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Postgraduate in Strategic Brand Planning and Brand Meaning
Postgraduate in Strategic Brand Planning and Brand Meaning
17 MAY 2021
Online
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.
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
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).
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 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.
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
Ideation and conceptualization of the brand
Brand strategy
Brand Story and Brand Manifesto
Project
Complementary activities
BSM Inside is a transversal and interdisciplinary module, common to all master's and postgraduate degrees at UPF Barcelona School of Management, which has been conceived to work on a set of key competencies for professional development in conjunction with the real needs of today's organizations.
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 degree of Diploma de Postgrado en Planificación Estratégica de Marca y Brand meaning, issued by Pompeu Fabra University.
Faculty
Academic directors
Full Professor UPF-BSM
Adjunct professor BSM
Coordinator
Director at Sodabites (innovation agency focused on people and branding).
Head of Strategy at LOLA MullenLowe Barcelona.
Faculty
Director at Sodabites (innovation agency focused on people and branding).
Head of Strategy at LOLA MullenLowe Barcelona.
Full Professor UPF-BSM
Adjunct professor BSM
- José Luis Arbeo
Branding and Content Director at BBVA. - Carmen Bustos
General Director at Soulsight Service Design. - Monica Carbonell
Director at Sodabites (innovation agency focused on people and branding).
Bachelor in Communication Sciences from Ramon Llull University. - Oriol Costa
Freelance expert in content creation.
Bachelor in History from the University of Barcelona and Bachelor in Journalism from Pompeu Fabra University. - Mercè Elias
General Director at Collaborabrands Barcelona. - Carlos Gonzalo
SEO SEM Small Data Analyst.
PhD in Social Communication from Pompeu Fabra University. - Alfonso González Callejas
Head of Strategic Planning at Arena Media. - Guillem Graell
Marketing Director at FCBarcelona. - Glòria Muñoz
Director of e-commerce at Barça Licencing & Merchandising at FC Barcelona.
Master in Digital and Direct Marketing from UPF Barcelona School of Management. - Alex Orlowsky
Director at WOM: Water On Mars. - Alex Pallete
Chief Strategy Officer at Picnic. - Agnès Rovira
Founder of DBRAND DREAMS (www.dbrandreams.com).
Master in Marketing from the University of London. - Mireia San Nicolás
Directora at GB Foods Africa. - Toni Seijo
Advertising Research Director at IPSOS. - Nuria Serrano
Head of Strategy at VCCP Spain. - Guiomar Todó
Head of Campaigns & Fundraising at Barça Foundation. - Inmaculada Urrea
Founding member and branding consultant at SOFOCO Media.
Bachelor in Contemporary History and Advanced Studies Diploma in History of Art from the University of Barcelona. PhD in Communication in branding from Pompeu Fabra University. - Pablo Vázquez Cagiao
General Director at Collaborabrands Madrid.
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.
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.
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.
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.
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
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 work.
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
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 |
|---|---|---|
| 1 | 11/11/2020 | 26/11/2020 |
| 2 | 03/12/2020 | 18/12/2020 |
| 3 | 17/12/2020 | 31/12/2020 |
| 4 | 12/01/2021 | 28/01/2021 |
| 5 | 02/02/2021 | 17/02/2021 |
| 6 | 23/02/2021 | 10/03/2021 |
| 7 | 16/03/2021 | 31/03/2021 |
| 8 | 08/04/2021 | 23/04/2021 |
| 9 | 27/04/2021 | 12/05/2021 |
| 10 | 13/05/2021 | 28/05/2021 |
| 11 | 27/05/2021 | 11/06/2021 |
| 12 | 08/06/2021 | 23/06/2021 |
| 13 | 22/06/2021 | 07/07/2021 |
| 14 | 06/07/2021 | 21/07/2021 |
| 15 | 20/07/2021 | 30/07/2021 |
| 16 | 02/09/2021 | 17/09/2021 |
| 17 | 16/09/2021 | 01/10/2021 |
| 18 | 05/10/2021 | 20/10/2021 |
| 19 | 21/10/2021 | 05/11/2021 |
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.
Beca UPF-BSM
Apply for one of our UPF-BSM Scholarships, awarded specifically to Pompeu Fabra University students with a good academic record.
If you are studying your last undergraduate course (4th year) at UPF or at a UPF Group centre and you have a good record, you can apply for a UPF-BSM scholarship. Remember that you must be a graduate and be in possession of your degree (or failing that, the certificate of receipt) when you start the program in which you have enrolled.
- Be in the last undergraduate year at UPF.
- Have a good academic record.
- Have been admitted or are in the process of admission to a Master or Postgraduate course for which you are applying for this Scholarship.
