The Postgraduate Course in Strategic Brand Planning and Brand Meaning is structured into 4 modules and a postgraduate project that is developed throughout the course.
Project applied to the identity, innovation, and reputation of a brand based on a real client.
Once you have passed the program, you will receive the following electronic degree certification (eTítulo©): Specialization diploma in Strategic Planning and Brand Meaning, awarded by Pompeu Fabra University. The eTítulo© will be issued in Catalan, Spanish and English.
The electronic degree certification (eTítulo© ) is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.
The Postgraduate in Strategic Brand Planning and Brand Meaning also includes the possibility of participating in practical activities and activities for personal and professional growth such as:
- UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities.
All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way.
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.
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.
The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.
The Postgraduate Course in Strategic Brand Planning and Brand Meaning brings together participants from all over the world who want to turn their professional careers towards the world of brands and become experts in strategic planning and brand innovation. It prepares you to work on the strategic planning of a brand in a company who wants to advertise, or to help the company with its brand strategy from a brand or advertising agency.
It offers a unique training under the leadership of recognized professionals that enables you to work as Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.
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.
The Postgraduate Course in Strategic Brand Planning and Brand Meaning provides the necessary knowledge and skills to be able to practice as an Account Planner in advertising or brand agencies, or perform strategic marketing functions in any company.
Includes the option of doing extracurricular internships.
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).
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.
The program has the collaboration of important brands that allow participants to develop their master's project around real brand and communication problems.
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.
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.
With more than 10 years of experience, the postgraduate course brings together participants from all over the world with training and experience in Business Administration, advertising, communication, marketing, or design. The program also has profiles from other backgrounds, such as sociologists and psychologists, interested in how different social and cultural movements affect brands, as well as entrepreneurial profiles.
The Postgraduate Course in Strategic Brand Planning and Brand Meaning is a professionalizing program. For this, it counts on professors and professionals from marketing, strategic planning, creativity, and brand identity of great prestige in their various disciplines who contribute both the view of the agency and that of the advertiser.
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.
- Brand manager
- Director of communication
- Brand director
- Director of brand and innovation projects
- Director or head of strategic marketing
Both in companies (brand development, communication, or marketing departments), and in brand consultancies and advertising agencies (strategic brand planning and communication departments).
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.
The Postgraduate Course in Strategic Brand Planning and Brand Meaning, a program designed for an international audience, 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.
- Monica Carbonell
Coordinator
Director at Sodabites (innovation agency focused on people and branding).
Bachelor in Communication Sciences from Ramon Llull University.
He has worked as a strategist at Added Value and as a copywriter at DDB. - Gem Romero
Coordinator
Head of Strategy at LOLA MullenLowe Barcelona.
He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València. - José Luis Arbeo
Branding and Content Director at BBVA. - Carmen Bustos
General Director at Soulsight Service Design. - Monica Carbonell
Director at Sodabites (innovation agency focused on people and branding).
Bachelor in Communication Sciences from Ramon Llull University.
He has worked as a strategist at Added Value and as a copywriter at DDB. - Oriol Costa
Freelance expert in content creation.
Bachelor in History from the University of Barcelona and Bachelor in Journalism from Pompeu Fabra University. - Mercè Elias
General Director at Collaborabrands Barcelona. - Carlos Gonzalo
SEO SEM Small Data Analyst.
PhD in Social Communication from Pompeu Fabra University. - Alfonso González Callejas
Head of Strategic Planning at Arena Media. - Guillem Graell
Marketing Director at FCBarcelona. - Glòria Muñoz
Director of e-commerce at Barça Licencing & Merchandising at FC Barcelona.
Master in Digital and Direct Marketing from UPF Barcelona School of Management. - Alex Orlowsky
Director at WOM: Water On Mars. - Alex Pallete
Chief Strategy Officer at Picnic. - Gem Romero
Head of Strategy at LOLA MullenLowe Barcelona.
He was strategic creative director of Ogilvy&Mather, general strategic director of TAPSA Madrid, associate director of Added Value PLANNERS and Strategic Planner in SCPF. He is a founding partner of APG Spain where he used to serve as President. He has sat on the jury of El Sol (Festival Iberoamericano de la Comunicación Publicitaria), the Premios Eficacia and la Lluna in València. - Agnès Rovira
Founder of DBRAND DREAMS (www.dbrandreams.com).
Master in Marketing from the University of London. - Mireia San Nicolás
Directora at GB Foods Africa. - Toni Seijo
Advertising Research Director at IPSOS. - Nuria Serrano
Head of Strategy at VCCP Spain. - Guiomar Todó
Head of Campaigns & Fundraising at Barça Foundation. - Inmaculada Urrea
Founding member and branding consultant at SOFOCO Media.
Bachelor in Contemporary History and Advanced Studies Diploma in History of Art from the University of Barcelona. PhD in Communication in branding from Pompeu Fabra University. - Pablo Vázquez Cagiao
General Director at Collaborabrands Madrid.
Postgraduate in Strategic Brand Planning and Brand Meaning
