Module 1: Brand Strategy

In this module, you’ll learn to develop solid and differentiated brand strategies, and understand the importance of positioning and value proposal in the hospitality sector. You’ll discover how brand identity, narrative and user perception influence loyalty and have a real effect on the commercial success of hotels, restaurants and tourist experiences.

Subjects:

• Brand strategy
• Branding and business

Module 2: Brand Expression

In this module, you’ll be building the visual, verbal and experiential identity of a brand. You’ll learn to design graphic systems, create a coherent narrative and apply multisensory communication strategies to connect with the user on a variety of different points of contact.

Subjects:

• Visual Branding
• Digital Branding
• Narratives
• Storytelling
• Sensorial Branding
• Spaces and stylism
• Service design
• Communication
• Marketing

Module 3: Brand Management

In this module you’ll acquire the tools you need to monitor the performance of a brand, manage its value and guarantee coherence in communication. You’ll learn to use strategies that consolidate the perception of the brand on the market, ensuring long-term growth and positioning.

You’ll also develop key crisis management and brand reputation skills, to anticipate risks and create effective plans of action to maintain public confidence in the brand and consistent brand identity.

Subjects:

• Project Management
• Brand Management

Module 4: Methodologies

In this module, you’ll learn to use various methods to implement branding strategies, combining strategic and creative approaches. You’ll learn to use tools such as design thinking, agile management in collaborative projects and frameworks to develop innovative brand management solutions.

The practical approach in this module, with experience gained in workshops and real projects, lets you apply the knowledge you’ve acquired to find solutions to the challenges of the sector in an immersive learning experience.

Subjects:

• Systemic Thinking and Sustainability
• Design Thinking
• Anthropology of Tourism
• Design Research
• Trends and Forecasting