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Marketing and Management for Creative Industries
Florence
ENG
Bachelor of Arts in Marketing and Management for Creative Industries*
Language
English
Start date
October 2027
Frequency
Full time
Fruition
On campus
Duration
3 Years
Credits
180 CFA / ECTS
Course Coordination
Rita Duina
The Marketing and Management for the Creative Industries programme offers an education that brings together design culture, marketing, communication and management, with a focus on the distinctive features of different creative sectors.
Throughout the programme, you will learn to analyse contexts and audiences, define a brand’s positioning, develop marketing and integrated communication plans, and organise activities, schedules and resources. You will study subjects including branding, design systems, strategic and digital marketing, project management and the economics of the creative industries, gaining tools to assess the feasibility of proposals and measure their results. Research and design experimentation will help you connect creative objectives with organisational needs and economic sustainability.
In Florence, the relationship between cultural production, design, fashion and business provides a setting in which to explore how identity, expertise and heritage can be translated into contemporary proposals. Taught in English, the programme examines these connections through an interdisciplinary approach, with a focus on creating economic, cultural and social value.
Course structure and contents:
The IED programme runs over three years. During this time, project work is combined with cultural studies, dialogue with professionals, the development of technical skills and the use of innovative tools.
In the first year, you will build a foundation in design methodology, branding and strategic marketing, learning to connect research, identity and positioning. Design Culture, Design Systems and digital technologies introduce practical tools, while the history of contemporary art, the history of printing and publishing, semiotics and new media provide the cultural references needed to interpret content and languages.
In the second year, you will explore brand management, digital marketing, media planning and integrated communication in greater depth, turning analysis into strategies and operational plans. Project management and the economics of the creative industries will develop your ability to organise activities and resources. The study of mass media, art trends and cultural processes will deepen your understanding of behaviours and social change.
In the third year, you will take on more complex projects, bringing together design systems, public engagement, event organisation and communication ethics, while considering business models, legal matters and socio-environmental impact. The programme concludes with a thesis based on a real or simulated context. This could take the form of a marketing and communication plan, the launch or repositioning of a creative initiative, or a service and process innovation project, supported by research, planning and evaluation criteria.
*An application for accreditation of this course has been submitted to the MUR – Italian Ministry of University and Research. The information on this page will be updated based on developments related to the application.
Faculty
Course Coordinator
Rita Duina
Cultural professional
Gianluca Torrini
Digital Communication Strategist
Elisa Barbieri
Brand Strategist & Communication Consultant
Francesco Toselli
Product Designer
Cosimo Balestri
Architect
Roberta Parollo
Marketing and Communication Consultant
Cecilia Lentini
Performance Art Director
Francesca Sorgato
Professor
Alessio Bertini
Responsible for the area of education, accessibility and special projects
Virginia Fani
University Lecturer
Alessandra Foschi
Architect
Andrea Sicuro
Fashion & Interior Designer
Adriana Polveroni
Professor and curator
Paola Donatiello
Professor
Claudia Balocchini
Lawyer
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