BR AN D M ANAG EM EN T AN D CO M M U NICATIO N

MASTER
BRAND MANAGEMENT AND
COMMUNICATION
IED Milano - April 2014
IED Group
Istituto Europeo di Design is an international school of
higher education for Design, Fashion, Visual Communication and Management of creative disciplines. Established in 1966, long before the blossoming of the Universities of design in Italy, its pragmatic, culturally rich
model instantly made it a strikingly innovative institution.
Occupying a middle ground between the limitations
on purely vocational schools and absolute academic
abstraction, IED is the achievement of its founder and
current President Francesco Morelli’s farsighted intuition, which he expressed in the synthesis of “knowledge and know-how”, the underlying thinking behind the
IED project.
Today, IED is an international university-level network
with seats in Italy, Spain and Brazil. Starting from China,
IED is now about to expand its international presence,
paying special attention to the rising star countries of
the new economy and continuing to pursue its constantly evolving cultural and entrepreneurial project.
The Environment, Sustainability, Art, the Excellences of
Made in Italy and the New Media are just some of the
professional scenarios targeted by the new training courses available at IED.
History
Even if IED keeps its Italian cultural matrix, nowadays
it is also considered an international school, a place of
culture and training with seats in Milan, Rome, Turin,
Venice, Florence, Cagliari, Como, Madrid, Barcelona, São Paulo and Rio de Janeiro. The school organizes three-year post-graduate courses, specialization and
professional development courses, advanced training
courses and masters.
Since 1966 IED has developed an innovative didactic
methodology focused on the synergy between technology and experimentation, and based on creativity, on
the development of cross-disciplinary projects and integrated communication strategies, and on the different
aspects of the market as well as on the new job profiles.
A methodology nourished and enriched by the constant
dialogue with professionals coming from all fields and
working as teachers at IED.
IED is member of different international academic institutions and associations, among which Cumulus (Design Educational Network co-funded under the Erasmus
section of the Socrates Program), ELIA (European League of Institutes of the Arts), IAA (International
Advertising Association), FIYTA, IIE, EAIE and MEC-Brazil. Moreover, it signed partnership and student exchange agreements with more than 40 of the most important
universities in 21 countries around the world.
Vision
In an increasingly globalized world, IED is positioned as
the international school of higher education for all the
creative professions, with a special focus on all the different and latest adaptations of design. IED aims at contributing to the wealth generated by cultural exchanges
between Nations, and at respecting diversity in nature
and in the environment to train responsible future citizens of the world.
Mission
To develop our students’ creative talent by providing
them with the conceptual, design and organisational
tools they need to be proficient, competitive professionals in an interconnected world that presents increasingly arduous challenges.
120.000
alumni
30%
of foreign students
10.000
students per annum
11
seats
100
different nationalities
1.000
training projects in
partnership with the
production system
100
academic agreements
400
acknowledgements and
awards won by our students
1.900
lecturers
600
staff members
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Companies
Ever since its foundation, the mission and objectives that
have driven the training experience at IED have remained
unchanged. Every day, our training model builds new value
on constructive confrontation, exchange and relations
between business enterprises operating on a local and
regional scale and internationally, communities of professionals and the young people who represent the future. This
is a virtuous relationship, based on students’ readiness and
commitment to grow and learn through an unprecedented
experience.
Every year, almost 100 companies collaborate in training
IED students in different ways so that they can access the
job market.
Research projects, creative competitions, workshops,
special projects are the most common methodologies used
in the IED-companies relationship. These are great opportunities for the students to establish study and comparison
relationships aimed at work and to participate in the society
as full members of it.
Thanks to its enlarged network including studies, companies, institutions and partner universities, IED is not only
a training institute but also an incubator for its students where they develop their business skills, as well as a
showcase highlighting their talents.
