Digital Communication Strategy

Master Courses - Milan

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7th edition - Digital communication tools are more and more involved in marketing and communication strategies, indeed they call for specific skills. That’s why professionals able to deal with such a wide, ever-changing context are more and more demanded.

After an intensive path of 7 months in class - plus 3 of internship - participants enter the job market of digital communication, in companies or agencies. They face different themes connected to the management of the relation between brand and consumers, dealing with all the branded and communication channels. In particular, the course provides a highly qualifying know–how as: Social Media Manager, Social Media Specialist, Community Manager, Digital PR Manager, Digital Consultant, Digital Content Strategist.

  • Start date
    November 2021
  • Duration
    10 Months
  • Attendance
  • Language

Get an insight: find out more about Master's activities

Target - Graduates in artistic or humanistic fields, either technical or economical; professionals with at least 2 years of experience in the sector.    
Methodology and structure - The Master course provides lectures, visiting and workshops and is structured in disciplinary fields and multi disciplinary teachings. The classes offer students the right and most up-to-date techniques for specific skills in digital communication. 
During the workshops, students develop real projects following companies' briefings. Each workshop is intended to enrich students' portfolios, so as to present it to companies and agencies and activate internships and professional collaborations. 
An active participation in industry events, the coordinated and constant management of the Master course's official social media pages – Facebook: IED Master Digital, Twitter: IEDMasterDMM - and the involvement in other workshops are required. 

The course asks for a full-time frequency, but a consistent commitment to the organized activities, the personal updating about market trends and the development of both individual and team works are fundamental.

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.

  • Methodological Area

    • Presentation Tools

      A basic, essential knowledge (Power Point, Excel) to start a professional path in the sector.

    • Optimization Tools for Images and Video

      Social media use different languages, among them images and videos are fundamental. It is important handle contents in these formats through a dedicated approach.

    • Infographics, Visual Sketching, Visual Facilitation

      Telling through images, make data easy to be understood, representing in a clear and immediate way: in a field where dominates la velocità di comprensione, it’s important the knowledge of some representation and synthesis techniques.

    • Theories of Communication

      Social cannot be done without a proper digital culture and back. The basis of communication are demanded to identify, analyze, understand and design an effective, not offhand, social personality.

    • Storytelling

      Narration is the key to reach audience and convey a specific message. Storytelling represents an art but also a technique, whose principles are applied in different contests.

    • Writing for the Web

      A teaching to re-learn how to write using criteria of clarity, readability, usability typical of the web.

  • Technical and Tools Area

    • Digital Strategy

      Designing the digital identity of a brand is the biggest challenge for a web  professional. You need to think in a strategic way, carrying dedicated information and tools to be effective on the web. This teaching aims at conveying a methodology to bring online a brand, from the evaluation of internal resources to the strategy.

    • Social Media Strategy

      Social media strategy features a social media manager. This teaching defines the social impact that brand that follows a detailed knowledge of the target audience up to the content strategy.

    • Design Digital PR

      Which are the differences between offline and online PR? How can we identify the influencers? How can we  build a connection between a brand and the influencers? This teaching offers these and other answers.

    • Analytics and Web Monitoring

      Everything can be measured on the web. This advantage must be properly used to help a brand in growing and getting the expected results. To measure you need to know the tools, properly use them and the solutions they can offer.

  • Planning Area

    • Social Tools

      Main social platforms, way of use, goals: learn to use them in a creative and innovative way and exploit their features to reach the goals of a specific brand.

    • Mobile App

      What’s the difference for the user between desktop and mobile use? Which are fundamental principles of the user experience? App world represents a variegated universe, meant to get bigger.

    • Content Strategy

      Content strategy is the step transforming strategy in something real, so real that cannot be made of contents. Defining topics and semiosphere, articulating them according to different contests, identify and design a storytelling are the main arguments of this teaching.

    • Design a Conversation

      “MArkets are conversations” it’s the first thesis of Cluetrain Manifesto. Social media are the channels such conversation goes through and digital PR are the facilitators. A proper conversation must be thought with a specific goal and rules since the beginning.

    • Communicate with Influencers

      Identify the influencers, involve them with a goal, build a relation. This teaching offers an overview on digital PR activities.

    • SEO/SEM

      No one better than a SEO professional knows that to hide something you need to put it in the second page of Google results, this is exactly a professional doesn’t do. A proper placement on search engines makes the difference between a brand or a success story and an unknown one.

    • Digital Marketing

      To effectively promote a brand online you need a solid strategy, good contents, presenza social presence and a network of influencers, a proper marketing supporting a brand in all its steps.

    • Email Marketing

      Email marketing represents one of the most effective digital marketing strategy, so that it deserves its own chapter. From building a mailing list, to designing the best contents.

    • Editorial Plan

      What it is, how you build it, how can you distinguish it from a document of strategy and a calendar. A living tool constantly changing and representing the most effective element to professionally manage the contents of a brand.

    • Community Management

      A profession that over time has widened its areas of competences. This teaching deals with all topics concerning a Community Manager’s functions, featuring skills and activities.

