NEW
Marketing and Management for Creative Industries
Milan
ITA
|
ENG
Bachelor of Arts in Marketing and Management for Creative Industries
Language
Italian, English
Start date
October 2027
Frequency
Full time
Fruition
On campus
Duration
3 Years
Credits
180 CFA / ECTS
Course Coordination
Marzia Aricò
In the cultural and creative industries, a project is not limited to the production of content or forms, but involves the ability to envision, design, and manage complex innovation processes. From publishing to audiovisual media, from communication to events, from design to fashion and cultural project development, ideas become products, services, and experiences that must be conceived in relation to contexts, audiences, modes of engagement, and ongoing social, technological, and economic transformations.
The Bachelor of Arts in Marketing and Management for the Creative Industries prepares you to work in these contexts by integrating strategic thinking with design methodologies: an approach that enables you to interpret problems, build scenarios, support innovation processes, and translate creative visions into strategies and operational choices.
Over the three-year programme, you will acquire the foundations of marketing and management - from defining identity and audience, to building scenarios and shaping strategies, through to planning activities, budgets, and timelines. You will explore topics related to communication, developing an informed understanding of media and contemporary languages, and learning to design content and messages in relation to channels, usage contexts, and target audiences. In parallel, cultural and theoretical courses will support your ability to interpret contexts and cultural transformations within which projects take shape, strengthening critical thinking and the overall quality of design decisions.
Throughout the course, you will have the opportunity to work in multidisciplinary teams, simulating real professional contexts and developing the ability to collaborate with creative, communication, and organisational roles. Engagement with industry professionals and work on applied projects will allow you to test yourself in concrete sectors of the creative industries, such as the design and development of cultural, editorial, and audiovisual initiatives; supporting innovation in services, events, and organisational processes; and designing strategies and content for traditional and digital media.
By the end of the programme, you will be able to transform an idea into a structured, sustainable, and communicable project, working methodically and producing professional outputs. You will also be equipped to contribute to the development, coordination, and innovation of projects, with a solid foundation for professional growth or for pursuing specialised second-level studies.
Course structure and contents:
The programme is organised over three years, during which design practice is integrated with cultural knowledge, dialogue with professionals, operational skills, and digital tools.
The first year focuses on the foundations of the design methodology and on understanding the creative industries: you will learn to analyse a context, define a problem, identify an audience, and clarify objectives and positioning. You will build your initial tools for marketing and communication and begin working on projects through a research- and analysis-driven approach.
The second year develops more operational skills: defining value propositions and strategies, setting up work plans and processes, organising activities and resources. You will work with budgets and timelines, create presentations and project materials, and learn to use essential monitoring tools. Sustainability and social and environmental impact are also addressed as design criteria.
The third year consolidates your profile through applied projects often carried out in teams, simulating real professional contexts. You will combine strategy and operations, testing solutions and learning to justify your decisions by balancing creative ambition with real-world constraints.
The programme concludes with a thesis project, which may involve, for example, rethinking and structuring a cultural or creative initiative, translating an idea into a feasible and sustainable project. Alternatively, it may consist of designing a complete operational plan for a service or event, including activity planning, resource allocation, budgeting, timelines, and criteria for evaluating results.
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Faculty
Course Coordinator
Marzia Aricò
Design leadership coach, Organizational Consultant
Damiano Gui
Head of Experience Design at Havas CX
Anna Frabotta
Founder Frab's srl - Founder and Director of Mag to Mag festival
Cristina Moro
Art historian and curator of design archives
Alice Pedretti
Sustainability & Impact Director in Havas Italia
Elisabetta Donati De Conti
Content Curator
Federica Vittori
Fonunder and Vice-president of cheFare
Riccardo Conti
Art Critic, Journalist and Lecturer
Giulia Cugnasca
General Director BASE Milano
Marina Mussapi
Chief Operating Officer at Moleskine Foundation
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120 Scholarships to step into the creative world
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Deadline: 3 December 2026