The Master in Lifestyle Management: Design, Wellness & Events is aimed at training those professionals who will act as a bridge between creative and managerial processes in the lifestyle and creative based industries. From being junior brand manager, to product manager, merchandising manager, or event manager, the common denominator is to understand and manage the complexity of creative design processes, as well as projects aimed at designing services, intangibles, brand identities and powerful storytelling.
Traditional companies, from fashion to design, are radically re-thinking their business models, designing new strategies for targeting new customer segments, and addressing the needs of a new, demanding, unexpected customer base. That’s why brands are moving into lifestyle, from fashion, to design, wellness, experiences and event management too.
This requires a solid knowledge of an offer system typically designed around symbols, values, intangibles, know-how, blended with craftsmanship and the art of inspiration, starting from the excellence system of the Made in Italy, evolving into Lifestyle branding and the Italian Lifestyle.
When boundaries are erased, compelling challenges come to the front row of a new meta-industry.
Merging traditional skills, designing and marketing brand experiences, the Master in Lifestyle Management represents the link between business management and design management.
From tailoring innovative "customer-centric" strategies, to envisioning Lifestyle Startups.
The Master Course is completely in English.
During the whole course an Italian - English bilingual Teaching Assistant will be available for both Italian and foreign students.
Start of registration: 24 January 2020
End of registration: 30 November 2020
Orientation day: 15 January 2021
Lectures’ start: 18 January 2021
Duration of the Master: 1 year, 60 credits, 1200 hours
Internship: starting from September 2021
All the Milano Fashion Institute's Masters are first level University Masters, accredited by the Polytechnic of Milan, School of Design. All the Masters will release 60 university credits (CFU, i.e. "crediti formativi universitari").
The Master is carried out in collaboration with:
Assolombarda - Sezione Cosmetica
The educational model adopted is characterized by multi-disciplinary activities conducted by teachers from three universities along with experts coming from the most important and qualified companies in the industry.
The project draws on innovative teaching methods including the following activities:
WARM UP • 40 hours
Educational activities aimed at providing an instrumental and basic training, through the learning of tools, techniques, methodologies and the use of specific software and applications,. These activities enable participants to fill the eventual gaps with reference to the background studies they carried out previously.
QUANTITATIVE TOOLS & PROJECTS TOOLS • 20 hours
Lessons aimed at acquiring quantitative and design tools, through the use of Excel, Indesign, Photoshop, Autocad and Rinho softwares too. These instruments will be preparatory to the understanding of the processes that characterizes fashion companies as well as contents of specialized courses, according to the specific Master. Educational activities include basic lessons and advanced training in relation to the background of the student.
LIFESTYLE PILLARS • 140 hours
Didactical activities of introduction to the knowledge of the lifestyle, from its historical evolution and historical criticism, to the predominant organizational models, from the main products’ typologies and the instruments necessary to explore and know the different sectors which compose the lifestyle sistem, and finally up to the techniques of project management: carried out through theoretical lectures, seminars and exercises.
Each module has a final assessment exam, through a written test or a presentation of a project.
LIFESTYLE PROCESSES • 180 hours
Educational activities aimed to the formation of specific competences in managing key processes identified by the three functional and professional areas of the master: the management of design processes, the brand management strategies and events. They are carried out through lectures and direct testimony from professionals and each module has a final assessment exam through a written test or the presentation of a project by the students.
LIFESTYLE CURIOSITY • 20 hours
Company visits, meetings with the stakeholders, seminars to provide an overview on the historical and contemporary phenomenology of Made in Italy and Lifestyle, with important insights on the main Italian brands.
LIFESTYLE PRACTICES • 728 hours
Teaching activities aimed at the practical application of the skills previously learned, inside business environments and real case studies. They consist of: field project, entrepreneurship & Start Up, empowerment & career management, company visits, curricular internship.
FIELD PROJECTS • 224 hours
Educational activities aimed at field testing the competences and skills learned during the previous courses, through team-projects that involve groups of students working on real case studies agreed with companies, performed in the classroom with the supervision of teachers and tutors and companies are strongly involved in the initial brief and final evaluation.
