M A S T E R M O D U L E

N E W M E D I A C O M M U N I C A T I O N& I N T E R A C T I O ND E S I G N

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I A A D

H I S T O R Y , M I S S I O N

A N D D I D A C T I C

A P P R O A C H

European hub of higher education in design, Istituto d’Arte Applicata e Design - IAAD is capable to ful�l the demand of the market for highly quali�ed designers thanks to its 35 years expertise in design education, its cross curricular approach and its international dimension with its branches in Italy and France. Thanks to the partnership signed in 2012 with the French Écoles de Condé, the group counts on over 5.000 students, 400 professors, 7 venues - 5 in France in Paris, Lyon, Nancy, Nice, Bordeaux and 2 in Italy (Torino and Bologna). An integrated system o�ering more than 30 courses ranging from Bachelor and Master courses, from transportation design to fashion and textile design, from restoration of cultural heritage to marketing and management of arts and design.In Italy, in Torino, the new academic year 2013-2014 began in the new IAAD premises inside the future Lavazza headquarter, with 3.000 square meters available for didactic, with spaces for expositions and conferences.

According to IAAD, design is "project culture", a cultural and intellectual process founded on the core idea that in order to create a serious and prepared professional it is mandatory to unite the rigor of academic research with a practical, experimental method based on planning, and typical of advanced professional training. This methodological approach has proven to be the best in creating successful professionals, as demonstrated by the brilliant careers of

numerous IAAD alumni over the course of 35 years. In terms of concepts, projects and style, IAAD's philosophy is to address the great tradition of Italian design, whose cultural and industrial value is recognized all over the world.

IAAD was born in 1978 with the objective of o�ering a new approach to training and education, by analyzing creative professionalisms e�ectively required by the job market and structuring speci�c learning paths. IAAD, through the years, has remodeled its educational o�ers numerous times, and is also doing so today with considerable commitment, addressing an historical moment characterized by deep cultural and socioeconomic transformations. Speci�cally, technological evolution is quickly redesigning the whole range of "creative jobs".

N E W M E D I A

C O M M U N I C A T I O N

A N D I N T E R A C T I O N

D E S I G N

MASTER PROGRAM

Contemporary society moves its �rst steps towards "arti�cial intelligence".This expression may sound bombastic, but the essence of the phenomenon can be synthesized in a few words: many tiring activities that today weigh mainly on human intelligence are steadily being transferred to computers, which are �nally able to read the semantic meaning of raw information, creating a vast network of bene�ts and pro�ts.

Modern digital environments, and the "arti�cial" intelligences that are developed in and from them, are deeply changing jobs in every sector, at every level. Many new professions are being developed in this setting, and it's not a case that most of the EU funding being placed in 2014 and onwards is going towards a "digital agenda".IAAD Master in New Media and Interaction Design has been conceived to help �ll the gaps in the current educational system regarding this very strategic sector, answering the growing demand from companies, private and public organization for professionals with speci�c and diversi�ed skills linked to the development and the new opportunities of the digital world.

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M A S T E R O B J E C T I V E S

A N D M E T H O D

The Master's key objective is to form professionals capable of dialoguing through digital media, who comply with "netiquette" and community participation modalities, and, above all, are able not only to realize an integrated platform or a digital marketing campaign, but also to evaluate their performance and development potential.The Master's ambition is to work as an innovation hub, a place in which aspiring communicators can be trained in a continuous interchange between theoretical, practical and experimental phases, allowing comprehension and management of all stages of new media design. To train young professionals, IAAD recreates a professional environment in its didactic plan. One of the distinctive traits of IAAD method is the constant collaboration with sector-speci�c companies and �rms in order to realize bound projects. Both the partner companies' business requirements and IAAD's teaching requirements converge in these projects, creating a situation that is doubly positive: aspiring designers have the opportunity to work with companies that are leaders in their sectors and companies can monitor and invest on future talent. This system also allows to simulate working conditions in a professional environment: work is conducted under speci�c deadlines, correcting projects during their execution phase by following client feedback, through team and objective-oriented

