1 MicroFraming

The MicroFraming module focuses on niche phenomena regarding consumer behaviours and attitudes growing at speed around us. In Talent and Personalization, you will learn how Expo Teens impact the Fast Fascination universe and how Unique Sons give rise to Selective Sensitivity through their consumption behaviours.
In two lessons, you will learn how to observe, interpret and use these targets and trends. A variety of quiz will help you to test your learning progress and a final exercise will help you apply your learnings about microtrends.

2 MacroFraming

The MacroFraming module focuses on long term trends in different market sectors.
In Talent and Personalization you will learn how TransAffective “lightens up” people's emotional life, how Physical Experimentation challenges people's relation with their body, and how Taste Empowerment and Choice Excitement enhance personal experience. In two lessons, you will learn how to observe, interpret and use these long term trends. A variety of quiz will help you to test your learning progress and a final exercise will help you apply your learnings about macrotrends.

3 Collective Imaginary

This module focuses on global phenomena proposed by the mass media, their evolution in the past 15 years, and their impact in people’s life all around the world. In Talent and Personalization you will become familiar with the Deep & Daily Mindstyle.
In two lessons, you will learn how to apply this Mindstyle to specific business areas through the analysis of different case histories. A variety of quiz will help you to test your learning progress and a final exercise will help you apply your learnings about people’s aspirations and values.

4 Genius Loci

This module focuses on cultural characteristics and local behaviours. The Wind Rose model and the values of the South become relevant for the understanding of Talent and Personalization, while the comparison between China and Italy sets forth the differences regarding originality and creativity in these two countries.

In two lessons, you will learn how to identify the unique characteristics of the countries through the Genius Loci methodology. A variety of quiz will help you to test your learning progress and a final exercise will help you apply your learnings about uniqueness on a local level.

CoolHunting

The Coolhunting module focuses on the observation, collection and interpretation of Street Signals. During this lesson, you will be introduced to styles and expressions emerging in different cities around the world, and you will receive indications that will guide on how to practice coolhunting and develop your research skills in your own reality.

CultSearching

The Cultsearching module focuses on the observation of the local material culture and the activity of scouting, mainly of products and venues. You will receive choose among a number of briefs, according to your learnings from the coolhunting module. While practicing CultSearching in your city you will be asked to identify and select objects, places and activities with potential global impact, based on your interpretation.

4P Development

During the final module of the Foundation course, you will learn how to apply the 4P of Societing in order to define your final graduation project.
At this final stage you will be asked to develop creative hypothesis, ranging from products and services up to communication strategies, that reflect your understanding of the topics explored during the previous lessons. The objective is to create your own business brief and identify business opportunities.