  • Transversal Teachings

    • Design Thinking Days

      Creative workshops to experiment the educational method based on Design Thinking with an innovative approach to solve problems and create innovative solutions centered on user needs (human-centered design). This method is globally recognized as one of the most useful to support innovation.

    • Creative Week

      Meetings and discussions with eminent professionals coming from creativity, innovation and communication to start thinking out of the box and develop lateral thinking mindsets.

    • Design Week

      A full immersion in the Design Week to live a real experience with design: a tour led by young designers to deepen history of design, discover the latest trends and participate in the most interesting events. A great time to experience communicative strategies of the most renowned brands, and develop a research project connected to your own educational path.

    • Job Tools

      Meeting experts of coaching, counseling and personal branding dedicated to the job - new scenarios, trends and skills demanded by market – to provide each student that tools to design their own visual cv and creative portfolio.

    • International Market Day

      Meetings with experts and players of international market, speeches of di presentation of foreign markets, an overview on job and business opportunities in rising countries.

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.

Alas Gatti - Course Coordinator

Alas Gatti - Course Coordinator
Digital Marketing Manager for Manetti & Roberts brands. From 2014 to 2016 he had been Head of Digital for GreyUnited agency in Milan. He has been working in the digital field for 10 years, following brands such as Diesel, Whirpool EMEA, TIM, Fiat, Sky, Amplifon Emea, Volvo, Warner Bros., 20th Century Fox, Sony Pictures, Netflix.

Annamaria Anelli

Annamaria Anelli
She collaborates with companies and public administrations as Business Writer, E-learning Instructional Designer, Trainer on effective writing techniques. She manages courses of “guided writing” helping privates to design new projects. She teaches creative writing, storytelling and content strategy within Digital Update training project creative writing. She handle her own blog.

Gabriele Caeti

Gabriele Caeti
Executive Creative Director at DDB, former Creative Director for We Are Social. When he was just a guy he realized that he has got a strong creativity as well as a passion for the strategic approach. He moved from Palermo to Milan to attend a master in copywriting. Immediately after he started working for TBWA and later for Young And Rubicam, and for We Are Social where he’s currently in charge of the creative department, managing strategy and creativity.

Simonetta De Brumatti

Simonetta De Brumatti
She started in 1994 as screenwriter for a 3D interactive videogame. From 1997 she’s been managing branding and corporate web communication and digital advertising campaigns. In 2005 she was entitled Creative Director for DMC-Gruppo Fullsix. She currently manages digital customer experience for smartphone, tablet and PC in Neosperience Spa following, among other clients Flexform, Prada, Mattel, la Rinascente, Kiko.

Paola Guarneri

Paola Guarneri
Digital Strategist in Social@Ogilvy, business unit of Ogilvy&Mather Advertising dedicated to social media marketing: from CRM to business solutions, going through  customer care, web reputation, analytics and integrated strategies. In the latest 3 years she followed national and international clients such as Bulgari, Timberland, Wind, Ferrero, LG, Philips, Pfizer.

Silvia Rezzonico

Silvia Rezzonico
Co-Founder and Marketing Manager for, a website offering discount codes for online shopping. Thanks to her double Degree in Economics and Management for Innovation in Bocconi and Copenhagen Business School she started her career in Denmark within a counseling society, she moved back in Italy in 2012. Passionate for digital marketing, she loves “measuring” everything on Excel.

Federico Castelli

Federico Castelli
After a degree in  Psychology, he attended a Master in Copywriting. After that, he begins his creative career: Copywriter in RMG Connect, Senior Copywriter in J. Walter Thompson and Creative Supervisor in Wunderman. Currently, he is  Creative Director at KIWI.

Michelangelo Ferracane

Michelangelo Ferracane
Senior Strategist | DUDE, he started his career in advertising as Digital Planner in Carat, in the Display & Programmatic Adv team. From 2015 to 2017 he was Strategic Planner in GreyUnited, where he developed positioning and communication strategies for automotive, telco, fashion and food clients. Graduated in Audiovisual Markets & Languages, he realises digital strategies for brands and film distributions. Main clients: BMW, Sky, Vodafone, Volvo, Amplifon, Galbusera, 20th Century Fox.

Andrea Guetta

Andrea Guetta
Social Media Manager and Digital Strategist. After studying in Milan and New York City, he worked in advertising agencies, in Italy and abroad. Digital Marketing and journalism have always been his passions. After a professional experience at Wunderman, in the ICT & Telco field, he entered in QMI Interactive, where he is still working here as Digital Content & ADV Specialist managing the team focused on clients in the entertainment sector.

Cristina Simone

Cristina Simone
Consultant, Teacher and Trainer of Social Media Marketing, Community Management and Digital PR. She holds a degree in Psychology of Communication and Marketing. Since 2009 she specialized in Social Media Marketing and Digital PR following the beginning, the arrival and the related business developments of the first social networks in Italy. She teaches and collaborates in the training field with IED, Adecco, Randstad, Talent Garden, Digital Coach, Confcommercio and several other companies & brands.