work. The Master Program is structured in 3 macro areas. One is focused on speci�cally "creative" skills (Creativity Techniques, Art Direction in New Media Environments, Content Editing in New Media Environments, Web Platforms Design, Mobile App Design, Audiovisual Broadcasting Design, Digital PR & Social Media Networking), another on the cultural and informative background necessary to those looking to perform these new professions (Digital Economy Sociological Models, History of New Media, Digital Marketing Models, Big Data &Internet of Things), and the third one on technical skills and competences (User Interface Design, Project Development Techniques, Web Platforms Development, Mobile App Development, Edge Interactive Technologies). A strong focus is also placed on Semantic technologies (Semantic Web, Semantic Engineering, Ontology Application Development) representing the culmination and the ful�llment of all the didactic path. These disciplines are taught and examined in depth not only from a theoretical-conceptual point of view, but also looking at their actual application in media, marketing (R&D, design, advertising), educational and entertainment.

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Professionals working in the respective academic subject sectors, who know the main players of the sector and the skills needed to be competitive in the job market, make up IAAD teaching sta�. Lecturers will be instrumental in helping students improve and comprehend which aspects of one's professionalism need to be perfected to enter the job market with a lead.

VISITING PROFESSORSIAAD believes in the value of cultural and experiential contamination, opening the doors of the university to professionals known nationally and internationally, experts who contribute to the didactic, leading workshops, seminars and lectures. Students will have the unique opportunity to interact with "gurus" of the sector, who will join IAAD faculty as Visiting Professors.

MASTER COORDINATORMassimo MorelliBorn in Turin, philosophy graduate, owner of a media agency specialized in digital marketing (Pensativa) and coordinator of IAAD Communication and Graphic Design department. Throughout the years he has directed numerous projects between digital communication and technologies: from virtual reality (immersive environments) to public displaying, to the development of dedicated applications and semantic ontologies. In the Master Program, he is professor of SEO and SMO and of Semantic Web.

F A C U L T Y

The New Media and Interaction design Master is a 9-month, full time course.

The key objective of the Master is to provide the participants with the indispensable skills needed to work in a conscious and e�cient way in a professional environment characterized by a considerable complexity, a strong correlation of the parts at play and a very elevated rate of change. The Master focuses on the material application of every single instrument and methodology in the di�erent �elds available: media, marketing (R&D, design advertising), educational and entertainment.

Graduates and postgraduates in: // Computer Science// Economy// Humanities // Communication Sciences// Liberal Arts // Educational Sciences and professionals seeking a specialization in new media// Any other degree will be evaluated individually

M A S T E R P R O G R A M

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Admission only withCV and Portfolio evaluation

NEW MEDIA COMMUNICATION& INTERACTION

DESIGN

400 HOURS

M A S T E R

P R O G R A M

Design & developmentIn new media, it's very hard to separate the actual design phase (graphic design, interface design) from the application development (programming). This is why the Master addresses these two pro�ciencies conjunctly, declining them by type of communication instrument: web platforms, mobile applications and audiovisual platforms. Particular attention is paid to interface design, with the goal of enhancing the usability level.

Digital Content Manager & Digital PRMany new professions, focused more on multimedia content than on the implantation of technical solutions, are flourishing in new media: community and social media manager, professional blogger, e-reputation manager, transmedia web editor, all line advertiser. Roles and accordingly di�erent work undertones abound. The Master allows gaining familiarity with the main skills involved: benchmarking analysis, digital metric analysis, real time monitoring, influencers selection and hire, etc.

