MASTER BRAND MANAGEMENT AND COMMUNICATION. IED Milano - April 2014

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1 IED Milano - April 2014 BRAND MANAGEMENT AND COMMUNICATION MASTER

2 IED Group Istituto Europeo di Design is an international school of higher education for Design, Fashion, Visual Communication and Management of creative disciplines. Established in 1966, long before the blossoming of the Universities of design in Italy, its pragmatic, culturally rich model instantly made it a strikingly innovative institution. Occupying a middle ground between the limitations on purely vocational schools and absolute academic abstraction, IED is the achievement of its founder and current President Francesco Morelli s farsighted intuition, which he expressed in the synthesis of knowledge and know-how, the underlying thinking behind the IED project. Today, IED is an international university-level network with seats in Italy, Spain and Brazil. Starting from China, IED is now about to expand its international presence, paying special attention to the rising star countries of the new economy and continuing to pursue its constantly evolving cultural and entrepreneurial project. The Environment, Sustainability, Art, the Excellences of Made in Italy and the New Media are just some of the professional scenarios targeted by the new training courses available at IED. History Even if IED keeps its Italian cultural matrix, nowadays it is also considered an international school, a place of culture and training with seats in Milan, Rome, Turin, Venice, Florence, Cagliari, Como, Madrid, Barcelona, São Paulo and Rio de Janeiro. The school organizes three-year post-graduate courses, specialization and professional development courses, advanced training courses and masters. Since 1966 IED has developed an innovative didactic methodology focused on the synergy between technology and experimentation, and based on creativity, on the development of cross-disciplinary projects and integrated communication strategies, and on the different aspects of the market as well as on the new job profiles. A methodology nourished and enriched by the constant dialogue with professionals coming from all fields and working as teachers at IED. IED is member of different international academic institutions and associations, among which Cumulus (Design Educational Network co-funded under the Erasmus section of the Socrates Program), ELIA (European League of Institutes of the Arts), IAA (International Advertising Association), FIYTA, IIE, EAIE and MEC-Brazil. Moreover, it signed partnership and student exchange agreements with more than 40 of the most important universities in 21 countries around the world. Vision In an increasingly globalized world, IED is positioned as the international school of higher education for all the creative professions, with a special focus on all the different and latest adaptations of design. IED aims at contributing to the wealth generated by cultural exchanges between Nations, and at respecting diversity in nature and in the environment to train responsible future citizens of the world. Mission To develop our students creative talent by providing them with the conceptual, design and organisational tools they need to be proficient, competitive professionals in an interconnected world that presents increasingly arduous challenges alumni 30% of foreign students students per annum 11 seats 100 different nationalities training projects in partnership with the production system 100 academic agreements 400 acknowledgements and awards won by our students lecturers 600 staff members 2 > Master Milan - Brand Management and Communication

