Postgraduate in Strategic Brand Planning and Brand Meaning

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.

  • branding
  • Brand Strategy
  • Brand Management
Next edition
Classes start
01 October, 2021
Program ends
12 March, 2022 (To be confirmed)
Schedule
Friday from 4 pm to 9 pm, Saturdays from 9 am to 2 pm and one Thursday a month from 6:30 pm to 9:30 pm
Language
Spanish
Modality
On-campus&Live
ECTS credits
30
Price
5250 €

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.

Starting from concepts such as brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation, or social responsibility, you will learn to plan the creation and development of a brand strategically, to create a world of meaning, to take care of its reputation and to ensure its impact. Throughout the course, you will learn how to give brands a defined identity, ensure that their differential values ​​are recognized and transmitted (Brand Meaning Creation), how to apply innovative concepts to keep it current and unique (Brand Strategy & Innovation), or how to make it live in harmony with its environment by applying principles of social responsibility.

All this under the leadership of professors and professionals in marketing, strategic planning, creativity, and brand identity and with the help of different partner companies that allow participants to work on real brand and communication problems.

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.

Admission and enrolment

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
The process of defining a brand strategy
Consumer analysis
Analysis of brand discourse
Digital metrics analysis
Brand diagnostic workshops
Milestone Presentation 1 Brand diagnosis

Ideation and conceptualization of the brand

Types of brand strategy. Ideation processes + design thinking and brand conceptualization models
Types of brand strategies
Brand positioning and purpose
Brand identity and personality
Ideation and design thinking
Brand conceptualization
Ideation and design thinking workshops
Brand conceptualization workshop
Milestone Presentation 2 Conceptualization of the brand

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 strategy
Strategic innovation
Branded content and social networks
Brand strategy study cases
Brand strategy workshop
Milestone Presentation 3 Brand strategy

Brand manifesto

Definition of the brand's personality, tone, and story. Development of a concept video to synthesize it
Definition of brand personality and tone
Brand manifesto
Brand manifesto workshops
Milestone Presentation 4: Brand strategy + brand manifesto

Project

Project
Postgraduate Final Project

Project applied to the identity, innovation, and reputation of a brand based on a real client.

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

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

Adjunct professor BSM

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

Adjunct professor BSM

  • Monica Carbonell
    Coordinator

    Director at Sodabites (innovation agency focused on people and branding).
    Bachelor in Communication Sciences from Ramon Llull University.
    He has worked as a strategist at Added Value and as a copywriter at DDB.
  • Gem Romero
    Coordinator

    Head of Strategy at LOLA MullenLowe Barcelona.
    He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València.
  • 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.
    He has worked as a strategist at Added Value and as a copywriter at DDB.
  • 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.
  • Gem Romero
    Head of Strategy at LOLA MullenLowe Barcelona.
    He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València.
  • 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.

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.

30

Average age

6

Average professional experience

25%

International participants

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:

RoundApplication deadlineAdmission resolution
111/11/202026/11/2020
203/12/202018/12/2020
317/12/202031/12/2020
412/01/202128/01/2021
502/02/202117/02/2021
623/02/202110/03/2021
716/03/202131/03/2021
808/04/202123/04/2021
927/04/202112/05/2021
1013/05/202128/05/2021
1127/05/202111/06/2021
1208/06/202123/06/2021
1322/06/202107/07/2021
1406/07/202121/07/2021
1520/07/202130/07/2021
1602/09/202117/09/2021
1716/09/202101/10/2021
1805/10/202120/10/2021
1921/10/202105/11/2021

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.
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Application for admission
You are applying for admission to the program:
Postgraduate Diploma in Strategic Planning and Brand Meaning
Modality: Presencial&Live
Language: Spanish
Price: 5250
Admission fee: 120
We will deduct this amount from the total registration fee if your application is accepted. If your application is rejected, we will reimburse you.
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Postgraduate in Strategic Brand Planning and Brand Meaning