Semantic Web & Virtual RealitySemantic technologies allow computers to read the meaning of messages and then act or react accordingly. Among others, two remarkable relapses take place: it possible to intercept and analyse huge fluxes of information, o�en of di�erent origin and format, to obtain new statistical informations (big data), and connect entire network of computers to allow them to communicate and interact without the necessity of human intervention (internet of things). The master dedicates

Thanks to a relation network with the reference environment, IAAD possess a regularly updated company database. These companies are in constant contact for the selection of young talent to place in their structures.

many didactic resources to these branches of knowledge. Another important phenomenon is the gradual emergence of 'immersive' communication environments. Recently, manufacturers of Interactive gaming console have announced the upcoming release of immersive 'playstation' through which players can immerse themselves in the context of psycho-sensory game. In all likelihood it is the watershed event that will determine the ultimate success of VR (Virtual Reality) applications.

During the academic year IAAD will organize didactic visits to companies, exhibits and museums, special workshops, meetings with prominent sector professionals (possible costs will be at the student's expense).

ThesisEvery edition of the Master includes the development of a thesis in collaboration with a company of the sector. The project path starts with a brie�ng with the company, followed by intermediate presentations and feedback from company referents, and ends with the �nal discussion of the Thesis.

JOBPLACEMENT SERVICEIn order to allow students to have access to the best opportunities in the creative professional job market, IAAD oversees contacts between students and the professional world, promoting their graduates and master graduates with the main players in the market.

Duration: 400 hours // March 2017 - January 2018

Language: English

Framework: Full time course (active lectures, laboratories and individual studying) with compulsory attendance classes Monday through Friday (some lectures and external didactic activities may take place on Saturday).

MASTER PROGRAM MAIN THEMESBasic skills"Creativity techniques" (mind mapping, brainstorming, card sorting, etc.), project management (Gantt charts, Critical path, cycle time and gap analysis, etc.) and ITC fundamentals (Computer Science Basics) are part of the basic skills needed to work in the digital communication systems environment.

Socio-cultural and technological contextNew media and interactive design belong to these times. It this therefore absolutely necessary to have a clear knowledge of the sociocultural context of 'postmodernity' and the historical process that determined birth and assertion of new media (Manovich). A timely and in-depth knowledge of the most advanced interactive technologies (NFC, Li-Fi, gesture and eye-tracking, google glasses and other wearable device, etc.) is also to be encompassed.

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Design & developmentIn new media, it's very hard to separate the actual design phase (graphic design, interface design) from the application development (programming). This is why the Master addresses these two pro�ciencies conjunctly, declining them by type of communication instrument: web platforms, mobile applications and audiovisual platforms. Particular attention is paid to interface design, with the goal of enhancing the usability level.

Digital Content Manager & Digital PRMany new professions, focused more on multimedia content than on the implantation of technical solutions, are flourishing in new media: community and social media manager, professional blogger, e-reputation manager, transmedia web editor, all line advertiser. Roles and accordingly di�erent work undertones abound. The Master allows gaining familiarity with the main skills involved: benchmarking analysis, digital metric analysis, real time monitoring, influencers selection and hire, etc.

Semantic Web & Virtual RealitySemantic technologies allow computers to read the meaning of messages and then act or react accordingly. Among others, two remarkable relapses take place: it possible to intercept and analyse huge fluxes of information, o�en of di�erent origin and format, to obtain new statistical informations (big data), and connect entire network of computers to allow them to communicate and interact without the necessity of human intervention (internet of things). The master dedicates

Thanks to a relation network with the reference environment, IAAD possess a regularly updated company database. These companies are in constant contact for the selection of young talent to place in their structures.

many didactic resources to these branches of knowledge. Another important phenomenon is the gradual emergence of 'immersive' communication environments. Recently, manufacturers of Interactive gaming console have announced the upcoming release of immersive 'playstation' through which players can immerse themselves in the context of psycho-sensory game. In all likelihood it is the watershed event that will determine the ultimate success of VR (Virtual Reality) applications.

During the academic year IAAD will organize didactic visits to companies, exhibits and museums, special workshops, meetings with prominent sector professionals (possible costs will be at the student's expense).

ThesisEvery edition of the Master includes the development of a thesis in collaboration with a company of the sector. The project path starts with a brie�ng with the company, followed by intermediate presentations and feedback from company referents, and ends with the �nal discussion of the Thesis.

