brand management and communicationmedia.ied.it/documents/126994_mm13_brandmanagement... · model...

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2 > Master Milan - Brand Management and Communication

Istituto Europeo di Design is an international school of higher education for Design, Fashion, Visual Communi-cation and Management of creative disciplines. Establi-shed in 1966, long before the blossoming of the Univer-sities of design in Italy, its pragmatic, culturally rich model instantly made it a strikingly innovative institu-tion. 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 intui-tion, which he expressed in the synthesis of “knowle-dge 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 constant-ly 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 cour-ses available at IED.

HistoryEven 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, Barcelo-na, São Paulo and Rio de Janeiro. The school organi-zes 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 techno-logy and experimentation, and based on creativity, on the development of cross-disciplinary projects and inte-grated 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 insti-tutions and associations, among which Cumulus (Desi-gn Educational Network co-funded under the Erasmus section of the Socrates Program), ELIA (Europe-an League of Institutes of the Arts), IAA (International Advertising Association), FIYTA, IIE, EAIE and MEC-Bra-zil. Moreover, it signed partnership and student exchan-ge 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 diffe-rent and latest adaptations of design. IED aims at contri-buting to the wealth generated by cultural exchanges between Nations, and at respecting diversity in nature and in the environment to train responsible future citi-zens of the world.

MissionTo develop our students’ creative talent by providing them with the conceptual, design and organisational tools they need to be proficient, competitive professio-nals in an interconnected world that presents increasin-gly arduous challenges.

IED Group

120.000 alumni

30% of foreign students

10.000 students per annum

11seats

100different nationalities

1.000training projects in partnership with the production system

100academic agreements

400acknowledgements and awards won by our students

1.900lecturers

600 staff members


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 profes-sionals 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 oppor-tunities 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, compa-nies, institutions and partner universities, IED is not only a training institute but also an incubator for its studen-ts where they develop their business skills, as well as a showcase highlighting their talents.

Partner3M Italia, Aesvi - Associazione Editori Sviluppatori Video-giochi Italiani, A2A, Absolut Vodka, ADI, Adidas Original, Adobe Systems, Agusta, Alberta Ferretti, Alcantara, Ales-si, Alfa Romeo, Alfaparf, Alitalia, Alviero Martini, Ambro-soli, Amex, Amnesty International, Apple, Apple Computer Italia, ASL Milano, Assorel, Autogrill, Barilla, Banco Alimen-tare,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, Conti-nuum, Cosmopolitan, Courmayeur Noir in Festival, De Agostini, Diesel, Dior, Dolce & Gabbana, Ducati, Duca-ti, Eastpak, Ed. Condè Nast, Edelman, Emergency, Fendi, Ferrarelle, Ferrari, Ferrero, Fiat, Fidenza Village, Fiera Rimi-ni, 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, Sport-max, 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.

Open Conversation with Santo Versace (Photo by: A. Mariani)

Companies


IED Master CoursesA 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 structu-re in terms of contents and are able to respond more effecti-vely to those who wish to excel both in creativity and mana-gement. 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 know-ledge.According to the different levels of in-depth examinations, attendance, participants and length, IED Master Courses are divided into:

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 provi-de methodological, technical, cultural and design tools rela-ted 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.

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 ProgramASP 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.

VISION WITHOUT EXECUTION IS HALLUCINATIONThomas A. Edison

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Master in Brand Managementand CommunicationIn such a complex market situation subject to continuous scenario changes and characterized by a hyper-competiti-veness, it is essential for a company to continuously, cohe-rently 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 defi-ne a brand strategy combining high-quality tangible values and performance, and intangible values mostly linked to image, fame, visibility, and reputation. A complete professio-nal profile able to surely use both the creative design langua-ge and the technical marketing one.

Methodology and Structure The Master alternates frontal lectures, exercises, case histo-ries, 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 profes-sional 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, interacti-ve and increasingly complex study plan.

TargetThe 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 forei-gn design schools, or to professionals with at least two years of experience in the field.

Professional OpportunitiesThe 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 ManagerMarketing ManagerProduct Manager

For the Consultancy firm: Project ManagerClient ManagerStrategistBrand Consultant

For the Agency: Strategic PlannerAccount Manager


Program The Master in Brand Management and Communication is a pathway aiming at training professionals specialized in Brand creation and mana-gement 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 strate-gic aspects of communication, on the marketing tools and on the knowle-dge of the advertisement processes. The students will develop the skills required to identify their reference target and its typical behaviours. More-over, they will learn to define the product, to elaborate the proper strate-gies, and to organize the tools to be used to realize an integrated commu-nication 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 guide-lines.At the end of the course, a dedicated module is focused on the personal branding: from the tools required to realize an effective personal presen-tation through the most suitable tools (video, paper, web) up to the techni-ques to be used for a successful presentation to the public.

