Brand Management and Communication

Master Courses - Milan

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20th edition - Management, design attitude, business orientation and strategic vision are the distinctive features of the Master course in Brand Management and Communication. Developing brand projects at IED is not just about realising projects, it is about accepting a challenge, observing the present, forecasting trends, and interacting with the most interesting international companies. 
For this reason, the Master course is organised in collaboration with Landor, one of the most important branding agencies at international level. Companies such as Pomellato, Campari, Ducati, Diesel, KFC, Persol, and Lemonsoda, just to mention few, choose to share their values and expertise with IED students, to find a fresh and multidisciplinary point of view and to develop together a strategic project for their brand. 

The Master takes place in two editions, the first one in November in Italian and the second in February, in English.

The Master is organised in partnership with Landor

  • Start date
    January 2019
  • Duration
    1 Year
  • Attendance
    full-time
  • Language
    English

Get an insight: find out more about Master's activities

Target - The Master course in Brand Management and Communication is aimed at graduates in humanities, social sciences, economics or scientific disciplines, as well as graduates in creative disciplines from design schools, or professionals with at least two years of experience in the branding field.

Methodology and structure - The Master course alternates frontal lectures, exercises, case histories, workshops and projects realised in partnership with companies and agencies and developed individually or in groups. The didactic pathway is closely linked to the professional world thanks to the collaboration between partners and faculty. A synergic team, composed by professionals coming from the main companies, agencies and consultancy firms, supports students throughout an intense, interactive and increasingly complex study plan. Students develop the skills required to identify their reference target and its typical behaviours. They learn to define product and retail strategies, innovation and markets, in order to elaborate branding strategies. A comprehensive journey that takes into consideration the different steps of the process: from definition of brand equity - by establishing the brand values and positioning, and by planning the strategic marketing activities - up to the actions aimed at developing and supporting the brand. At the end of the course, a dedicated module is focused on personal branding: from counseling and personal target to the tools required to realise a self-representation with the most suitable tools (video, paper, web) up used to present successfully in front of an audience.

Career opportunities - Brand Manager, Marketing Manager, Product Manager, Consultant,Project Manager, Client Manager, Strategist, Brand Consultant. Other opportunities are advertising and communication agencies as Strategic Planner, Account Manager.

In the previous editions, projects have been developed in collaboration with: Pomellato, Campari, Persol, Lemonsoda, Ducati, Diesel, KFC, amongts the others.

In the previous editions, students visited: Goole, Technogym, Campari, Samsung, amongst the others.

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  • Focus Area

    • Strategic Marketing for Branding

      Brand extension and licensing / Branding researches / Consumer insight / Brand positioning / Branding in BtoB and BtoC / Relationships applied to brands / Branding in retail / Branding vs industries / Budgeting.

    • Branding

      Orientation and foundation / Brand strategy / Branding tools and platforms / Brand expression: identity, 5senses, visual identy / Branding guidance: brand management, branding manuals, brand image.

    • Branding Advanced

      Branding trends / The worldwide perspective / Brand engagement (internal branding and customer journey) / Branding in FMCG – pharma, luxury, fashion, services vs products / Branding in multinational companies - Start up - Entrepreneurship companies.

    • Brand Communication

      Brand communication strategy / Communication, PR, events for branding / Conventional and unconventional for branding / Media for branding / Branded content / Branded entertainment.

    • Digital Branding

      Digital branding strategy / Brand visibility on digital / Brand engagement on web / Branding and Technology / Digital PR and reputation / Digital ecosystem / Results and data.

    • Personal branding

      Counseling and coaching / Orientation / Goal setting / Self leadership / Team building and conflict management / Resume and CV / Job interview / Public Speaking and presentation tools.

    • Business for Branding

      Innovation for branding / Business Pitch / Process / Workflow / Roles and Responsabilities / Proposals.

  • Cross-disciplinary Teachings

    • Luxury Brand Week

      Students will meet some of the most renowned realities of the Made in Italy and the Luxury World. An opportunity to experience hands-on the premises of: Missoni, Eataly, Pomellato, Fratelli Rossetti, Dsquared, Zagato, Outlet McArthur Glen, amongst others. Brand Managers, Designers and Marketing Managers will introduce them through the complex logics of positioning, brand development, trend analysis and the understanding of production processes.

    • Creative thinking

      Creative mindset / Innovation / Design thinking.

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
She has been working since many years for important branding and communication agencies - such as 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, and Wella, amongst the others. In 2009, she became a Consultant, founding the MarComm Consultancy department of Studio Sacco in Milan and she has been Communication Director at Boscolo Hotels. She is author of Brandrevolution, Lupetti Editions.

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.

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.

Matteo Battiston

Matteo Battiston
Head of Design at Luxottica Group.

Stephanie Brown

Stephanie Brown
Global marketing director at Blue Marlin.

Giovanna Carucci

Giovanna Carucci
Licence Manager Fragrances at Valentino

Alan Cassini

Alan Cassini
Business Unit Manager at Vidiemme Consulting, Mobile Solutions BU.

Gordon Cesareo

Gordon Cesareo
Strategic Creative Director and Brand Design Consultant. Former Creative Director at Design Board and Design Director at Landor. 

Stefano Daelli

Stefano Daelli
Partner at Futureberry - Design innovation Company.

Matteo Flora

Matteo Flora
CEO at The Fool - Digital Reputation Company. 

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

Benedetta Jacopetti

Benedetta Jacopetti
Marketing & NPD Manager at KFC. Former Brand Manager at Red Bull. 

Francesca Melli

Francesca Melli
Strategic Brand Consultant and Naming Expert at Brand Angel and FutureBrand.

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.

Milva Naguib

Milva Naguib
Senior Communications Consultant at Novartis.

Sergio Novello

Sergio Novello
General Manager Sonepar Italia.

Lori Rosenwasser

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

Matteo Sarzana

Matteo Sarzana
General Manager Italy at Deliveroo.

Michele Sarzana

Michele Sarzana
Social Marketing Manager at Fastweb. 

Francesco Tortora

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

Sasha Vidakovic

Sasha Vidakovic
Founder and creative Director SVI Design London, UK.

Patricia Weiss

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

Projects