3 Companies Ever since its foundation, the mission and objectives that have driven the training experience at IED have remained unchanged. Every day, our training model builds new value on constructive confrontation, exchange and relations between business enterprises operating on a local and regional scale and internationally, communities of professionals and the young people who represent the future. This is a virtuous relationship, based on students readiness and commitment to grow and learn through an unprecedented experience. Every year, almost 100 companies collaborate in training IED students in different ways so that they can access the job market. Research projects, creative competitions, workshops, special projects are the most common methodologies used in the IED-companies relationship. These are great opportunities for the students to establish study and comparison relationships aimed at work and to participate in the society as full members of it. Thanks to its enlarged network including studies, companies, institutions and partner universities, IED is not only a training institute but also an incubator for its students where they develop their business skills, as well as a showcase highlighting their talents. Partner 3M Italia, Aesvi - Associazione Editori Sviluppatori Videogiochi Italiani, A2A, Absolut Vodka, ADI, Adidas Original, Adobe Systems, Agusta, Alberta Ferretti, Alcantara, Alessi, Alfa Romeo, Alfaparf, Alitalia, Alviero Martini, Ambrosoli, Amex, Amnesty International, Apple, Apple Computer Italia, ASL Milano, Assorel, Autogrill, Barilla, Banco Alimentare,Benetton Group, Bmw Italia, Bic/Smoking, Binda Italia, Bombardier, Boscolo Hotels, Bulgari, BuyVip, Campari, Candy Hoover Group, Cappellini, Cariplo, Carrefour, Casa Bugatti, Coca-Cola HBC Italia, Comune di Milano, Condé Nast, Confindustria, Consorzio Cantiere Cuccagna, Continuum, Cosmopolitan, Courmayeur Noir in Festival, De Agostini, Diesel, Dior, Dolce & Gabbana, Ducati, Ducati, Eastpak, Ed. Condè Nast, Edelman, Emergency, Fendi, Ferrarelle, Ferrari, Ferrero, Fiat, Fidenza Village, Fiera Rimini, FondazionePeggy Guggenheim, Ford, Gianfranco Ferrè, Giorgio Armani SpA, Google, Grohe, Gusella, Hachette, Ideal Standard, Illy, Imetec,Kiko, Klaus Davi, Kraft Foods, Lamborghini, Lancia, larinascente, Louis Vuitton, Luxottica Group, Marni, Maserati, Mattel, McDonald s, Medici Senza Frontiere, Meetic, Mondadori/Panorama, Moschillo-Falber, MSL Italia, MTV, Nestlé, Nokia, Piaggio, Poliform, Pommery, Prada, Pubblicità Italia, Rana, Red Bull, Rolling Stone, Samsonite, Siemens, Skoda, Smemoranda, Sony, Sportmax, Studio Azzurro, Studio N!03, Swarovski Int. d Italia, Swatch, Terme di Milano, Timberland, Trenitalia, Triennale Design Museum, Triumph, Trudy, Unicef, Universal Music, Universal Pictures, Valentino, Vallè, Vodafone, Volkswagen, Warner, Whirlpool, WWF Italia, Yahoo, Yoox, Zelig Bananas. Open Conversation with Santo Versace (Photo by: A. Mariani) 3 > Master Milan - Brand Management and Communication

4 IED Master Courses VISION WITHOUT EXECUTION IS HALLUCINATION Thomas A. Edison A IED Master is mainly an experience which allows those who attend it to be absorbed in conceptual and project territories extending far beyond the premises and the rooms in which they are hosted. IED Master Courses have a flexible structure in terms of contents and are able to respond more effectively to those who wish to excel both in creativity and management. The Master Courses are based on the principles of Italian design: spirit of curiosity and initiative, will of change scenarios thanks to technical skills and creativity. Conceived together with companies, IED Master Courses prepare students to face the labour market and to build their own professional identity combining different fields of knowledge. According to the different levels of in-depth examinations, attendance, participants and length, IED Master Courses are divided into: Research Study Program The Master Research aims at giving a correct methodology for both basic and applied research. The program intends to enhance and implement the ability of choosing, according to one s own attitudes and professional goals, the most suitable education path and additional subjects, leaving space for experimentation, research and free exploration. Advanced Study Program ASP are short courses with different levels, from specialized training to advanced professional training, delivered either full time or part time. They are particularly appropriate for professionals wishing to develop their skills and to deal with the ever-changing needs of the production context from both a technical and creative perspective. Professional Study Program The Master Professional provides know-how and tools to be used in professional activities. The Master Courses, either full time or part-time based, have three main goals: to provide methodological, technical, cultural and design tools related to the different professions; to develop the ability of applying what has been learned; and to manage the project complexity. Career prospects are focused on companies, design studios, and agencies. In particular, the professional profile could be that of a senior expert with both theoretical and practical significant skills, or of a manager, with a strong multidisciplinary approach, responsible for the development and integration of new products. 4 > Master Milan - Brand Management and Communication

