IED MASTER. MASTER S PROGRAMS 09/10 Brand Management and Advertising Communication

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1 MASTER S PROGRAMS 09/10 Brand Management and Advertising Communication Starting: April 2010 Duration: 1 year Attendance: from Monday to Friday, full-time IED MASTER

2 IED Comunicazione IED Comunicazione prepares students for a career in communication management at executive level within the different areas of advertising, public relations, marketing and human resources. The program provides an answer to the increasing need for new professional roles in all sectors of communication, sectors steadily expanding and acquiring an increasingly strategic value, which therefore require responsive and expert managers. It is a highly innovative school, with a wide-ranging view on global market realities. A vision certainly supported by the international character of the network, by the strong bond between IED schools and the industry and by the dynamism of its courses. The teaching team is composed of practitioners from the communication industry. Their experience, together with their know-how in teaching methodology, allows to address immediately within the program units the fast changes happening in the various industries. The courses offers three main specialisation areas: Advertising, Marketing and Communication, PR and Event planning. For each specialisation area IED Comunicazione provides a diversified offer of Master s programs, evening courses and specialisation units, information seminars, conferences and workshops. Preparation aimed at specific professional roles, continual attention to market needs, day-to-day connections with practitioners from the industry, group work applied to study and practice, to analysis and research, to project planning and development: these features reflect IED Comunicazione educational philosophy and practice. IED Master s Programs IED master s programs offer a rich and diversified system of advanced and postgraduate training courses which comprises demanding study and research programs, but also relatively short courses aimed at acquiring a depth of knowledge in specific subjects or at updating expertise with the latest techniques or technologies. All master s courses are organised in close partnership with professional bodies and private companies. They target graduates and graduating students, but also corporate employees, freelancers and practitioners who are willing to upgrade their knowledge and training, and enrich their curricula. IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 2

3 Partner Companies The partnership between IED and companies, both Italian and international, affects the whole teaching process. Students will engage with project work whose objectives and content are defined in accordance with companies. As a consequence, projects reach feasibility and visibility: workshops, contests, internships, seminars and final projects become key steps of a study program which is strictly linked to actual business issues and which puts to the test the most advanced planning techniques and methodologies. A training ground where to engage with theory and practice and get ready to face the business world with expertise, understanding and operational autonomy. Appreciated by business world and private companies, IED courses originate from an attentive observation of the industry needs and its constant demand for innovative managers, professionals able to combine creativity and management, specific understanding of field topics and project skills. In order to foster teamwork and find an immediate application of studied topics, courses always include the presentation of case histories, simulations, role-playing and project work carried out with actual clients. The close collaboration with renowned professional bodies, companies and agencies within the industry guarantees a constant update and a close tie with the real business world. Some of the partner companies of IED Comunicazione: 1861 United ACNielsen Agfa Assorel Azimut BarleyArts BMW Motorrad British Council Candy CGiL De Agostini Fiat FilmMaster Klaus Davi Lancia Dietorelle Mattel Mc Donald's McCann-Erickson Microsoft MS&L ITALIA MTV Nokia Nolan Paramount Philips Pubblicità Italia Rana Rcs Sport Red Cell Rolling Stone Timberland IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 3SS

4 Aims Always an attentive observer of market needs and the challenges posed by international competition, IED Comunicazione Milan responds with a master s program addressed to shape a new cross-disciplinary professional with considerable integrated expertise, able to organise and manage increasingly complex communication projects. The international character of participants and lecturing practitioners who constitute the network of the course, the analysis of Italian creativity nowadays embedded in the several facets of Made in Italy, the partnership with companies and their involvement in creative and innovative laboratories, the educational model inspired to a cultural approach combining knowledge and know-how make this program an engaging experience, a training ground where to practice constantly in order to pursue a career in the industry. Participants explore the various contexts related to brand production and brand strategic communication through the analysis of the skills the different roles require: Brand Manager, Account Planner, Strategic Planner, Media Research Planner, Copywriter and Art director. Throughout the program, contemporary economic and cultural scenarios will be analysed, focusing the attention on the strategic aspects of communication, on marketing tools and on the understanding of advertising. Students will be provided creative, organisation, marketing and management tools necessary to identify consumers, define products, draw up strategies and organise all the steps necessary to plan an integrated communication campaign. A one-year-long high-quality teaching backed by passionate and shared enthusiasm for the profession. Methodology Training activities alternate classes in assigned classrooms with workshops, visits to companies, meetings with protagonists and well known professionals of the industry. The interaction with private companies and agencies from the industry is an integral part of workshop activities, which are carried out in accordance with specific briefs arranged with companies and develop in close cooperation with them, like in a management game. During the development of projects students will be assisted and supported by the supervisor, teachers and tutors. Target The master is open to graduates or holders of a diploma achieved in higher education private schools, or to practitioners with at least a two-year experience in the field. IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 4