EMPOWERMENT AND CAREER MANAGEMENT • 72 hours
The course aims to introduce students to the rules beyond internships in Italian companies. More specifically it aims to enhance student’s experience both in terms of orientation and first contact with the Italian labour market.
To this end, students will be supported in the analysis of their own competencies, writing CVs and motivation letters, understanding internships regulations and contracts, searching internship offers, preparing for an interview, and, finally, in choosing among different options.
INTERNSHIP • 480 hours
Curricular activity for the development of the skills acquired in class and for the preparation of students to their entry into the professional environment. Lasting a minimum of 3 months, it will take place in qualified partner companies.
Attendance of at least 80% of the lectures is mandatory. The teaching activity is full time, from Monday to Friday from 9.30 am to 4.15 pm.
Period: from January 2021 to December 2021
Lectures and field projects: from 18 January 2021 to 20 July 2021
Internship: from September to December 2021
Polifactory, Building B3, inside the Politecnico Campus – Bovisa. Via Candiani 72, 20158 Milan
The contents of the Master integrate different interdisciplinary themes for better understanding and managing the processes of design and wellness.
The Master consists of 720 hours of classroom lectures and a final internship of at least 480 hours.
The structure is composed of six learning blocs: warm up, quantitative & project tools, lifestyle pillars, lifestyle processes, curiosity, lifestyle practices, field projects, empowerment & internship. The objective is to accompany the student to the progressive knowledge of the industry and the key processes that characterize the professional profiles.
Lectures are organized into modules based on the presence of university teachers, professionals and manager from different areas that can transmit a complete picture of the structure and functioning mechanism of the industry. They include a part of theoretical framework and a large space devoted to exercises, with the aim of transferring methods, techniques and concrete working tools.
Warm up: to acquire a basic "vocabulary"
The unit includes 40 hours dedicated to create, an homogeneity of participants’ knowledge that is necessary for the later stages of the learning process. Lessons help to students, according to their origins, to fill some basic gaps in the fields of management, economics, quantitative methods, sociology and design. Given the different background education , students can decide to attend all of part of the lessons, in agreement with the Director of the Master. This unit does not have a final exam.
Quantitative Tools & Project Tools: to acquire quantitative skills and design
The unit is divided of 20 hours. Lessons aimed at the acquisition of quantitative tools and design, through the use of the programs Excel, Indesign, Photoshop, Autocad e Rhino. These instruments will be preparatory to the understanding of the processes that characterize firms in the industry and the contents of specialized courses, according to the Master of reference. The educational activities includes basic lessons and advanced training in relation to the background of the individual student. There are exercises and tests written by students.
Lifestyle Pillars: to know the structure of lifestyle sectors: design, wellness, cosmetics and events and related work tools
The unit is composed of 140 hours dedicated to the knowledge of the structure of the sectors design, wellness & cosmetics and events, of the companies that characterize them, of the various creative, managerial and communication models.
It also aims to transfer technical and operational tools for planning and organizing activities, along with tools for investigating and processing qualitative and quantitative market data.
• Project Management
The Project Management for Lifestyle course aims to provide students with the basic methods of management of Activities and Processes (Planning, Timing, Objectives, Resources, Responsibility, Output, Cost / Benefits ratios) applicable to different types of project in the sectors of Design, Wellness and Events (Brand and Design area, Beauty and Wellness area, Research and Communication area). Contents on the methodologies and tools will be complemented with organizational contents (i.e.: characteristics of project managers, team motivation, project marketing) that allow a proper contextualization in the company context.
• Fashion & Design Business Models
The course has the aim to introduce a general picture on the different Business Models within the Design, Fashion & Experience industries, from a strategic perspective on Luxury Brands, Designer Brands, Experience Providing brands, to the management of the positioning in the different segments of the Lifestyle and the different approaches to the management of creativity, from the stylistic identity to the different product strategies. The course will focus on the levers companies can differently implement in terms of communication, image and retail identity.