5 IED Milano - April 2014 BRAND MANAGEMENT AND COMMUNICATION 5 > Master Milan - Brand Management and Communication

6 Master in Brand Management and Communication In such a complex market situation subject to continuous scenario changes and characterized by a hyper-competitiveness, it is essential for a company to continuously, coherently and effectively manage its brand strategy in order to guarantee the success of a product, to create business and to increase its sales volume. The Master in Brand Management and Communication aims at training a professional profile who, within a company or an agency, is able to manage the branding activities and to define a brand strategy combining high-quality tangible values and performance, and intangible values mostly linked to image, fame, visibility, and reputation. A complete professional profile able to surely use both the creative design language and the technical marketing one. Methodology and Structure The Master alternates frontal lectures, exercises, case histories, workshops and projects realized in partnership with companies and agencies that are developed individually or in group. The didactic pathway is closely linked to the professional world thanks to the collaboration between partners and teachers. A synergic team, composed by professionals coming from the main companies, agencies and consultancy firms, supports the students throughout an intense, interactive and increasingly complex study plan. Target The master is addressed to graduates in classical studies or social sciences, economics or scientific disciplines, as well as to graduates in creative disciplines from Italian and foreign design schools, or to professionals with at least two years of experience in the field. Professional Opportunities The Master trains professional profiles able to work at medium-large companies operating in the marketing and communication fields, at agencies and at consultancy firms. Especially, the master trains: For the Company: Brand Manager Marketing Manager Product Manager For the Consultancy firm: Project Manager Client Manager Strategist Brand Consultant For the Agency: Strategic Planner Account Manager 6 > Master Milan - Brand Management and Communication

7 Program The Master in Brand Management and Communication is a pathway aiming at training professionals specialized in Brand creation and management through a multi-disciplinary approach in the marketing and communication areas. During the course, the students will analyze the contemporary economic and cultural scenarios by focusing on the strategic aspects of communication, on the marketing tools and on the knowledge of the advertisement processes. The students will develop the skills required to identify their reference target and its typical behaviours. Moreover, they will learn to define the product, to elaborate the proper strategies, and to organize the tools to be used to realize an integrated communication campaign. A comprehensive pathway that takes into consideration the different steps of the process: from the brand equity definition - by establishing the brand values and positioning, and by planning the marketing activities - up to the activities aimed at developing and supporting the Brand through the analyses of the branding strategies and the trend and development guidelines. At the end of the course, a dedicated module is focused on the personal branding: from the tools required to realize an effective personal presentation through the most suitable tools (video, paper, web) up to the techniques to be used for a successful presentation to the public. 2. Digital branding Brand visibility on digital Brand engagement on web Branding & Mobile Digital PR 3. Branding Orientation&Foundation/workflow Brand Strategy Brand Expression/ Trends / Guidance Brand Identity Brand photography Semiotics for Branding Verbal Branding & Naming Branding focus Lovemarks Branding the worldwide perspective Brand Engagement 4. Creative thinking Creative mindset - innovation - design thinking 6. Personal branding Orientation Goal setting Public Speaking Presentation skills and techniques During the previous editions the project have been developed in collaboration with: JACUZZI: Brand stretching and new brand development BELLAVITA: Brand and communication strategy DUCATI: Brand stretching in a new market BOSCOLO HOTELS: Brand strategy and architecture POMMERY CHAMPAGNE: Brand strategy and product branding on italian retail COMETE GIOIELLI: Brand check up and development NESTLE BUITONI: Brand relaunch, architecture, identity and product branding. 55 DIESEL: Brand refocus on target MAX MARA: Greenfield project: Sportmax Study Plan 1. Stategic marketing for branding Branding Researches Consumer insight Branding in BtoB and BtoC Branding in Multinational/Retail/FMCG COMPANIES Branding in Luxury Relationship Relationship in luxury 5. Brand communication Brand communication strategy Communication & PR for Branding Events for branding Unconventional for branding Buzz for branding Media for branding The Direction reserves the right to make any changes according to the needs of the teachers and of the School itself. 7 > Master Milan - Brand Management and Communication

