Brand design and management - Food, Wine and Tourism

Master Courses - Barcelona

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The Master in Brand Design and Management: Food, Wine and Tourism trains professionals with a new approach towards management in the tourism, hospitality, gastronomy and wine sector.

In this day and age, launching and boosting a brand in these sectors requires a cross-sector skill set and 360° vision. This course is inspired by Barcelona and Florence, the two cities where it is taught. Students will spend one semester in each city given that they are both key tourist destinations in Europe, helping them to understand and work with the identity and values of the major tourism, gastronomy and oenology brands.  

Theoretical lessons in the classroom are followed by practical project experience in the form of group activities coordinated by professionals and experts. The programme is rounded off with visits to relevant locations and master classes delivered by specialists in tourism, food and wine.

  • Credits
    60
  • Start date
    January 2021
  • Duration
    11 Months
  • Attendance
    full-time
  • Language
    English

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.

Ilaria Legato - Course coordinator

Ilaria Legato - Course coordinator
Communication Designer in the HORECA sector (hotel - restaurant - catering - cafè), she works on brand care and communication projects for food and design. She’s course Coordinator for the Bachelor in Communication Design - IED Roma.

Luca Scarlini

Luca Scarlini
Writer, Essayist, Performance Artist. Teacher at Holden School, IED and Venice University. He worked with many theatres and dance companies, included Societas Raffaello Sanzio, Fanny & Alexander, Motus. He is the voice of the radio program Museo Nazionale, Radio 3 Rome and wrote many books about art, loss, thefts and history among which Il Caravaggio rubato, Siviero contro Hitler, Vita di un’opera d’arte: La Marchesa Casati and Ziggy Stardust: la vera natura dei sogni.

Andrea Tommasini

Andrea Tommasini
President, CEO and Founder of Soul To Soul, a tour operator built on over 25 years of working experience in tourism and communication, a trade mark of Lucky Time Group. The idea behind this business is the development of a new perception of tourism based on personal experiences and valorization of the five senses.

Lorenzo Sciadini

Lorenzo Sciadini
Consultant, Teacher and Personal Coach. He has been leading for 10 years a consultancy agency based on the idea that marketing is the most relevant discipline in the society’s development. He worked for various banks and international brands. Contributor for marketing magazines. He founded MarketingCamp, a project that celebrates a new marketing era.

Giuseppe Castelli

Giuseppe Castelli
Every product can potentially be a brand. That is the premise for the everyday work of Giuseppe Castelli, Advertising Creative Director and Consultant. In the food & beverage sector he worked for clients such as Auchan, Caffarel, Cinzano, De Cecco, Ferrarelle, Ferrero Industria Dolciaria, Garofalo, martini & Rossi, Nabisco and Warsteiner.

Ivano Bencini

Ivano Bencini
After 39 years of working experience in the hotel sector in Europe, Asia, Africa and South America, he directed Starhotels spa, Domina Hotels & Resorts, Cosmohotels, Concerto Fine Italian Hotels and Polihotels among others. Specialized in every area of contemporary hospitality: sales & marketing, operations, food & beverage, H.R., engeeniring, purchasing, I.C.T., management & business analysis e distribution.

Paolo Barichella

Paolo Barichella
Food Designer, after studies in food technology and sensory perception, he moved his work from materials performances for engineer to food design, aiming at giving food the best form and functions for the human needs. He contributed in contents and theory to the transformation of the Industrial Designer’s role into the Food Designer. Founder of Food Design Committee in ADI; Scientific Director of Food Design magazine and Founder of the Food Design Community.

Claudia Gelosa

Claudia Gelosa
Claudia is specialized in Marketing and Communication, having developed her skills as the Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories field. Since 2003 she is actively involved in the Archea Associates Architecture where she became Press Release and Event Coordinator until 2005. Currently Claudia follows several press release projects for design studios, fashion and architecture brands.

Gian Arturo Rota

Gian Arturo Rota
During his studies in humanities, Gian Arturo met Luigi Veronelli, father of the modern Italian food and wine culture, and started collaborating with him: they have been working together for 20 years. Specialized in food communication, publishing and critics, he wrote the book Luigi Veronelli – Life is too short for bad wines Giunti/Slow Food Editore with Nichi Stefi and cured the exhibition Luigi Veronelli – walking the earth.

Marc García i Fortuny

Marc García i Fortuny
Marc is the professional questioner at We Question Our Project, a Barcelona-based service design studio. His work focuses both on the user needs and the business processes and capabilities. He has been working in sectors like hospitality, food and wine, sports, environment and mobility both locally and at a European level. He lectures Service Prototyping at the MA in Product-Service Systems Design and MA in Service Design in Politecnico di Milano and short courses in Advanced Service Design in Central Saint Martins in London. Coordinator of the Master in Brand Design and Management for Food, Wine and Tourism. 

  • Teachings

    • Marketing area - Florence

      The module introduces participants to tourism seen as a field for the application of marketing theories. Peculiarities and general principles of the discipline are explored together with symbolic and practical elements: from the tourist experience and cultural value to the constraints related to seasonal and weather conditions. The module is structured in the following units: marketing principles, service marketing, web marketing strategy.

    • Brand and Communication area - Florence

      The module faces brand building and promotion. The course introduces Brand Design and its role in the creation and promotion processes. With this module, participants acquire the skills needed to manage the value of a brand enhancing the brand experience offered to the public. The module is structured in the following units: personal branding, brand design, strategic brand management, hospitality brand and event management.

    • Public Relations and Press Office area - Florence

      Study of public relations and events as communication tools that increase brand awareness. Students are asked to work on content management, digital PR, and online brand reputation management, including crisis management. This section describes future technology scenarios, in particular regarding the growth of mobile applications.

    • Design Thinking and Project Management area - Barcelona

      The focus of this section is to learn different techniques and methodologies of Design Thinking applied to specific topics in services related to tourism, food and wine field. The aim is to explore the relationship between design and management, and the acquisition of lateral thinking skills in facing projects and problems. The module is structured in units such as: design research, trends research, design strategy, business innovation, project management and financial fundamentals.

    • Service Design area - Barcelona

      Service Design in hospitality is the activity of planning and organising people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants. The module is structured in units such as: service design methods, UX_user experience design, anthropology and tourism.

    • Final Project

      The Final Project is a complete brand report based on partner companies’ parameters or a personal brief approved by IED scientific committee. Students present their projects to the partner companies and start the selection process for the internship.

Labs