Master in Brand Design and Management: Food, Wine and Tourism.
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What does it mean to create and manage a brand in the food industry? How to market a wine company and work on its identity? How to integrate tourism in all of that?
From branding techniques to service design, the goal of the Master course in Brand Design and Management: food, wine and tourism is to help students and young professionals to develop their skills as future Managers of the horeca industry, integrating food wine and tourism into lifestyle offers.
The course, held in Florence and Barcelona, provides transversal skills in service design applied to hospitality and tourism, with a specific focus on food in Barcelona and a vertical exploration of the wine sector in Florence.
Catalunya and Tuscany built their branding strategies on the territoriality value as a key for global distinctiveness. Thanks to this Master, students have the possibility to experiment the different branding and project management methodologies that two of the most important touristic destinations in Europe successfully use.
This Master is aimed at students and young professionals willing to develop a strategic, creative and managing approach to their passion for food, wine or tourism.
The goal of this Master is to implement and strengthen the skills required to take on strategic roles in tourism, food and wine based brands. The Master is also designed to train professionals in the construction and management of formats/services in hospitality, as well as communication experts in Food & Wine sector.
Methodology and structure.
This Master mixes up conventional and up-to-date learning materials and methods with an interdisciplinary vision that means interaction with design topics, arts, lifestyle and fashion, to really create a different and valuable point of view.
Classes are combined with seminars, conferences and workshops held by international and world famous specialists. Visits to local realities and the participation to events of the industry are included in the study plan to show students the best practices of institutions, companies and brands related to tourism, food and wine.
Students follow the whole process of a service design project using design methods and applying them in the construction of a complex food design experience as a branding strategy.
Classes are held during the daily hours in Florence, while in Barcelona students attend evening classes.
The approach kept during the whole pathway is extremely practice and students are equipped with the Adobe Suite and WGSN and Material Connexion tools, so that they can exercise also individually.
Marketing - Florence
The first part of the Master offers the possibility to know how some economic models - through which it is possible to understand the culture value - work. Systematically dealing with the single
specific marketing tools, the potential of the culture as economic development asset will be shown.
Brand Communication - Florence
It deals with the potential offered by the new communication technologies in order to develop social marketing campaigns 2.0 through specific communication and advertising tools according to the crossmedia principles.
Events & PR: Food, Wine and Tourism - Florence
This section of the program focuses on the communication chain analysing in detail events types and the role of press offices, PR, photographer and other roles involved. The module is comprised of the following units: Advertising Strategies, writing and press office, Graphic tools, Trade Fairs management, trend forecasting and Viral and digital Strategies
Design Thinking and Project Management - Barcelona
The focus of this section is to learn different techniques and methodologies of Design Thinking applied to specific topics in services related to tourism, food and wine field. The aim is to explore the themes of design and management and how they work together. Focus on participants to employ lateral thinking (“thinking outside the box”) in approaching projects and problems.
Service Design - Barcelona
In this section students acquire and refine all the necessary capacities to successfully conceptualize a hotel or restaurant as well as design the “services” required for each type of activity. Much attention is given to the study and use of the “Barcelona design system” for final project proposals.
Development of a final project in line with the course contents, typically involves the creation of an articulated project for a company. The final project can be developed individually or within a small group and generally recreates the relationship between commissioner and consulting studio. The goal of the final work is to be a transition from the study path to professional career. Past final work examples include the branding and marketing campaign analysis for a company or business, or the launch of a brand’s product in a new market, a communication campaign analysis, production process innovation, social media strategies and the complete development of an event.