Brand Management and Communication

Master - Milan

Download the brochure

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.

 The Master is organized in partnership with CBA Design

  • 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.

Methodology and structure - The Master in Brand Management and Communication, now at the 15th 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.
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: Ducati, Boscolo Hotels, Diesel - 55DSL and Campari among others.

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.

Follow us on LinkedinYoutubeTwitterPinterest.

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

 

  • Syllabus

    • 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.

    • Strategic Marketing

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

    • Branding Advanced

      Branding Trends / The Worldwide Perspective / Brand Engagement (Internal Branding and Customer Journey) / Branding in FMCG Consumer Goods – Pharma, Luxury, Fashion, Services vs Products / Branding in Multinational,  Start up and Enterpreneurship companies.

    • Digital Branding

      Digital Branding Strategy / Brand Visibility on Digital / Brand Engagement on Web / Branding and Technology / Digital PR and Reputation / Digital Ecosystem

    • Business for Branding

      Innovation for Branding / Pitch in Private and Public Sector / Process / Workflow / Roles and Responsabilities / Proposal

    • Strategic 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

  • Cross Cultural Teachings

    • Design Week

      A full immesion into the milanese Design Week to experience a direct contact with the design world: a guided tour led by young designers aimed at deepening the history of design, knowing new trends and sharing the most interesting events of the week. An extraordinary chance to study and see first-hand some of the most important brands’ communication strategies, both national and international, and develop a research project - connected to a specific educational background.

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.

Filippo Selden - Course Coordinator

Filippo Selden - Course Coordinator
Passionate for marketing and technology, he has been working for 6 years in the digital world, contribuiting to the creation of the first free daily magazine eDay. Head of Strategic Marketing for Universal and EMI from 2001 to 2008. In IED since 2009, he’s now Marketing Director at Advance Medical, market leader company in the optical business.

Elena Sacco - Scientific Coordinator

Elena Sacco - Scientific Coordinator
She has been working for more than 16 years in Milan, Paris, London and Geneva for important branding and communication international agencies like Publicis Group, Young&Rubicam Group, Landor, Wunderman. She is called “The Queen of Branding” putting her signature on international branding projects for companies such as P&G, Marazzi Group, Azimut Yachts, Jacuzzi, Barilla, Giorgio Armani, Natuzzi, Atkinsons, Well amongst others. She founded the MarComm consultancy department of Studio Sacco in Milan in 2009 and is currently the Director of Communication School in IED Milano.

Marco Bandini

Marco Bandini
Graduated in Visual Arts, she graduated from the Turin Experimental Cinematography Center with a specialization in CG Animation. After a stay in the UK and a collaboration with Turner Broadcasting System, in Italy she worked with Maga Animation Studio on TV series, short films and commercials production, in the roles of Animator, Layout Artist and Director for 2D digital and CGI.

Elisa Barbieri

Elisa Barbieri
Strategic Brand Consultant at chocolatefactorystudio.com

Matteo Battiston

Matteo Battiston
Head of Design at 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 at Fastweb. Former Marketing and e-Commerce Director at OVS Coin Group; Group Marketing and PR Director at Prénatal.

Lorenzo Foffani

Lorenzo Foffani
Creative Strategy Lead at Immagination London and Head of Planning at McCann.

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 at Continuum.

Milva Naguib

Milva Naguib
Branding Consultant and Client Services Director at Sudler& Hennessey.

Sergio Novello

Sergio Novello
General manager Sonepar Spa

Cris Nulli

Cris Nulli
Client Partner at Facebook, Italy.

Manfredi Pedone

Manfredi Pedone
Graduated in communication, he is passionate about theatre too. He worked as actor and educator for Italian and international environments. He led groups with psychodramatic techniques, playback theatre and theatre-therapy, used for the empathic conduction of his students who are learning soft skills development. He started Plan Be srl in 2013, active in education, events and business travels.

Martina Pomponio

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

Maggie Priori

Maggie Priori
Brand manager at 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.

Diego Sgorbati

Diego Sgorbati
Former Director of Motorcycle Related Products at Ducati Motor Holding spa, currently CEO at Tucano Urbano.

Chiara Tescari

Chiara Tescari
Marketing Manager at Omnicom Media Group.

Francesco Tortora

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

Sasha Vidakovic

Sasha Vidakovic
Founder and Creative Director, SViDesign

Adriano Aletti

Adriano Aletti
Managing Director Shopper Marketing at Saatchi & Saatchi Italia.

Filippo Mutani

Filippo Mutani
Worldwide contributor for Getty Images and Contour. Editorial and fashion editorial client: T-The New York Times, Financial Times, Newsweek, The Guardian, The Independent, Vanity Fair, IL, Vogue Italia, Corriere Della Sera Style among others. Corporate/advertising clients: Giorgio Armani, Burberry, Campari, Pirelli, etc. His work has been awarded many times: for example at the LensCulture’s Emerging Talent 2015 and at the Sony World Photography Awards 2014. He teaches 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 e Founder di BCMA South America.

Lorenzo Del Bianco

Lorenzo Del Bianco
Owner, Founder and Director at DUDE - ADV, music videos, short movies.

Angelo Ferrara

Angelo Ferrara
Strategic Designer at Robilant Associati.

Nikolas Kallmorgen

Nikolas Kallmorgen
Founder at Plan Be, company active in the field of training and corporate events.