DIDACTICS

The Master's training model is based on constant interaction with professionals in the field. Teaching is centred on theoretical/cultural subjects and on workshop activities that always imply the active and creative participation of the class. This didactic formula finds its best expression in the organisation of project workshops that take place in collaboration with important companies, studios and agencies in the events, fairs and exhibitions sector.
The project envisages different teaching methods:

  • frontal teaching
  • design workshops
  • conferences
  • guided tours of companies, fairs and events
  • orientation path.

Attendance is compulsory for the awarding of the title.

Duration

The Master's course consists of 600 hours of teaching (frontal teaching, tutorials and workshops), 300 hours of internship and 600 hours of individual study, for a total of 1500 hours.

Programme

There is an introductory module and five teaching modules:

6

DIDACTIC MODULE

0

Introduction

Discovering Milan, the main events, exhibition, and conference centers of Fieramilanocity and Rho. Group activities to get to know and engage with each other in a work environment.

DIDACTIC MODULE

1

Exhibition and Event system

THE TRADE FAIRS SYSTEM
An in-depth study of the business system and the key players of trade fairs through international case studies. The Italian and Milanese trade fair system. Trade fairs as a tool of development and industrial policy.

THE EVENTS SYSTEM
An in-depth analysis of the business system and the key players of events through international case studies, as well as a focus on the events system in Italy.
History and classification of events.

DIDACTIC MODULE

2

Design Thinking

Design Thinking as a design method for innovation and effective decision-making through creative thinking and co-creation. Design thinking applied to events and trade fairs (platform design).

DIDACTIC MODULE

3

Exhibition and Event management

Exploring critical topics of event marketing and communication: analyzing competitors, defining pricing policies, online and offline promotional campaigns, choosing media partners, suppliers, and venues; solidifying strategic, organizational, and management skills; coordinating the team, activity flows and resources, timing, and costs, in a complex framework.

DIDACTIC MODULE

4

Exhibition Design

FUNDAMENTALS OF EXHIBITION DESIGN
The design of physical and digital spaces.
Brief, materials, technologies, and regulations to ensure safety and security of exhibition venues and experiences. Graphics and wayfinding, digital and audio-video technologies, lighting design.
EXHIBITION SPACES AND INSTALLATIONS
The project of physical and digital spaces in a trade fair with case studies of innovative events and exhibits. A hands-on, creative workshop will be carried out at the core of this module.
RETAIL SPACES
The design of the display area in a point-of-sale. Evolution of retail spaces and in-depth study of visual merchandising techniques with case histories of innovative installations. The module includes a hands-on, creative workshop.
MUSEUM SPACES AND EXHIBITIONS
Innovative examples of museum and exhibition design. Students will be tasked with a project-based assignment.

DIDACTIC MODULE

5

Event Design

Event design in any detail. This module aims to train skillful design directors of various events.
Starting from their classification by size, type, and format, the course will analyze the goal and characteristics of different case studies, embracing concept ideation and development up to the digital technologies that support the event manager's work.
This module covers creative direction, design of physical and digital spaces, installations, sensory design, lighting design, sound design, and everything that contributes to making an event unique.
The workshop proposed to the students will tackle the concept of a composite cultural or institutional event and a product launch for a top-tier company.
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