• Research Methods & Trends
The course aims to provide a broad view, on one hand, of the different methods and research tools useful to investigate Italian Lifestyle consumers. Project-research and trend research will be introduced; processes, tools and artifacts that characterize the research in fashion design: blue sky research, visual research, product research. Tools and stages of the research process: from brainstorming to the concept of the collection. Socio-cultural and scenery research through the cool hunting. Tools and stages of the investigation, from the brief to the final report. Main actors of the trend analysis: fashion companies, research agencies, freelancers. Marketing Research, both qualitative and quantitative: desk analysis and field analysis. The difference between using primary and secondary data.The difference between exploratory and confirmative marketing research. Subsequently an overview and explanation on the main trends, their diffusion processes, contents and forecasting, will be introduced, focusing both on Lifestyle and not-related industries.
• Italian Design, Art & Lifestyle
The main resource of the Italian territory is its vast cultural, material and immaterial heritage, whose value is not limited to the greatest number of world heritage sites of humanity, but to a vast and precious archive that still today continues to inspire companies and creatives from all over the world and with economic potential that is still largely unexpressed. The course presents some of the best-known masterpieces of Milanese art, design and architecture with an outline of Italian heritage.
• Marketing Innovation & Brand Design
The Marketing Innovation & Brand Design course aims to introduce students the main fashion marketing techniques and to the framing of the process of formulating, implementing and monitoring the brand identity and brand positioning. This process identifies two different but related application areas: the first one has as its objective the knowledge of the framework and the guidelines from which to derive operational "brand sensitive" marketing processes; the second one has as its objective the direct management of brands as intangible strategic assets, which are connected to specific management processes. The course has been framed within three different but connected areas of application: the management and design of the brand as an immaterial asset; the framework and guidelines for the operational processes; the sociological perspective of branding.
• Creativity Management
The course aims to introduce students to the main ways of managing creative processes, starting from the antecedents, up to the paths that lead to product formulation, according to the different perspectives of problem solving and experimentation, as well as the generation of ideas and the related organizational and market outcome.
Courses include lectures, exercise sessions and final exams.
Lifestyle Processes: to be able to manage the processes of creation and product development of the sectors that characterize Italian design, wellness and brand event processes.
The unit is composed of 180 hours devoted to the main processes in order to enhance and promote the identity of the brand, implementation and management of development processes of Italian design, wellness and events.
• Brand Extension and Merchandising
The course introduces to the dynamics and productive logics related to the main commodities protagonists of brand extensions processes, starting from the design, up to the accessory and the experience design. The course will introduce you to the main challenges that characterize the respective product sectors, as well as the way in which merchandising plans are built for the design of product portfolios by companies.
• Facilities for Fashion, Design & Lifestyle
Both public and private institutions have played an important role in the development of the Italian fashion and design system. Thanks to museums, studios, foundations and theaters and thanks to a great variety of temporary spaces (for fashion shows and for design exhibitions). A vast archive of solutions is now available for young creative people and professionals. The course includes the development of a set-up project together with some theoretical lessons and targeted visits for a better understanding of project issues.
• Beauty Product Management
The course introduces to the process of product development within the cosmetics and perfumes sector, starting from the ideation and sharing of the concept, up to the realization phases and the introduction within the reference market, with the related marketing techniques. An important component of the course will be carried out by a guest speaker of the sector and related case histories.
• Wellness Management
The course introduces you to the Wellness sector, with particular reference to both the planning of wellness experiences in retail and hospitality contexts, and to design-driven companies that design their own offer system around wellness. Subsequently, the main trends that, at an international level, characterize the sector will be analyzed.
• Food Experience Management
From the Milanese aperitif rite to the organization of an event for buyers or a post-fashion show catering, the common denominator lies in the combination of food, branding and experience management. A sector in constant evolution, thanks to hybridization processes, which requires attention to planning and the management of unexpected details in the past: through experts in the field the course will present the most interesting examples of Italian excellence in the field and how it was possible to build real and their own scalable business models around them.
