Design and communication (D&C) are among the most dynamic areas of higher education worldwide, driven by growing student demand, digital innovation, and strong labour market signals. This paper investigates how higher education institutions (HEIs) in Italy are responding strategically to these trends, identifying patterns of diversification and specialisation.

Based on an original dataset of 90 Italian public and private HEIs offering D&C programmes, the paper analyses institutional strategies through a two-step approach: a principal component analysis (PCA) on binary indicators of course offerings (e.g., online, English-taught, short courses, thematic areas), followed by k-means clustering. The PCA identifies three underlying strategic dimensions characterising the course portfolios and positioning of the observed HEIs:
(1) the use of diversification tools (e.g., online or English-taught courses, multi-location presence),
(2) thematic focus on product and space design, and
(3) thematic specialisation in fashion and communication.

Based on these dimensions and on the balance between long-term and short-term courses, four strategic clusters emerge: Tool Explorers, Generalists, Niche Exploiters, and Niche Explorers. These profiles reflect a pluralistic strategic landscape. Some institutions pursue growth through programmatic and geographic diversification, while others rely on strong thematic focus within narrow fields. The results show that institutional size, legal status, and geographical location shape these strategies, but do not fully determine them. Notably, smaller institutions are able to innovate by selectively adopting online teaching or internationalisation tools, while larger public HEIs tend to offer comprehensive portfolios.

The study contributes to the literature on higher education governance by providing an empirical typology of institutional strategies in a fast-evolving segment. It also offers practical insights for institutional leaders and policymakers interested in supporting sustainable, flexible models of growth and specialisation in tertiary education.

Keywords: Higher education institutions, Growth strategies, Design and communication education, Institutional typologies, Cluster analysis.