Degree level: Master's degree.
Category: Design.
Study pace: Full time.
Program length: 12 months.
Location: Milan.
Instruction language: English.
Start date: February 2019.
Internship: Yes.
Program Description.
The Master degree in Food Design develops the necessary skills to give a creative contribution to an increasingly growing sector, of which Italy constitutes one of the main benchmarks known worldwide. It is an opportunity not only for students holding a degree in design, marketing and communication, but also for managers and professionals working in the field. The programme combines a focus on food-related markets with the design approach and methodologies. This creates a food designer who is able to manage the design:
– of processes, methods and spaces where products are processed, distributed and consumed;
– of food in terms of its aesthetics, communication and representation;
– of equipment and tools used to prepare and consume food;
– of all the communication activities implemented for the promotion of food products.
The academic activities encompass lessons, design workshops and seminars with the leaders of the food and agriculture industry and of the design field: entrepreneurs, managers, journalists, food critics, designers, architects, publishers and chefs. The structure of the course also comprises visits to food companies, concept stores, restaurants as well as important gastronomic fairs and events. After the end of the course, students will have an internship experience in a company, agency or firm working in the field. The Master is held in collaboration with important companies and firms of the food industry.
Prerequisites:
BA Degree or higher OR significant work experience in a relevant field (+ High School Diploma) Transcripts (list of subjects + grades)* (graduates only) Portfolio in digital format, motivational letter,cv, copy of passport
Degree Conferred:
Master’s Degree from IULM and SPD.
The Master corresponds to 60 ECTS credits.
ENTRY.
The Master’s is open to Italian and foreign graduates coming from various scientific disciplines, social sciences and liberal arts. The program has a limited number of places available. Applicants will be admitted upon selection based on the student’s CV, portfolio and on an interview. Applications must be sent to the SPD Academic Office.
DURATION.
The Master’s starts in November 12th 2018 and ends in December 2019. It includes 580 hours of lessons and a three-month internship. Attendance is compulsory. The total workload of the course corresponds to 1500 hours/student encompassing lessons, class exercises, internship and individual study.
INTERNSHIP.
At the end of lessons, students commence their three-month internship at companies or professional firms in the field.
LANGUAGE.
The Master’s course is held in English.
QUALIFICATION.
After passing the final exam, students will obtain a taught Master’s Degree from IULM and SPD. The Master corresponds to 60 ECTS credits. The Master is managed and organized by: Libera Università di Lingue e Comunicazione IULM and Scuola Politecnica di Design SPD jointly.
CLASSES.
THE FOOD AND AGRICULTURE SYSTEM.
– The food and agriculture system
– The food and agriculture industry
– The distribution system in the food sector
– Eating outside: structure and leaders of the restaurant industry
– The food and agriculture areas and the territorial networks (consortium, associations, Slow Food organizations)
– Sustainability and the concept of “food sovereignty”
– The relationship between food, culture and territory in planning reception
FOOD SCIENCE
– Principles of human nutrition
– Food structure and composition
– Sensorial analysis of food
– Food technologies and biotechnologies
– Food properties and definition of nutritional quality of foods and food-derived products
– Conception/Design of innovative products and/or with nutritional value
– The influence of foods on wellbeing and on diseases prevention
WINE AND FOOD CULTURE
– History of wine and food
– The culture of food around the world
– Italian wine and food and the Mediterranean diet
– Food traditions
– Nouvelle cuisine, creative, fusion, molecular gastronomy and vegetarian cuisine
FOOD MARKETING AND COMMUNICATION
– Semiotics and symbols of food
– Consumers behaviours with food
– Principles of wine and food aesthetics
– Wine and food communication and marketing of food and agriculture products
– Promotion techniques in the food sector
– New marketing strategies in the food sector: the role of “viral” marketing
– Food blogger and social media communication
– Wine and food events organization
– Neuromarketing applied to the food sector
– Web communication techniques
– Newsprint wine and food communication
– Art and food
FOOD EXPERIENCE
– Building the experience: general principles and models
– Experience models in the restaurant and distribution industry
– Retail experience: the experience “store”
– Living kitchen: designing the food home experience
– From the “gastronomic guide” to the increased reality: new tools for food experience
FOOD DESIGN
– Food and agriculture design
– Elements of food design
– History of food design
– Planning the wine and food experience
– Food and design-driven innovation
FOOD DESIGN: DESIGNING FOOD AND OBJECTS
– Food and agriculture design
– Elements of food design
– History of food design
– Planning the wine and food experience
– Food and design-driven innovation
FOOD DESIGN: PACKAGING
– Elements of packaging design
– Designing food packaging
– Sustainable packaging
– Solutions for an “intelligent” packaging
FOOD SERVICE DESIGN
– Elements of service design
– Customer experience and design of food services
– Food service design (project work)
– Packaging design (project work)
