BRAND MANAGEMENT AND COMMUNICATION Master Milan April 2012

INTERNATIONAL EDUCATIONAL NETWORK in design, fashion, visual arts and communication MILANO-ROMA-TORINO-VENEZIA-FIRENZE CAGLIARI-MADRID-BARCELONA SÃO PAULO BRAND MANAGEMENT AND COMMUNICATION Master Milan April 2012

BRAND MANAGEMENT AND COMMUNICATION Master Location: Milan Starting date: April 2012 Duration: 12 months, full time Attendance: compulsory, from Monday to Friday. Language: English Target: the Master Course is the right specialization for all students who graduated in arts, social, economic and scientific faculties; for all students who have a Diploma in creative areas both in italian and in foreign project schools; and for all professionals having at least two years of experience in this field. Selection: the admission is assessed according to the Curriculum Vitae, followed by a motivational letter, and with a personal or phone interview. A good knowledge of the English language is required. Diploma: at the end of the Master course, students who successfully attended at least 80% of the lessons and who were active participants in projects developed during the Master course will get the Diploma of Istituto Europeo di Design with a mark expressed in hundredths and a final assessment. Fixed maximum number: on average, 22 students can attend the IED Master course. Because of the high number of requests, we recommend you to send your application at least within one month before the beginning of the course. Cost: the Master course fee amounts to 16.800 (enrolment: 3.500 tuition fee: 13.300 ). In order to help participants to pay the fee, financings allowing the payment by 6 or 12 instalments without interests are at students disposal. (The service is active for Italian students only). Scholarship: to help the worthiest students, IED Master offers scholarships that partially cover the enrolment fee. For further information, please contact IED Management Lab. Contacts Send the whole documentation to: IED Management Lab Via Sciesa 4, 20135 Milano tel +39 02 5796951 - fax +39 02 55199148 master.com@milano.ied.it Master Courses 2011/2012 2

IED is far more than a school: it is the melting pot where new generations of professionals are open to face the new reality IED MILAN An International Creative Lab IED, Istituto Europeo di Design, owes its establishment in 1966 to the intuition of its President Francesco Morelli. Day by day, it has become a 100% Made in Italy international network of excellence, operating in the fields of study programs and research, in the disciplines of Design, Fashion, Visual Arts and Communications. Above all, IED is an evolving educational system with capability and dedication to reinvent itself on a daily basis. Its mission is widespread and clear: to offer young creatives a thorough training both theoretical and practical and hand them the Design Knowledge and Mindset that will guide them throughout their lives. IED is far more than a school: thanks to its unwavering commitment to innovation, it is the melting pot where new generations of professionals are open to face the new reality. IED is a powerhouse of ideas that develops creativity through its range of: undergraduate courses masters courses postgraduate courses FOUR SCHOOLS FOR 4 CREATIVE WORLDS The design matrix takes the shape of the four IED Schools: IED Design, IED Fashion Lab, IED Visual Arts and IED Management Lab. Each IED location houses four completely independent schools sharing the common denominator of design culture. IED teaching methods require that all the schools: forge strong bonds with the local production and operation systems in their regions; interface with their benchmark sectors; evolve depending on the growth standards of their underlying markets and professional situations. For these reasons, rather than just keeping in step with their times, IED courses are often thriving trend anticipators. IED represents a conceptual innovation hub. A number of professionals from a variety of backgrounds come together to provide the input for a cross-fertilisation between areas and disciplines. The outcome is excellence. Evidence of this value is found in IED s essential role in such leading events as Milan Salone del Mobile and Milan Fashion Week. IED LOCATIONS MILAN, IED SINCE 1966 Heart of Made in Italy, fashion, design and communication, as well as business, Milan is the standard bearer of the design culture that ranges from the decorative arts to products for industry. It was here that the first IED location was established. The freshness and character of the trainees that IED launched into the market immediately set the pace for this cultural context: its impassioned young creatives soon became the life and soul of the Milan design scene. Ever since 1966, the dreams, the design, the fashion wave and the forms of the future have all born the IED brand. From Milan to Rome, IED since 1973 Turin, IED since 1989, Venice, IED since 2007, Florence, IED since 2008, Cagliari, IED since 2009, Madrid, IED since 1994, Barcelona, IED since 2002, São Paulo, IED since 2005. Master Courses 2011/2012 3

