Brand Management

Master Courses - Rome

Download the brochure

10th edition - The Master course in Brand Management trains professionals able to build and manage brands in any B2B and B2C context, following a work methodology aimed at the construction of a clear and efficient brand strategy.

The history of a brand tells us about the present, past and future of an institution. To develop it and to keep it successful is the mission of every Brand Manager.

For this reason, the course chose as Teaching Partner Saatchi&Saatchi, which is among the most important companies in the field of creative communication and advertising: “We make people fall in love with the products and services of our client brands. Thanks to our innovative ideas, we transform brands in Lovemarks, generating customers’ loyalty beyond reason. We passionately believe in the power of ideas to make the difference and to motivate.”

The Master boasts also the following partners: Fondazione per la Musica per Roma – Auditorium Parco della Musica, La Via del Tè, Mercato Metropolitano, Milleocchiali.

  • Start date
    January 2021
  • Duration
    11 months
  • Attendance
    part-time
  • Language
    Italian

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

Target - The Master in Brand Management calls for students having a BA or an equivalent academic qualification.

Structure and Methodology - The Master has a typical business-oriented approach. The teaching methodology, practical and operative, includes lectures, direct comparison with practitioners and industry experts, individual and group exercises, analysis of case histories, event organization, company visits and project work.

The teaching methodology of the cultural area introduces to the specific sector of cultural marketing, entering the fields of Media, sociology of cultural consumption, visual culture and local marketing. Students approach the evolution of the brand and marketing, competitive advantage, project and creative methodology, learning to deal with the customer. They examine also the sector of Art Direction (coordinated identity, space management and layout).
In the technical and instrumental area, lessons are designed to analyze the Project Management and the Brand Management (Personal and Corporate Branding, distribution strategies). Part of the course is dedicated to Audiovisual Production (script, direction). Classes held in the campus alternate with visits to companies’ headquarters.

On the project area, students are introduced to the Brand Analysis. They learn how to draw a brief, collect data, analyze the market, budgeting and invoices.
The organization of events (individual phases, planning, event management, press releases, public relations) has a fundamental role. As part of blogging & social networking, students learn how to plan information in Wordpress, elements of SEO and Web Analytics. They examine websites and blogs, social networks, social media management, web writing, case histories.

A week of intensive workshops on Project Management is scheduled at the beginning of the course which releases a certification ISIPM, Italian Project Management Institute.

  • Cultural Area

    • Cultural Processes

      Cultural Industry; Media History; Serialization Strategies

    • Marketing Strategy

      Marketing elements; Brand and Marketing Developments; Competitive Advantage; Project methodology and creativity

    • Brand Strategy

      Brand portfolio; Pricing strategies; Distribution strategies; Branding agreements

    • Governance Of The Processes

      Company organizational structures; The company as a process; Examples of business processes; The governance of the processes; Systems to manage the process quality; Process conformity against regulations

  • Technical - instrumental Area

    • Audio Visual Production And Product Management

      Writing elements for audio-visual products; Storyboarding elements; Direction elements; Audio-visual production elements; Elements of post-production and effects

    • Visits To Companies

    • Brand Identity

      Art Direction Elements; Statements of Expert; Copywriting Elements

    • Corporate 2.0

      Open source, networking, file sharing, voip; Web design; Planning elements

    • Events Organization

      Fair organization; Congresses and relevant ceremonial; Press Office

  • Project Area

    • Brand Analysis

      Brief; Statements of Experts; Pre-existence analysis

    • Market Analysis

    • Budgeting

    • Strategic Planning

      Relationship between Brand and Media; Integrated Communication Plan

    • Workshop 1

      usability and surfing from the blog corporate to the portal

    • Workshop 2

      Workshop: Companies, web writing and social networking

    • Workshop 3

      SEO and web analytics

    • Project Work

    • Business Continuity Management, It Governance

    • Final Step

      Discussion of the thesis.

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.

Antonio Anfossi - Course Coordinator

Antonio Anfossi - Course Coordinator
Manager. For 20 years in advertising, he is Managing Director for Spark44, the first in house agency globally to manage the Jaguar Land Rover brand strategy in Italy. Until 2016 he was Partner and Client Service Director of Cayenne, the second most important independent agency in Italy, where he held the role of Partner and Client Director and in particular the development of Communication Plans for A2A, Edison, Birra Forst, Candy, Ferrero, Hoover, ITF/Trussardi, Porsche, Volkswagen Group-Skoda.  

Vincenzo Bernabei

Vincenzo Bernabei
Consultant in the field of branding and management consulting for companies operating in various sectors. Academic advisor of Gambero Rosso, he started to work in training since the beginning of his career. He has a PhD in Communication Sciences. He has published various essays and articles on serial consumption, digital, brand and media. He lives and works between Italy and England.

