are changing and use advertising communication as a way to generate creative content that will deliver effective, enjoyable, and successful experiences.

Enjoy as you move across the different disciplines covered by the Advertising Communication Undergraduate Programme at IED Firenze. You will explore photography, shooting/filmmaking techniques and video editing, all the way to digital animation and interaction design applied to communication. As a result, you will acquire a background in contemporary, multidisciplinary communication skills which will prove invaluable as you move forward towards a constantly evolving market environment, where you will make all the difference on your way into work.
 

Information to decide

Learning step-by-step how to approach successful communication
 

Over the three-year programme in Advertising Communication at IED Firenze, you will be learning about a must-know method for approaching strategic communication planning of a business, institution or product with confidence and success.

Across the three years, you will also become familiar with the main techniques for successfully moving forward as a Copywriter. You will be covering everything from analysing customer requirements to coming up with a concept to be delivered through all selected communication media channels. The approach to Art Direction, on the other hand, will be following two different tracks. First, we will introduce you to ‘knowing how to see’ as a basis for building up strong visual culture and personal style. And second, you will learn how to use computer graphics programs, web design tools, digital publishing, photography, shooting and editing techniques to develop a successful communication campaign. On top of that, you will study theory-based subjects as an essential part of taking a mindful approach to communication.

As early as the first year of your Advertising Communication Undergraduate Programme at IED Firenze, you will learn how to manage the whole process of integrated communication design with a special focus on new media application and integration with cutting-edge technologies.  Over your time here, you will be involved in a number of projects, as a result of continuous cooperation between the school and different companies, institutions and agencies, such as Fondazione Ant Onlus, ImpactHub Firenze, Leroy Merlin, AirBnB, Scrambler Ducati, Montana, Adidas, Florence City Council, Unicoop Firenze and many others.
The aim of the programme in Advertising Communication at IED Firenze is to train up all-round communication designers of the future. Over the three years, you will acquire the basic tools you need to run a project independently -from strategy development to graphic and text representation.
 

The three-year Advertising Communication programme at IED Firenze has been designed for creative students like you who are passionate about art subjects. With the same motivation, they will approach the area of communication, photography, video and visual education, and also digital and multimedia. 
You do not need to have any specific prerequisites here. The only thing you need is a strong creative sense, the ability to imagine new communication scenarios and convey powerful content that gets into people's hearts and minds.
For example, when training art direction and copywriting professionals, the focus will be on idea generation as the core centre of any creative project. This value-driven approach to ideas empowers people with inventiveness and problem solving skills, open to lateral thinking, with strong communication skills and a drive for teamwork. 
 

The Advertising Communication degree programme at IED Firenze is based on an approach that follows the style of creative workouts, allowing you to explore and challenge yourself in both graphic/verbal design and strategic thinking. 
With the integrated curriculum, you will have the opportunity to learn more about the role of both Art Director and Copywriter. We will take you through the whole creative process -both visual and verbal- of the world of communication, moving from concept creation to complete artwork execution.

You will be able to experience a practical approach to learning as you get involved in different projects and workshop weeks that will be offered throughout the three years. This will be a great opportunity for you to work on projects of growing complexity in terms of design and methodology. In doing so, you will get to explore your own creative style, analyse real briefs ordered by our network partners and take part in cross-disciplinary projects together with other students from IED courses. 

On each of the projects you will work on you will get organized feedback from local agencies and companies, as you interact with all of them on a regular, direct basis. You will exchange views with a network of experts who will always care about your development as a professional, supporting you as you move step by step into the world of work. In addition, at the end of the three years you will be able to bring together all of your work -including your final dissertation project- into your own work portfolio that will surely come in handy when you go for interviews.


The three-year Advertising Communication degree programme at IED Firenze is like a training ground for the world of work. Upon completion of the three years, you will achieve a well-rounded background that will help you easily fit into creative departments of companies, multinational corporations, start-ups, communication agencies, advertising agencies and public administrations. You will also be able to work as a freelancer in the role of Art Director, Copywriter, Strategic Planner, Social Media Manager, Digital Strategist, Communication Specialist, Communication Consultant, Web Marketing Manager, Community Manager and Content Manager.
 

Syllabus

first year

On your first year, you will study a variety of disciplines that will help you understand the profession from a conceptual perspective. You will approach the basic tools as a first step into learning project design. At the same time, with full support from your lecturers you will begin to explore and experience your own personal aesthetic taste with greater confidence.

HISTORY OF CONTEMPORARY ART
PROJECT DESIGN METHODOLOGY
GRAPHIC DESIGN
COMPUTER GRAPHICS 1
ADVERTISING COMMUNICATION 1
ART DIRECTION 1
SEMIOTICS OF ART
HISTORY OF ILLUSTRATION AND ADVERTISING
NET MARKETING 1
HISTORY AND THEORY OF NEW MEDIA
 



second year

On your second year, you will delve into subjects relevant to both strategic planning and practical project execution. You will learn as you get involved in work done on real briefs from agencies and companies partnering with our school. The typical lab-based approach of this training will give you the opportunity to gradually move into the world of work and take on all its challenges, whether it is about fulfilling customer demands or taking the time you need to get your creative flow working. 

COMPUTER GRAPHICS 2
MASS MEDIA THEORY AND METHOD
ADVERTISING COMMUNICATION 2
ART DIRECTION 2
PHOTOGRAPHY
PHENOMENOLOGY OF CONTEMPORARY ARTS
NET MARKETING 2
SOCIOLOGY OF COMMUNICATION
TECHNIQUES OF NEW INTEGRATED MEDIA
 



third year

On your third year, you will improve on everything you have learned over the first two years, starting to work independently on different projects, both individually and as part of a team. The highpoint of this path will be your dissertation project, where you will be able to explore your strategic thinking skills and show everyone your full mastery of project design techniques and personal style. You will be able to work across contemporary codes and languages as a result of your experience and ability to develop impactful marketing and communication strategies.

PHENOMENOLOGY OF THE MEDIA
ADVERTISING COMMUNICATION 3
ART DIRECTION 3
VIDEO PRODUCTION ELEMENTS
MULTIMEDIA PROJECT DEVELOPMENT
ART DIRECTION 4
 

Faculty

Alessandra Foschi

Course Coordinator

Valentina Gensini

Art Historian

Elisa Barbieri

Brand Strategist & Communication Consultant

Stefano Casati

Photographer and Videomaker

Francesco Buffi

Architect

Maurizio Rossi

Strategy Analyst and Copywriter    

Tommaso Bovo

Art Director & Graphic Designer

Diego Fontana

Francesco Canovaro

Donatello D'Angelo

Laura Ottina

Graphic Design professor    

Jacopo Pasquini

Jany Martelli

Digital Consultant & Front-end developer    

Francesco Marcantoni

Project Manager    

Luca Parenti

Art Director    

Marco Innocenti

Art Director

Stefania Pelliccia

Illustrator    

Francesco Bernabei

Alberto Maestri

Elena Paganelli

Copywriter    

Massimo Valeri

Cecilia Lentini

Performance Art Director    

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