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IED Milano

January 2017

English

MASTER

MASTER COURSEBRAND MANAGEMENT AND COMMUNICATION

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Elena Sacco Braiotta

Filippo Selden

January 2017

1 year, full-time

Milano

English

IED Diploma

60

The admission to the mastercourse is limited to amaximum number ofparticipants per classaccording to didactic needs.

Brand Management

and Communication

http://www.ied.edu/enrollment

VISION WITHOUT EXECUTION IS HALLUCINATION.Thomas A. Edison

P O M E L L A T OM EPOMELLATO IS MY REBELLIOUS

CHIC COMPANION

POMELLATO IS MY UNCONVENTIONAL ITALIAN EXPLORE GUIDE

POMELLATO LETS MEEXPRESS MYSELF

I AM REBELLIOUS YET CLASSY

I LOVE TO EXPLORE NEW THINGS

I LOVE MY FREEDOM

Tuesday, June 3, 14

R E B E L L I O U SC H I C

U N C O N V E N T I O N A L T W I S T O F

C L A S S I C - G L A M O U R

Tuesday, June 3, 14

Scientific Coordinator

Didactic Coordinator

Starting date

Duration and attendance

Location

Language

Diploma

IED Credits

Limited enrollments

Project: Pomellato

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IED MASTER COURSES allow students to be involved in conceptual and project simulations. Furthermore they have a flexible structure in terms of contents and respond more effectively to those wishing to stand out both in creativity and management. These courses are based on Italian design features: curiosity, initiative and improvement thanks to technical skills and creativity.

Structured with real companies support, IED Master Courses coach students to face to the customer marketing and to build their own professional identity. Moreover these Courses offers the know-how and technical tools useful to manage the project complexity through a methodological approach. Starting from the 2015/2016 academic year the educational offer is enhanced by the addition of the following 1st Level Master’s Degrees: Design, Fashion Design Management and Visual Arts (60 credits).

Starting from a multidisciplinary methodology, these courses are aimed at strengthening students’ autonomy in the relevant fields and moulding them into professionals capable of leading a design project and managing all its associated complexities using a creative and manufacturing approach. Career opportunities for both IED Masters and 1st Level Master’s Degrees include placements within organizations, design studios or agencies.

Graduates are able to fulfill roles such as a professional with multidisciplinary knowledge and a significant sector-specific experience.

IED MILANO MASTER COURSESDesign - 1st level Master’s Degree Interior Design Fashion Design Management - 1st level Master’s DegreeFashion DesignFashion Communication and StylingFashion Marketing

Graphic DesignAnimation Design

Social Media and Digital PREvent ManagementBrand Management and Communication

Design

Fashion

Visual Arts

Communication

MASTER COURSES

Photo by: Stefano Casati

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MASTER IN BRAND MANAGEMENT AND COMMUNICATION

Target

The master is addressed to graduates inclassical studies or social sciences, economicsor scientific disciplines, as well as to graduatesin creative disciplines from Italian and foreigndesign schools, or to professionals with atleast two years of experience in the field.

IED MilanoJanuary 2017 1 year, full-time

In such a complex market situation subject to continuous scenario changes and characterized by 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 intangible values mostly linked to image, fame, visibility, and reputation. A complete professional profile at ease with the creative design language and the technical marketing one.

Methodology and Structure

The Master alternates frontal lectures,exercises, case histories, workshops andprojects realized in partnership with companies and agencies that are developedindividually or in group. The didactic pathway isclosely linked to the professional world thanksto 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.

Professional Opportunities

The Master trains professional profiles able towork at medium-large companies operatingin the marketing and communication fields,at agencies and at consultancy firms.Especially, the master trains:

For the Company:Brand ManagerMarketing ManagerProduct ManagerBrand SpecialistStartupper

For the Consultancy firm:Project ManagerClient ManagerStrategistBrand Consultant

For the Agency:Strategic PlannerAccount ManagerDigital strategistNew Business ManagerBusiness Development Manager

We have ongoing collaborations with:

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The Master in Brand Management and Communication is a complete pathway aiming at training professionals specialized in Brand creation and management through a multi-disciplinary approach in business, strategic 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 branding 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 strategies, retail strategy, innvovation and markets, to elaborate the branding strategies.

