Master s Degree in Branding

Transcription

1 MASTER AND POSTGRADUATE programmes Master s Degree in Branding GRAPHIC AND COMMUNICATION Strategy Naming Experience Brand Identity Boing // Francisco Camacho, Juan Carlos Chica, Hensey Vega.

2 Master s Degree in Branding Start date: September and February. ECTS Credits: 60 Language: Spanish Qualification: Master s Degree in Branding, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona. Schedule: Monday, Tuesday and Thursday, from 5 pm to 9.15 pm The qualification of Master s Degree in Branding is obtained by: - Diploma in Brands, Core of Communications From September to February. - Diploma in Innovating through Brands From February to July. Course leader JORDI BELIL Founding partner of BR and of BRandNetworK. Person with responsibility for creative development and research processes. Coordinator and member of multidisciplinary teams. He was creative director of Rolando & Memelsdorf. Assistant teacher for ESADE. Aimed at Graduates in Design Graduates in Advertising Postgraduates in Marketing Graduates in Business Administration and Management (Diploma in Strategy) Professionals or academics with proven experience Presentation Any company or institution that offers a product or service has a brand for operating in its environment. The scale and projection of this brand can vary, but global brand management is to a greater or lesser extent vital to success in an increasingly globalised and competitive environment. At a time when the quality of products and services and their costs are not sufficient differentiators, branding becomes a key element to offer both companies and institutions the tools for building a powerful differentiation strategy. The main objectives of a brand are to gain brand recognition and positioning. Whether from the public or private sector, properly managing a brand is essential for those wishing to grow and become stronger, but also for those who, from a stronger position, seek to remain industry leaders. Branding refers to the complex process of building the brand through strategic positioning of a set of assets linked directly or indirectly with the commitment, identity and experience of an organisation. Course aims This programme s main objectives are to: To obtain a global and strategic view of the world of branding based on real business case studies from different industries, presented by their authors and/or companies themselves. To provide the necessary theoretical and conceptual tools to develop a complete brand building process and a process of innovation through branding. To put the knowledge acquired into practice by proposing and carrying out ad hoc micro projects and through a global project of innovation through branding. To have the necessary resources to be familiar with the complexities and environment surrounding a product or service so that we can carry out a strategic project making it possible to implement brand design. Net ELISAVA - Master s Degree in Branding

3 Postgraduate Diploma in Brands, Core of Communications Postgraduate Diploma in Innovating through Brands Start date: September. ECTS Credits: 30 Language: Spanish Qualification: Postgraduate Diploma in Brands, Core of Communications, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona. Schedule: Monday, Tuesday and Thursday, from 5 pm to 9.15 pm Start date: February. ECTS Credits: 30 Language: Spanish Qualification: Postgraduate Diploma in Innovating through Brands, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona. Schedule: Monday, Tuesday and Thursday, from 5 pm to 9.15 pm Syllabus Overall brand management is a key factor of success in an increasingly competitive and globalised environment. This course provides a complete overview of how brands are created and managed. 1. What is a brand? Definitions, strategic brand requirements and solutions provided by branding. Brand management, building and protection as one of the most strategic assets. 2. Research elements, targets and contexts Market research instruments. Targets. Definition and segmentation. 3. Brand strategy Positioning, Brand Promise. Platform: attributes, values, personality. Brand architecture. 4. Brand identity Brand Verbal Identity: Naming. Brand visual identity: Symbols, Logo, Colour ranges, Typographies. 5. Brand experience Brand Communications: Advertising, PR, Direct marketing, Promotions, Events, Sponsorship. 6. Brand environments and identity elements Physical, retail, buildings, and external and internal signage, vehicles, personnel identification. Printed matter: corporate stationery, leaflets, annual reports, sales support. Digital: corporate website, product website, microsites and promotions. 7. Products and services Packaging, Point of Sale, Product Identification. 8. Brand management and communication tools Identity Manual (Brand Guidelines). Brand Book. Syllabus Branding can act as a catalyst, a facilitator, and an essential part of the innovation process of companies and products. The programme s structure focuses on four main aspects, which are: 1. Concepts, visions and methodologies about innovation Different professionals from diverse organizations, will provide their particular vision on innovation and will explain different methodologies for developing innovation processes. Definitions put forward at various times on the innovation concept. Entrepreneurship and business opportunities evaluation. Strategic brand requirements and solutions provided by branding in innovative contexts. New products and added-value services. Experiences of a unique, differentiated and consistent brand. Rational and emotional, sound and long-lasting connections. 2. Research elements in innovation contexts Brand requirements in constant innovation processes. Innovation and research instruments from a market perspective. Tools to discover and detect consumer requirements, preferences and perceptions. 3. Expression and Media What new concepts, expressive tools, channels and media, allow the development of innovative perceptions. How IT and their expansion affect the branding processes, and how the communication strategies environment of traditional brands is modified. Conceptual alternatives like Movements creation, Communication Vectors, Transmedia or Marketing online and alternative channels, such as the development of apps, mobile marketing or Digital signage. 4. The Reality: Business cases Several specific cases of innovations in various market sectors. Startups in different development stages. 5. Innovation Branding Project Cross-cutting Innovation Branding project to put the knowledge acquired into practice. This course offers an overview of how brands are created and managed and the innovation opportunities they represent. 9. Project During the programme, short exercises need to be completed to put into practice elements covered by the various modules. A Branding global project with real brands will be produced which includes the various sections defining the building process of a brand as a business strategy. This project will be tutored and worked on throughout the entire postgraduate course. 3

4 Lecturers Tlaloc Alda Jaume Alemany Gemma Álvarez Riedweg Andreu Balius Jordi Ballesta Beatriz Barco Lluis Blanc Jordi Belil Boladeras Borja Borrero Gonzalo Brujo Elena Brustenga Ivan Caballero Dani Calabuig Curro Claret Ferran Clavell Marc Coll Javier Creus Edoardo Fano Coke Ferreiro Francesc Font Ignasi Fontvila Fernando Garcés Blázquez Jordi de Juan Alberto LevY Conrad Llorens Alberto López Noelia López Victor López Albert Majos Luis Oliva José María Piera Álvaro Martínez Ana Palencia Elena Peiro Toni Puig Silvia Ravetllat Jorge Rodríguez Nieto Carlos Rolando Juan Roura Gabriela Salinas Abel Sánchez Hermosilla Fredo Sanz Jordi Soler Tomás Olga Suanya ELISAVA - Master s Degree in Branding

5 Josep Maria Teixidó Miguel Valls Ramon Vives Jaume Villanueva Toni Viñals Jorge Virgos Ana Zelich Graphic and Communication Master s Degree Design and Communication Branding Graphic Design Packaging Design Advertising Design and Communication Design and Art Direction Design and Internet Web Project Direction Photography and Design Media Interactive Design Postgraduate Diploma Comic and Illustration Brands, Core of Communications Innovating through Brands Graphic Design Applied to Communication Graphic Design and Publishing Projects Packaging Design and Strategy Graphic and Structural Packaging Design Design and Communication Strategies Advertising Design and Creativity Art Direction Web Project Management and Design Design of Network Applications and Services Course in Apps Design Bold category members of Elisava Alumni Association enjoy a 15% reduction. The teaching staff is likely to change according to reasons beyond the course programme. ELISAVA reserves the right to make changes in programming as well as the right to suspend the course two weeks before it starts if not reached the minimum number of participants, without further obligation of the amounts paid by each participant. Master s and Postgraduate Degree programmes schedules can be expanded according to the selected course activities (weekends included). 5 - ELISAVA - Master s Degree in Branding 5

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