Unit LABORATORY OF DESIGN

DESIGN

Code	A002162
CFU	5
Teacher	Benedetta Terenzi
Learning activities	Base
Area	Formazione di base nel progetto di design
Sector	ICAR/13
Type of study-unit	Obbligatorio (Required)

Cognomi A-L

CFU

5

Teacher

Benedetta Terenzi

Teachers

• Benedetta Terenzi

Hours

• 45 ore - Benedetta Terenzi

Cognomi M-Z

CFU

5

Teacher

Maria Dolores Morelli

Teachers

• Maria Dolores Morelli

Hours

• 45 ore - Maria Dolores Morelli

GRAPHIC DESIGN

Code	A002163
CFU	5
Teacher	Valeria Menchetelli
Learning activities	Base
Area	Formazione di base nel progetto di design
Sector	ICAR/13
Type of study-unit	Obbligatorio (Required)

Cognomi A-L

CFU

5

Teacher

Valeria Menchetelli

Teachers

• Valeria Menchetelli

Hours

• 45 ore - Valeria Menchetelli

Language of instruction

Italian

Contents

The course aims to convey the fundamental principles of graphic design.

Reference texts

Pierpaolo Vetta, Sergio Polano. (2002). Abecedario. Electa.

Daniele Baroni, Maurizio Vitta. (2003). Storia del Design Grafico. Longanesi.

Massimo Vignelli. (2010).The Vignelli Canon. Lars Mu¨ller Publishers.

Daniele Barbieri. (2011). Guardare e leggere. La comunicazione visiva dalla pittura alla tipografia. Carocci.

Lars Mu¨ller. (2015). Josef Mu¨ller-Brockmann, Pioneer of Swiss Graphic Design. Lars Mu¨ller Publishers.

Wally Olins. (2015). Brand new. Il futuro del branding nella società che cambia. Einaudi.

Ferro Piludu. (2016). Segno Libero. Elèuthera.

Educational objectives

The course aims to develop theoretical, methodological and operational tools for design and communication (design strategy and communication). The course will guide students to understand and explore the execution phases of a project by stimulating the development of a personal and original design method through analysis, research, concept design, development, and final presentation of the project. The course will include an overview of the main moments in the evolution of the design discipline and the 'typographical form' starting from experiences of modernity and the avant-garde. Students will be involved in a series of projects focused on the importance of visual communication and on the fundamental relationship/interaction between design and typography, where shapes, signs and fonts merge into a balanced and harmonious communicative structure.

Prerequisites

None

Teaching methods

The course includes theoretical lessons and practical exercises.

Other information

None

Learning verification modality

Practical exercises: elaboration of graphic design themes developed both independently and in a team, to verify critical skills and relational abilities.
Oral exam: individual discussion lasting about thirty minutes, supported by the graphic design works produced and aimed at ascertaining expressive and communicative skills.

Extended program

1. Acquire basic problem-solving and Lateral Thinking processes.

2. Assimilate the basic principles of composition in two-dimensional space.

3. Acquire a basic typographical grammar to structure verbal messages in visual terms.

4. Understand the role of images in graphic communication.

5. Learn the basic theories of communication including semiotics, rhetoric, and narrative, and their applications in design.

6. Understand the importance and value of a brand/visual identity and its relationship to the Brand concept.

7. Acquire a basic knowledge of the history of typefaces and graphic design from the early Renaissance to contemporary design.

8. Acquire the skills and abilities necessary for the execution of projects in the function of a projection in the world of work.

9. Learn the criteria for the evaluation of design solutions.

10. To assimilate and appreciate the culture of design.

11. Discover the emotional aspects of graphic design.

12. Understand professional contexts such as media, types of clients, public and private.

Cognomi M-Z

CFU

5

Teacher

Marika Mastrandrea

Teachers

• Marika Mastrandrea

Hours

• 45 ore - Marika Mastrandrea

MARKETING AND CORPORATE COMMUNICATION

Code	A002164
CFU	5
Teacher	Antonio Picciotti
Learning activities	Caratterizzante
Area	Scienze economiche e sociali
Sector	SECS-P/08
Type of study-unit	Obbligatorio (Required)

Cognomi A-L

CFU

5

Teacher

Antonio Picciotti

Teachers

• Antonio Picciotti

Hours

• 45 ore - Antonio Picciotti

Language of instruction

Italian

Contents

In addition to an introductory part, aimed at defining content, role and evolution of marketing, the course can ideally be articulated into two parts. In the first part, the key strategic decisions of the enterprise in its competitive environment (segmentation and positioning strategies) are described. In the second part, the characteristics of the marketing tools and the management choices in terms of product, brand, and communication policies are outlined.

Reference texts

Lambin J.J,, Market-driven management: Marketing strategico e operativo, McGraw-Hill, 2016, settima edizione, capp. 8, 9, 10, 11.
Mattiacci A. e Pastore A., Marketing: il management orientato al mercato, Milano, Hoepli, 2021, capp. 2, 9, 10, 14, 15.
Pastore A. e Vernuccio M., Impresa e comunicazione. Principi e strumenti per il management, Milano, Apogeo Editore, 2008, cap. 16

Educational objectives

Teaching wants to offer content related to marketing decisions and behavior of enterprises. In particular, the main knowledge that students will acquire will be (Dublin descriptor 1): knowledge of markets dynamics in terms of competitors and consumers behavior; knowledge about the ways in which firms can approach and manage markets; knowledge about companies decisions to improve the efficiency and effectiveness of their offer. Main skills which enable these knowledge are (Dublin descriptor 2): acquisition of appropriate methodologies to analyze and evaluate markets; identification and evaluation of advantages and disadvantages of markets; marketing-mix management. Finally, the project realized during lectures and presented and discussed at the end of the course, allows students to approach and understand problems of businesses with judgment autonomy (Descriptor of Dublin 3) and acquire both a property of language and adequate communicative abilities (Dublin descriptor 4).

Prerequisites

Teaching methods

The course is organized as follows: lectures that will cover all the issues and problems related to enterprise marketing activities, also with the description and discussion of experiences and case studies; seminar lectures with managers of companies operating in marketing activities to facilitate the understanding of the issues addressed during the course and to facilitate the future employability of students; laboratory activities related to the product/space/service that is designed during the course and aimed at the concrete application of acquired marketing knowledge.

Other information

Learning verification modality

The exam involves the development of a marketing project related to the topic that will be assigned during the activities of the design laboratory, with the aim of assessing the level of knowledge and understanding achieved by the student. The test consists in the discussion of this project in order to cover a large part of the topics explained during the course and to give the possibility to the student to show his preparation and the level of comprehension. The evaluation of the exam will be in thirtieths.

Extended program

The course program includes the discussion and analysis of the following specific themes: market analysis through segmentation, market attractiveness analysis, business competitiveness analysis, target market and positioning strategies, decisions to launch new products, brand management, packaging management, marketing communication decisions.

Obiettivi Agenda 2030 per lo sviluppo sostenibile

4 Quality education
8 Decent work and economic growth

Cognomi M-Z

CFU

5

Teacher

Antonio Picciotti

Teachers

• Antonio Picciotti

Hours

• 45 ore - Antonio Picciotti