Open Conversation with Santo Versace (Photo by: A. Mariani)
Partner
3M Italia, Aesvi - Associazione Editori Sviluppatori Videogiochi Italiani, A2A, Absolut Vodka, ADI, Adidas Original,
Adobe Systems, Agusta, Alberta Ferretti, Alcantara, Alessi, Alfa Romeo, Alfaparf, Alitalia, Alviero Martini, Ambrosoli, Amex, Amnesty International, Apple, Apple Computer
Italia, ASL Milano, Assorel, Autogrill, Barilla, Banco Alimentare,Benetton Group, Bmw Italia, Bic/Smoking, Binda Italia,
Bombardier, Boscolo Hotels, Bulgari, BuyVip, Campari,
Candy Hoover Group, Cappellini, Cariplo, Carrefour, Casa
Bugatti, Coca-Cola HBC Italia, Comune di Milano, Condé
Nast, Confindustria, Consorzio Cantiere Cuccagna, Continuum, Cosmopolitan, Courmayeur Noir in Festival, De
Agostini, Diesel, Dior, Dolce & Gabbana, Ducati, Ducati, Eastpak, Ed. Condè Nast, Edelman, Emergency, Fendi,
Ferrarelle, Ferrari, Ferrero, Fiat, Fidenza Village, Fiera Rimini, FondazionePeggy Guggenheim, Ford, Gianfranco Ferrè,
Giorgio Armani SpA, Google, Grohe, Gusella, Hachette,
Ideal Standard, Illy, Imetec,Kiko, Klaus Davi, Kraft Foods,
Lamborghini, Lancia, laRinascente, Louis Vuitton, Luxottica
Group, Marni, Maserati, Mattel, McDonald’s, Medici Senza
Frontiere, Meetic, Mondadori/Panorama, Moschillo-Falber,
MSL Italia, MTV, Nestlé, Nokia, Piaggio, Poliform, Pommery,
Prada, Pubblicità Italia, Rana, Red Bull, Rolling Stone,
Samsonite, Siemens, Skoda, Smemoranda, Sony, Sportmax, Studio Azzurro, Studio N!03, Swarovski Int. d’Italia,
Swatch, Terme di Milano, Timberland, Trenitalia, Triennale
Design Museum, Triumph, Trudy, Unicef, Universal Music,
Universal Pictures, Valentino, Vallè, Vodafone, Volkswagen,
Warner, Whirlpool, WWF Italia, Yahoo, Yoox, Zelig Bananas.
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IED Master Courses
VISION
WITHOUT
EXECUTION IS
HALLUCINATION
Thomas A. Edison
A IED Master is mainly an experience which allows those who
attend it to be absorbed in conceptual and project territories
extending far beyond the premises and the rooms in which
they are hosted. IED Master Courses have a flexible structure in terms of contents and are able to respond more effectively to those who wish to excel both in creativity and management. The Master Courses are based on the principles of
Italian design: spirit of curiosity and initiative, will of change
scenarios thanks to technical skills and creativity.
Conceived together with companies, IED Master Courses
prepare students to face the labour market and to build their
own professional identity combining different fields of knowledge.
According to the different levels of in-depth examinations,
attendance, participants and length, IED Master Courses are
divided into:
Research Study Program
The Master Research aims at giving a correct methodology
for both basic and applied research. The program intends to
enhance and implement the ability of choosing, according to
one’s own attitudes and professional goals, the most suitable
education path and additional subjects, leaving space for
experimentation, research and free exploration.
Advanced Study Program
ASP are short courses with different levels, from specialized
training to advanced professional training, delivered either
full time or part time. They are particularly appropriate for
professionals wishing to develop their skills and to deal with
the ever-changing needs of the production context from both
a technical and creative perspective.
Professional Study Program
The Master Professional provides know-how and tools to be
used in professional activities. The Master Courses, either
full time or part-time based, have three main goals: to provide methodological, technical, cultural and design tools related to the different professions; to develop the ability of
applying what has been learned; and to manage the project
complexity. Career prospects are focused on companies,
design studios, and agencies. In particular, the professional
profile could be that of a senior expert with both theoretical
and practical significant skills, or of a manager, with a strong
multidisciplinary approach, responsible for the development
and integration of new products.
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BRAND MANAGEMENT AND
COMMUNICATION
IED Milano - April 2014
5 > Master Milan - Brand Management and Communication
Master in Brand Management
and Communication
In such a complex market situation subject to continuous
scenario changes and characterized by a hyper-competitiveness, it is essential for a company to continuously, coherently and effectively manage its brand strategy in order to
guarantee the success of a product, to create business and to
increase its sales volume.
