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Postgraduate in Strategic Brand Planning and Brand Meaning
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.
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 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
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
Full Professor UPF
Adjunct professor BSM
Faculty
Director at Sodabites (innovation agency focused on people and branding).
Head of Strategy at LOLA MullenLowe Barcelona.
Full Professor UPF
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.
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
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 |
|---|---|---|
| 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.
Language: Spanish
Price: 5250€