Brand Design and Hospitality
Strategy, creativity and experience for brands transforming the hospitality sector
Barcelona
ENG
Master
Language
English
Start date
October 2026
Frequency
Evening
Fruition
On campus
Duration
11 Months
Course Coordination
Gorka Meneses Berastegui
Price
Learn to build and manage notable brands in the hospitality industry, combining strategy, design and user experience to stand out in a constantly evolving market
The hospitality industry has evolved, to become more than the traditional service it used to be, into a complete experience where branding plays a key role. In a world where creating an emotional bond with the user is fundamental, brands must convey values, identity and a coherent narrative that consolidates trust and differentiation in today’s highly competitive market.
The Master’s Degree in Brand Design and Hospitality gives you the tools to design and manage authentic, notable brands with a strategic and creative vision in the hospitality sector. You’ll learn to develop solid brand identities, design sensory experiences and apply innovative methodologies to form strong bonds between the brand and its users.
This course takes a practical and multidisciplinary approach, integrating branding, service design and customer experience, to give you the resources you need to turn strategic concepts into tangible experiences. You’ll be working on real projects, using research tools and developing the fundamental skills to lead hospitality brands with a global, sustainable vision.
Information to decide
A master's degree course that gives you the skill set to develop innovative brand strategies and differentiated experiences in the hospitality industry. You’ll learn to combine creativity, strategy and management skills to design solid brand identities and immersive experiences in hotels, restaurants and hospitality spaces.
The Master’s Degree in Brand Design and Hospitality adopts a practice-based method in which you’ll be working on real projects, using a knowledgeable mix of creativity and strategy to build notable brands.
As you progress in this course you’ll gain in-depth knowledge about the foundations of branding in the hospitality sector and discover how visual design and user experience influence brand perception.
The syllabus covers four key areas:
- Brand Strategy: positioning, storytelling and brand differentiation.
- Brand Expression: visual identity, communication and sensory branding.
- Brand Management: brand management, reputation and loyalty strategies.
- Methods applied: design thinking, trend research and service design.
The course includes workshops, conferences, visits to companies and projects with clients operating in the sector, in an immersive hospitality branding learning experience.
The Master’s Degree in Brand Design and Hospitality is for hospitality branding, design and management professionals who want to specialize in brand building and management in a constantly evolving sector.
This course is ideal for:
- Designers in any discipline who want to apply branding strategies in the hospitality sector.
- Marketing and communication professionals who want to develop innovative and experiential brand strategies.
- Managers and consultants interested in creating differentiated brand experiences for hotels, restaurants and other hospitality spaces.
A master's degree for the professionals of the future with the skill set required to create innovative brand strategies, manage visual identity and design memorable experiences for the hospitality sector.
In this course you will learn to:
- Design branding strategies in line with global hospitality trends.
- Create visual and verbal identities that communicate values and emotions.
- Effectively use service design and customer experience to improve brand-user interaction.
- Integrate sustainable methods and ethics into brand building.
- Manage brand reputation and perception on international markets.
- Lead teams working on branding projects with a strategic and innovative vision.
When you’ve finished your master’s degree, you’ll be ready to play a key role collaborating with branding agencies, design studios, strategy consultants and companies operating in the hospitality sector, working as a:
- Brand Manager
- Marketing Manager
- Creative Director
- Brand Strategist
- Service Designer
- Customer Experience Manager
- Brand Consultant
What’s more, you’ll be studying in Barcelona, in an innovative ecosystem, and one of the most influential cities in the tourism and design industry, rubbing shoulders with experts in the sector.
Syllabus
The course consists of four thematic modules that combine strategy, creativity and management for the professionals of the future specialized in hospitality branding. Throughout the course you’ll apply strategic design methods and develop real projects to acquire an integral vision of hospitality brand building and management.
Module 1: Brand Strategy
In this module, you’ll learn to develop solid and differentiated brand strategies, and understand the importance of positioning and value proposal in the hospitality sector. You’ll discover how brand identity, narrative and user perception influence loyalty and have a real effect on the commercial success of hotels, restaurants and tourist experiences.
Subjects:
- Brand strategy
- Branding and business
Module 2: Brand Expression
In this module, you’ll be building the visual, verbal and experiential identity of a brand. You’ll learn to design graphic systems, create a coherent narrative and apply multisensory communication strategies to connect with the user on a variety of different points of contact.
Subjects:
- Visual Branding
- Digital Branding
- Narratives
- Storytelling
- Sensorial Branding
- Spaces and stylism
- Service design
- Communication
- Marketing
Module 3: Brand Management
In this module you’ll acquire the tools you need to monitor the performance of a brand, manage its value and guarantee coherence in communication. You’ll learn to use strategies that consolidate the perception of the brand on the market, ensuring long-term growth and positioning.
You’ll also develop key crisis management and brand reputation skills, to anticipate risks and create effective plans of action to maintain public confidence in the brand and consistent brand identity.
Subjects:
- Project Management
- Brand Management
Module 4: Methodologies
In this module, you’ll learn to use various methods to implement branding strategies, combining strategic and creative approaches. You’ll learn to use tools such as design thinking, agile management in collaborative projects and frameworks to develop innovative brand management solutions.
The practical approach in this module, with experience gained in workshops and real projects, lets you apply the knowledge you’ve acquired to find solutions to the challenges of the sector in an immersive learning experience.
Subjects:
- Systemic Thinking and Sustainability
- Design Thinking
- Anthropology of Tourism
- Design Research
- Trends and Forecasting
Faculty
Course Coordinator
Màrius Sala
Art Director, Brand Manager and Entrepreneur
Teacher
Claudio Milano
PhD in social and cultural anthropology
Teacher
Marc García
Specialist in Experience Design and Service Design
Teacher
Ivan Merino
Product Designer and Food Design Specialist
Teacher
Gorka Meneses Berastegui
Creative director and digital strategist
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