8 Faculty Coordinator and Teachers Coordinator Elena Sacco Braiotta Marketing and communication consultant. She developed her professional experience by studying different marketing disciplines: Advertising, Branding, Strategic Design, Relationship marketing and Integrated Communication. She managed Italian and international projects for P&G, Barilla, Azimut Yachts, Marazzi Group, Nestlè, Jacuzzi, Sky TV, Danone, Wella, Atkinsons, Microsoft, HP, Fini, among the others. She was member of Publicis Group, Landor Associates, Wunderman, Young&Rubicam and Communication Director of Boscolo Group. Nowadays, at Studio Sacco, she is Marketing Director for customers such as Bellavita, Milano Sport-Comune di Milano. Teachers IED Management Lab faculty are professionals who share with participants a deep and updated look upon the most contemporary topics of the brand culture throughout the analysis of case histories and project work. Some of the professionals involved in the master: Roberto Adriani - Crisis Communication and Public Affairs Practice Leader of MSL - Publicis Group Matteo Antonelli - CEO Performedia - Pure Digital Agency esperta nella comunicazione sul web Marco Bandini - Strategic Planning Director JWT Alessandra Basilari - Client Services Director FutureBrand, già Landor. Alan Cassini - Partner & Product Manager - Vidiemme Consulting S.r.l. Andrea Febbraio - co-founder Ebuzzing, co-author Viral Video: Content is King, Distribution is Queen Angelo Ferrara - Creative Director at Robilant Associati Lorenzo Foffani - McCann Head of planning Enrico Girotti - Senior Designer in Continuum Adriano Martella - Creative Supervisor presso la unit Show di Filmmaster Events Filippo Mutani - Communication and brand consultant. E stato Strategic Planning Director presso DDB Milano e presso Publicis Milano. Milva Naguib - Client Services Director Agenzia Sudler&Hennessey Sergio Novello - Chief Executive officer BFT. Già direttore marketing Europa Jacuzzi Manfredi Pedone - Founder & Vice President Plan Be Matteo Sarzana - General Manager VML Gruppo Young&Rubicam Filippo Selden - Marketing & Sales Director di Advance Medical. Già Direttore Marketing EMI e Universal. Gianfranco Siano - Partner & Creative Director - CBA. Già Design Director Landor. Raffaele Solaini - consulente esterno per GPS - Istituti di ricerca Episteme e Astarea e agenzie creative quali Komma Luca Vergano - European Strategy & Innovation Director -TBWA\G1 Simona Viterbo - Senior Planner Saatchi & Saatchi Special guest of the previous edition of the Master: Lillo Buhnik - Customer Marketing Director, Unilever Italia Roberto Chieppa - Group Marketing and PR Director Prénatal Cris Nulli - Client Partner Facebook - Italy Paola Scarpa - Branding Sector Leader Google Diego Sgorbati - Marketing Manager Ducati Francesco Tortora - Marketing Manager Shave Care WE (Gillette & Venus) - Procter&Gamble Alessio Vetrano -Communication & Brand Manager at Maranello Rosso Sasha Vidakovic - Founder and creative Director SVI Design London, UK 8 > Master Milan - Brand Management and Communication