5 Syllabus Brand & Marketing > Marketing Fundamentals > Strategic Marketing > Operational Marketing > Internal Marketing > Web Marketing > Consumer and Research > Direct marketing > Made in Italy & International Brand & Branding > Brand management > Brand strategies > Brand expression > Brand Touchpoints > Brand Journey > Brand Protection & handling Brand & Communication > Enterprise Vs Brand/Product Communication > Communication Scenario > Advertising & Communication Process > Media & New media strategies > Media planning > Communication Mix > Promotions > Public Relations > Events > Non conventional communication A brand was just a stamp on a product to get people to buy it. Now it is becoming something bigger and more complex. Branding is moving from products to countries, charities, art, even politics. The difficulty now is not only to make people fall in love with it, but to connect, to share, to motivate, to inspire and be part of it. MaSTERBRAND will enable you to analyse and look after brands. It will show you every step in the creation of a brand, making you able to get a real grip on this hot subject. Brand & Me > Building, Communicating and Selling the Brand Me > Brand Me Marketing > Brand Me Marketing Mix > Techniques (CV Management, Public Speaking, Effective Presentations, Job Interviews) > Brand & Consulting > Professional scenario > Environment > Projects handling > Development > Execution The administration reserves the right to make changes to the syllabus in accordance with lecturers and school s requirements. IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 5

6 Professors SUPERVISOR Elena Sacco Head of Client Services at Wunderman, throughout her professional career she has specialised in Advertising, Branding, Design and Integrated Campaign Management. Consultant at international level for P&G, Barilla, Azimut Yachts, Marazzi Group, Nestlè, Jacuzzi, Sky TV, Danone, Wella, Atkinsons, Microsoft, HP. She worked for PublicisGroup and Landor Associates. PROFESSORS Osvaldo Adinolfi Vice President marketing in Edelman Antonio Anfossi Account Director e Strategic Planner for the advertising agency Cayenne; ex Pirella Enrico Aprico MTV and La7 General Manager. Among other things, he is responsible for the production of Le Invasioni Barbariche and Markette Karima Belkacemi Consultant and coach, she has dealt with branding and organisation for 12 years at Landor Stefano Bresciani Communication Manager MediaedgeCia, formerly CiaMedianetwork Laura Cantoni Qualitative research manager at IPSOS-Explorer Chiara Cazzaniga Communication & Marketing manager Jhonson Wax, ex marketing manager Nestlè Paola Chiesa Account Director at Young & Rubicam for companies like Barilla, Kraft and Danone. Currently managing director of Agenzia 19AVENUE Providing marketing and integrated communication services Mariangela Corbetta Ex Marketing and Communication Manager Citibank Retail Italy, now CEO Kaupthing Bank (launch of the Italian Branch ); ex project leader UnicreditBanca and Consultant Leo Burnett Angelo Ferrara Creative director in Robilant&Associati; ex Wolff Olins in London; lecturer in workshop at international level Paolo Ferrara Digital Market Pioneer in Italy. CEO Etnoteam. Consultant since 2008 Marco Gualdi Chief Executive Officer Interbrand Creating and managing brand value Anna Matteo Formerly Vice president for E-Tree and Value Team. Currently Marketing Director-Digital MKTG for Gruppo Mondadori IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 6