IED MASTER An experience that counts Above all, IED Masters offer the chance to explore conceptual and design frontiers that stretch far beyond the locations and the rooms that house the courses. IED Masters launch professionals that have the abilities to: - deal with the complexity of the contemporary world - consciously tackle the new requirements of production - open windows onto potential new worlds - interact competently in professional circumstances If training is the goal, design is the means of transformation. Designers are not only called in to solve the demand in productive, cultural or social terms. In order to meet the new requirements of the market, they shall also be able to postulate new questions. A IED designer acquires the skills to define innovative assumptions, to work on the raw nerves and the uncertainty of the world to come, above all, to provide new visions of the world we live in. IED MASTERS STRUCTURE IED Masters are flexible in structure and contents, capable of providing increasingly effective answers to students who aim to excel in the areas of creativity and management. They are based on the driving principles of Italian design: an open, curious and enterprising mindset. The urge to transform scenarios through technical competence and creativity.. The Professional Masters are vertical, in-depth, specific curricula that target students who aspire to achieve excellence in innovative professions. The Masters Courses are the right tool for students to rich their syudies background and their professional careers. Thanks to dayly relationships with professionals, all the Courses permit: - to enhance each individual ability - to redirect training objectives towards the creation of eclectic, innovative professional profiles with specific skills - to offer a customised training curriculum. What students learn in the IED Masters is the ability to generate valid responses to new problems, applying the logic of problem-solving. The courses are modular and flexible, so that all participants have a chance to define the professional identity that suits them best. Students from related faculties are eligible for the Masters. Master Courses 2011/2012 4

THE AIM OF THE MASTER COURSE IS TO CREATE A NEW GENERATION OF FULL PROCESSING PROFESSIONALS. Objectives and contents 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. METODOLOGy 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. Master Courses 2011/2012 5

Program Brand & Marketing > Marketing Fundamentals > Strategic Marketing > Operational Marketing > Internal Marketing > Web Marketing > Consumer and Research > Shopper Marketing > 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 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 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. The Direction reserves the right to make any changes according to the needs of the teachers and of the School itself. Master Courses 2011/2012 6

Coordinator 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. FACULTY The teaching staff is made up of professionals able to teach theory and practice by using company case-histories and project works that allow participants to concretely tackle the world of work. Among the teachers who cooperate in the Master: Osvaldo Adinolfi Vice President marketing in Edelman Antonio Anfossi Account Director e Strategic Planner for the advertising agency Cayenne; ex Pirella Karima Belkacemi Consultant and coach, she has dealt with branding and organisation for 12 years at Landor Stefano Bresciani Communication Manager MediaedgeCia, formerly CiaMedianetwork 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 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. Coauthor 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 Master Courses 2011/2012 7

VISITING COMPANIES Giorgio Guidotti (MaxMara) Oliviero Toscani Diego Sgorbati (Ducati) Alessio Vetrano (Maranello Rosso Ferrari) Roberto Chieppa (Prenatal) Francesco Campolo (Jacuzzi) Federico Lantero (Azimut Yacht) Alessandro Antiga (Google) Andrea Rosso (55DSL). 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. Master Courses 2011/2012 8

Studying in Milan Milan is the home of Made in Italy, of design in its broadest sense of creative culture, ranging from the decorative arts and industrial products to jewellery and food design. Milan is the home of the creative economy, capable of generating new wealth and intellectual property: patents, copyright, brand names, registered designs. The work done by the design industry is so intense here that it acts as a driving force, even for traditional manufacturing activities. Milan is the city of the graphic designers, the industrial designers and the architects, but also the stylists, the entrepreneurs and the publishers who have written the history of Italian culture. Milan today is the nerve centre of publishing and advertising, of Italy s hi-tech businesses and of all the entrepreneurial activities triggered by the development of new technologies. Milan is a very lively city thanks to its events and initiatives making its citizens lives dynamic and inspiring. However, sometimes the city hosts such important events that involve all the aspects of the daily routine, from the very first morning to late at night. A list of them will not be enough, so this guide refers to the main national and international events that, actually, see IED as an active protagonist. SALONE DEL MOBILE and FUORISALONE It takes place in April (dates can be checked every year on the following website: www.cosmit.it) and can be considered one of the most important fair of furniture and design worldwide. The fair is held in the district Milan Fair Rho, but all the city experiences a week full of events, most of all free, where art, experimentation, design and creativity are the protagonists: www.fuorisalone.it FASHION WEEKS Milan, as well as Paris and New York, is one of the most important cities of international fashion. In September and in March the city hosts Milano Moda Donna, with the pret-à-porter catwalks for women, whilst in January and June it hosts the pret-àporter collections for men. A very refined event with a busy schedule full of catwalks, presentations of specialized companies, Italian and International journalists and buyers. For more information: www.cameramoda.it LA NOTTE DEI PUBBLIVORI Marathon dedicated to the world wide TV advertisings. A must for the publicity lovers! More info: www.lanottedeipubblivori.it EXPO 2015 The city of Milan is going to host EXPO 2015, an extraordinary and global event where food tradition, creativity and innovation will be the main actors focusing the attention on the specifi c theme Feeding the Planet, Energy for Life. A lot of projects are already under development all along Milan. These concern both the planning and conceptual idea of the zone where the exhibition will take place, the program of cultural and artistic events, sport competitions and the improvement of what is considered typical excellence of Milan and Lombardy and that will change the city all along the period left before the event. More info www.expo2015.org A student Guide IED Milan is available for all students. It s a 60 pages handbook full of usefull information about how to live and study in Milan. Master Courses 2011/2012 9

