Design - Innovation, Strategy and Product - 1st Level Master Degree

Master Courses - Milan

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17th 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.

  • Credits
  • Start date
    January 2023
  • Duration
    1 Year
  • Attendance
  • Language

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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: Design, Architecture and Engineering. Profiles from Economics and Humanities studies may be evaluated.

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: Tequila Clase Azul, Inim Electronics, 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.

Facilities and Scholarships - In order to support participants in the coverage of the participation fee, IED has activated an articulated system of facilities: partial or total Scholarships on tuition fee; Early Bird are facilitations for students finalizing enrolment by given deadlines.; Financings with the possibility to pay the tuition fee by instalments thanks to agreements with mortgage companies.

  • Programme

    • Design Methods

      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.

    • Design Elements

      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.

    • Communication Lab

      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.

    • Emergent Technologies

       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.

    • Design Management

      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.

    • Design 1

      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.

    • Design 2

      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.

    • Design 3

      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.

    • Final Project

      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.

    • Case Histories

      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.

    • Onsite Visits

      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.

    • Curricular Internship

      A curricular internship is included in the course, as it is essential for an overview of a company dynamics.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Federico Chicco Ferretti - Scientific Coordinator

Federico Chicco Ferretti - Scientific Coordinator
Designer, Head of Experience Design Centre at Haier Europe. During his professional career he has dedicated himself to the design and development of innovative products and services for numerous international customers including: Moleskine, BIC, Motorola, Pirelli, Guzzini, Samsung.

Dagmara Siemieniec - Course Coordinator

Dagmara Siemieniec - Course Coordinator
She graduated at Academy of Fine Arts in Krakow and got a Master in Industrial Design at Polytechnic of Milan. Before co-founding uno:uno designers studio she worked at Continuum, a design and innovation consultancy, and at Design Group Italia. She was involved in several programs such as kids goods, stationery, consumer goods, electronics, office furniture. She works with: Moleskine, Artsana, Samsung, 3M, Allsteel.

Michele Giacopuzzi - Academic Tutor

Michele Giacopuzzi - Academic Tutor
Product and Interior Designer. He worked at the ITO Design Studio by Setsu & Shinobu Ito in Milan dealing with the realization of products and installations in team with the staff. In 2015 he lived in Ethiopia where he collaborated with architects and interior designers as well as with academic institutions as a teacher of design. He currently works at IED Milano as Academic Tutor for Design Master – Strategy, Innovation and Products supporting the professors and the coordinator in helping students in the realization of projects with companies.

Gian Paolo Armana

Gian Paolo Armana
Political Science Degree and Master in Entrepreneurial Organization, he spent the first part of his career covering a wide range of executive management positions in international companies such as La Rinascente Group, IBM and Nestlè. After a professional experience in new York, he has the focused his activity in supporting the strategic and operational development of small and middle Italian enterprises in the global market, especially food, cosmetics and retail sectors.

Marco Rozzoni

Marco Rozzoni
Graduated in Industrial Design, he began his career at Design Continuum Italia starting working, among the others, with Johnson Controls, NEC, Unisantis and Allsteel. He opened his own multidisciplinary studio, working for several brands, such as Dassault Systèmes, Siemens, Unicredit Group, Banca Leonardo, Saunier Duval, Dun & Bradstreet, Pattern Limited, Cityper SMA, NSK, Wincor Nixdorf, Naviop Marine Automation, Colibrì System and Microingranaggi, Arnoldo Mondadori Editore, A2A, Q8, Enel. He became Partner of a second studio, dealing with digital & IT consulting.

Diletta Toniolo

Diletta Toniolo
Independent professional Designer. After a Degree in Political Sciences, she specialised in English language at Columbia University of New York. She has always had a passion for design that she teaches in history courses and research labs on contemporary trends. As a Journalist she collaborates with Box International Trade, Domus, Bravacasa, Arketipo, il Mattino, Corriere della Sera, Sky Alice, 24 Ore Television, Radio 24.

Attila Veress

Attila Veress
Born in Transylvania, he grew up in the UAE and graduated in Industrial Design in Milan. His thesis was included in the ADI Index Targa Giovani. Winner of the BMW Creative Lab in 2013, he has also collaborated with companies such as Nestlè, 3M, BMW,TVS, Caimi Brevetti, Eataly and Fratelli Guzzini. Thanks to these experiences he worked for a variety of industries, with the aim of creating value synergies between brands and product experience.

Maria Lo Bello

Maria Lo Bello
Freelance Graphic Designer, graduated in Product Design and specilised in Product Service System Design. She collaborates with cosmetics, personal care companies and NGOs.

Francesco Rodighiero

Francesco Rodighiero
Designer, he studied industrial design. Since 1998 he has participated in the organization of various art and design exhibitions in Milan, London, Berlin and Los Angeles. After spending some years in Barcelona working on commercial interiors, between 2010 and 2011 he received important awards such as IF Design Award, Designpreis and Adi Index. In 2015 he became a member and secretary of the Design For All Italia association. In 2016 he became secretary of the Hackbility association.  

Giuseppe Stivaletta

Giuseppe Stivaletta
Since 10 years he’s dealing with the so called "soft" part of Human Resources, focusing his activity on the world of Recruitment and Education.  In the last years, he is specializing in HR consulting linked to Innovation and Digital Transformation processes-culture-technology. Since 2017 he also teaches at IED Milano Postgraduate School.  

Guglielmo Urso

Guglielmo Urso
He attended three years cours in Product Design at IED Milano, where he has been also Tutor of the Master in Design - Innovation, Strategy and Product. He started his working experience both in Kilometro Rosso (BG) Hand as freelencer Designer, Master Professor and Thesis Assistant (in IED). In 2017 he placed second at Startcup Lombardia with his project E-ye. He's now Product designer at Rizoma S.r.l.  

Gabriel Weirich

Gabriel Weirich
Graduated in Fashion Design (HAW Hamburg, Germany. His interdisciplinary consultancy studio in Milan is active in the field of design. The spectrum of the studio’s work ranges from Innovation managing, Product design, Design thinking, Trend observering and storytelling. His international clients include: WMF, Glaskoch, Ritzenhoff, Silit, Alfi, Belforte and San Patrignano. Design awards: DAAD, Marlborough Design Award, Red Dot Design Award “Best of the Best".

Serena Bonomi

Serena Bonomi
She joined VF Corp in 2015 from BMW Designworks, BMW group’s design consultancy studio, where she refined her strategic approach working in international, multidisciplinary teams on cross-industry projects, among which an “Elevating Design” consultancy for VF Corporation. In 2017, she joined a newly created innovation department and she has been Napapijri’s Innovation Manager EMEA. 

Simone Bonanni

Simone Bonanni
He graduated from IED Istituto Europeo di Design (Milan) in 2011 with a project awarded with Honourable Mention at the 23rd ADI Compasso D’oro Award (Targa Giovani). In 2012, he left Milan and joined the Marcel Wanders team (Amsterdam, NL) where he worked as product designer and project leader for 3 years. Back from The Netherlands in 2015, he founded Simone Bonanni Studio (SBS). From 2015 Simone Bonanni is teaching at IED Istituto Europeo di Design.  

Luiz Otavio Moreira Abreu

Luiz Otavio Moreira Abreu
Born in Brazil, he has more than nine years as designer, having worked primarily in consultancy in his home country, engaging in a variety of products that go from chairs to ventilators to the ‘white goods’ realm. For the past five years has dedicated his efforts towads the role of designer as a strategic asset.