- Apply for the Scholarship at the time of application for admission.
- Submit a motivation letter with the reasons why you have opted for the Scholarship and a list of verifiable merits.
- Upload the required documentation through the eRegistrar platform
- The dates of awarding or denying of the Scholarship will be published on the website.
- The scholarship candidate will personally receive a communication with the procedures to follow in order to formalize it.
- The Scholarship Committee assesses academic talent (average grade of the report) and personal talent (the motivation of the candidate and their merits).
- The UPF-BSM Scholarships are not compatible with specific aid for the programs, scholarships granted by the Ministry of Education, Culture and Sports, and other UPF-BSM scholarships.
- They are compatible with other scholarships from organizations outside the UPF-BSM and with discounts for large families.
They are applied for and granted in accordance with the dates stipulated below:
Academic year programs 2020–21 and 2021–22
- Scholarship application deadline: 03/12/2020, Awarding of the scholarship: week of 14/12/2020
- Scholarship application deadline: 12/01/2021, Awarding of the scholarship: week of 25/01/2021
- Scholarship application deadline: 23/02/2021, Awarding of the scholarship: week of 08/03/2021
- Scholarship application deadline: 08/04/2021, Awarding of the scholarship: week of 19/04/2021
- Scholarship application deadline: 13/05/2021, Awarding of the scholarship: week of 24/05/2021
- Scholarship application deadline: 08/06/2021, Awarding of the scholarship: week of 21/06/2021
- Scholarship application deadline: 06/07/2021, Awarding of the scholarship: week of 27/07/2021
- Scholarship application deadline: 20/07/2021, Awarding of the scholarship: week of 27/07/2021
- Scholarship application deadline: 02/09/2021, Awarding of the scholarship: week of 13/09/2021
- Scholarship application deadline: 05/10/2021, Awarding of the scholarship: week of 18/10/2021
- Scholarship application deadline: 21/10/2021, Awarding of the scholarship: week of 01/11/2021
Remember that you must apply for the scholarship when you complete the application for admission to the program that interests you and always before classes start. The Scholarship cannot be processed for a program that is already being studied.
If you have any questions about how to apply for the UPF-BSM Scholarships, you can contact our scholarship secretariat via email.
Social Value Scholarships
UPF Barcelona School of Management, for this next academic year, and aiming at the commitment for social welfare, offers the Social Value Scholarships with the objective of supporting and favoring the groups that the School considers a priority. Enter and consult the details.
These scholarships are intended to favor specific groups, to help them in their professional and personal development or people who are in a situation of economic difficulty.
The Social Value Scholarship program covers from 25% to 70% of the total tuition fee for the master's degree and from 25% to 50% of the total tuition fee for the diploma or postgraduate course for all the programs offered by the Institute of Continuing Education Foundation.
The University Master's Degree in Law and any other master’s degree carried out in conjunction with an institution outside the UPF-BSM are excluded. Also excluded are programs for which the interested party wishes to carry out any recognition. Repeating students will also not be eligible for the scholarship.
- "Impulsa MUJER" (“Promote Woman”)
Aimed at all professional women, from any environment, who wish to study a management program in any area of the company, to occupy leadership positions or to lead a professional project.
Sporty woman: Specifically addressed at professional sportswomen interested in studying the master’s degree in Sports Management in any of its modalities. - "Post COVID boost"
Aimed at people over 40 who are unemployed or in ERTE. ERTE is a term used in Spain to refer to the suspension for a specific time of the labor contract of part or all the workers of a company due to force majeure. This temporary suspension of the contract has been applied in Spain during the COVID-19 pandemic and remains in effect until the Government and the Employer decide. - "Entrepreneur Scholarship for local economy"
Aimed at entrepreneurs and small businesses with a direct impact on the local economy and regions that need specific training to boost business.
- You must have applied for admission into one of the master's offered by the UPF Barcelona School of Management (except the Official Master's Program in Advocacy or those master's) and have been admitted to the program for which the grant is being requested.
- Present a letter of motivation with the reasons why you are applying for the scholarship with a list of merits or outstanding aspects that can be contrasted.
Consult the specific criteria for each of the modalities in the rules.
Submit your application for the Social Value Scholarship via the "Application form" of the program that you are interested in.
Submit the documentation via the "Scholarships and Funding" section of the eRegistar platform, to which you will be given access when applying
Please note that your application must meet all the requirements for both documentation and deadlines. Otherwise, it cannot be evaluated.
All documents except for the academic transcript must be in either Catalan, Spanish or English. The academic transcript can be presented in Catalan, Spanish, English, French, Italian or Portuguese. If it is another language it must be accompanied by a sworn official translation into Catalan or Spanish.