JOBPLACEMENT SERVICEIn order to allow students to have access to the best opportunities in the creative professional job market, IAAD oversees contacts between students and the professional world, promoting their graduates and master graduates with the main players in the market.

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network concept (Quillian) to graph theory (Eulero); from descriptive logic to oncological language fundamentals (XML, RDF, RDFSchema, OWL); from the knowledge graph (google) and open graph (Facebook) revolution to the material application bene�ts.

Project management All projects have something in common: they are project, literally visions "thrown forwards", projected in the future and therefore structured in phases, deadlines, objectives. Some people have a natural taken for project management, while other can improve with time and experience. The course addresses the main tools and techniques for project management, from Pert, Gannt and Ishikawa diagrams all the way to so�wares such as Teamwork, Artemis, Project.

Web platforms design & developmentWhen working on the web, a separation between design and programming undoubtedly exits, but it is less marked than in other environments: for example, the distance between a graphic project for a printed publication and its letterpress processing. This is why a web designer doesn't necessarily have to be a programmer, but still has to know the basics and the fundamental logic behind html, javascript, css, flash, php, rdf and owl.

Mobile application design & developmentWeb technologies and mobile technologies are very di�erent,

Computer science basics From transistor to boolean logics from data format to client-server model, from di�erent generations of programming languages to relational databases. If it’s true we are leaving in the 3rd big industrial revolution, it is also true that we can not a�ord to ignore the basics.

Newmedia & Digital marketing modelsStarting from the general model of multichannel communication (Nielsen), some of the most successful working models of digital marketing are described and tested: long tail and market as niche proliferation (Anderson), biocapitalism and showcasing (Codeluppi), cocreation, comarketing and code sign, widespread governance model (K. Kelly).

User interface designThe man-machine interaction concerns the relationship between the human user and his technological counterpart, which is o�en a computer or a digital platforms, but can also be a fridge, a television, a microwave. What counts the most is how user interface design ends (or should end) in user-centred design. A young discipline, which however has evolved enough to provide useful and interesting instruments and methodologies, and its own history as well (Cooper, Norman).

Semantic webEverything that is needed to fully comprehend the semantic web phenomenon, without any type of obscurity. From the semantic

manufacturers of Interactive gaming console have announced the upcoming release of immersive 'playstation' through which players can immerse themselves in the context of psycho-sensory game in question. In all likelihood it is the watershed event that will determine the ultimate success of VR (Virtual Reality) applications.

SEO & SMOToday all (or almost) have a digital platform (website, mob app, etc.). It is a necessary but not su�cient condition to make digital marketing. The real battle, where we compare the most devious and ingenious minds of the planet, is the placement (and visibility) in search engines (SEO) and in the socialmedia platforms (SMO). Not to mention the paid advertising on the same search engine and social media (SEA and SMA). Digital PR, influencer marketing, video viralization, keyword density copywriting, link building, rdf-schema and OGT mark-upping... There are so many ways, but what matters here more than in other areas of marketing and communication, are the results: analytics make no prisoners.

from connection and fruition modes, to the operating systems used. The mobile world is one of a kind, and it has to be explored with its peculiarities in mind. The course's objective is the acquisition of speci�c skills for Mobile App design, highlighting the di�erences with web technologies.

Audiovisual broadcasting designThe course's objective is the transmission of the fundamental skills needed to design and realise high quality audiovisual content in the era of electronics and digital platforms: storyboard, production, scenic design, digital technologies for video shooting and editing, sound design, special e�ects, optimised workflows for art and production goals.

Content editing for digital environments While traditional media (print, radio, TV) are generally vertical (from few to many) and generate mid-to-long range feedback, new media are horizontal (from many to many) and the feedback is almost always real-time. These simple facts imply numerous consequences, among which the most important is the radical transformation of the ways we handle not only content, but also of our communicational conveyance, avoiding the many traps and false friends that clutter this new professional environment.

