Brand Management and Communication

Master - Milan

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Today the Brand Manager represents a key figure of the company, and should be a connoisseur of the brand, an innovator prepared and competent and a skilled tactician. The Master in Brand Management and Communication forms professionals able to create, develop and manage a brand awareness through all the tools of marketing and communication. Students learn the secrets of brand strategy (tangible values of quality and performance and intangibles values related to the image, reputation, visibility and reputation) in order to ensure the success of a product, create business and develop business capital. The Master is organized in two editions, the first in November in Italian, the second in February, in English.

Career opportunities:

At the end of the Master, the student can work in companies as a Brand Manager, Marketing Manager, Product Manager, and for Consultancies as Project Manager, Client Manager, Strategist, Brand Consultant. Other opportunities are advertising and communication agencies as Strategic Planner, Account Manager.

  • Credits
    60
  • Start date
    January 2017
  • Duration
    1 Year
  • Attendance
    full-time
  • Language
    English

Entry requirements:

The Master in Brand Management and Communication welcomes graduates in communication, marketing, humanities or social science, economic and scientific disciplines; graduates in Italian or foreign design schools in creative disciplines; professionals with at least two years of experience in the field.

Structure and methodology:

The Master in Brand Management and Communication, now at the 13th edition, provides the alternation of lectures, tutorials, case studies, workshops and projects in partnerships with companies, individual or group projects.

The course has a close link with the professional world through the work developed between partners and teaching staff, composed of a team of professionals from major companies, agencies and consulting firms, providing the students with an intense and interactive curriculum, of increasing complexity.

Teaching methodology considers the different stages of the process: from building of brand equity, defining values, positioning and planning marketing activities, to the actions aimed at the growth and support of the brand, with the analysis of branding strategies and trends and development.

Participants explore the various areas of the construction project and strategic communication of the brand, through the study of skills in various functions: Brand Manager, Account, Strategic Planner, Media Research Planner, Copy and Art.

At the end of the pathway, in a dedicated unit, the course examines the actions of self marketing: from the tools necessary to make a self-presentation through the appropriate instruments (video card, Web), to the techniques of public speech.

In previous editions, the projects were developed in collaboration with Jacuzzi - development project of the new brand Jacuzzi SPA; Ducati - Brand stretching on target millennials worldwide; Aiutare I Bambini - brand repositioning; Bellavita - guideline development of brands; Cottoveneto - assessment and brand positioning worldwide; Prénatal - assessment and brand positioning worldwide; Boscolo Hotels - assessment and brand experience; Nestle '/ Buitoni - assessment and re-launching the brand in Italy; Diesel - 55DSL - assessment and strategic guidelines; Max Mara - branding green field on the brand Sportmax and person; Pomellato - global digital branding strategy; Campari - Mix Campari brand relaunch; Piaggio - branding and development of smart mobility ecosystem; Ferrero - brand stretching brand on target millennials worldwide and developing new product line.

During the previous editions of the programme students enjoyed, among others, the following visiting: Google, Technogym, Campari.

The Master is organized in two editions, the first in November in Italian, the second in February in English.

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- Download the e-book Brand Revolution -

To study issues of branding, Elena Sacco - director of the School of Management & Communication - has collected the authoritative point of view of teachers and professionals involved in the faculty of the Master in the book "Brand Revolution". An e-book that aims to explain the importance of branding in Italy, today. Download at this link, at the cost of a tweet (available only in Italian language).

  • Areas

    • Strategic 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

    • stategic marketing

      Brand visibility on digital, Brand engagement on web, Branding & Mobile, Digital PR

    • Branding

      Orientation & Foundation, Brand Strategy, Brand Expression, Trends, Guidance, Brand Identity, Semiotics for Branding, Verbal Branding & Naming, Branding focus, Lovemarks, Branding the worldwide perspective, Brand Engagement

    • Creative thinking

      Creative mindset - innovation - design thinking

    • Brand communication

      Brand communication, strategy, Communication & PR for Branding, Events for branding, Unconventional for branding, Media for branding

    • Personal branding

      Orientation, Goal setting, Public Speaking, Presentation skills and techniques

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Elena Sacco - Scientific Coordinator

Elena Sacco - Scientific Coordinator
Elena Sacco has been working for more than 16 years in Milan, Paris, London and Geneva for important branding and communication international agencies (Publicis group, Young&Rubicam brands, Landor, Wunderman) putting her signature on international branding projects for companies such as P&G, Marazzi Group, Azimut Yachts, Jacuzzi, Barilla, Giorgio Armani, Natuzzi, Atkinsons, Wella amongst others: for this reason she was called “The Queen of Branding”. In 2009 she chose to become a consultant, founding the marcomm consultancy department of Studio Sacco in Milan. The most exciting side of her work life is surely coordinating MASTERBRAND, the international Master in Brand Management and Communication, at its 14th edition, which to this days has formed more than 250 professionals working in Branding and Strategic Marketing in the 5 continents. She is now the Director of the Communication School of IED the international school Istituto Europeo di Design in Milan.

