Postgraduate in Strategic Brand Planning and Brand Meaning
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The Postgraduate Course in Strategic Brand Planning and Brand Meaning turns you into a professional specialist in managing a brand, creating its meanings and commitments, and defining its strategy, based on a rigorous, innovative and creative approach.
Next edition
Classes start: 29 September, 2023 (To be confirmed)
Program ends: 18 March, 2024 (To be confirmed)
Modality
On-campus&Live
Language
Spanish
ECTS credits
30
Schedule
Friday from 4 pm to 9 pm, Saturdays from 9 am to 2 pm and one Thursday a month from 6:00 pm to 9:00 pm
Price
5500 €
The Postgraduate Course in Strategic Brand Planning and Brand Meaning provides you with the methodologies and tools necessary to strategically think about the brand: define the meaning, the strategy, and the plan for the brand for each of its contact points.
Why choose this program
01
Unique in its speciality
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).
02
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.
03
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.
04
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 has become a necessary speciality to generate products, content, and messages that respond effectively to rapidly changing needs.
Who is it for?
The Postgraduate Course in Strategic Brand Planning and Brand Meaning is aimed at graduates in business administration and management, advertising, communication, marketing, design, sociology, social psychology, and market research, as well as experienced professionals who wish to receive complete training in the creation and planning of brands.
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Your contact information
Curriculum
The Postgraduate Course in Strategic Brand Planning and Brand Meaning is structured into 4 modules and a postgraduate project that is developed throughout the course.
Brand diagnosis
Overview of the process of defining a brand strategy. Methodologies and tools for brand, communication, market, and consumer analysis
Ideation and conceptualization of the brand
Types of brand strategy. Ideation processes + design thinking and brand conceptualization models
Brand strategy
Corporate brand, brand architecture, and management of the portfolio of brand products. Coordination of the brand proposal at the points of contact. Strategic innovation and strategic CSR. Branded content
Brand manifesto
Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it
Project
Project
Complementary activities
The Postgraduate in Strategic Brand Planning and Brand Meaning also includes the possibility of participating in practical activities and activities for personal and professional growth such as:
- UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities.
All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way.
Qualification obtained
Once you have passed the program, you will be awarded the electronic degree (e-Título) for the Diploma de Postgrado en Planificación Estratégica de Marca y Brand meaning, issued by Pompeu Fabra University.
The e-Título is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.
Faculty
The Postgraduate Course in Strategic Brand Planning and Brand Meaning is a professionalizing program. For this, it counts on professors and professionals from marketing, strategic planning, creativity, and brand identity of great prestige in their various disciplines who contribute both the view of the agency and that of the advertiser.
Academic directors
Francisco Javier Ruiz Collantes
Full Professor UPF
Jordi Torrents Cruz
Lecturer UPF-BSM
Program Academic Director
Coordinator
Gem Romero
Head of Strategy at LOLA MullenLowe Barcelona.
Mònica Carbonell Morán
Director at Sodabites (innovation agency focused on people and branding).
Faculty
Mònica Carbonell Morán
Director at Sodabites (innovation agency focused on people and branding).
Gem Romero
Head of Strategy at LOLA MullenLowe Barcelona.
Francisco Javier Ruiz Collantes
Full Professor UPF
Jordi Torrents Cruz
Lecturer UPF-BSM
Program Academic Director
Methodology
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 defined concepts will be put into practice by defining a brand and communication strategy project on a specific case that will be worked on throughout the course.
01.
100% practical and professionalizing
Participative 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.
02.
Partner brands
The postgraduate project is developed on a real brand problem presented by the different companies that partner the program. Participants solve real brand strategies on these problems. Companies change every year and one of them is always a foundation or NGO.
03.
Group project
The 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.
04.
Workshop classes and tutorials
Throughout each module, the participants have two workshop classes to advance their project.
In turn, the work groups will have a tutor to prepare the project. At the end of each module, the groups will have a minimum of two personalized tutorials.
Evaluation
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.
Peer to peer evaluation, attendance of the workshops, evaluation by the tutors and evaluable exercises will increase or decrease the individual grade.
Tools
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
Professional Future
The Postgraduate Course in Strategic Brand Planning and Brand Meaning brings together participants from all over the world who want to turn their professional careers towards the world of brands and become experts in strategic planning and brand innovation. It prepares you to work on the strategic planning of a brand in a company who wants to advertise, or to help the company with its brand strategy from a brand or advertising agency.
It offers a unique training under the leadership of recognized professionals that enables you to work as Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.
Student profile
With more than 10 years of experience, the postgraduate course brings together participants from all over the world with training and experience in Business Administration, advertising, communication, marketing, or design. The program also has profiles from other backgrounds, such as sociologists and psychologists, interested in how different social and cultural movements affect brands, as well as entrepreneurial profiles.
Career opportunities
The Postgraduate Course in Strategic Brand Planning and Brand Meaning provides the necessary knowledge and skills to be able to practice as an Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.
Includes the option of doing extracurricular internships.
- Brand manager
- Director of communication
- Brand director
- Director of brand and innovation projects
- Director or head of strategic marketing
Both in companies (brand development, communication, or marketing departments), and in brand consultancies and advertising agencies (strategic brand planning and communication departments).
Admission and enrolment
Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.
Who can apply?
In order to apply for the postgraduate course, you need to be a university graduate or a higher graduate and prove a minimum of two years of professional experience.
Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary.
How to apply?
To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.
Application for admission
Complete your application within the next admission rounds:
| Round | Application deadline | Admission resolution |
|---|---|---|
| 5 | 01/02/2023 | 16/02/2023 |
| 6 | 22/02/2023 | 09/03/2023 |
Applications for admission will be evaluated when you complete the following steps:
- Complete the online admission form.
- Pay the €120 admission fee. This amount will be returned if you are not admitted.
- Send the following documents through the online platform e-registrar:
- Presentation letter or video
- CV
- Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
- Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
- Scanned copy of ID Card or Passport
- Passport-size photo (jpg format)
Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.
Admission
- The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
- You will be notified of the admission decision in writing.
Enrolment
- Registration must be paid within a 15 days after the admission.
- Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
- Stamped and/or authenticated photocopy of your university degree.
- If you have a foreign degree you may need to submit additional documents.
- Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
- If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 2333.
- The remaining tuition fees must be paid 2 weeks before the start of the course.
Grants, scholarships and financing
Scholarships
The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.
Grants and discounts
Funding
Financing simulator
You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.
Collaborating entities
In addition, we collaborate with various entities which provide study loans on favorable terms. For more information you can contact any of the following links.
