The Master course is structured as an experimental path through which students are able to experience and put into practice the mind-set gained during the course by facing real-life projects and business situations, applying principles of both teamwork and learning by doing. The course main philosophy is client-driven. Strong links with main firms, both Italian and international, enable external knowledge and skills in terms of design, case-studies and business strategies. At the end of this Master course, participants have increased their personal overview and are then able to face projects not only from production and technical point of view, but from a more important strategic and systemic perspective. Students acquire the ability to imagine scenarios and complex ecosystems of brands, products and services. They also learn to use ethnographic research tools to understand values, attitudes and people desires.