fashion & accessories design interior & living design urban design car design & mobility i-design business design design

Master in Business Design is a full-time Master course that lasts 13 months and is divided into four modules and a final thesis.

The four modules the course is articulated in reproduce the progressive skills that each student will have to obtain at the end of the training:

1. Evaluation of the creative value and Product Analysis: the analysis of products/services, chosen on the basis of their relationship with the comprehensive corporate strategy, the environment and the market.

2. Strategic environment and Market Analysis:tools, approaches and methods that the students can use to comprehend the segment of the analysed market, the origin, causes and effects of the performances of its actors.

3. Management of creativity and Project of a Product: designing a product/service or a line of products in relation to a corporate strategy.

4. Strategic vision and Project of a new Market: concludes and integrates the teaching activities with the design of a new market.

At the end of each module, a conference, open to participants coming from the worlds of business, enterprise and design, will take place. The conferences will be focused on strategic issues.

At the end of the four modules, a three-months deepening time takes place during which students have the chance to deal with specific facets of the business world through meetings, technical visits and discussions. This time allows students to collect useful information and materials for the Master Thesis.

The Master Thesis consists of a project to be presented to the examining commission as part of the final examination. In December, all the Master course projects are put on display in an exhibition open to the public, the press and the institutions.

In December, all the Master course projects are put on display in an exhibition open to the public, the press and the institutions.

Open conferences organised during Master in Business Design 2005 on strategic issues:
Made By Italians
An Italian model for the business design?
Slow Life
The sustainable excellence of slow qualities
Wedding Brands
Partnerships, alliances and new relationships between brands

People and relationships

The training activities (modules and project seminars), and the relations between companies and students are managed by Giulio Ceppi, MBD Director, Andrea Tosi, teaching coordinator, and Loredana Lunasco, tutor.

The cycle of four modules is managed by a Faculty, active during the whole training process, made up of the following people: Giovanna Amadasi (Xing) Aldo Cernuto (Young & Rubicam) Giorgio De Michelis (Università Milano Bicocca) Emilio Genovesi (Domus Academy) Stefano Giovannoni (Studio Giovannoni) Andrea Granelli (LUISS) Giovanni Lanzone (Radar) Francesco Morace (Future Concept Lab) Antonio Pinna Berchet (Fondazione 3M) Ezio Vergani (Stanford Club Italia)
The Faculty supports the students' work on topics agreed on together with the companies cooperating with Master in BUsiness Design. On the basis of the needs emerging from the periodical project reviews, the Faculty organises complementary theme seminars, analyses of products, corporate cases and markets. It also coordinates the contributions of the various Visiting Professors, according to the following study plan:

Corporate identity

Giulio Ceppi (Total Tool)
brand strategy e corporate communication
Giovanni Lauda (Donegani&Lauda)
i linguaggi del design
Luca Gafforio (OnamiDesign)
strategia di prodotto
Andrea Semprini (Arkema - Parigi)
the strategic value of the brand

IT and corporate organisation

Giorgio De Michelis (Butera e Partners)
IT, districts and organisation
Federico Butera (Butera e Partners)
network corporation and change management
Giovanni Lanzone (Radar)
tools for scenario making

Business and Innovation

Antonio Pinna Berchet (Fondazione 3M)
innovation entrepreneurship
Maurizio Boiocchi (Pirelli)
innovation processes
Michela Bondardo (Bondardo Comunicazione)
business and culture
Michela Maggi (Studio Legale Traverso&Associati)
protection and patents

Business Management

Andrea Granelli (LUISS)
accounts management
Fulvio Beretta (Twister Communication)
business plan
Emilio Pucci (E-media)
media management

Marketing

Francesco Morace (Future Concept Lab)
heretical marketing
Ampelio Bucci (Mies)
local business and global retail
Mario D'Andrea (Strategic Management Advisor)
marketrethinking and esthetical perception
Rodrigo Rodriquez (AIP)
new markets and production relocation

Cognitive and ethnographic tools

Andrea Tosi (Domus Academy)
esthetical knowledge
Claudio Moderini (Domus Academy)
interactive Design
Antonio Rizzo (Università degli Studi di Siena)
cognitive science and user requirements
Joan Vinyets (Piece Pie - Barcellona)
users analysis e perspective design

Contemporary languages

Giovanna Amadasi (Xing)
new forms of creativity
Marco Bevolo (Philips Design - Eindhoven)
contemporary art and advertising studies
Carlo Antonelli (Rolling Stone)
business sounds