Brand Design and Management: Food, Wine and Tourism
Master Courses - Florence
6th edition - 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, understanding the different points of view of the two different cultures.
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.
: 11 MONTHS
Get an insight: learn more about Master's activities
Target - 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.
Professional Opportunities - 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 the Food & Wine sector.
Methodology and structure - Hands-on approach and design thinking methods are used as keys to immerse students into real cases and face the experience of professionals, companies, brands that are shaping the market of restaurants, wineries and hospitality. The industries related to tourism, food and wine are deeply connected to customers and their needs..A strategic planning needs analysis ability and critical creative thinking applied to a Brand Design Project.
The Master course is highly interactive: a continuous and substantial participation from students is required. 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 part of the study plan to show students the best practices of institutions, companies and brands related to tourism, food and wine.
Marketing area - Florence
The module introduces participants to tourism seen as a field for the application of marketing theories. Peculiarities and general principles of the discipline are explored together with symbolic and practical elements: from the tourist experience and cultural value to the constraints related to seasonal and weather conditions that would require a radically different approach in comparison to the traditional industrial and service sectors.
Brand and Communication area - Florence
The module faces brand building and promotion. Participants are guided through a theoretical and design process that is able to define the strategies needed to achieve the objectives defined in the design process. The course introduces Brand Design and its role in the creation and promotion processes. With this module, participants acquire the skills needed to manage the value of a brand enhancing the brand experience offered to the public.
Public Relations and Press Office area - Florence
Study of public relations and events as communication tools that increase brand awareness. Students are asked to work on content management, digital PR, and online brand reputation management, including crisis management. This section describes future technology scenarios, in particular regarding the growth of mobile applications: geolocation and users profiling, innovation in payment systems and new platforms for peer-to-peer trade and social lending, gamification, new search tools and online assessment.
Design Thinking and Project Management area - 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 relationship between design and management, and the acquisition of lateral thinking skills in facing projects and problems. The module is structured in units such as: design research, trends research, design strategy, business innovation, project management and financial fundamentals.
Service Design area - Barcelona
Service Design in hospitality is the activity of planning and organising people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants. The module is structured in units such as: service design methods, UX_user experience design, anthropology and tourism.
The Final Project is a complete brand report based on partner companies’ parameters or a personal brief approved by IED scientific committee. Students present their projects to the partner companies and start the selection process for the internship.
The nexus between knowledge and knowhow is the indispensable starting point for developing the cultural, creative and critical skills and competencies that are the ultimate goal of education at the IED.
Partnerships with leading enterprises are a fundamental factor in the IED’s educational strategy, featuring both at every stage throughout the didactic process and in the special events held to mark the end of every academic year. As a result of the IED’s constant, active relationship with the business world, more than 200 firms contribute in various ways every year to its student training programmes.