Master in Brand Design and Management: food, wine and tourism

Master in Brand Design and Management: food, wine and tourism


Language: English

Duration: 11 months

Start Date: January 18th 2021

Schedule: January 2021 at IED Firenze + September 2021 at IED Barcelona

Credits: 60

Biada 11; 08012 Barcelona, España

Price: 18.900€ (Enrolment fee 3.000€ + tuition fee 15.900€).
Find out more about our payment options and special conditions.


The Master in Brand Design and Management: Food, Wine and Tourism trains professionals with a new approach towards management in the tourism, hospitality, gastronomy and wine sector.

In this day and age, launching and boosting a brand in these sectors requires a cross-sector skill set and 360° vision. This course is inspired by Barcelona and Florence, the two cities where it is taught. Students will spend one semester in each city given that they are both key tourist destinations in Europe, helping them to understand and work with the identity and values of the major tourism, gastronomy and oenology brands.  

Theoretical lessons in the classroom are followed by practical project experience in the form of group activities coordinated by professionals and experts. The programme is rounded off with visits to relevant locations and master classes delivered by specialists in tourism, food and wine.

Master Food, Wine And Tourism


The Master’s main goal is to encourage the development of professional proficiency by implementing an active approach based on “Learning by doing” that blends expertise and listening skills through both practical and theoretical methods related to “Design Thinking”. The aim is to train strategy and communication experts in identity-building and values related to brands in the food, wine and tourism industry.

The Master will be held in Barcelona and Florence, two cities bound by a long-standing history of tourism, wine and restaurant industry.

Tuscany and Catalunya’s massive presence in dedicated trade fairs and internationally renowned businesses put them on the map as strategic regions for those pursuing a career in this specific field.


The Master in Brand Design and Management is divided into two operational modules that have an individual study path related to the city they are in. Each module will end with an exam and a final project. The courses are partly carried through the entirety of the Masters and partly specific to the different locations.

The Master’s objective is to lead its students on a unique educational process which includes hands-on experiences in the field working with expert professors and contexts in order to define the many facets of this sector’s “know how”.

Student Profile

The Master is open to post-graduates from diverse majors that have a particular interest for the food, wine or tourism world’s dynamics: Graduates in Marketing, Communication, Management, Business/ Economics, Hospitality, Service or product Design, Architecture, Tourism and Branding We also accept candidates that have significant professional experience in the field.

Job Opportunities

· Tourism, Food and Wine Brand Manager
· Brand Manager
· Brand City Manager
· Tourism Brand Manager
· Service Designer for Tourism, Food and Wine
· Community Manager for Tourism, Food and Wine
· Event planning and management
· Innovative Service development for Food, Wine and Tourism industries
· PR and Press Office professionals

The goal of this Master is to implement and strengthen the skills required to take on important and strategic roles in Tourism, Food and Wine based Brands The Master is also designed to train professionals in the construction and management of formats and services in the hospitality sector alongside management and communication experts in the Food & Wine sector.


Marc García i Fortuny

Marc is the professional questioner at We Question Our Project, a Barcelona-based service design studio. His work focuses both on the user needs and the business processes and capabilities, from opportunities to implementation —always with a critical perspective. He has been working in sectors like hospitality, food and wine, sports, environment and mobility both locally and at a European level. Originally a graphic designer, he has an MBA in Family Owned Businesses and a post-graduate degree in Design Thinking and Innovation. He lectures Service Prototyping at the MA in Product-Service Systems Design and MA in Service Design in Politecnico di Milano (Italy) and short courses in Advanced Service Design in Central Saint Martins in London. He is a member of the advisory board of the Re-think Service Design Festival in Milan (Italy) and part of the programme committee at Service Design in Government in United Kingdom.


Ilaria Legato

Is an FERPI (Italian Public Relations Federation) professional specialised in “Brand Care” and “Communication Design” in the Food Wine & Tourism sphere for clients in the world of catering in Florence. She is a director of the IED COMMUNICATION school in Rome where she coordinates the “Communication Design” course. Together with Food designer Paolo Barichella, she founded “Food Design Reunion” an initiative that focuses on national and international Food and Design projects. She also works as PR manager for the Food Design Studio in Milan.

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