Brand Management and Communication

Master Courses - Milan

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23th edition - The Master in Brand Management and Communication trains professionals who are able to manage branding activities and to define a brand strategy that combines the tangible values of quality and performance and intangible values, such as differentiation, relevance and images. Working in companies or agencies, they can both use a creative language and handle the technical and strategic processes.

Many companies, such as Swarovski, Lierac, Deborah, Comete Gioielli, TucanoUrbano, Red Bull, Milanosport, Decathlon, Crodino, Carrefour and Nintendo, just to mention few, chose to share their values and expertise with IED students, looking for a different, fresh, and multidisciplinary point of view, in order to develop together a strategic project for their brand.

The Master is organized in partnership with CBA .

  • Start date
    November 2020
  • Duration
    1 year
  • Attendance
    full-time
  • Language
    Italian

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

Target - Graduates in humanities, social sciences, economics or scientific disciplines, as well as to graduates in creative disciplines from design schools, or to professionals with at least two years of experience in the branding field.

Methodology and structure - The Master course follows a multidisciplinary approach, alternating lectures, exercises, case histories, workshops and projects realised in partnership with companies and agencies and developed individually or in groups. Hands-on is the expression that better represents the Master course, thanks to the close contact with the partner companies, which give students the chance to live direct experiences through meetings, projects, and on-site visits.

This educational pathway prepares experts in brand creation and managemen tthrough a multidisciplinary approach in business, strategic marketing and communication areas. 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.

Professional opportunities - The Master course trains professionals able to work in agencies, companies, or as consultants. In its past 15 editions, it generated a strong community of branding professionals, such as Brand Managers, Product Managers, Brand Strategists, Account Managers, Brand Consultants, and Strategic Planners. 

The Master course is organised in two editions, the first one in November taught in Italian language, and the second one in January taught in English language. 

Facilities and Scholarships - In order to support participants in the coverage of the participation fee, IED has activated an articulated system of facilities: partial or total Scholarships on tuition fee; Early Bird are facilitations for students finalizing enrolment by given deadlines.; Financings with the possibility to pay the tuition fee by instalments thanks to agreements with mortgage companies.

  • Focus areas

    • Strategic Marketing for Branding

      Branding researches / Consumer insight /Branding in BtoB and BtoC / Relationship / Retail branding / Sales distribution / Budgeting.

    • Branding

      Orientation and foundation / Brand strategy / Branding tools and platforms / Brand expression: identity, 5 senses, naming, visual identity / 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, event for branding / Conventional and unconventional branding / Media 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.

    • Business for Branding

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

    • Personal Branding

      Resume and CV / Public Speaking and Presentation Tools / Counselor and Coaching / Job Interview / Self Leadership / Team Building and Conflict Management

  • Cross disciplinary experiences

    • Design Thinking Days

      Creative workshops to experience the Design Thinking educational method, an innovative approach to problem solving and the conception of human-centered design solutions. This method is internationally considered one of the most useful processes for innovation.

    • 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.

    • 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 Week

      Out of the box meetings and panel discussions with prominent representatives of creativity, innovation and communication, in order to acquire lateral thinking, vision, and brainstorming skills.

    • Job Tools

      A dedicated meeting with experts of coaching, counseling and personal branding, focused on the professional world: new scenarios, trends and skills required in the job market. The goal is to provide participants with the instruments for creating their visual CV and creative portfolio, helping them to improve their online and offline professional profile. 

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
Marketing, public speaking, and digital brandin Expert. He got in the digital panorama very soon, contributing to the realisation of the first free-press newspaper eDay, printable at home. Following one of his greatest passions, music, he worked in the strategic marketing of the recording majors Universal and EMI, dealing with the launching of new brands, managing the licensing of the existing ones, and developing their immense catalogues. He collaborated as blogger to the magazine Advertising Week and he has been jury member among jurnalists in the Cristal Festival 2014. He is currently Marketing Director of Advance Medical, market leader in contact lenses. 

Giancarlo Bonora

Giancarlo Bonora
Senior Partner at PEOPLE, The Research Partner. 

Elio Carmi

Elio Carmi
Creative Director at Carmi e Ubertis. In 1972 he designed his first brand. He designed more than 100 brands and brand identities for small local companies or international groups. He takes care of territorial marketing and cultural furtherance in Monferrato Casalese, especially dealing with the activities of Casale Monferrato Jewish Community. He is author of Branding D.O., Fausto Lupetti Editore.  

Giovanna Carucci

Giovanna Carucci
Licence Manager Fragrances at Valentino.

Alan Cassini

Alan Cassini
Sales & Marketing Director – Vidiemme Consulting

Luigi Centenaro

Luigi Centenaro
Personal Branding Strategist, ideator of Canvas' personal branding.

Gordon Cesareo

Gordon Cesareo
Design Lead and Client Partner – Interbrand. Previously Independent Designer and Consultant Creative Director, Design Board and Design Director – Landor

Valentino Coda Canati

Valentino Coda Canati
Customer Marketing Director Fastweb

Matteo Flora

Matteo Flora
Adjunct Professor of Corporate Reputation & Storytelling, Founder & CEO - The Fool

Benedetta Jacopetti

Benedetta Jacopetti
Brand Equity Director - Auchan. Previously Marketing & NPD Manager - KFC and Head of Brand - Red Bull  

Adriano Martella

Adriano Martella
Creative Supervisor at Filmmaster Events.

Francesca Melli

Francesca Melli
Brand Strategist and Naming Expert - Brand Angel Consulting

Maurizio Murciato

Maurizio Murciato
Head of Sales & Marketing, Events, Digital & Unconventional Media at Piano B. Graduated in Economics and specialised in event management and marketing, he produced several sport events in Italy and abroad. Founder at FREIM, association that helps young artists, videomaker and freelance in producing innovative projects in the Italian and international audio-visual market. Teacher and Counselor in the academic world and in the StartUp Ecosystem in Milan.

Sergio Novello

Sergio Novello
General Manager Sonepar Italia.

Manfredi Pedone

Manfredi Pedone
Graduated in communication and passionate about theatre. 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 in 2013, active in education, events and business travels.

Pietro Puleo

Pietro Puleo
Senior Strategist at Havas. Former Senior Strategic Planner at Y&R.

Irene Serafica

Irene Serafica
Head of strategic design Banca Sella

Alessandro Ubertis

Alessandro Ubertis
Fondatore e Strategic Planner di Carmi e Ubertis.

Francesco Ungaro

Francesco Ungaro
Freelance-consultant. He started his career in  JWT, Publicis, FutureBrand.

Roberto Zepponi

Roberto Zepponi
Marketing and Trade Marketing Director Ceres.

Francesca Pannuti

Francesca Pannuti
Brand Consultant, Experience Designer & Entrepreneur in Brandled. Previously Client Services Director in Landor Milano.

Federica Landi

Federica Landi
Account Director OMD Italia 

Alessandra Carriero

Alessandra Carriero
People Operations Generalist in Musement/ HR Generalist at Alfio Bardolla Training Group Spa - talent acquisition & engagement.

Michele Ieri

Michele Ieri
EMEA Senior Marketing Operations Manager at Lenovo PCSD, Personal Computer and Smart Devices, Head of Marketing Operations in Europe, Middle East and Africa.

Giuseppe Stigliano

Giuseppe Stigliano
Chief Executive Officer – Wunderman Thompson

Labs

Projects