• Lifestyle Communication Strategies
The module combines the themes of design and communication: these two areas have always worked together to convey a unique style, brand or product. The course aims to provide students with a clear perspective on the peculiarities of the design sector, with reference to communication management. The course consists of two parts: the first part aims to explore, together with the students and through the study of case histories, the reasons and effects of the communication strategies used in the area of design today, with particular reference to tools and strategies of trade communication. The second part aims to explore the typical visual tools and artifacts used to communicate creations and products to trade targets and buyers.
• Brand Event Design & Creative Direction
The course introduces to the planning, organization and management of complex events and, more specifically, to the basic skills and methodologies used in the development, production and management of successful events for industries with a high symbolic and experiential content, according to a perspective able to combine brand communication objectives and marketing initiatives and products.
Courses include lectures, exercise sessions and final exams.
Lifestyle practices: field testing the competences
Curiosity – Italian Fashion Cities
The main Italian cities are never just cities of art, nor are they just fashion cities or productive centers, but they are often at the same time important centers of production and promotion for fashion that host different productive districts (with different vocations) together with a significant artistic heritage, with many historical or inspirational connections to the contemporary productive world. The course includes various guided tours and in-situ lessons (in the city of Milan) and ex-cathedra lessons, also in preparation for the Field trip (Florence and Rome).
• Study Tour
Several study tours are planned in the cities of art and Italian design, in order to convey to students the experientiality connected to the phenomenology of art and design themselves.
These courses are based on the creation of two projects, each lasting five full-time weeks, and it is coordinated by a multidisciplinary team of teachers. Each module consists in the preparation of a project on a real case study provided by leading companies directly involved by the Faculty in the educational activity. From the project brief provided by the company, students’ teams will be set up in order to finalize a viable proposal that offers solutions to the objectives set by the company together with the teachers. The objective is to obtain projects that integrate brand strategy, product strategy, retail strategy and communication strategy, innovation and that is consistent with the reality of the company, simulating work processes as close as possible to the reality of professional contexts. The evaluation of this phase occurs at the end of the course, through the presentation of the projects. The projects will be discussed by a committee composed of professors of the module and assessed in the presence of representatives of the companies involved. Companies will have the early opportunity to select potential students for the internships that will take place in the final phase of the master.
• Entrepreneurship & Start Up
This course is aimed at introducing Students to the issues related to the process of starting a new venture, and to the understanding of the main “building blocks” that are needed in order to create a startup and a realistic business planning process: from the identification of entrepreneurial opportunities, to the analysis tools, strategy and positioning formulation, business model definition, financing definition and economic projections, up to the final “elevator’s pitch”. Overall, the course is focused on the “lean” principles, and its outcomes in terms of maximizing value creation.
Courses include lectures, exercise sessions and final exams.
Empowerment & Career Management
The module is aimed at providing the necessary skills to deal with selection processes carried out by companies both in the context of internship, and placement in the job market. During the module, the students will be supported in the analysis of competences in view of the drafting of Cv and motivational letters, in the regulatory framework of internship contracts, in the search for internship offers, in conducting interviews with companies, in choosing the internship offers.
The Empowerment & Career Management Module will be carried out through the following courses:
- CAREER MANAGEMENT & ETHICS, to understand the process of placement on the one hand, and on the other the main problems related to ethical behavior within decision-making processes in business and organizational contexts.
- SOFT SKILLS & EMOTIONAL INTELLIGENCE, to learn about the soft skills that increasingly impact business selection processes, as well as the constituent elements of emotional intelligence, with a strong emphasis on practical behavioral simulations within company contexts.
- CORPORATE CULTURE & PERFORMANCE, to learn about the exciting theme of corporate and entrepreneurial culture, starting from the context of family businesses, up to the fulfillment of performance methods and paths within these organizations.