Marco Bandini

Marco Bandini
Strategic Planning Director (Digital & Integrated) at J. Walter Thompson (WPP Group)

Elisa Barbieri

Elisa Barbieri
Strategic Brand Consultant at chocolatefactorystudio.com

Matteo Battiston

Matteo Battiston
Global Head of Design Luxottica Group

Alessandra Basilari

Alessandra Basilari
Client Services Director, Future Brand

Stephanie Brown

Stephanie Brown
Global marketing director at Blue Marlin.

Isabella Cambi

Isabella Cambi
Co-Founder & Director at chocolatefactorystudio.com

Giovanna Carucci

Giovanna Carucci
Licence Manager Fragrances at Valentino

Alan Cassini

Alan Cassini
Product Manager & Partner Relationship Manager at Vidiemme Consulting

Carlo Carollo

Carlo Carollo
Consumer Channel Group Lead  Microsoft Italia Srl

Roberto Chieppa

Roberto Chieppa
Head of Marketing Fastweb. Former Marketing Director and  e-Commerce OVS Coin Group - Group Marketing and PR Director at Prénatal.

Lorenzo Foffani

Lorenzo Foffani
Creative Strategy Lead di Imagination - ex Head of Strategy di Saatchi & Saatchi

Tony Gherardelli

Tony Gherardelli
Innovation Communication Manager Luxury & Fashion Industry at Intesa Sanpaolo

Guido Ghedin

Guido Ghedin
Managing Partner Young Digitals

Enrico Girotti

Enrico Girotti
Senior Designer, Continuum

Milva Naguib

Milva Naguib
Client Services Director at Sudler& Hennessey

Sergio Novello

Sergio Novello
General manager Sonepar Spa

Cris Nulli

Cris Nulli
Client Partner Facebook, Italy

Manfredi Pedone

Manfredi Pedone
Founder & Vice President Plan Be

Martina Pomponio

Martina Pomponio
WW Ecommerce Development and Emea Ecommerce Manager at Bottega Veneta

Maggie Priori

Maggie Priori
Brand manager Roberto Cavalli Spa

Lori Rosenwasser

Lori Rosenwasser
Managing Director Plum Brands Former Global Brand Engagement Director Landor

Matteo Sarzana

Matteo Sarzana
General Manager Italy at Deliveroo

Filippo Selden

Filippo Selden
Marketing & Sales Director Advance Medical. Former Marketing head Universal/Emi

Diego Sgorbati

Diego Sgorbati
Director of Motorcycle Related Products Ducati Motor Holding spa

Chiara Tescari

Chiara Tescari
Marketing Manager at Omnicom Media Group

Francesco Tortora

Francesco Tortora
Marketing Director Shave Care WE (Gillette & Venus), Procter&Gamble

Sasha Vidakovic

Sasha Vidakovic
Founder and Creative Director, SViDesign

Adriano Aletti

Adriano Aletti
Managing Director Shopper Marketing Saatchi & Saatchi Italia

Filippo Mutani

Filippo Mutani
Worldwide contributor for Getty Images and Contour. Editorial clients: T-The New York Times, Financial Times, Newsweek, The Guardian, The Independent, Internazionale, Touring/National Geographic, Panorama, Elle, Grazia, Cosmopolitan, Yahoo.com. Fashion editorials clients: Vanity Fair, IL, Vogue Italia, Corriere Della Sera Style. Corporate/advertising clients: Giorgio Armani, Burberry, Campari, Pirelli, Fisico,Moroccanoil. Teaching communication at Il Sole 24 Ore Master School and IED.

Patricia Weiss

Patricia Weiss
Strategic Consultant for Branded Content & Entertainment, Brand Narratives and Brand Culture. Chairman, Founder BCMA South America

Lorenzo Del Bianco

Lorenzo Del Bianco
Owner/Founder/Director at DUDE Film