Marketing and Communication

Master Courses - Turin

18th edition - Working in marketing and communication means creating, developing, maintaining and optimizing relationships between customers and brands, establishing a direct and personalized bond.

The Master in Marketing and Communication was born as a response to the need, expressed by companies and agencies, to acquire qualified personnel in the field of strategic and operational marketing and corporate communication. To respond satisfactorily to market needs and the expectations of the recipients, the Master's degree addresses in parallel the two professional fields - marketing and communication - both from the point of view of the company and the agency, in order to show points of contact, synergies and dynamics of interaction. In addition, in parallel with a market that has undergone increasingly rapid evolution, the training path includes large modules that specifically refer to the web area: from social media management to SEO and SEM, from web marketing to the management of the relationship with bloggers and infunecers, reputation and content management.

  • Start date
    November 2018
  • Duration
    11 months
  • Attendance
    part-time
  • Language
    Italian

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Target - The Master in Marketing and Communication is aimed at graduates in the areas of communication, marketing and business economics, humanities degrees, and young professionals who want to deepen the themes of the Master.

Methodology and structure - Marketing and communication can no longer be understood as functions linked only to sales and advertising, but must be placed in a broader scenario that takes into account, on the one hand, the public of potential customers, on the other, the social and economic context in which the company acts and with respect to which it must define its positioning.

The Master's course is organized in macro thematic areas, each one made up of different disciplines: Communication Sociology, Design Methodology, Marketing, Digital Communication & Marketing, Corporate Communication and Public Relations, Professional Design.The web marketing sector is explored in its completeness and evolution, from the most innovative software to the issues related to social media marketing and the indexing of websites within search engines.  The multiple communication and public relations activities were examined, providing theories, techniques and tools for strategic planning and operational implementation.Participants develop interpersonal skills through frequent discussions with professionals who present their case histories and direct testimonies during the course.  They are then called upon to develop and implement projects on real and current cases, commissioned by external companies, living a situation very similar to the professional reality.

Career Opportunities - The Master trains professionals who can be employed in the company in Marketing Departments, in Product Marketing or Trade Marketing offices and in Communication offices or within agencies with Account, Social Media Manager, Strategist and Content Manager roles. 

  • Syllabus

    • Communication and Marketing Design

      The course is dedicated to designing communication and marketing, facing the disciplines of communication design, marketing 3.0, making meaning, strategic planning and business model generation. From idea to design, from the visual thought to the prototype, from creativity to a business model canvas: all the themes are approached with a multidisciplinary method to create value through the positive relation among people, things and organizations.

    • Strategic and Operational Marketing

      It is a basic module starting from strategic as key to develop any kind of business. There are analyzed the different methods that can be applied to a commercial activity, deepening the tools that lead different paths. Moreover students will deepen the key elements of strategy such as targeting, the placement and quality replacement, the competitive benefit and the polarised market. The course of operational market shows the practical execution of theory, by analysing the marketing mix leverage and the relation between marketing and other departments.

    • Communication and Creativity

      The module offers a vision of business communication in relation to the target as active feature of a talk. Comumnication activities - meant at first s strategy and later as specific actions - are put into practice thanks to an active user who build up the content, creating a more and more informed society. Among the disciplines there are: branding, copy strategy, user experience, storytelling, emotional design, interaction design, social media.

    • Web Marketing

      The course deal with web marketing: from the most innovative search engine marketing softwares to social media marketing, search engine optimization and the websites indexing inside search engines. Alongside this there are faced themes such as data analysis, achieving objectives and measuring the converions. Among the disciplines there are: digital marketing, digital media planning, digital content strategy.

    • Public Relations

      The course is aimed at showing and providing theories, techniques and tools useful to strategic planning, communication activities and public relations aiming at informing, making aware and involving all the enterprise audiences.
      The course is structured into modules closely connected: corporate communication, public relations, lobbying and public affair, media relation, event management.

    • Design and Presentation Techniques

      The course includes 2 practice exercises calling for a brief demanded by a real cient. Students can therefore apply what they learnt in class, dealing with a real customer - under the supervision of a professor - in a real professional context.  Moreover students face the fundamental processes necessary to present the Final Project to the client - from public speaking, to managing an event, multimedia tools. Among the themes: team building, personal branding, presentation models.

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.

Alessandro Bertin - Course Coordinator

Alessandro Bertin - Course Coordinator
Co-founder and AD of Spin-To-Srl, agency active in the application of communication and media relations strategies to the fields of innovation, creativity and design. Former National and international Press Office Manager for the Organizing Committee of Torino 2008 World Design Capital; former Senior Account, Business Partner and Board Member for the agency RP Valentina Communication, dealing with event management and media relations.

Ruben Abbattista

Ruben Abbattista
Entrepreneur in the business communication area, he’s President at Spin-To Srl, communication agency focused on design, creativity and innovation. Co-holder of Alisei Comunicazione, he’s now Past President of the Industrial Design Association, Western Delegation. He has been dealing both with communication strategies about social and cultural issues and institutional communication for companies and public authorities for more than 20 years.