2nd level: Italian Strategic Design

Departments of Design and Applied Arts – School of Artistic Planning for Enterprise (Design)

Second level degree


The second-level degree course in Italian Strategic Design from the School of Artistic Planning for Enterprise aims to understand designers’ activities from a strategic point of view, taking into account the opportunities offered by new media and the marketing scenarios created by the web economy. This two-year course primarily expands upon the three-year course in Artistic Planning for Enterprise, in order to offer a five-year course that embraces key design issues with an increasingly broader look at contemporary cultural and artistic trends and the multiple horizons of the labour market.

At the same time, it is perfect for all students holding a first-level or three-year degree who wish to further their studies with a qualification geared towards providing professional training. The two-year course enhances this approach thanks to its close contact with a number of companies that offer concrete design issues to be addressed, as well as an internship at a company being included during the second year of study, in preparation for the final examination. Today’s highly complex, international and changing context requires a global approach to design. This approach needs to focus on the entire system, from preliminary research into market expectations, to strategic management taking supply chain logic into account, right through to integrated design communication able to exploit the growing sector of video communication and social media.

The vision of the two-year Italian Strategic Design course involves strong integration of courses that share common goals, exploiting the specific skills of each. The curriculum is based on methodological courses that provide a forward-looking view of the problems posed by companies (Business logic and organisation, Design System, Design 1 and 2, Design methodology of visual communication); theoretical courses, on the other hand, provide an overall picture of the contemporary cultural panorama (Cultural anthropology, Mass media theory and methods, Contemporary art languages). This degree has a unique focus, thanks to courses aimed at the creative direction of the design context, guiding future professionals towards coordinating work teams (Brand design, Direction of photography); an equally important role is played by the courses that develop technical skills in the most innovative design sectors (Multimedia graphics, Digital animation techniques, Digital video, Audio-visual techniques for the web).


Graduates with a second-level degree in Artistic Planning for Enterprise – Italian Strategic Design will have a range of employment opportunities in relation to the central role played by Design in the many businesses and professional organisations operating in Italy and abroad. With a background of consolidated “project culture” and multidisciplinary professional skills, focusing on a methodological approach to design and bringing together different fields of knowledge, second-level degree graduates will have solid opportunities to join the Design System with ease: Italy’s world-famous system boasts a significant number of companies and professionals, and is destined to grow even further in the future.

Graduates will have the skills required for both public and private professional contexts and, in particular, for the large number of situations demanding an ability to manage complex issues and integrated design. The development of Design has generated growing professional opportunities for trained figures such as graduates in Italian Strategic Design; today, these opportunities are also offered by the Public Administration, Institutions and Territorial development entities. Second-level graduates in Artistic Planning for Enterprise – Italian Strategic Design are particularly in tune with the demands of Small and Medium Enterprises (SMEs), traditionally very common in Italy. SMEs use Design as a strategic and operational lever to develop advanced projects as part of a vision that is increasingly systematic and oriented towards technological integration and inevitable internationalisation.

Further employment prospects, in line with the course and today’s context, include freelance work and self-entrepreneurship throughout the entire design-oriented project process: from strategic consulting to the design of systems for goods and services, from production to distribution, from advertising to multi-channel visual communications, with the ability to combine traditional tools with new technologies and cutting-edge new media.


1ABTEC38Digital animation techniques6 
 ABPR17Design 112 
 ABPR17Design system12 
 ABPR19Multimedia graphics6 
 ABPR31Photographic direction6 
 ABTEC37Design methodology of visual communication6 
  ABST55Cultural anthropology6 
 ABLE69Business logic and organization6 
2ABPC65Mass media theory and method6 
  ABPR17Design 212 
 ABST51Languages of contemporary art6 
 ABTEC37Brand Design6 
 ABTEC42Audiovisual techniques for the web6 
 ABTEC43Digital video6 
  *Elective training and learning activities2 
  *Elective training and learning activities (internship)6 
  Final project10 
*Total amount of credits to be obtained with elective training and learning activities during the two years (seminars, workshops, stage…)

Courses programs