The Master in Brand Management and Communication aims
at training a professional profile who, within a company or an
agency, is able to manage the branding activities and to define a brand strategy combining high-quality tangible values
and performance, and intangible values mostly linked to
image, fame, visibility, and reputation. A complete professional profile able to surely use both the creative design language and the technical marketing one.
Methodology and Structure
The Master alternates frontal lectures, exercises, case histories, workshops and projects realized in partnership with
companies and agencies that are developed individually or
in group. The didactic pathway is closely linked to the professional world thanks to the collaboration between partners
and teachers. A synergic team, composed by professionals
coming from the main companies, agencies and consultancy
firms, supports the students throughout an intense, interactive and increasingly complex study plan.
Target
The master is addressed to graduates in classical studies or
social sciences, economics or scientific disciplines, as well
as to graduates in creative disciplines from Italian and foreign design schools, or to professionals with at least two years
of experience in the field.
Professional Opportunities
The Master trains professional profiles able to work at
medium-large companies operating in the marketing and
communication fields, at agencies and at consultancy firms.
Especially, the master trains:
For the Company:
Brand Manager
Marketing Manager
Product Manager
For the Consultancy firm:
Project Manager
Client Manager
Strategist
Brand Consultant
For the Agency:
Strategic Planner
Account Manager
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Program
The Master in Brand Management and Communication is a pathway
aiming at training professionals specialized in Brand creation and management through a multi-disciplinary approach in the marketing and
communication areas. During the course, the students will analyze the
contemporary economic and cultural scenarios by focusing on the strategic aspects of communication, on the marketing tools and on the knowledge of the advertisement processes. The students will develop the skills
required to identify their reference target and its typical behaviours. Moreover, they will learn to define the product, to elaborate the proper strategies, and to organize the tools to be used to realize an integrated communication campaign.
A comprehensive pathway that takes into consideration the different steps
of the process: from the brand equity definition - by establishing the brand
values and positioning, and by planning the marketing activities - up to
the activities aimed at developing and supporting the Brand through the
analyses of the branding strategies and the trend and development guidelines.
At the end of the course, a dedicated module is focused on the personal
branding: from the tools required to realize an effective personal presentation through the most suitable tools (video, paper, web) up to the techniques to be used for a successful presentation to the public.
2. Digital branding
Brand visibility on digital
Brand engagement on web
Branding & Mobile
Digital PR
6. Personal branding
Orientation
Goal setting
Public Speaking
Presentation skills and techniques
3. Branding
Orientation&Foundation/workflow
Brand Strategy
Brand Expression/ Trends / Guidance
Brand Identity
Brand photography
Semiotics for Branding
Verbal Branding & Naming
Branding focus
Lovemarks
Branding the worldwide perspective
Brand Engagement
During the previous editions the project have been developed
in collaboration with:
Study Plan
1. Stategic marketing for branding
Branding Researches
Consumer insight
Branding in BtoB and BtoC
Branding in Multinational/Retail/FMCG COMPANIES
Branding in Luxury
Relationship
Relationship in luxury
5. Brand communication
Brand communication strategy
Communication & PR for Branding
Events for branding
Unconventional for branding
Buzz for branding
Media for branding
4. Creative thinking
Creative mindset - innovation - design thinking
JACUZZI: Brand stretching and new brand development
BELLAVITA: Brand and communication strategy
DUCATI: Brand stretching in a new market
BOSCOLO HOTELS: Brand strategy and architecture
POMMERY CHAMPAGNE: Brand strategy and product branding on
italian retail
COMETE GIOIELLI: Brand check up and development
NESTLE’ BUITONI: Brand relaunch, architecture, identity and product
branding.
55 DIESEL: Brand refocus on target
MAX MARA: Greenfield project: Sportmax
The Direction reserves the right to make any changes according to the needs of the teachers and of the
School itself.
