Universitat Internacional de Catalunya
Mòdul 3. Posicionament de Producte i Branding
Other languages of instruction: Catalan, English
Teaching staff
Introduction
This module offers an in-depth immersion into the art and science of product and brand positioning, equipping students with the strategic knowledge and practical skills necessary to succeed in today’s highly competitive global business landscape. Through a combination of theoretical frameworks, case studies, and practical exercises, participants will gain a comprehensive understanding of how to create, communicate, and sustain powerful brands. This module prepares postgraduate students to become architects of strategic brands, capable of creating, managing, and evolving strong brands in a global market. Participants will develop the knowledge and skills required to excel in roles related to marketing, brand management, and strategic planning.
Pre-course requirements
None.
Objectives
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To explore methodologies for market research and consumer behavior analysis in order to identify target markets and existing needs.
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To outline strategies for managing multi-product portfolios and ensuring consistency across brand extensions.
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To investigate techniques for creating unique value propositions that resonate with the target audience.
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To analyze the elements of brand identity — including logos, colors, typography, imagery, and sound elements — and their role in conveying brand personality and values.
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To interpret the challenges and opportunities involved in building and maintaining a global brand presence.
Competences/Learning outcomes of the degree programme
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To understand the main raw materials used in the sector and their sustainable alternatives.
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To understand the fashion supply chain, from production to consumption.
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To identify the latest trends in branding and sales strategies within the fashion sector.
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To conceptualize and define the visual, sonic, and olfactory identity of a fashion brand.
Learning outcomes of the subject
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Having a comprehensive knowledge of the principles and strategies of positioning and branding.
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Being able to design effective brand strategies in diverse market contexts.
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To possess critical thinking and analytical skills to evaluate and refine brand positioning and communication strategies.
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To apply an innovative approach to both the strategies and the style of communication, as well as to the message itself.
Syllabus
— Brand Strategy and Positioning
— Lateral Thinking
— Branding and Visual Identity
— Olfactory Branding
Teaching and learning activities
In person
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Masterclasses: In masterclasses, the professor not only teaches content or knowledge but also attitudes, motivation, skills, and values. The instructor shares experiences and conveys their passion for the subject, encouraging each participant to express their opinions and arguments before the rest of the students.
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Coaching: Individual or very small-group follow-up on how students assimilate the course content. In coaching sessions, errors are corrected, doubts clarified, and exercises and activities proposed to achieve the set objectives.
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Seminar: This activity involves an in-depth, focused study of specific topics, sometimes of particular current relevance and socially debated, through active work in small groups.
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Focused praxis: Periodic, individual submission of exercises designed to learn theory through practice. Each exercise is intended to acquire very specific knowledge tailored to the individual, as well as to address particular gaps.
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Meeting points: Organized encounters between students and professionals, scientists, or figures from the international sphere. These can take the form of lectures, workshops, discussions, interviews, etc.
Evaluation systems and criteria
In person
- The module will be assessed through continuous assessment.
- It is necessary to pass all evaluative activities in order to successfully complete the module.
- The module’s lead instructor will design the practical assignments to be submitted — some individual and others in groups.
- Attendance, punctuality, and active participation in all sessions will be considered in the evaluation.
- Projects must be able to demonstrate their authenticity, and the use of AI is restricted to the points specified by the faculty. Detection of plagiarism, copying, or fraudulent use of AI will result in a grade of 0 for the activity.
Bibliography and resources
Wheeler, A. (2017). Designing Brand Identity (5th ed.). Wiley
Hancock, J. H. (2016). Fashion Brand Stories. Bloomsbury Academic
Rees-Roberts, N. (2018). Fashion Film: Art and Advertising in the Digital Age. Bloomsbury Visual Arts