Master in Food Design Project Experience
Master - Rome
- Start dat: January 2018
- Duration: 6 months
- Attendance: Full-time
- Language: English
The Master in Food Design Project Experience trains designers carrying critical skills to develop a constant inclination to innovation. Food Designers gain the necessary flexibility to deal with different fields - where they can apply their design ability - paying a special attention the users participation in defining needs and expectations.
Professional opportunities – graduates can start a path in all the fields connected to production, communication and fruition of food. Thanks to the acquired critical competences they can face managerial and cultural field activities.
the Master is addressed to BA graduates in architecture, design, visual communication, nutritional sciences and related fields.
Methodology and structure
The didactic path involves students in a practical R&D activity including project simulations in collaboration with institutions and private companies. The course perfectly fits market requirements, training professionals who design and realise innovation. Food is no longer just a primary need, but a sensorial experience that must be faced from the use of raw materials to the definition of consumption models.
Due to the constant development of competitiveness and company strategic needs contemporary Designers are demanded to interact with marketing experts, engineers, corporate image consultants, graphics and interior designers.
The Master provides transversal competences, connected to the analysis and interpretation of consumers’ needs and behaviors, creation of scenarios connected to new products, presentation and communication of a project, underlying the success factors.
Besides theory there are 4 design areas related to: packaging design, place design, food design and communication.
There is also a moment dedicated to the implementation of social network activities with relevant communities.
History of Food
The course focuses on “kitchen invention” and its oral and written transmission. Through the analysis of different cultures, the goal is to stimulate personal deepenings. Themes are production local - in relation to weather and crops - and raw materials transformation both in artisanal and industrial fields. Scientific and sociological considerations.
Food: Production and Consumption
Core feature is the development of a design methodology to get a proper food typology, appropriate to contemporary living. The course provides different competences, according to the different features of the product, enhancing students design potential.
Communication and Sharing of Competences
The course analyses the most effective techniques to properly develop the product image, interpreting the contemporary issues of communication. The module includes tasting analysis of products and experiences connected to food, information on food&wine journalism, main marketing levers, also in relation to packaging design and design of consumption spaces.
Expressive potential of materials: handling the range of materials according to the storytelling necessity of a product / Ecological and social sustainability of a project / Web and smart society: analysis of smart cities and their influence on the relation between city and people to find the trends connected to food experience / Sharing as instrument: analysis of cases related to sharing economy.
Design shapes and spaces: elements for a convenient and functional design, able to meet design needs connected to food / Theory and technique of representation: the tools for a project enhancement within a path of shared design / Contemporary sociology and language, elements to interpret the changing behaviors in relation to different cultures.
Design Management: Marketing and Sociology of Consumptions
The course provides the competences to promote and manage cultural and design activities, with reference to the specific features of creative industry. Starting from the analysis of strategic and operational marketing tools, up to the definition of a new competitive framework / Analysis of the enterprise system model, evaluating marketing mix strategies, interaction culture, communicative features, symbolic features of product-brand combination.
Ws: Designing Food
The course deals with food design. Starting from the analysis of user needs and the evolution of social behaviors, there are defined those product characteristics finalised to define a practical answer to consumption and production. A meeting with Chef Arcangelo Dandini on Rinascimental and contemporary Roman food is included too.
Ws: Designing Consumption Places
Analysis of architectural and communicative features of those spaces dedicated to food consumption. Definition of the rising behaviors related to feeding. The research covers the analysis of both national and international realities and involves these format related to direct food consumption or its purchase in stores.
Ws: Designing Integrated Communication
Wine&food communication is made of tools and rules constantly changing according to the different dynamics of food societies. The course deals with communication from product packaging to POP, analyzing the ways and techniques to communicate through both traditional and digital media.
Nerina Di Nunzio - Course coordinator
Expert in digital communication and marketing, she worked in the telecommunication, finance and training fields. She specialized in the subjects concerning food and wine. She was Marketing Manager of Gambero Rosso, a famous food publishing house, and she founded the consulting company Food Confidential. She teaches and organizes courses linked to the postgraduate training. She published a book for Coldiretti concerning the direct sale of organic products in Italy.
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