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Faculty
Coordinator and Teachers
Coordinator
Elena Sacco Braiotta
Marketing and communication consultant. She developed her professional experience by studying different marketing disciplines: Advertising, Branding, Strategic Design, Relationship marketing and Integrated
Communication. She managed Italian and international projects for P&G,
Barilla, Azimut Yachts, Marazzi Group, Nestlè, Jacuzzi, Sky TV, Danone,
Wella, Atkinsons, Microsoft, HP, Fini, among the others. She was member
of Publicis Group, Landor Associates, Wunderman, Young&Rubicam
and Communication Director of Boscolo Group. Nowadays, at Studio
Sacco, she is Marketing Director for customers such as Bellavita, Milano Sport-Comune di Milano.
Teachers
IED Management Lab faculty are professionals who share with participants a deep and updated look upon the most contemporary topics of the
brand culture throughout the analysis of case histories and project work.
Some of the professionals involved in the master:
Roberto Adriani - Crisis Communication and Public Affairs Practice
Leader of MSL - Publicis Group
Matteo Antonelli - CEO Performedia - Pure Digital Agency esperta nella
comunicazione sul web
Marco Bandini - Strategic Planning Director JWT
Alessandra Basilari - Client Services Director FutureBrand, già Landor.
Alan Cassini - Partner & Product Manager - Vidiemme Consulting S.r.l.
Andrea Febbraio - co-founder Ebuzzing, co-author “Viral Video: Content
is King, Distribution is Queen”
Angelo Ferrara - Creative Director at Robilant Associati
Lorenzo Foffani - McCann Head of planning
Enrico Girotti - Senior Designer in Continuum
Adriano Martella - Creative Supervisor presso la unit Show di Filmmaster Events
Filippo Mutani - Communication and brand consultant. E’ stato Strategic
Planning Director presso DDB Milano e presso Publicis Milano.
Milva Naguib - Client Services Director Agenzia Sudler&Hennessey
Sergio Novello - Chief Executive officer BFT. Già direttore marketing Europa Jacuzzi
Manfredi Pedone - Founder & Vice President Plan Be
Matteo Sarzana - General Manager VML Gruppo Young&Rubicam
Filippo Selden - Marketing & Sales Director di Advance Medical. Già
Direttore Marketing EMI e Universal.
Gianfranco Siano - Partner & Creative Director - CBA. Già Design Director Landor.
Raffaele Solaini - consulente esterno per GPS - Istituti di ricerca Episteme
e Astarea e agenzie creative quali Komma
Luca Vergano - European Strategy & Innovation Director -TBWA\G1
Simona Viterbo - Senior Planner Saatchi & Saatchi
Special guest of the previous edition of the Master:
Lillo Buhnik - Customer Marketing Director, Unilever Italia
Roberto Chieppa - Group Marketing and PR Director Prénatal
Cris Nulli - Client Partner Facebook - Italy
Paola Scarpa - Branding Sector Leader Google
Diego Sgorbati - Marketing Manager Ducati
Francesco Tortora - Marketing Manager Shave Care WE (Gillette & Venus)
- Procter&Gamble
Alessio Vetrano -Communication & Brand Manager at Maranello Rosso
Sasha Vidakovic - Founder and creative Director SVI Design London, UK
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Career Service After meeting those students who successfully end their learning pathway, Career Service submits portfolios to potentially
interested external companies, arranges the selection interviews aimed at activating stages (or training periods), collaborations, and field projects, and ensures constant supporting and monitoring activities.
During the study pathway, IED trains students and provides
them with the techniques and tools required to write their
CVs, to tackle a selection interview, to realize their personal
projects portfolio.
The stage (or training period) is conceived as an on-site learning and training period at one of the companies collaborating with IED. This period – lasting from 2 to 6 months
- allows the students to apply the acquired tools and knowledge to a real professional project.
Instead of a stage, students can be involved in a Field Project,
i.e. a consulting project or an individual or group collaboration led by a teacher who acts as project tutor. The teacher
supports the team in managing the company-customer relationships, in developing the project, in preparing the final
report and in presenting the results to the company in a real
professional situation.
Career Service IED manages the activation activity and if
the selection interview is successful it monitors the training
period.
