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Postgraduate Course in Strategic Planning and Brand Meaning

Program curriculum and final degree

Program Curriculum

Module 1: Methodology and tools for Strategic Planning of Brands and Communication.

  • Evolution of strategic planning.
  • Roles of the strategic planner.
  • The process of defining a communication strategy.
  • Strategic analysis: products/services, brand, market, users and communication environment.
  • Identifying the problem and territories for opportunity.
  • Hypothesis development : ideation processes.
  • Hypothesis contrast: research tools.
  • Conceptualisation: models for defining brand positioning.
  • Creative development: analysis methods and assessment criteria for advertising content.
  • Monitoring: the defining of strategy implementation indicators: KPI.

Module 2: Brand strategies

  • Brand value: concept and measurement.
  • Corporate brands and product brands: strategic role.
  • Narrative perspective in the construction of the image of brands and products/services.
  • Three dimensions of the brand: functional, emotional and social.
  • Functional dimension of the brand: innovation in brand value service. Study and resolving of cases.
  • Emotional dimension of the brand: construction of identity models and unique experiences for the brand. Study and resolving of cases.
  • Social dimension: Expression of values and brand commitments. Study and resolving of cases.
  • Brand management: brand architecture model. Study and resolving of cases.
  • Brand management: brand portfolio management.

Module 3: Advertising communication strategies

  • Role of the planner in the advertising agency.
  • Understanding the briefing of the advertiser.
  • The analysis: the research tools of advertising agencies.
  • Ideation and internal validation of hypotheses.
  • Conceptualisation: communication platform models. Study and resolving of cases.
  • Defining of the concept of communication.
  • Shaping the concept in 360º campaigns.
  • The gap between strategic concept and creative idea.
  • The position of creative proposals in the strategy defined. Study and resolving of cases.
  • Techniques for the introduction of campaigns.
  • Defining of KPIs and post-tests.
  • What to do when the initial results are not as expected. Study and resolving of cases.

Module 4: Online communication strategies

  • Role of the planner in the interactive advertising agency.
  • Online media and online communication elements.
  • The analysis: online research tools.
  • Ideation and internal validation of hypotheses.
  • Conceptualisation: content platform models. Study and resolving of cases.
  • The position of creative proposals in the strategy defined. Study and resolving of cases.
  • The shaping of the strategy to different online formats: corporate web, user web, blogs, search engines (SEO and SEM), banners, social networks, YouTube, etc.
  • Defining of KPIs and post-tests.
  • What to do when the initial results are not as expected. Study and resolving of cases.

Final Degree

Postgraduate Diploma in Strategic Planning and Brand Meaning, awarded by Pompeu Fabra University.

In order to be awarded the qualification, students attend at least 80% of the course's taught sessions and pass the corresponding exercises.

 

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