The Master in Brand Management enhances marketing and communication practitioners’ awareness considering the brand as the best way for a business to achieve success. The brand embodies the present, the past and the future of a company: by its analysis you know the history of the company and understand which means should be employed to exploit its potential and competitive advantage. The Master provides the tools and techniques allowing new Brand Managers to significantly contribute to a brand analysis, planning, and management of marketing strategies and process governance. At the same time, participants handle the merger among functional roles by understanding, evaluating and boosting actions.
Career opportunities - Brand Manager, Strategic Planner, Account, Marketing Manager, Communication Manager, Sales Manager, Event Manager, Press Office Manager, Project Manager, Content Manager, Media Planner, Social Media Manager, Art Director. The Master is also the proper path for those who want to work as a Freelance or Company Consultant, as well as for the entrepreneurs themselves.
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.
In 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.
This school offers programs in:
Last updated January 21, 2018