Stage Management Lab
IED Management Lab has activated stage with some of the
agencies and companies listed below:
Armando Testa, Attila, BCube, Bigfish, Bottega Veneta, Brainwaves, Brand Portal, Bticino, Calvin Klein, Cayenne, Cb’a Design, Collezione Peggy Guggenheim, Conca
Delachi, Damiani, Diesel, Dpr Eventi, Edelman, Egg Eventi, Enfants Terribles, F&P Group, Filmmaster Events, Gas
Jeans, Grey, Gruppo Alessandro Rosso, Gruppo Fonema,
Hachette Rusconi, Hagakure, Heineken Italia S.p.a., H-Film,
Ilva Saronno S.p.a., Indipendent Ideas, Itaca Comunicazione, Jimmy Choo, Key Adv, Klaus Davi, La Sterpaia, Leo
Burnett, Les Copains, L’Oreal, M&C Saatchi, Magnolia, Mai
Tai, Maximilian Linz, McCann Eriksson, Mediaset, Moncler,
Mondadori, Ms&L Italia, Nestlè, Nike, Ogilvy, Publicis,
Publicis Modem, Rcs, Redbull, Rmg Connect, Robilant &
Associati, Saatchi & Saatchi, Samsung, Tbwa, Teikna Design, The Others, Tita, Tortona Locations, Univisual, Versace
S.p.a., Vivo Concerti, We Are Social, Young & Rubicam.
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MILANO
IED Milano - Via Bezzecca 5 (Photo by: Maurizio Costa)
IED Milano
At the heart of a metropolitan area that bears comparison with
London and New York, Milan is for the whole world a synonym
for art, industry, finance, design and fashion. Artists of the
calibre of Leonardo and Bramante worked in Milan, and four
centuries later, Marinetti and Boccioni, founders of the Futurist Movement. More recently, celebrated architects and designers, such as the Castiglioni brothers, Magistretti and Zanuso, and fashion designers like Armani and Versace, to name
just a few, made Milan the world centre of fashion and design.
Art, science, industry and finance are the cultures at the root
of this city pragmatism and of its creative and entrepreneurial
spirit. It is no coincidence that our school was born in Milan,
drawing the inspiration for its teaching methods from the
know-how, the thinking and the innovation so typical of Milan
hinterland and its history. Designing both goods and services
for industry and with industry is the vocation of IED Milano,
where design in all its ramifications is taught and practised.
IED Milano Master Courses
IED Master Courses have a flexible structure in terms of
contents and are able to respond more effectively to those who
wish to excel both in creativity and management. The Master
Courses are based on the principles of Italian design: spirit of
curiosity and initiative, will of change scenarios thanks to technical skills and creativity.
Visiting the labs, the study areas, and the technological infrastructures, and living the atmosphere that makes the training
experience at IED unique is the first step to understand the
world of the post-graduate training. Fix an interview so that
you can visit the school premises and see the projects of those
who chose the pathway you are interested in and who are now
working as professionals in Italy and abroad.
IED Design Master Courses
Interior Design
Product Design
Design Management (Advanced Study Program)
IED Moda Master Courses
Fashion Design
Fashion Communication
Fashion Marketing
Digital Fashion Management
IED Visual Communication Master Courses
Graphic Design
Fotografia (Advanced Study Program)
Pubblicità. Art Direction and Copywriting
Brand Design
IED Management Lab Master Courses
Digital Media Management
Event Management
Brand Management and Communication
11 > Master Milan - Brand Management and Communication
Facilities and Laboratories
Learning, designing, participating, competing, producing and
establishing relationships through labs, equipped classrooms,
and services addressed to the students. Thanks to the classrooms where theoretical lectures are held, to the common areas
at students’ disposal, and to the support of the specialized staff,
IED built a network of efficient structures and services in order
to translate knowledge into practice.
Classrooms, Common areas, Libraries
IED classrooms are equipped with the devices required for
training and research: computer with Mac OSX and Windows
operating systems, projectors, and audio devices.
In order to complete the learning experience started in the classroom and to allow those who wish to apply what they learnt inside the structure, IED offers its students common areas
equipped with Wi-Fi connection.
Books, newspapers, magazines, and audio-visual material are
a useful support for learning and research and are available for
consultation and loan.
