Examining Digital Communication with Andrea Cuman

After going through concept generation, prototyping, and interaction design modules, students moved into the field of design-driven innovation, business strategy, and communication and marketing, with the chance to meet Andrea Cuman, head of marketing and communication for Giunti Scuola, digital communication manager and professor. His module was an overall exploration of communication, related to the world of services, with a specific focus on digital support and channels.

The lecture dealt with the main concepts related to brand identity, brand positioning, customer journey design, and the adoption of digital touchpoints to reach strategic goals. Moreover, the exercises were built upon projects that had been already developed by students for previous modules (i.e. Interaction design & UX prototyping), in order to develop skills and knowledge on top of an existing reflection on service design and development. Digital marketing and communication concepts are important to help the creation of solid service design knowledge and foster the development of a strategic framework.

Students achieved an overall idea of how to build and manage a strategic framework for the development of digital communication and marketing activities while learning about digital media policies (internal and external) too. What’s more, they got insights into real-time marketing tactics and brand identity and positioning. Finally, they pointed out some thoughts, to be developed independently further.