Virtual reality - Immersive environmentsAnother important phenomenon is the gradual emergence of 'immersive' communication environments. Recently,

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M A I N S U B J E C T S O F T H E

M A S T E R P R O G R A M

network concept (Quillian) to graph theory (Eulero); from descriptive logic to oncological language fundamentals (XML, RDF, RDFSchema, OWL); from the knowledge graph (google) and open graph (Facebook) revolution to the material application bene�ts.

Project management All projects have something in common: they are project, literally visions "thrown forwards", projected in the future and therefore structured in phases, deadlines, objectives. Some people have a natural taken for project management, while other can improve with time and experience. The course addresses the main tools and techniques for project management, from Pert, Gannt and Ishikawa diagrams all the way to so�wares such as Teamwork, Artemis, Project.

Web platforms design & developmentWhen working on the web, a separation between design and programming undoubtedly exits, but it is less marked than in other environments: for example, the distance between a graphic project for a printed publication and its letterpress processing. This is why a web designer doesn't necessarily have to be a programmer, but still has to know the basics and the fundamental logic behind html, javascript, css, flash, php, rdf and owl.

Mobile application design & developmentWeb technologies and mobile technologies are very di�erent,

Computer science basics From transistor to boolean logics from data format to client-server model, from di�erent generations of programming languages to relational databases. If it’s true we are leaving in the 3rd big industrial revolution, it is also true that we can not a�ord to ignore the basics.

Newmedia & Digital marketing modelsStarting from the general model of multichannel communication (Nielsen), some of the most successful working models of digital marketing are described and tested: long tail and market as niche proliferation (Anderson), biocapitalism and showcasing (Codeluppi), cocreation, comarketing and code sign, widespread governance model (K. Kelly).

User interface designThe man-machine interaction concerns the relationship between the human user and his technological counterpart, which is o�en a computer or a digital platforms, but can also be a fridge, a television, a microwave. What counts the most is how user interface design ends (or should end) in user-centred design. A young discipline, which however has evolved enough to provide useful and interesting instruments and methodologies, and its own history as well (Cooper, Norman).

Semantic webEverything that is needed to fully comprehend the semantic web phenomenon, without any type of obscurity. From the semantic

manufacturers of Interactive gaming console have announced the upcoming release of immersive 'playstation' through which players can immerse themselves in the context of psycho-sensory game in question. In all likelihood it is the watershed event that will determine the ultimate success of VR (Virtual Reality) applications.

SEO & SMOToday all (or almost) have a digital platform (website, mob app, etc.). It is a necessary but not su�cient condition to make digital marketing. The real battle, where we compare the most devious and ingenious minds of the planet, is the placement (and visibility) in search engines (SEO) and in the socialmedia platforms (SMO). Not to mention the paid advertising on the same search engine and social media (SEA and SMA). Digital PR, influencer marketing, video viralization, keyword density copywriting, link building, rdf-schema and OGT mark-upping... There are so many ways, but what matters here more than in other areas of marketing and communication, are the results: analytics make no prisoners.

from connection and fruition modes, to the operating systems used. The mobile world is one of a kind, and it has to be explored with its peculiarities in mind. The course's objective is the acquisition of speci�c skills for Mobile App design, highlighting the di�erences with web technologies.

Audiovisual broadcasting designThe course's objective is the transmission of the fundamental skills needed to design and realise high quality audiovisual content in the era of electronics and digital platforms: storyboard, production, scenic design, digital technologies for video shooting and editing, sound design, special e�ects, optimised workflows for art and production goals.

Content editing for digital environments While traditional media (print, radio, TV) are generally vertical (from few to many) and generate mid-to-long range feedback, new media are horizontal (from many to many) and the feedback is almost always real-time. These simple facts imply numerous consequences, among which the most important is the radical transformation of the ways we handle not only content, but also of our communicational conveyance, avoiding the many traps and false friends that clutter this new professional environment.

Virtual reality - Immersive environmentsAnother important phenomenon is the gradual emergence of 'immersive' communication environments. Recently,

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M A S T E R

A D M I S S I O N P R O C E D U R E S

The result of the application will be communicated by the Career Guidance O�ce to each candidate.

