Descripción

Tipología

Postítulo
Lugar

Barcelona (España)

Duración

5 Meses

The programme is a postgraduate training designed for anyone who wants to know professionally the methodological and design branding field about large-scale market surfaces. The programme of this course is about the professional tools and the theoretical concepts that every designer needs to master.

The aim of this postgraduate course is to teach students the fundamentals and skills required to perform any task about branding design, which requires many stages of research, analysis, modeling, adjustments and adaptations pre-production final service/space. It also covers many disciplines and trades on a space/service taking in consideration the design and the number of people participating on it.

Sedes y fechas disponibles

Barcelona (España)

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La Rambla 30-32, 08002

comienzo

Consultar

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Requisitos

Aimed at:
-Graduate in Design.
-Graduate in Fine Arts.
-Graduate in Communication.
-Professional with proven experience in this field.

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The purpose is to carry out a process of observation and a research of alternatives and possibilities in the world of small-scale branding in order to be able to develop and control the final design, not only in the material, but also image, communication and brand.

The theory and the practical exercises will give the student a conceptual knowledge in this field, in great demand nowadays in the technological and social circles.

MODULE 1. INTRODUCTION TO MARKETING THEORY/RETAIL BRANDING

§ Marketing theory.
§ Display of case studies.
o Group work: case studies (market comparisons by country, age, etc.).
o Discussion: sharing case study results.

MODULE 2.The challenge of branding/new technologies

§ Introduction to the challenge of branding. A journey through the world of retail (introduction).
§ New technologies: the transformation of consumption.
§ The “tuning” phenomenon: customization (the self factor). Discussion: association of elements and environments with consumer behaviour.
§ Group case study. Introduction to branding and its varieties.
§ Types and strategies.
§ Brand analysis.
o Discussion: the process for analysing branding strategies.

MODULE 3. RESEARCH PROJECT

§ Project presentation and development
.§ Work in research groups.
§ New trends and eco-design.
§ Project presentation and group discussion.

MODULE 4.Graphic art/brand identity and imagery

§ Design as strategy.
§ Analysis of the search process for retail iconography.
§ Values and trends.
§ Case studies.

MODULE 5. FIELD TRIPS

§ Materials (Mater FAD visit).
§ Lighting (iGuzzini visit).
§ Company (Desigual visit, offices and shops).

MODULE 6. VISUAL - WINDOW-DRESSING

§ Visual merchandising / product display / Fixtures & Flow.
§ The principles of visual merchandising.
§ Marketing applied to social shopping behaviour. Tour Shopping.
§ Product analysis and strategy.
§ Case study and exercise: business analysis and product display research.
§ Models: effective display techniques.
§ Window-dressing.
o Window-dressing as a hook/attraction technique.
o States: the exchange.
o The dynamics of crossing: input-output, in-out.
o Exercise: how to capture a customer's social profile.
§ The technique of window-dressing.
§ Materials, lighting and technologies.

MODULE 7. TRENDS

§ Market trends.
§ New customers and customer segmentation.

MODULE 8.Commercial design and image. Brand/project

§ Project presentation and development.
§ Project development and presentation.
§ Presentation and discussion of proposals.
§ Lighting/materials.
o Introduction: the choice of environments.
o Synergies: light-material.
o New lighting technologies and materials.
o The effect. Handling spaces (infographics, scenography).
o Group work discussion: analysis and selection of lighting and states for activity programs.

MODULE 9. FP-FINAL PROJECT: HANDS-on exercise with partner company

§ The project has to cover all modules developed throughout the course.
§ Project presentation.
§ Development of brief in groups.
§ Presentation of findings to the partner company.
§ Conclusion.

Información adicional

Qualification: Postgraduate Diploma in Retail Design. Design and Concept: Branding, degree awarded by Pompeu Fabra University (UPF) and ELISAVA School of Design and Engineering of Barcelona.

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Postgraduate Diploma in Retail Design. Design and Concept: Branding

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Postgraduate Diploma in Retail Design. Design and Concept: Branding

Preguntas & Respuestas

Opiniones

Temario

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