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Politecnico di Milano

Content Branding and Digital Storytelling for CCIs

This edition is closed. To enroll in this course, please go to Find courses and search for the running edition.

This course will introduce the most important Branding concepts in the fashion sector with practical applications of branding strategies to the market.

DigiMooD for CCIs

This MOOC is one of the 6 MOOCs regarding the Eu project “DigiMooD”, aimed at developing and testing the offer of a set of innovative and interdisciplinary educational modules in “Digital Entrepreneurship for the Creative Industries”, with a specific application to the Fashion Industry, its companies’ branding, narrative strategies and the digital service models.

See the other MOOCs of the series.

If you are a POLIMI student you have to log in using your Person Code. This is the only way to prove your participation in this course for official recognition.

Course description

The course is part of a DigiMooD MOOCs.
It gives an overview of Branding concepts in the fashion sector both tackling theoretical fundamentals related to the nature of fashion and the relevance of semiotics in branding and practical applications of branding strategies to the market, considering how digital tools and platforms are reshaping the processes.

Furthermore, it explains which are the main goals and priorities of creating and delivering the right contents through the target media to convey tangible and intangible brand values. Novel approaches offered by emerging technologies, supporting the efficiency and effectiveness of branding strategies are discussed.

After taking this MOOC you’ll be able to understand the specificities of Content Branding in the fashion sector, to identify and apply basic theoretical pillars to contemporary strategies based on storytelling and engagement on social media platforms.
This Series of MOOCs is one of the main results of the DigiMooD project.

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The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

This Series of MOOCs is one of the main results of the DigiMooD project, whose partners are:

  • Politecnico di Milano (POLIMI) - Milano, Italy
  • Fondazione Politecnico di Milano (FPM) - Milano, Italy
  • Institut Francais de la Mode (IFM) - Paris, France
  • European e-Skills Association AIBL (EeSA) - Brussels, Belgium
  • Mammut Film Srl (MammutFilm) - Calderara di Reno, Italy
  • Fashion Technology Accelerator Srl (FTA) – Milano, Italy
  • Associazione Industriale Lombarda dei territori di Milano, Lodi, Monza e Brianza (Assolombarda) – Milano, Italy
  • Enti COnfindustriali Lombardi per l'Education Soc. Cons. a R.L. (ÈCOLE) – Milano, Italy


No formal knowledge is required.

Discussion forum

The forum of this MOOC is freely accessible and participation is not guided; you can use it to compare yourself with other participants, or to discuss course contents with them.

Quizzes and scores

The course is organized into different weeks and modules. At the end of each week you will find quizzes specifically created to help you check the status of your learning progress. The course will be considered as completed if you obtain at least 60% of the Total Score. You can monitor your gained points at any time on the Progress page.

Certificate of Accomplishment

The Certificate of Accomplishment will be released to anyone who successfully completes the course by answering correctly to at least 60% of the questions by the end of the edition. You will be able to download the Certificate of Accomplishment directly on the website.

Once you have successfully passed the course, you can request the Certificate of Accomplishment without waiting for the end of the edition.

The Certificate of Accomplishment does not confer any academic credit, grade or degree.


For further information, see FAQ page.

Course Faculty

Paola Bertola

Paola Bertola

PhD in Design, is Full Professor at Politecnico di Milano, Design Department, where she coordinates the PhD Program in Design. She is cofounder of Fashion in Process (FIP) research collective and Faculty Member of the School of Design, Politecnico di Milano, where she teaches in BA Fashion Design program and in MSc Product Service System Design Program. Her research focuses on creative processes, design management and branding, and design research within “culture intensive” industries. She is an author of several international publications and consultant on didactic and research activities for Italian and foreign institutions and companies. She was twice awarded with the Compasso d'Oro Price (2001 and 2011) for her research activities.

Valeria Iannilli

Valeria Iannilli

Architect and Associate professor at Politecnico di Milano - Design Department, where she is part of the “Design and Innovation Cultures” research subsection. She is President of the Fashion Design Programs (Bachelor and MSc) at School of Design, Politecnico di Milano and co-founder of FIP|Fashion in Process, Design Research Laboratory of Design Department /Politecnico di Milano. Her research interests concern retail design processes as the expression of the identity of a company to promote the construction of an active dialogue with users' communities. She is expert of retail design and management of narrative processes as place of cultural exchange in “culture intensive” industries. She developed didactical and research projects for national and international institutions and author of international publications and consultant in didactic and research activities for Italian and foreign institutions and companies.

Vittorio Linfante

Vittorio Linfante

Art Director and Professor of Fashion Design, Branding, Communication Design, Curation at the Politecnico di Milano, University of Bologna, Polidesign and Milano Fashion Institute. Curator — together with Paola Bertola — of the exhibition “Il nuovo vocabolario della moda italiana” at the Triennale di Milano (November 2015 – March 2016).

Fabrizio Pini

Fabrizio Pini

Fabrizio Maria Pini, PhD is Director of the International Master in Luxury Management and adjunct professor in marketing and Communication at Mip, Politecnico di Milano Milano. He is lecturing in Fashion Design Management at Design faculty, Politecnico di Milano. Fabrizio is lecturing and consulting for different organizations in Italy and across Europe He has been adjunct professor at The University of Colorado, Colorado Springs and senior international lecturer at University of Applied Science, Vorlarberg, Austria (FHV) and is currently International Faculty member at Hochschule ver bayerischen Wirtschaft, Munich, Germany (HDBW). His research interests concern business model innovation, digital marketing and brand policies. His most recent publications are Rigaud-Lacresse, E., Pini, F.M. (eds.), Management du luxe : opportunités et challenge de demain, Vuibert, Paris, 2019; Pini, F.M. and Rigaud-Lacresse, E. (eds.), The New Luxury: Creating Sustainable Value for Luxury Companies, Palgrave McMillan, London, 2017; Pini, F. M.; Quaquarelli, B.. Organisational and Marketing Challenges in Designing and Implementing an Omnichannel Strategy for Luxury Fashion Brands. In: Digital Marketing Strategies for Fashion and Luxury Brands. IGI Global, 2018. p. 89-107.

Angelica Vandi

Angelica Vandi

PhD Candidate in Design and MSc in Design for the Fashion System, she is following the development of the DigiMood for CCIs European founded project. During her University career, she participated in the Design Management joint program with Jefferson University, Philadelphia. Her research aims at applying data analysis and network science to fashion design, enhancing transparency and lean communication throughout the value chain.

Creative Commons License
Except where otherwise indicated, this MOOC is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).

  1. Classes Start

    Jan 30, 2023
  2. Classes End

    Sep 03, 2023
  3. Length

    4 Weeks
  4. Estimated Effort

    1-2 hours/week
  5. Language

  6. Course Number

  7. MOOCs For Professionals