SCOLARSHIPSIAAD o�ers 5 scholarships to be assigned to candidates according to curriculum and portfolio evaluation. The available scholarships are:- 1 worth 100% the tuition fee- 2 worth 50% the tuition fee- 2 worth 20% the tuition fee

Scholarships will be awarded with merit criteria from a board selected from the Direction and from the Master Program Coordinator.

- Personal portfolio- Degree type and work experience- cover letterwill be speci�cally evaluated.

Candidates who pass pre-selection will be invited for an interview at the head o�ce or via Skype. In case of tied candidates, IAAD can decide to divide the assigned scholarship. Applications can be sent by e-mail to master@iaad.it or by traditional mail to Istituto d'Arte Applicata e Design, Via Pisa 5, 10152 Torino - Italy.

REQUIREMENTS AND ADMISSION PROCEDURES The Master program can be accessed by graduates and postgraduates in Computer Science, Economy, Humanities, Communication Sciences, Liberal Arts, Educational Sciences, and professionals seeking a specialization in new media. Admission depends on the evaluation of the candidacy, which will have to be presented thorough a cover letter, curriculum vitae and portfolio. IAAD reserves the right to ask the candidate, when deemed necessary, an additional interview at the head o�ce or via Skype.

Access to Master is possible only with the authorization of the Coordinator based on the evaluation of academic titles, professional curriculum and portfolio.

ADMISSION PROCEDUREApplications need to be submitted by 27 January 2017, via e-mail or traditional mail.

Applications have to contain these documents:- Curriculum Vitae- Cover letter- Portfolio

The Master Co-ordinator, assisted by an academic board will evaluate the candidacies received.IAAD reserves the right to ask the candidate, when deemed necessary, an additional interview at the head o�ce or via Skype.

FOR INFORMATION For further information on master contents, professor board and scolarships please contact Career Guidance O�ce:master@iaad.it+39 011 54 88 68

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The result of the application will be communicated by the Career Guidance O�ce to each candidate.

SCOLARSHIPSIAAD o�ers 5 scholarships to be assigned to candidates according to curriculum and portfolio evaluation. The available scholarships are:- 1 worth 100% the tuition fee- 2 worth 50% the tuition fee- 2 worth 20% the tuition fee

Scholarships will be awarded with merit criteria from a board selected from the Direction and from the Master Program Coordinator.

- Personal portfolio- Degree type and work experience- cover letterwill be speci�cally evaluated.

Candidates who pass pre-selection will be invited for an interview at the head o�ce or via Skype. In case of tied candidates, IAAD can decide to divide the assigned scholarship. Applications can be sent by e-mail to master@iaad.it or by traditional mail to Istituto d'Arte Applicata e Design, Via Pisa 5, 10152 Torino - Italy.

REQUIREMENTS AND ADMISSION PROCEDURES The Master program can be accessed by graduates and postgraduates in Computer Science, Economy, Humanities, Communication Sciences, Liberal Arts, Educational Sciences, and professionals seeking a specialization in new media. Admission depends on the evaluation of the candidacy, which will have to be presented thorough a cover letter, curriculum vitae and portfolio. IAAD reserves the right to ask the candidate, when deemed necessary, an additional interview at the head o�ce or via Skype.

Access to Master is possible only with the authorization of the Coordinator based on the evaluation of academic titles, professional curriculum and portfolio.

ADMISSION PROCEDUREApplications need to be submitted by 27 January 2017, via e-mail or traditional mail.

Applications have to contain these documents:- Curriculum Vitae- Cover letter- Portfolio

The Master Co-ordinator, assisted by an academic board will evaluate the candidacies received.IAAD reserves the right to ask the candidate, when deemed necessary, an additional interview at the head o�ce or via Skype.

FOR INFORMATION For further information on master contents, professor board and scolarships please contact Career Guidance O�ce:master@iaad.it+39 011 54 88 68

Via Pisa 510152 Torino - Italia+39 011.548868master@iaad.itwww.iaad.it

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