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Màster en Estratègia i Gestió Creativa de la Marca

The Màster en Estratègia i Gestió Creativa de la Marca is a program designed for international students, aiming to convert them into specialists in brand management, strategy definition, communication planning, and creative activation. This program is based on a rigorous, innovative, and creative approach.

Presentation

The program focuses on providing students with the methodologies and tools necessary to think strategically about a brand and define its core concept. It covers various aspects, including brand purpose, value proposition, brand meaning, archetypes, brand identity, strategic innovation, and social responsibility.

Objectives

• To provide students with a comprehensive understanding of brand strategy and management
• To equip students with the skills to plan the creation and development of a brand in a strategic manner
• To enable students to care for a brand's reputation and ensure its impact

Program Structure

The program consists of 8 modules and a master's project that is developed throughout the course. The first four modules focus on the figure of the brand and correspond to the Postgraduate in Strategic Brand Planning and Brand Meaning.

Modules

1. Diagnòstic de la marca: Provides an overview of the brand strategy definition process, methodologies, and analysis tools for the brand, communication, market, and consumer.
2. Ideació i conceptualització de la marca: Covers types of brand strategy, ideation processes, Design Thinking, and brand conceptualization models.
3. Estratègia de marca: Focuses on corporate brand, brand architecture, and product brand portfolio management. It also covers the articulation of the brand proposal in contact points, strategic innovation, and RSC.
4. Brand manifesto: Defines the brand's personality, tone, and narrative, and develops a concept video to synthesize it.
5. Decisions d'una estratègia de comunicació: Examines types of communication strategies, defines actions and messages to transmit the brand's competitive advantage, and introduces the concept of communication and copy strategy.
6. Articulació de l'estratègia de comunicació: Consumer Journey: Plans communication actions and messages according to the consumer journey.
7. Ecosistema digital de comunicació: Develops branded content and defines the digital communication ecosystem, including the role of each communication channel.
8. Activació Creativa: Defines the brand's personality, tone, and narrative, and develops a concept video to synthesize it.

Projecte Final de Màster

The master's project is based on a real brand problem presented by collaborating brands. Students create real brand and communication strategies and creative strategies based on real problems.

Nota sobre el pla d'estudis

The information contained in these pages is for informational purposes only and may be subject to changes in the adaptation of each academic course. The definitive guide will be available to students in the virtual space before the start of the course.

Per què triar aquest programa

• Únic en la seva especialitat: The first master's program in Spain to address the brand from a 3.0 vision, conceiving the competitive advantage of a brand from a purpose that adds value to people's lives and is a source of income for the company.
• Programa 100% professionalitzador: All professors are professionals with great prestige in the sector, working for large clients, and providing both the agency's and the advertiser's vision.
• Projecte basat en clients reals: The program collaborates with important brands, allowing participants to develop their master's project around real brand and communication problems.
• Perfil professional molt demandat: There is a growing demand in companies, advertising agencies, and consultants for specialists in brand strategy and management.
• Reconeixement internacional: The program is part of the UPF Barcelona School of Management, which has the EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

A qui està dirigit

The Màster en Estratègia i Gestió Creativa de la Marca is aimed at graduates in business administration, advertising, communication, marketing, design, sociology, social psychology, and market research, as well as professionals with experience who wish to obtain comprehensive and integrated training in brand management.

Admissió i matrícula

• Acreditacions: The UPF Barcelona School of Management has the EQUIS accreditation, the most prestigious institutional recognition for business schools globally.
• Pla d'estudis: The program is structured in 8 modules and a master's project.

Titulació que s'obté

Upon completing the program, students obtain a digital title of Màster de formació permanent en Estratègia i Gestió Creativa de la Marca, issued by the Universitat Pompeu Fabra.

Professorat

The program has a professionalizing professorship, with professors and professionals from the marketing, strategic planning, creativity, and brand identity sectors, who provide both the agency's and the advertiser's vision.

Metodologia

The program's methodology is eminently participatory and oriented towards professional practice. It includes:

• Exposicions de conceptes clau i marcs conceptuals per part del professor.
• Discussió sobre el contingut de lectures.
• Discussió a classe sobre casos pràctics.
• Resolució de casos pràctics.
• Classes taller per al desenvolupament d'habilitats analítiques, d'ideació, de raonament i de creativitat.

Avaluació

The master's project is the fundamental piece of evaluation. Each group must make a diagnosis of the brand, a strategic brand plan, a Brand Manifesto, a communication strategy, and creative activation proposals.

Eines

The program includes various tools, such as:

• Treball de màster o postgrau per aprendre fent
• Un mentor personal per al seguiment del teu Treball Final de Màster (TFM) o Treball Final de Postgrau (TFP)
• Recursos digitals per aconseguir competències transversals
• Activitats i tallers interdisciplinaris
• Recursos digitals i blocs audiovisuals per a l'aprenentatge en línia
• Metodologies actives per a un aprenentatge transferible

Sortides professionals

The Màster en Estratègia i Gestió Creativa de la Marca provides students with the knowledge and skills necessary to work as:

• Brand manager
• Director de comunicació
• Director de marca
• Director de projectes de marca i innovació
• Director o responsable de màrqueting estratègic
• Strategic Planner
• Brand Planner
• Account Planner
• Planificador estratègic

In companies (brand development, communication, or marketing departments), as well as in brand consulting firms and advertising agencies (strategic brand planning and communication departments).