9 Career Service After meeting those students who successfully end their learning pathway, Career Service submits portfolios to potentially interested external companies, arranges the selection interviews aimed at activating stages (or training periods), collaborations, and field projects, and ensures constant supporting and monitoring activities. During the study pathway, IED trains students and provides them with the techniques and tools required to write their CVs, to tackle a selection interview, to realize their personal projects portfolio. The stage (or training period) is conceived as an on-site learning and training period at one of the companies collaborating with IED. This period lasting from 2 to 6 months - allows the students to apply the acquired tools and knowledge to a real professional project. Instead of a stage, students can be involved in a Field Project, i.e. a consulting project or an individual or group collaboration led by a teacher who acts as project tutor. The teacher supports the team in managing the company-customer relationships, in developing the project, in preparing the final report and in presenting the results to the company in a real professional situation. Career Service IED manages the activation activity and if the selection interview is successful it monitors the training period. Stage Management Lab IED Management Lab has activated stage with some of the agencies and companies listed below: Armando Testa, Attila, BCube, Bigfish, Bottega Veneta, Brainwaves, Brand Portal, Bticino, Calvin Klein, Cayenne, Cb a Design, Collezione Peggy Guggenheim, Conca Delachi, Damiani, Diesel, Dpr Eventi, Edelman, Egg Eventi, Enfants Terribles, F&P Group, Filmmaster Events, Gas Jeans, Grey, Gruppo Alessandro Rosso, Gruppo Fonema, Hachette Rusconi, Hagakure, Heineken Italia S.p.a., H-Film, Ilva Saronno S.p.a., Indipendent Ideas, Itaca Comunicazione, Jimmy Choo, Key Adv, Klaus Davi, La Sterpaia, Leo Burnett, Les Copains, L Oreal, M&C Saatchi, Magnolia, Mai Tai, Maximilian Linz, McCann Eriksson, Mediaset, Moncler, Mondadori, Ms&L Italia, Nestlè, Nike, Ogilvy, Publicis, Publicis Modem, Rcs, Redbull, Rmg Connect, Robilant & Associati, Saatchi & Saatchi, Samsung, Tbwa, Teikna Design, The Others, Tita, Tortona Locations, Univisual, Versace S.p.a., Vivo Concerti, We Are Social, Young & Rubicam. 9 > Master Milan - Brand Management and Communication

10 IED Milano - Via Bezzecca 5 (Photo by: Maurizio Costa) MILANO

11 IED Milano At the heart of a metropolitan area that bears comparison with London and New York, Milan is for the whole world a synonym for art, industry, finance, design and fashion. Artists of the calibre of Leonardo and Bramante worked in Milan, and four centuries later, Marinetti and Boccioni, founders of the Futurist Movement. More recently, celebrated architects and designers, such as the Castiglioni brothers, Magistretti and Zanuso, and fashion designers like Armani and Versace, to name just a few, made Milan the world centre of fashion and design. Art, science, industry and finance are the cultures at the root of this city pragmatism and of its creative and entrepreneurial spirit. It is no coincidence that our school was born in Milan, drawing the inspiration for its teaching methods from the know-how, the thinking and the innovation so typical of Milan hinterland and its history. Designing both goods and services for industry and with industry is the vocation of IED Milano, where design in all its ramifications is taught and practised. IED Milano Master Courses IED Master Courses have a flexible structure in terms of contents and are able to respond more effectively to those who wish to excel both in creativity and management. The Master Courses are based on the principles of Italian design: spirit of curiosity and initiative, will of change scenarios thanks to technical skills and creativity. Visiting the labs, the study areas, and the technological infrastructures, and living the atmosphere that makes the training experience at IED unique is the first step to understand the world of the post-graduate training. Fix an interview so that you can visit the school premises and see the projects of those who chose the pathway you are interested in and who are now working as professionals in Italy and abroad. IED Design Master Courses Interior Design Product Design Design Management (Advanced Study Program) IED Moda Master Courses Fashion Design Fashion Communication Fashion Marketing Digital Fashion Management IED Visual Communication Master Courses Graphic Design Fotografia (Advanced Study Program) Pubblicità. Art Direction and Copywriting Brand Design IED Management Lab Master Courses Digital Media Management Event Management Brand Management and Communication 11 > Master Milan - Brand Management and Communication

