Digital Strategy

The present is no more than material for the future.

— H. G. Wells, cited in Els Dragt, How to Research Trends

During the course students are encouraged to observe how brands compete for the attention of a specific public not only against direct competitors, but also against media, art, photography, design and other cultural forms occupying the same space of attention.

From this starting point, the course moves towards the definition of the cultural context on which emerging brands operate or might be part of and with the identification of relevant aspirational brand benchmarks, as well as a target audience, understood not as a generic demographic segment but as a more precise cultural and behavioural community.

After analysing these different layers, students work on recognising emerging trends across communication, digital creativity, technology, and broader socio-cultural and generational shifts, with particular attention to Gen Z in relation to the age and perspective of the class.

These observations then inform the development of a possible future strategic direction for the selected brand, intended not as a definitive answer but as a structured response to changing contexts and opportunities.

Starting from this direction, students elaborate an editorial concept that can support the creation of digital contents and projects, linking strategic thinking with concrete proposals for communication and image-making.

Through this process, the course aims to build a more critical and contemporary understanding of digital strategy, connecting brand positioning, cultural research and content development within the same framework.