Study Plan 1. Stategic marketing for brandingBranding ResearchesConsumer insightBranding in BtoB and BtoCBranding in Multinational/Retail/FMCG COMPANIESBranding in LuxuryRelationshipRelationship in luxury

2. Digital branding Brand visibility on digital Brand engagement on webBranding & MobileDigital PR

3. BrandingOrientation&Foundation/workflowBrand StrategyBrand Expression/ Trends / GuidanceBrand IdentityBrand photographySemiotics for BrandingVerbal Branding & NamingBranding focusLovemarksBranding the worldwide perspectiveBrand Engagement 4. Creative thinking Creative mindset - innovation - design thinking

5. Brand communication Brand communication strategyCommunication & PR for BrandingEvents for brandingUnconventional for brandingBuzz for brandingMedia for branding

6. Personal branding OrientationGoal settingPublic SpeakingPresentation skills and techniques

During the previous editions the project have been developed in collaboration with:

JACUZZI: Brand stretching and new brand developmentBELLAVITA: Brand and communication strategyDUCATI: Brand stretching in a new marketBOSCOLO HOTELS: Brand strategy and architecturePOMMERY CHAMPAGNE: Brand strategy and product branding on italian retail COMETE GIOIELLI: Brand check up and developmentNESTLE’ BUITONI: Brand relaunch, architecture, identity and product branding.55 DIESEL: Brand refocus on targetMAX 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.


Coordinator Elena Sacco Braiotta

Marketing and communication consultant. She developed her profes-sional experience by studying different marketing disciplines: Adverti-sing, 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, Mila-no Sport-Comune di Milano.

Teachers IED Management Lab faculty are professionals who share with partici-pants 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 webMarco Bandini - Strategic Planning Director JWTAlessandra 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 planningEnrico Girotti - Senior Designer in ContinuumAdriano Martella - Creative Supervisor presso la unit Show di Filmma-ster 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&HennesseySergio Novello - Chief Executive officer BFT. Già direttore marketing Euro-pa JacuzziManfredi Pedone - Founder & Vice President Plan BeMatteo Sarzana - General Manager VML Gruppo Young&RubicamFilippo Selden - Marketing & Sales Director di Advance Medical. Già Direttore Marketing EMI e Universal.Gianfranco Siano - Partner & Creative Director - CBA. Già Design Direc-tor Landor.Raffaele Solaini - consulente esterno per GPS - Istituti di ricerca Episteme e Astarea e agenzie creative quali KommaLuca Vergano - European Strategy & Innovation Director -TBWA\G1Simona Viterbo - Senior Planner Saatchi & Saatchi

Special guest of the previous edition of the Master:Lillo Buhnik - Customer Marketing Director, Unilever ItaliaRoberto Chieppa - Group Marketing and PR Director PrénatalCris Nulli - Client Partner Facebook - ItalyPaola Scarpa - Branding Sector Leader GoogleDiego Sgorbati - Marketing Manager DucatiFrancesco Tortora - Marketing Manager Shave Care WE (Gillette & Venus) - Procter&GambleAlessio Vetrano -Communication & Brand Manager at Maranello RossoSasha Vidakovic - Founder and creative Director SVI Design London, UK

Faculty Coordinator and Teachers


After meeting those students who successfully end their lear-ning pathway, Career Service submits portfolios to potentially interested external companies, arranges the selection inter-views aimed at activating stages (or training periods), colla-borations, and field projects, and ensures constant suppor-ting 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 lear-ning and training period at one of the companies collabo-rating with IED. This period – lasting from 2 to 6 months - allows the students to apply the acquired tools and knowle-dge 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 collabora-tion led by a teacher who acts as project tutor. The teacher supports the team in managing the company-customer rela-tionships, 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 Vene-ta, Brainwaves, Brand Portal, Bticino, Calvin Klein, Cayen-ne, Cb’a Design, Collezione Peggy Guggenheim, Conca Delachi, Damiani, Diesel, Dpr Eventi, Edelman, Egg Even-ti, 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 Comunica-zione, 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 Desi-gn, The Others, Tita, Tortona Locations, Univisual, Versace S.p.a., Vivo Concerti, We Are Social, Young & Rubicam.

Career Service

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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 Futu-rist Movement. More recently, celebrated architects and desi-gners, such as the Castiglioni brothers, Magistretti and Zanu-so, 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 CoursesIED 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 tech-nical skills and creativity.Visiting the labs, the study areas, and the technological infra-structures, 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


Facilities and LaboratoriesLearning, designing, participating, competing, producing and establishing relationships through labs, equipped classrooms, and services addressed to the students. Thanks to the classro-oms 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, LibrariesIED 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 clas-sroom and to allow those who wish to apply what they lear-nt 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.

LaboratoriesLaboratories are an essential support to the didactic activi-ty 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 loansIED 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.


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 limi-

ted to a maximum number of participants defined according to the didactic needs - together by the Master Office and the Coordinator.

Master DiplomaAt the end of the Master’s course all enrolled students, who successful-ly attended at least 80% of the lessons, will receive a Certificate of Atten-dance. To obtain the Master’s Diploma Certificate the student must sit and pass all interim exams and have demonstrated commitment in develo-ping a successful final thesis. An examination board comprising the coor-dinator 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 RequirementsStudents 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. Appli-cations are also welcome from undergraduates who will be completing their degree before the Master’s ending date. For a complete understan-ding 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 comple-ted 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 docu-ments: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 ProcedureThe 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 CenterThe Admissions Centre offers constant assistance and support to studen-ts and to anyone requiring information on courses or activities at the Insti-tute. 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.

AccommodationFor out of town students, or those looking for a place to live we provi-de 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 DaysOpen days are opportunities where you can meet the coordinators, busi-ness partners and IED staff, find out more about the contents and profes-sional opportunities of a master’s program at IED and take a look around the school. For further information contact the Admission Center.

Per informazioniIED MilanoAdmission Center Via Sciesa, 4 - 20135 Milanot. +39 02 5796951

http://www.ied.edu/study-in-italy/international-students/master

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