Postgraduate in Strategic Brand Planning and Brand Meaning

Overview
Curriculum
Faculty
Methodology
Professional Future
Admission and enrolment
Scholarships and funding

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 identity
Brand management

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

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.

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.

Learn more

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.

Admission and enrolment

1/2

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

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
14	18/07/2023	27/07/2023
15	01/09/2023	14/09/2023
16	14/09/2023	28/09/2023

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.