- CROSS CULTURAL MANAGEMENT, to learn about the specificities of interaction processes in contexts characterized by different cultures that often lead to a discresity between conveyed messages and communication vehicles, at the base of the phenomena of "cultural crush".
The internship is one of the most significant experiences of the master; coordinated by the Director of the Master, consists in the trial, in a business context, of the skills learned during the courses. It is based on a training project collegially agreed by Milano Fashion Institute and by the host company.
The module is aimed at the introduction to the Italian language for international students. The didactical objective is the understanding of the most common ways of interaction and communication, both in everyday life and in the professional contest. The Students will be divided into two parallel courses , after having attended a preliminary assessment test, for evaluating the starting level of the knowledge of the language:
Internships are one of the most salient experiences offered by the master course and are supported by a network of leading firms of the sector, thanks also to a rich network of relationships established over the years by the three founding universities with the Italian and international system.
Internships last a minimum of 3 months, allowing students to apply the skills acquired during the course to real working situations, with guidance and advice provided by experts with extensive experience and a range of different professional backgrounds.
The internship module is activated by Milano Fashion Institute through a series of activities that constitute the activities of empowerment and career management: Introduction to the internships' regulations, Introduction to the Job Market, Orientation, Self Assessment & empowerment, Company links, Internship Mentoring.
Click here for details about the Module of Empowerment & Career Management.
Internships therefore represent unique placement opportunities for course students and an effective tool to help the companies involved select excellent people.
Milano Fashion Institute actively promotes the communication of internships’ offers through constant contact with the industry's leading companies. The search and finalization of internship must be carried out by the student. In order to find an internship, Milano Fashion Institute provides many opportunities and tools, through the programs of identification, reporting and collaboration with the most important companies in the sector, as well as the active signaling of students’ profiles.
In the tradition of Milano Fashion Institute the figures are therefore 'hybrid', multidisciplinary, able to put themselves in a proactive way as intermediaries' between purely creative profiles, the managerial profiles and, finally, communication profile. Therefore, different professional areas of interest are identified, representing the ideal connection between the creative ideation of the products and their integration in managerial processes at company level, brand and business units.
In particular, the following junior profiles are identified within the Design, Events and Beauty sectors:
_ 管理和计划创造过程和产品发展：从了解品牌价值和个性代码，到不同产品类别和产品线的代码的分辨能力；其次通过销售规划、选择和供应商管理，最后组织和管理贸易营销和宣传的过程（时装专业硕士/ 品牌&产品管理），进行产品计划。
_ 创新和管理流程的集成管理与不同商业模式（品牌设计师或者行业团队与直接零售的上下游整合；品牌合作和独立经营，以及加盟、店中店、角落等零售渠道；连锁零售店，如百货企业、快速时装零售商、大型零售商；小户独立经营零售商，如 个人商店或小型地方连锁（时装方向/品牌和零售业管理硕士）的分布有关。
_ 管理和设计研究策略、宣传策略和增加企业文化遗产：从消费的定性和定量的分析，以确定和解析时装趋势；从企业宣传和媒体渠道的语言创新，到管理新数字宣传格式和渠道；从 增加文化、物质和相关的遗产，到管理和设计社会责任方案（时装专业硕士宣传管理）。
Via dei Missaglia, 97. 电话：02.893075;
Via Abetone, 10. Tel: 02.540011 or 02.54100729;
Via della Moscova, 2.电话：02.636791;
Via Ugo Bassi, 4°. 电话：02.697161;
Via Leonardo Bistolfi, 5. 电话02.210491;
Piazzale Carlo Stiparich, 2. 电话02.330251;
Securing accommodation is one of the most important aspects of your time in Milan.
We kindly ask you to consider your accommodation here in Milan several weeks prior to your arrival at MFI. Non-EU students should be aware that proof of accommodation may be necessary in order to complete an application for a student visa.
Prices for a private room in a shared apartment range from € 400.00 to € 500.00 per month. Please note you will also be required to pay a deposit of one to three months’ rent when you sign the contract. Always ask for a signed receipt of payment.
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