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 strategic marketing activities - up to the actions aimed at developing and supporting the Brand.

At the end of the course, a dedicated module is focused on the personal branding: from counseling and personal target to 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.

PROGRAMThe master, divided into 8 modules, aims at deepening the discipline of branding, and is developed on a cross-disciplinary teachings approach through group activities. Two real projects assigned directly by companies and evaluated in a professional context complete the program.

While at masterbrand, students have developed real projects such as:

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 - AiutareIBambini: brand repositioning - Cottoveneto: assessment and brand positioning worldwide - Prénatal: assessment and brand positioning worldwide - Max Mara: branding green field for brand Sportmax and Persona - Ferrero: brand stretching of brand on millennials target and development of a new line of products - Pomellato: global digital branding strategy - Campari: relaunch of Campari Mix brand - Piaggio: branding and development of a smart mobility ecosystem - Ducati: brand stretching Project - Diesel Living: future home lab - Sergio Tacchini : women brand strategy and launch

Follow our master news on on the Masterbrand Blog http://iedmasterbrand.blogspot.com.

Follow graduate students on: Facebook, Linkedin, Youtube, Twitter, Pinterest.

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Strategic Marketing for BrandingBranding researchesConsumer insightBranding in BtoB and BtoCRelationshipBranding in retailBranding vs industriesBudgeting

BrandingOrientation and foundationBrand strategyBranding tools and platformsBrand expression: identity, 5senses, visualidentityBranding guidance: brand management,branding manuals, brand image

Branding AdvancedBranding trendsThe worldwide perspectiveBrand engagement (internal branding andcustomer journey)Branding in FMCG consumer goods – Pharma,luxury, fashion, services vs productsBranding in Multinational - Start up -Enterpreneurship companies

Brand CommunicationBrand communication strategyCommunication, PR, event for brandingConventional and unconventional for brandingMedia for brandingBranded contentBranded Entertainment

Digital BrandingDigital branding strategyBrand visibility on digitalBrand engagement on webBranding and TechnologyDigital PR and reputationDigital ecosystemResults and data

Personal BrandingResume and cvPublic Speaking and presentation toolsCounselor and coachingJob interviewSelf leadershipTeam building and conflict managementOrientationGoal setting

Business for BrandingInnovation for brandingPitch in private and public sectorProcessWorkflowRoles and ResponsabilitiesProposal

Creative thinkingCreative mindset - innovation - design thinking

STUDY PLAN

Feel the ride with 5 senses4D SIMULATOR

Project: Ducati

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Scientific Coordinator

Elena Sacco Braiotta Director of IED Comunicazione. She worked for more than 14 years between Milan, Paris, London and Geneva for international agencies of branding and communication, leading branding projects for companies like P & G, Marazzi Group, Azimut Yachts, Jacuzzi, Barilla, Giorgio Armani, Natuzzi, Atkinsons, Wella amongst others; she has been Account Manager in the Publicis Group, Client Director at Landor Associates, Agency Client Services Director of Wunderman Italy and then Business Director at Wunderman-Young & Rubicam Brands, finally Communication Director of Boscolo Hotels. In 2009 she decided to become a consultant and founded her own consultancy firm.

Didactic Coordinator

Filippo Selden Filippo Selden, passionate about Marketing and Technology, has worked for six years in the digital market contributing to the creation of the first customisable newspaper, eDay. From 2001 to 2008 he has worked in the Strategic Marketing area for Universal and EMI Music, becoming Marketing Director in 2004. He actively collaborates with IED since 2009. He is currently Marketing Director of Advance Medical, market leader in the optical field.