GENERAL INFO STARTING DATE April 2012 LOCATION Milan - IED Management Lab DURATION 12 months, full time ATTENDANCE Compulsory, full time, from Monday to Friday LANGUAGE English. MASTER STRUCTURE The Master course has specific training objectives even aimed at a temporary growth of the student during the pathway. The Master course ends with the exposition of the thesis project. FIXED MAXIMUM NUMBER The admission to the Master course is limited to a maximum number of participants fixed by the Coordination of the course according to the didactic needs. STRUCTURE AND SERVICES The course takes place in dedicated classrooms with work stations prearranged for the participants and computers equipped with project software and Internet access. The students of the course can also use the library and all labs of the school. At the beginning of the course, each student will receive material providing all information about the school, the staff, the teachers, and the lecture program. DIPLOMA Students who successfully attended at least 80% of the lessons and who were active participants in projects developed during the Master course will get the Diploma of Istituto Europeo di Design. Students will present the project developed all along the master course to a Commission composed by the teachers and the representatives of the partner companies. The commission will give students a mark expressed in hundredths and a final evaluation. COST 16.800.00 Enrolment fee: 3.500.00 Tuition fee: 13.300.00 The fee for the master course includes a laptop equipped with the software required for the development of the didactic program. At the end of the Master course the laptops will be left to the students. For the payment terms and the facilitations provided, please contact the Master Office of IED Management Lab. Financings are at italian students disposal and allow the payment by 6 installments without interests or by 12 installments at soft rate. ADMISSION PROCEDURE To take part in the Master course, it is necessary to fill in the Admission Application and send it via e- mail, fax or mail. In addition to the Admission Application, also the following documents are required: Copy of the degree Certificate (or equivalent title) - Copy of the Study Program with the marks got for each single test and the final mark; Updated Curriculum Vitae Motivation letter. Everyone having a degree (also a three-year one), or equivalent title, or graduates from private schools at university level can send the admission application and the practitioners with at least a two-year experience in the field.. Final-year university students, who plan to graduate by the beginning of the Master course, can participate. SELECTION PROCEDURE The Master course is open to a fi xed maximum number of students. In order to participate, students have to have a selection interview aimed at assessing the skills developed during the learning pathway or the possible professional experiences, the individual dispositions and the motivation of the candidate. Moreover, during the interview, even the English language knowledge will be assessed. ORIENTATION SERVICE At each IED location, the SIO - Servizio Informazioni e Orientamento (Orientation and Information Service) offers a constant assistance and support to the students and to those who need information about the courses and the activities of the School. By contacting the SIO of each relevant IED location, anyone interested in the IED training offer can be supported at best for the course choice and can have detailed information and directions about the organization of the study pathways, the contents and the professional scenarios. The person responsible for SIO will led the student in a guided tour around the location and once enrolled and he/she will support her/him to complete the required administrative steps. It is suggested to book an orientation interview with the staff in order to know and analyze the personal professional and learning experiences, the linguistic and technical skills, as well as to assess the ambitions and the real potential of the professional growth. During the interview it is possible to show your own works or portfolio. The orientation interview takes place every week. The service is free. Send the whole documentation to: IED - Istituto Europeo di Design Richiesta di Ammissione al Master di: Brand Management and Communication IED Management Lab Via Sciesa, 4 20135 Milano Ufficio Master: Gianluca Brusatore t. +39 02 5796951 - f. +39 02 55199148 e-mail: master.com@milano.ied.it Master Courses 2011/2012 10