Alessandra Colucci

Alessandra Colucci
Vive tra Oxford e Roma. È consulente in Brand Care, specializzata in brand management, strategic planning, e direzione creativa. Lavora in Italia e all’estero con aziende e professionisti di settori diversi. Dal 2016 è docente in Brand Retail alla Oxford Brookes University.

Enrico Giubertoni

Enrico Giubertoni
Consulente e docente in social media marketing, specializzato in social media strategy e nell’integrazione di Social Media Tools all’interno di imprese, PMI e StartUp. Si innamora di internet nel 1993 e nel 1997 si laurea in semiotica con una delle prime tesi sperimentali sugli approcci comunicativi online dal titolo “La comunicazione aziendale esterna sul World Wide Web”. Nel 2010 scopre Hootsuite e nel 2012 diventa uno dei primi Hootsuite Ambassador in Italia e Hootsuite Solution Partner. Docente in Social Media Marketing, in Master e corsi di alta formazione, ha partecipato attivamente dal 2006 al 2010 al progetto italiano di formazione sperimentale online OilProject ed è autore di diversi saggi e articoli.

Andrea Lamberti Zanarti

Andrea Lamberti Zanarti
Managing Partner e Co-founder dell'Agenzia di Comunicazione Wannabe Agency. Dopo aver trascorso più di sei anni in Saatchi & Saatchi come Digital Account Director ed essere stato parte attiva della digital transformation dell’agenzia, ha fatto esperienze in importanti agenzie digital implementando strategie e progetti di comunicazione per i principali brand nazionali e internazionali.

Patrizia Boglione

Patrizia Boglione
Dopo 25 anni in McCann-Erickson come Art Director e Direttore Creativo, nel 2012 diventa direttore creativo strategico di Angelini Design, agenzia indipendente di branding, digital e design. Come Cultural Intelligent Specialist, lavora su progetti di ricerca sui trend di consumo a livello internazionale. Consulente di strategia di brand aiuta le aziende a ridefinire la propria identità e il proprio posizionamento nei mercati internazionali.  Da maggio 2019 è Creative Director di Translated, una delle più innovative digital company internazionali dell’industria delle traduzioni e intelligenza artificiale.

Elisa Marino

Elisa Marino
Professionista nel campo della comunicazione da oltre 10 anni, dopo una breve esperienza nel campo dell’organizzazione degli eventi, si specializza nel settore del marketing digitale con un focus sul mercato della moda. Tra i brand con cui ha lavorato: David Naman, BallereTTe, Gente Roma e Nuna Lie, azienda per la quale è Marketing Manager dal 2013. Dopo aver collaborato diversi anni come redattrice nella sezione Social Media per Ninja Marketing, il blog magazine di marketing più letto in Italia, è adesso Editor della sezione Marketing per lo stesso giornale. Condivide la sua passione per il digitale collaborando come docente in master e corsi di alta formazione per diversi istituti.

Erica De Monte

Erica De Monte
Client Service Director. Da oltre 20 anni in Saatchi & Saatchi. Si occupa della gestione dei clienti a 360° dalla strategia, allo sviluppo e implementazione dei piano di comunicazione, della gestione dei budget e della produzione delle campagne su tutti i mezzi. Negli anni ha lavorato per diverse categorie merceologiche e per le principali aziende italiane tra cui Enel, Poste Italiane, Ferrovie dello Stato, Autostrade per l'Italia, Ferrero, WWF, Provincia di Roma, Groupama Assicurazioni. Attualmente è resposabile del cliente Pampers.

Mariapia Candreva

Mariapia Candreva
Laureata al DAMS di Bologna, copywriter, lavora nel mondo della pubblicità dal 1992 quando entra in J.Walter Thompson, a Milano. Dopo un’esperienza a Londra, arriva a Roma per approdare in Bates  e poi in Saatchi & Saatchi dove rimarrà per 11 anni. Dopo un periodo in Lowe Pirella, continua a lavorare come free-lance quasi esclusivamente per il no-profit. Dal 2019 ha la direzione creativa di Spark44. In quasi 30 anni di carriera, ha speso parole per ogni sorta di brand e di categoria merceologica.  

Claudia Fabiani

Claudia Fabiani
Account Supervisor CRM & After Sales - S44Rome

Francesco Del Franco

Francesco Del Franco
Head of Social Media – S44Rome

Antonella Cesta

Antonella Cesta
Senior Account Director Comms - S44Rome

Valeria Cammertoni

Valeria Cammertoni
Call Center Manager – S44Rome

Benedetta Noviello

Benedetta Noviello
Strategic Planner Spark44Rome