Social Value Scholarship applications have to be made at the same time as completing your application for the program and always before classes begin. Social Value Scholarships cannot be processed for a master's program that has already begun.
Equally, applications presented after the deadlines of the established rounds will not be accepted, even if classes have not yet begun.
Social Value Scholarship are applied for and awarded according to the dates outlined below.:
Programmes for the academic year 2021-2022
- Scholarship application deadline: 12/01/2021, Awarding of the scholarship: during the week of 25/01/2021
- Scholarship application deadline: 23/02/2021, Awarding of the scholarship: during the week of 08/03/2021
- Scholarship application deadline: 08/04/2021, Awarding of the scholarship: during the week of 19/04/2021
- Scholarship application deadline: 13/05/2021, Awarding of the scholarship: during the week of 24/05/2021
- Scholarship application deadline: 08/06/2021, Awarding of the scholarship: during the week of 21/06/2021
- Scholarship application deadline: 20/07/2021, Awarding of the scholarship: during the week of 27/07/2021
- Scholarship application deadline: 02/09/2021, Awarding of the scholarship: during the week of 13/09/2021
- Scholarship application deadline: 05/10/2021, Awarding of the scholarship: during the week of 18/10/2021
- Scholarship application deadline: 21/10/2021, Awarding of the scholarship: during the week of 01/11/2021
The Scholarship Committee will only award Social Value Scholarships to those applicants who, having completed the corresponding documentation and been finally admitted to the program for which they are applying, have passed the various tests that may be requested and meet the criteria established in each established typology in which they wish to enter.
The Scholarship Committee will inform each applicant of the decision individually by e-mail, following the dates published on the website.
If you have any questions about how to apply for a Talent Scholarship, do not hesitate to contact our Scholarship Information Office. You can also consult the competition rules here.
Grants and discounts
Alumni discounts
If you are a member of our alumni associations or of one of our partner universities, we offer you a series of applicable discounts on the amount of tuition for your program.
- UPF Barcelona School of Management or UPF-IDEC Alumni: If you have previously studied at UPF Barcelona School of Management or UPF-IDEC a 15 credits (or more) program and you decide to take on a new program with us, you are entitled to a discount of 20% on your program tuition fees. It is required to be registered in the Alumni network of the UPF Barcelona School of Management upon your application. This discount is not applicable to short courses and postgraduate courses which are part of the same itinerary.
- UPF Alumni: If you have previously studied a degree, a master program or a doctoral program at Pompeu Fabra University, you are entitled to a discount of 15% on the UPF Barcelona School of Management Masters and postgraduated program tuition fees (those programs with more than 15 credits) beginning on or after 01/01/2019.
- ESCI-UPF and Tecnocampus Alumni: If you have previously studied a degree or a master at ESCI-UPF or Tecnocampus, you are entitled to a discount of 15% on the UPF Barcelona School of Management Masters and postgraduated program tuition fees (those programs with more than 15 credits).
UPF Employee Discounts
If you are a member or family member of an employee of the UPF group or belonged to the collaborating institutions of the UPF Barcelona School of Management, you can enjoy a series of applicable discounts on the tuition fees for your program.
- Administrative and Service Staff (PAS) of Pompeu Fabra University. You are entitled to a 35% discount on tuition fees for open programs subject to prior communication from the rector's office and/or the UPF general manager's office.
- Administrative and Service Staff (PAS) and Teaching and Research Staff (PDI) of the UPF Group. Discount of 20% on tuition fees for open programs.
- Relatives (up to second degree) of UPF and the UPF's Institute of Continuing Education's Foundation teaching and research staff (PAS and PDI, in Spanish). Discount of 20% on tuition fees for open programs.
- If you work at a company member of the Institute of Continuing Education Foundation's Board of Trustees or at any of our councils' companies. Discount of 20% on the tuition fees of our master's and postgraduate courses.
UPF Partner Latinoamerican Universities Discount
If you are alumni of one of our Partner Universities, you are entitled to a discount of 10% on the UPF Barcelona School of Management Masters and postgraduate program tuition fees (those programs with more than 15 credits).
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, UPF Barcelona School of Management collaborates with various banks and financial entities which provide study loans on favorable terms. For more information you can contact any of the following links (in Spanish).
Note, however, that in order to benefit from these special conditions you must have a NIE if you are not a European Citizen. Therefore, UPF Barcelona School of Management strongly recommends international students to seek first for students loans at bank entities of their country of origin, or to search for funding opportunities through international entities.
The Agency for Management of University and Research Grants of Catalonia (AGAUR, in Spanish) also offers loans to university students with legal residence in Catalonia through the PREPOST program.
Language: Spanish
Price: 5250€