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Master in Brand Design and Management - Food, Wine and Tourism

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  • Course description
    Brand Design and Management: Food, Wine and Tourism.
    Master Courses - Florence
    • ATTENDANCE: FULL-TIME
    • LANGUAGE: ENGLISH

    5th 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, 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.


    Description

    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 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.

    Florence
    The classes teach how to manage the different steps of brand creation, starting from the analysis of the contents. Tourism, food and wine industries are based on a relation among brand, hosts and guests. Participants gain expertise in the fields of brand and management for a wide range of different contexts.

    Barcelona
    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.
    Syllabus


    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. The module is structured in the following units: marketing principles, service marketing, web marketing strategy.

    Brand and Communication area - Florence.

    The module faces brand building and promotion. 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. The module is structured in the following units: personal branding, brand design, strategic brand management, hospitality brand and event management.

    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.

    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.

    Final Project.

    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.


    About IED:

    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.

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