Course in Product, Service and Experience Marketing

The advanced specialisation course offers an integrated vision of marketing, which considers the physical product, the service and the experience lived by the customer together. The main content includes the development of the value proposition, that is, the definition of the value offered to customers, and brand management processes, with in-depth study of brand architecture and brand equity. Part of the programme is devoted to tangible product systems and intangible services, and to the way digital technologies are transforming marketing communication. Branding and product communication strategies are also addressed, which make it possible to build a consistent and recognisable positioning in the market. A recurring theme is the shift from product to experience: today the value perceived by customers depends not only on technical characteristics, but also on the set of services, interactions and content that accompany purchase and use, and which marketing must design coherently.

The programme lasts six months and is held in person in Milan, at the Polytechnic University. Teaching is based on case studies and operational tools, so as to link theoretical concepts to the situations that companies face every day. The page available does not detail the individual modules, the total hours or the credits, and does not indicate the final assessment methods. The course comes under the Department of Management Engineering, which brings to marketing an approach oriented to processes, data and innovation management, in line with the university's tradition. The six-month duration makes it possible to combine lessons, study and application of the content with work, and working on concrete cases allows participants to compare their own experiences with those of colleagues and faculty, enriching their understanding of brand processes.

The aim is to provide concrete tools to design, manage and communicate product and service offerings able to create value for the customer. The course is aimed at graduates who wish to strengthen or redirect their skills in marketing and brand management. The reference professional figures include brand manager, marketing consultant, product manager, digital marketing specialist, branding specialist and marketing manager. Career opportunities are identified in innovative companies, communication agencies and consulting firms, contexts in which the ability to combine brand strategy, digital and customer experience is particularly in demand. Those who complete the programme acquire a common language with the marketing, communication and product functions, and are able to contribute to defining more effective positioning and communication strategies, in both established companies and growing businesses.