Brand Design and Management: Food, Wine and Tourism

Master Courses - Florence

Download the brochure

5th edition - What does it mean to create and manage a brand in the food industry? How to market a wine company and work on its identity? How to integrate tourism in all of that?

From branding techniques to service design, the goal of the Master course in Brand Design and Management: food, wine and tourism is to help students and young professionals to develop their skills as future Managers of the horeca industry, integrating food wine and tourism into lifestyle offers.

The course, held in Florence and Barcelona, provides transversal skills in service design applied to hospitality and tourism, with a specific focus on food in Barcelona and a vertical exploration of the wine sector in Florence.

Catalunya and Tuscany built their branding strategies on the territoriality value as a key for global distinctiveness. Thanks to this Master, students have the possibility to experiment the different branding and project management methodologies that two of the most important touristic destinations in Europe successfully use.

  • Start date
    January 2021
  • Duration
    11 Months
  • Attendance
  • Language

Get an insight: learn more about Master's activities

Target - This Master is aimed at students and young professionals willing to develop a strategic, creative and managing approach to their passion for food, wine or tourism.

Professional Opportunities - The goal of this Master is to implement and strengthen the skills required to take on strategic roles in tourism, food and wine based brands. The Master is also designed to train professionals in the construction and management of formats/services in hospitality, as well as communication experts in Food & Wine sector.

Methodology and structure – This Master mixes up conventional and up-to-date learning materials and methods with an interdisciplinary vision that means interaction with design topics, arts, lifestyle and fashion, to really create a different and valuable point of view.

Classes are combined with seminars, conferences and workshops held by international and world famous specialists. Visits to local realities and the participation to events of the industry are included in the study plan to show students the best practices of institutions, companies and brands related to tourism, food and wine.

The classes teach how to manage the different steps of brand creation, starting from the analysis of the contents. Tourism, food and wine industries are based on a relation among brand, hosts and guests. Participants gain expertise in the fields of brand and management for a wide range of different contexts.

Students follow the whole process of a service design project using design methods and applying them in the construction of a complex food design experience as a branding strategy.

Classes are held during the daily hours in Florence, while in Barcelona students attend evening classes.

The approach kept during the whole pathway is extremely practice and students are equipped with the Adobe Suite and WGSN and Material Connexion tools, so that they can exercise also individually.

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.

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.

Jürgen Salenbacher

Jürgen Salenbacher
He currently teaches in Barcelona, Luzern, and Stockholm. He is a facilitator and coach with extensive experience in education, design and business. He is also a specialist in design, branding and the creative economy, about which he wrote his first book Creative Personal Branding (2010). Previously, he was Academic Director of IED Barcelona and Director of Strategy of Global Healthcare. His passion is to bring together his business and design experience with his expertise in coaching to help teams understand their motivation and personal development. 

Manuela Gabbai

Manuela Gabbai
Her field of expertise is mostly within the food and wine industries and since 2016 she has shifted her interest also towards luxury tourism. In her career path she has been focusing on marketing strategy, storytelling and public policy working as a strategy consultant for companies as well as the public sector, for example with Danone, Mukki latte, ECV group, Italian Association Cities of Wine. From 2016 she has been appointed to start up and develop a digital project on luxury tourism to explore new and original paths in Tuscany. In 2019 she co-founded KIVU Skincare.

Cinzia Spatafora

Cinzia Spatafora
Hospitality Manager with a long experience in managing touristic resorts. Graduated in Economics of Tourism, she deals mainly with rebranding projects for touristic resorts and with start up activities in the tourism field.

Bianca Tecchiati

Bianca Tecchiati
After the D.A.M.S. master's degree at the Communications Department of the University of Bologna, directed by Umberto Eco, she began working as responsible in developing and managing marketing and branding strategies for big groups as Rizzoli Corriere della Sera and Dada. She is also co-author, a web magazine of modernist cuisine for which she also defines co-marketing initiatives with food companies and press, organizes cooking shows and events with chefs and press, and she cooperates with food companies to develop and improve branding strategies.

  • Syllabus

    • 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.