Special guest_lectures

Matteo Battiston - Luxottica GroupPatrizia Bolzoni - Sergio TacchiniGiorgio Boscolo - Boscolo HotelsClaudio Burchi - Future BrandCarlo Carollo - MicrosoftDaniela Chessari - SwarovskiRoberto Chieppa - FastwebNicola Farinetti - EatalyAntonio Fazzari - P&GElio Fiorucci - FiorucciSalvatore Ippolito - TwitterAlicia Lubrani - SamsungSimona Maggini - Young & RubicamOttavio Missoni jr. - MissoniMarta Muraro - Comete GioielliCris Nulli - Facebook

Francesca Pannuti - LandorAndrea Petochi - PomellatoGionata Pigozzi - AdidasMaggie Priori - Roberto CavalliAndrea Rosso - DieselDiego Sgorbati - Tucano UrbanoSanto Versace - VersaceAlessio Vetrano - Maranello Rosso-Ferrari

FACULTY

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Professors

The faculty of IED Comunicazione is a network of professionals keen on sharing 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.

Suzana Apelbaum New York, Google - Creative Director, is winner of 19 international awards and nominated by AdWomen among world’s most influent creative directors

Marco Bandini Strategic Planning Director (Digital & Integrated) at J. Walter Thompson (WPP Group)

Alessandra Basilari Client Services Director FutureBrand

Matteo Battiston Milan, vocational globetrotter works in Italy, Asia and the USA, is Global Head of Design of Luxottica Group

Stephanie Brown Marketing & Communications Consultant On Pointe Marketing Limited

Giovanna Carucci Licence Manager Fragrances at Valentino

Alan Cassini Product Manager & Partner Relationshio Manager at Vidiemme Consulting

Luca ColomboMilan, Facebook Italia Country Manager, gained a long experience in the field of digital marketing in Microsoft

Lorenzo Foffani London, Imagination - Creative Strategy Lead, is currently involved in supporting Ford communication activities in Europe

Tony GherardelliInnovation Communication Manager Luxury & Fashion Industry at Intesa Sanpaolo

Guido Ghedin, Marco Pezzano Partners Young Digitals

Enrico Girotti Senior Designer Continuum

Filippo Mutani Head of planning & Founder Q naked ideas. Former Strategic Planning Director DDB Milano and Publicis Milano

Milva Naguib Client Services Director at Sudler & Hennessey

Sergio Novello Chief Executive Officer Sonepar

Martina Pomponio WW Ecommerce Development and Emea Ecommerce Manager at Bottega Veneta

Lori Rosenwasser Director, Plum Brands

Matteo Sarzana Milan, Deliveroo – Italy General Manager, former General Manager VML-Young and RubicamBrands Group, and Zooppa - HFarm Group

Chiara Tescari Managing partner Omnicom Media Group

Francesco TortoraBoston, Global Brand Director of Gillette with more than 20 years of experience in P&G between Italy , Belgium, Switzerland, France and USA

Patricia WeissSao Paulo Brazil, Jury Member of Cannes Lions and Crystal Festival, Branded Entertainment and transmedia communication expert and, founder of Branded Content Marketing Association South America

DUCATIBEST MARKET

Ducati could target millennials through their bases which happen to be placed in millennials hotspots.

Sales by geography

1. San Francisco 2. Mexico City 3. Toronto-Montreal 4. New York 5. Bogota 6. Lima

13. Moscow 14. Tel Aviv 15. Mumbai 16. Singapore 17. Shanghai 18. Sidney-Melbourne

7. Santiago de Chile 8. Sao Paolo 9. Madrid 10. Paris 11. Berlin 12. Varsovia

Project: Ducati

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After meeting successfully graduated students, Career Service submitsCVs and portfolios to interested companies, arranges the selection interviews aimed at activating internships (or training periods), collaborations, field projects, and ensures constant support activities.

During the study pathway, IED trains students and provides them withthe techniques and tools required to write their CVs, to tackle a selectioninterview, to realize their personal projects portfolio.The internships (or training period) is conceived as an on-site learningand training period at one of the companies collaborating with IED.This period allows the students to apply the acquired tools and knowledgeto a real professional project.

CAREER SERVICE

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Apoorva Uniyal Senior Marketing Associate, PUMA

“ If a well rounded approach to branding is what you are looking for then you are at the right place my friend! This was one of the best educational, cultural and developmental phase of my life. The Master in Brand Management and Communication made sure we have a structured approach to branding. The classes conducted by industry professionals made sure we are learning about the current market scenario and not some old text book theories. Elena and her team of branding teachers made sure each student excelled to their desires and capabilities. This experience made me balance my creative and organisational thinking which was instrumental in my branding career.”

