Discover how the MSc program in Brand Management and Creativity at TBS Education combines creativity with brand management and hands-on learning. Taking place in Barcelona, a city renowned for its creative atmosphere, students engage in a dynamic and innovative program.
Creativity is crucial for success in today’s dynamic and competitive business landscape, as it fuels innovation and effective problem-solving. While for some, it’s an innate talent, it is also a skill that can be learned and cultivated.
The MSc in Brand Management and Creativity from TBS Education is a program designed to do just that. Fabien Pecot, the Associate Professor of Marketing and Program Coordinator, sees graduates as future leaders in marketing.
The program has three main pillars. These pillars are long-term brand management, creativity and innovation, and hands-on activities with real companies. Combining these three key elements, students participate in a unique and dynamic program. The program offers students a thorough theoretical foundation and practical experience taught in cooperation with companies and industry professionals.
The master’s program’s first pillar focuses on long-term brand management. In addition to traditional marketing courses, some modules emphasize brand creation, revitalization, and repositioning.
“We have a strong focus on branding,” Professor Pecot highlights, “and particular attention to managing this brand over the long run.” (00:47)
This comprehensive approach ensures that graduates can handle the complexities of maintaining and growing a brand in a competitive market.
Differentiating a brand successfully requires the second pillar of the program: creativity and innovation. The program places a strong emphasis on nurturing creativity and does so with innovative methods.
Professor Pecot shares, “We have creativity seminars, courses on design, history of art, and storytelling.” (01:09)
One unique aspect of the program is its collaboration with professionals from diverse fields. Students learn from creative professionals who can offer up-to-date industry insights.
“We have one class, for example, that is taught by an actor that is a performer and also a writer because these are the best people to teach creativity,” Professor Pecot explains. (06:22)
This interdisciplinary approach helps students think outside of the box and apply creative solutions to marketing challenges.
Hands-on learning is the third pillar of the MSc in Brand Management and Creativity. TBS Education taps into its extensive professional network to connect students with established companies. In addition to this, the program includes educational class trips.
“We will have visits with companies and bring managers into the school so students can learn from their firsthand experience but also ask questions about their future careers or about a particular industry. We also have site visits outside of the classroom,” Professor Pecot says. (02:20)
Students can also take on projects working directly with companies from various sectors such as tech, food and drinks, biotech, and hospitality. During the Company Consulting Project, students have the chance to put their knowledge to practical use, while working with a company.
Students can also partake in an optional 4-to-6-month internship with a national or international company. These projects further enhance their practical skills with real-world experience, preparing students for career challenges they may face after their studies.
The MSc in Brand Management and Creativity offers many unique modules designed to foster both creativity and practical skills. (09:07)
One notable module, “Extracting Trends from Our Surroundings”, takes learning outside of the traditional classroom setting. Led by an actor and performer, students learn to draw inspiration from their environment and apply these insights to marketing projects. Students learn skills such as active observation, noticing trends, and how to gain inspiration from their surroundings.
Another innovative module focuses on web scraping and data analysis. Students work with an expert on this. Students learn to identify trends online and use rigorous research and analysis to uncover key information and data. “These are skills that companies are asking a lot for now” Professor Pecot notes. (10:41)
Lastly, the storytelling module, co-taught by Professor Pecot and a professional writer, explores the mechanics of crafting compelling brand narratives. This module is extremely creative and emphasizes practical outcomes. Students learn to create stories that enhance brand identity and resonate with audiences.
Alongside these unique courses, Barcelona’s vibrant and creative atmosphere significantly influences the program’s success. Barcelona is a business hub with a dense collection of multinationals, SMEs, and startups. It is also a creative hub, attracting creative people from all around the world.
Located in the northeastern part of Spain, Barcelona’s rich cultural and creative heritage greatly enhances the learning experience for TBS Education students. The city’s architecture, art, and vibrant street life provide endless inspiration.
“We use the city, the city is part of the program. We take students out of the classroom,” Professor Pecot explains. “We ask them to explore. We ask them to identify trends in the public space and to feed this back into the projects.” (05:11)
This hands-on approach helps students connect with their surroundings and integrate these insights into their projects. It leverages Barcelona’s creative landscape to foster innovation.
As Professor Pecot points out, there is a common Catalan expression, “Seny i rauxa”. Seny refers to wisdom, balance, common sense, and rationality. Rauxa refers to impulse, creativity, imagination, and spontaneity. The program mirrors both elements of this Catalan expression. (05:36)
The program aims to combine traditional knowledge, rigorous research, and hard work with creativity and out-of-the-box thinking.
Graduates of the MSc in Brand Management and Creativity are well-equipped for various marketing and brand management career paths. Potential career paths include roles such as Marketing Executive, Brand Manager, Advertising Account Manager, and Creative Project Manager, among others.
TBS Education’s strong industry connections also support those looking for an international career. “We have a really strong network in Paris, a good network in London, and good connections in all the big European cities,” Professor Pecot reflects. (07:13)
The interdisciplinary and dynamic program prepares students for internships and job opportunities with top companies across various industries. Having a unique skill set of theoretical knowledge, practical experience, and creative thinking skills, graduates are well-prepared to excel in the dynamic world of brand management and marketing.
Discover more about TBS Education and its programs.
