The Master in Brand Strategy and Creative Brand Management will turn you into a professional specialist in the management of a brand, the definition of its strategy, its communication plan at all levels, and its creative activation from a rigorous, innovative, and creative approach.
The Master in Brand Strategy and Creative Brand Management provides you with the necessary methodologies and tools to strategically think about the brand and define the guiding and unifying concept of what the brand wants to mean and commit to doing for people. A world of meanings and concepts that help structure, give meaning and order all the actions that take place at the different points of contact of a brand.
From concepts such as brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation, and social responsibility, you will learn to plan the creation and development of a brand strategically, safeguard its reputation, and ensure its impact. Throughout the course, you will learn how to endow brands with a defined identity (ensure that their differential values ​​are recognized and transmitted through Brand Meaning Creation), how to apply innovative concepts to keep them current and unique (Brand Strategy & Innovation), how to make it profitable through marketing, how to communicate it and with what creative pieces to highlight its presence in the market, to make the consumer react or how to get them to live in harmony with their environment by applying principles of social responsibility.
All this under the leadership of professors and professionals in marketing, strategic planning, creativity, and brand identity, and with the collaboration of different real brands that allow participants to work on real brand and communication problems.
Why choose this program
Unique in its specialty
First program in Spain that treats the brand from a 3.0 point of view and allows you to understand it from its tangible and intangible aspects (innovation and emotional dimension), as well as from its key construction processes (vision, personality, storytelling, analysis, and strategy).
100% professionalizing program
All the professors in the program are highly regarded professionals in the sector who work for large clients. Professionals in marketing, strategic planning, creativity, and brand identity provide both the agency's vision and that of the advertiser.
Project-based on real clients
The program has the collaboration of important brands that allow participants to develop their master's project around real brand and communication problems.
In-demand professional profile
There is a growing demand in companies, advertising agencies, and consultancies, for specialists in strategy and brand management. Strategic brand planning and its communication has become a necessary speciality to generate products, content, and messages that respond effectively to rapidly changing needs.
The methodology of the program aims to be eminently participatory and oriented to professional practice. For each of the course modules, the following is considered:
Presentations of key concepts and conceptual frameworks by the teacher
Discussion about the content of readings
Class discussion on practical cases
Resolution of practical cases
The concepts will be put into practice by defining a brand and communication strategy project on a specific case that the participants will work on throughout the course.
100% practical and professionalizingParticipative sessions with a teaching staff made up of professionals with wide experience in large clients and who contribute both the view of the agency and that of the advertiser.
Partner brandsThe postgraduate project is developed on a real brand problem presented by the different companies that partner with the program. Participants solve real brand strategies on these problems. Companies change every year and one of them is always a foundation or NGO.
Group projectThe postgraduate project is developed in groups of four participants proposed by the management of the program. In this way, learning and implementation just like in the professional world is guaranteed.
Workshop classes and tutorialsThroughout each module, the participants have two workshop classes to advance their project.In turn, the workgroups will have a tutor to prepare the project. At the end of each module, the groups will have a minimum of two personalized tutorials.
Work for a brand is the fundamental piece of postgraduate evaluation. Each group must make a brand diagnosis, a strategic brand plan, and a Brand Manifesto, a communication strategy, and proposals for creative activation.
Peer-to-peer evaluation, attendance of the workshops, evaluation by the tutors, and evaluable exercises will increase or decrease the individual grade.
The On-Campus&Live methodology allows you to follow the program in person and also remotely.
In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students (a maximum of 15 places per course) will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.
Project-oriented learning and the combination of lectures and active methodologies such as case studies flipped learning, solving real problems, and professional simulations allow the student to connect theory and practice, acquire advanced skills, and achieve learning which is transferable to the job. The face-to-face modality is enriched with elements of online programs (virtual learning environment, multimedia resources, among others) so that the learning experience of the two subgroups is equally satisfactory.
You will have:
Master's or postgraduate work to learn by doing
A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (TFP)
Digital resources to achieve transversal skills
Interdisciplinary activities and workshops
Digital resources and audiovisual blocks for online learning
Active methodologies for transferable learning