Jana UhlarikovaGlobal Account Leo Burnett, International Account Manager at Publicis

The Master in Brand Management and Communication was instrumentalto starting my career in Advertising in Milan. It provided me with groundknowledge and solid network that helped me break into this highlycompetitive field. Elena and the teachers were outstanding professionalsand great inspiration.

Catalina Cadenah Strategic Planner at McCann Lisbon

“I’ve had the opportunity to meet great people along the way, to feed myself with new experiences and put into action, mature, change and exchange my professional and personal perspectives of the world”.

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To start your admission process click APPLY ONLINE on homepagewww.ied.edu

PRACTICAL INFORMATION

QualificationAt the end of the Master enrolled students, who successfully attended at least 80% of each course, receive a IED Diploma. To get the Certificate students must pass all exams and demonstrate commitment in developing a successful final thesis. An examination board awards the student’s final grade marked on a percentage scale of 110 which will be recorded on the certificate.

Entry RequirementsStudents intending to enrol must be in possession of a BA Degree or equivalent qualification (diploma from private schools at University level) or have a remarkable professional experience in the same field of study.

Language requirementsThis Master is taught in English. To ensure course contents are fully understood, IED demands applicants aB2 level - equivalent to IELTS 5.5 or TOEFL IBT 68. In order to demonstrate the required language proficiency, non-native speakers have to submit a language certificate or undergo a language test run by a IED representative.

DeadlineApplicants are strongly suggested to complete the enrolment process at least 30 days before the beginning of the selected course.

Admission ProcedureAs a part of the enrolment process applicants are provided with personal login details for the online admission platform - admission.ied.it. With an individual login and password applicants enter their own “admission area” where they can fill in personal information and upload the required documentation to be admitted onto a course.A IED advisor carefully supports students during the application, selection and enrolment processes. To be admitted onto a Master course the following documents are required: 1. Pre-enrolment form (available online

within the applicant’s personal area);2. Passport or ID for EU students;3. Motivation letter (in the language of the

chosen course);4. CV;5. a copy of applicant’s degree certificate;6. University transcripts.

Selection ProcedureThe selection is based on the assessment ofthe Curriculum Vitae and motivation letter.Moreover, students could have to take aselection interview in English aimed atassessing the skills developed during thelearning pathway or the possible professionalexperiences, the individual talent and thestudent drive. An English Language Testcould be scheduled for those candidates whodon’t have a proper certificate.

Enrolment procedureOnce admitted, candidates receive enrolment form and school regulations to be signed and uploaded in the Admission Area, as well as payment receipt of enrolment fee. All these criteria need to be fulfilled to complete the enrolment process.

Fees Total fees for a.y. 16/17 – starting date January 2017 – are € 18.900,00 divided as follows:€ 3.500,00 Enrolment fee€ 15.400,00 Tuition feeEvery year IED promotes competitions for student grants. For further information please visit www.ied.edu/financial-aid/

Admission AdvisorsIED Admissions Advisors offer steady assistance to students asking for more information. They help you to find out more about IED and choose the best course, providing detailed information on courses organization, contents, goals and future job prospects. For further information please visit ied.edu/requestinformation.

AccommodationIED provides support to all students looking for accommodation through a list of rooms/flats or service providers. Most of the accommodation options available are easy reachable from IED schools. The list is constantly updated and copies are available at the reception of each school. IED has also a web space available for those looking for or offering rooms or flats to rent: www.ied.edu/ied-locations/milan/accommodation.

Open DaysOpen days are great opportunities to meet coordinators, business partners and IED staff, find out more about the contents, professional opportunities and take a look at the school.

InfoIED MilanoVia Sciesa, 420135 Milanot. +39 02 5796951

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50 YEARSOF EXPERIENCE11 LOCATIONSAROUND THE WORLD10.000 STUDENTSA YEAR30% OF FOREIGNSTUDENTS+ 100 NATIONALITIES60 POST-DIPLOMATHREE YEAR COURSE+ 150 MASTERSAND SPECIALIZED COURSES1900 PROFESSORS