7 Professors Francesca Melli Ex- journalist. Brand Strategy and Naming Consultant (collaborations with McKann/Futurebrand). She worked as Client Director for Landor and Futurebrand Paolo Monesi Radio and entertainment talent, he currently runs his own production house in Milan and a publisher in London. Patrizia Musso Brand and advertising professional, she is an expert of culture and communication processes. She also holds extensive experience in qualitative research and business training applied to communication, matured at leading research institutes and consulting firms. Currently freelance consultant. Filippo Mutani Formerly Strategic Planning Director at DDB Milano, currently Strategic Planning Director at Publicis Milano. Communication and brand consultant communication campaignes through the line. Co-author of several writings Michela Ornati Innovative Technologies for Fashion and Luxury Emanuela Salati Human Resources and Business Training Manager for ATM Milano Filippo Selden Head of strategic marketing in Universal Music Italia and EMI Diego Sgorbati Marketing manager for Ducati. Formerly Marketing and Planning Manager for BMW Motorrad Italia Luca Vergano Senior Planner in TBWA Alessio Vetrano External Relations Manager for Maranello Rosso Luca Massimiliano Visconti Director of the master in Marketing and Communication Mimec -Management Department Marketing Institute Università Bocconi SCHOOL STAFF Director Matteo Battiston Executive Assistants Antonella Barra, Elisa Bergamaschino Master s Office Gianluca Brusatore, Orietta Sacchi Stage & Partnership Office Nicoletta Curci, Isadora Zigon IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 7

8 Program Features STARTING April 2010 LOCATION IED Comunicazione DURATION 1 year ATTENDANCE from Monday to Friday, full-time MASTER S PROGRAM The Master s program in Brand Management & Advertising Communication aims at developing working skills and is structured into two parts: > the first one, an introductive and preliminary stage, allows participants to acquire methodology, technical, cultural and project tools; > the second one, an experimental phase, consists in the application of the knowledge and tools students formerly acquired on the development of a project, in accordance with an actual brief provided by an external partner. Students will this way engage with professional practice. At the end of the course participants will present their final projects to the involved companies. Teaching methodology alternates classes with the development of increasingly complex project work (workshops, guided projects carried out in team or individually, special projects) and individual study. Throughout the course students will be assessed on their learning and results. TARGET The master is open to graduates or holders of a diploma achieved in higher education private schools, or to practitioners with at least a two-year experience in the field. ASSESSMENT AND ENTRY REQUIREMENTS Selection is carried out via individual assessment on curriculum vitae and an interview with the school staff and the Master s supervisor. In addition to the educational background and working experience, inclinations and personal motivation are taken into consideration. RESTRICTED ENTRY Admission to the master is limited to a maximum number of participants set by the course supervising board according to teaching needs. IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 8

9 General Information STRUCTURES AND FACILITIES Master s students will use assigned classrooms furnished with preset workstations supplied with computers and Internet access. Structures and facilities of Milan premises are also at students disposal: library, video library and computer labs. INTERNSHIPS Thanks to the several links with private companies and practitioners in the communication industry, participants will have the opportunity to enter internship programs organised by an assigned office of the school. DIPLOMA Students passing with good results at least the 75% of lessons, tests and projects developed during the course will be awarded a diploma by Istituto Europeo di Design. Furthermore, all students will obtain an IAA diploma, the International Advertising Association IED Comunicazione is accredited with. ENGLISH LANGUAGE COURSES The master s program is delivered in English. Although language tests or exams are not required to entry the program, students level of English should be intermediate. Cost: ,00 Enrolment fee: 5.000,00 Tuition fees: ,00 For enquiries on methods of payment and financial support options please contact directly IED Comunicazione Master s office. Students may pay fees in 6 instalments at zero rate or in 12 instalments at low rate. ASSESSMENT AND ENTRY REQUIREMENTS All documents shall be sent to: IED - Istituto Europeo di Design Application to the Brand Management & Advertising Communication Master s program Master s programs office: Gianluca Brusatore Via Pietrasanta Milan Tel Fax master.com@milano.ied.it IED Milano Master 09/10 BRAND MANAGEMENT AND ADVERTISING COMMUNICATION Pag. 9

10 IED Comunicazione Via Pietrasanta Milan Master s programs office Gianluca Brusatore Tel Fax master.com@milano.ied.it IED MASTER MILANO Roma Torino Venezia Firenze Cagliari Madrid Barcelona Sao Paulo