Master's Program in Brand Design and Management: Food, Wine and Tourism

This course is held in English language

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's Program in Brand Design and Management: food, wine, and tourism is to help students and young professionals 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's Program, students can experiment with the different branding and project management methodologies that two of the most important tourist destinations in Europe successfully use.

Florence

The classes teach how to manage the different steps of brand creation, starting from the analysis of the contents. The tourism, food, and wine industries are based on a relationship among brands, 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.

Methodology and structure

This Master's Program 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 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 participation in 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.

IED strives to build a supportive environment and collaborative relationship with partners. That’s why IED delivers the necessary tools to support prospective students in exploring opportunities, making informed decisions, and designing their futures.

Thanks to the innovative methodology and the professional success of IED students, the Ministries of Education and Research of the countries where IED operates directly – Italy, Spain, and Brazil – have officially accredited the majority of IED Undergraduate and Master's Programs.

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, and 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..Strategic planning needs analysis ability and critical creative thinking applied to a Brand Design Project.

The Master's Program is highly interactive: 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 participation in events in 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.

Professional Opportunities

The goal of this Master's Program 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.