Laboratories
Laboratories are an essential support to the didactic activity and all of them are equipped with high-tech devices. The
structures available at IED Milano are listed here below.
Modelling
Textile lab
Tailoring lab
Leather goods lab
Video Lab
Video (Cutting) Lab
Sound Lab
Interactive Lab
Photo Studio
Camera Obscura
PC, CAD and MAC Computer Labs
Equipment and loans
IED puts some equipment at its students’ disposal that, if
available, can be borrowed after lectures to develop special
projects or to support examinations or didactic activities. For
example, IED can lend Reflex cameras, Full HD video cameras,
microphones, digital recorders, etc.
12 > Master Milan - Brand Management and Communication
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Practical Information
Starting Date: April 28, 2014
Location: Milan – IED Management Lab
Duration: 1 year, full-time
Attendance: Compulsory, full time, from Monday to Friday
Language: English
Fixed Maximum Number: The admission to the Master course is limited to a maximum number of participants defined according to the didactic
needs - together by the Master Office and the Coordinator.
Master Diploma
At the end of the Master’s course all enrolled students, who successfully attended at least 80% of the lessons, will receive a Certificate of Attendance. To obtain the Master’s Diploma Certificate the student must sit and
pass all interim exams and have demonstrated commitment in developing a successful final thesis. An examination board comprising the coordinator of the Master’s, the Head of the School, the Client and part of the
teaching staff will give the student’s final grade marked on a percentage
scale of 100 which will be recorded on the certificate.
How to Enroll - Entry Requirements
Students intending to enrol must be in possession of a bachelor’s degree
or similar qualification (diplomas from private schools at University level)
or have considerable professional experience in the area of study. Applications are also welcome from undergraduates who will be completing
their degree before the Master’s ending date. For a complete understanding of the contents of the teaching programmes in IED Master’s courses
students should have the minimum language requirements of B2 (QERCL)
for courses in Italian and B2 equivalent to IELTS 5.5 or TOEFL IBT 68 for
courses in English. Students who are not mother tongue must present a
valid language certificate or request a language assessment interview with
IED. Courses take place throughout the year. Enrolment must be completed 30 days before the beginning of your chosen course.
To start your admission procedures
click on APPLY NOW on the course webpage
or go to ied.edu/application-master-courses
Upon receipt of your login credentials, you can complete the form with
your personal information and send, among others, the following documents:
a. Letter of motivation in the language of the chosen course;
b. CV with description of work experience;
c. Copy of valid Bachelor Degree or equivalent Diploma, translated into
Italian or English;
Selection Procedure
The selection is based on the assessment of the Curriculum Vitae followed by a motivation letter. Moreover, students have to arrange a
selection interview in English aimed at assessing the skills developed
during the learning pathway or the possible professional experiences, the
individual talent and the student drive.
Fees
Total fees amount to €17.300,00 divided as follows:
€ 3.500,00 Enrolment fees,
€ 13.800,00 Tuition fees.
For information on payment methods, grants and funding please contact
the Admissions Centre.
Please note that loans may also be available for students, payable in 6
interest free instalments or in 12 instalments on a low interest rate for
Italian students.
Every year IED also promotes competitions for student grants. For further
information see http://creativecontexts.com
Admission Center
The Admissions Centre offers constant assistance and support to students and to anyone requiring information on courses or activities at the Institute.
The Admissions Centre can help you find out more about IED and what
has to offer and help you choose the course best suited to your needs,
providing detailed information on courses organization, their contents,
objectives and future job prospects.
Accommodation
For out of town students, or those looking for a place to live we provide a list of rooms and flats to rent. Most of the accomodations available
is within easy reach of IED schools. The list is periodically updated and
copies are available at the reception of each school. IED also has web
space available for those looking for or offering rooms or flats to rent.
For further information: http://www.ied.edu/milan/info/accommodation
Open Days
Open days are opportunities where you can meet the coordinators, business partners and IED staff, find out more about the contents and professional opportunities of a master’s program at IED and take a look around
the school.
For further information contact the Admission Center.
Per informazioni
IED Milano
Admission Center
Via Sciesa, 4 - 20135 Milano
t. +39 02 5796951
14 > Master Milan - Brand Management and Communication