12 Facilities and Laboratories Learning, designing, participating, competing, producing and establishing relationships through labs, equipped classrooms, and services addressed to the students. Thanks to the classrooms where theoretical lectures are held, to the common areas at students disposal, and to the support of the specialized staff, IED built a network of efficient structures and services in order to translate knowledge into practice. Classrooms, Common areas, Libraries IED classrooms are equipped with the devices required for training and research: computer with Mac OSX and Windows operating systems, projectors, and audio devices. In order to complete the learning experience started in the classroom and to allow those who wish to apply what they learnt inside the structure, IED offers its students common areas equipped with Wi-Fi connection. Books, newspapers, magazines, and audio-visual material are a useful support for learning and research and are available for consultation and loan. Laboratories Laboratories are an essential support to the didactic activity and all of them are equipped with high-tech devices. The structures available at IED Milano are listed here below. Modelling Textile lab Tailoring lab Leather goods lab Video Lab Video (Cutting) Lab Sound Lab Interactive Lab Photo Studio Camera Obscura PC, CAD and MAC Computer Labs Equipment and loans IED puts some equipment at its students disposal that, if available, can be borrowed after lectures to develop special projects or to support examinations or didactic activities. For example, IED can lend Reflex cameras, Full HD video cameras, microphones, digital recorders, etc. 12 > Master Milan - Brand Management and Communication

13 13 > Master Milan - Brand Management and Communication

14 Practical Information Starting Date: April 28, 2014 Location: Milan IED Management Lab Duration: 1 year, full-time Attendance: Compulsory, full time, from Monday to Friday Language: English Fixed Maximum Number: The admission to the Master course is limited to a maximum number of participants defined according to the didactic needs - together by the Master Office and the Coordinator. Master Diploma At the end of the Master s course all enrolled students, who successfully attended at least 80% of the lessons, will receive a Certificate of Attendance. To obtain the Master s Diploma Certificate the student must sit and pass all interim exams and have demonstrated commitment in developing a successful final thesis. An examination board comprising the coordinator of the Master s, the Head of the School, the Client and part of the teaching staff will give the student s final grade marked on a percentage scale of 100 which will be recorded on the certificate. How to Enroll - Entry Requirements Students intending to enrol must be in possession of a bachelor s degree or similar qualification (diplomas from private schools at University level) or have considerable professional experience in the area of study. Applications are also welcome from undergraduates who will be completing their degree before the Master s ending date. For a complete understanding of the contents of the teaching programmes in IED Master s courses students should have the minimum language requirements of B2 (QERCL) for courses in Italian and B2 equivalent to IELTS 5.5 or TOEFL IBT 68 for courses in English. Students who are not mother tongue must present a valid language certificate or request a language assessment interview with IED. Courses take place throughout the year. Enrolment must be completed 30 days before the beginning of your chosen course. To start your admission procedures click on APPLY NOW on the course webpage or go to ied.edu/application-master-courses Upon receipt of your login credentials, you can complete the form with your personal information and send, among others, the following documents: a. Letter of motivation in the language of the chosen course; b. CV with description of work experience; c. Copy of valid Bachelor Degree or equivalent Diploma, translated into Italian or English; Selection Procedure The selection is based on the assessment of the Curriculum Vitae - followed by a motivation letter. Moreover, students have to arrange a selection interview in English aimed at assessing the skills developed during the learning pathway or the possible professional experiences, the individual talent and the student drive. Fees Total fees amount to ,00 divided as follows: 3.500,00 Enrolment fees, ,00 Tuition fees. For information on payment methods, grants and funding please contact the Admissions Centre. Please note that loans may also be available for students, payable in 6 interest free instalments or in 12 instalments on a low interest rate for Italian students. Every year IED also promotes competitions for student grants. For further information see Admission Center The Admissions Centre offers constant assistance and support to students and to anyone requiring information on courses or activities at the Institute. The Admissions Centre can help you find out more about IED and what has to offer and help you choose the course best suited to your needs, providing detailed information on courses organization, their contents, objectives and future job prospects. Accommodation For out of town students, or those looking for a place to live we provide a list of rooms and flats to rent. Most of the accomodations available is within easy reach of IED schools. The list is periodically updated and copies are available at the reception of each school. IED also has web space available for those looking for or offering rooms or flats to rent. For further information: Open Days Open days are opportunities where you can meet the coordinators, business partners and IED staff, find out more about the contents and professional opportunities of a master s program at IED and take a look around the school. For further information contact the Admission Center. Per informazioni IED Milano Admission Center Via Sciesa, Milano t > Master Milan - Brand Management and Communication

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