• Triple International Certification
  • Backed by a top Business School in Latin America, the only one in Peru with academic Triple Crown
  • Member of UNICON, for Global Executive Education


In an increasingly competitive market and mediatized society, where visual communication plays an essential role in the perception of sensory stimuli linked to business communication, there is a constant struggle between companies to capture Top of  Mind in the consumer. Thus we are constantly seeking to develop differentiation strategies where innovation and identity emerge as relevant tools to achieve a competitive advantage.

It is presented as a unique opportunity to incorporate design thinking methodologies and branding innovation as axes for strategic decision making in brand management, incorporating a strategic, global and interdisciplinary vision of the Branding project, hand in hand with the main contemporary methodologies for the development of high impact creative models. In this context, branding or brand management becomes an area that has had progressive growth worldwide, and has a fairly incipient level of development at the national level, being partially covered from various specific study areas, without fully opening up to the multidisciplinary environment that encompasses it.

For its part, design thinking has positioned itself as an alternative highly valued by various disciplines as an effective way to incorporate innovation variables into the development of iterative projects with a high degree of creative iteration. Participants will receive the recognition and certifications linked to these methods and trends from Certiprof, an international certifier based in the United States, focused on evaluating and recognizing the competencies of professionals from various fields on topics related to Innovation, Design Thinking, Scrum and Agile Methods.

SCHEDULES

STARTING

 

INVESTMENT

WEEKLY 8 months
Tuesday and Thursday from 19:00 to 22:30
EADA Business School Online Course

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CERTIFICATIONS

Triple Simultaneous International Certification

  • Diplomatura de Estudio Internacional Empresarial in Design Thinking & Brand Innovation, granted by CENTRUM PUCP Business School.
  • Design Thinking Professional Certificate (DTPC), granted by Certiprof.
  • Innovation Management Certified Professional (IMCP), granted by Certiprof.

SPOOC COURSE

SPOOC Course in Ethics and Corporate Social Responsibility by our Director General Dr. Percy Marquina, this course is free, optional and complementary to professional specialization; the course will provide the knowledge and effective application of techniques and tools that facilitate the relationship with stakeholders and allow them to move from theory to practice, with a view to their strategic management for the achievement of ethical and sustainable development.


OBJECTIVES

Apply design thinking and visual communication of branding in a business strategy.

GRADUATE PROFILE

Create business strategies by applying design thinking. Analyze the branding trends of an organization. Apply the Design Thinking method to develop innovations.

FINANCING

  • Cash
  • With bank financing
  • With CENTRUM financing
  • With business sponsorship

MODALITY

Real Time Online Classes

MEMBERSHIPS

CENTRUM PUCP is a member of UNICON. UNICON members are a world reference for Executive Education.

CONTACT US

Lizbeth Alvarado
ealvaradoa@pucp.edu.pe
965 486 724

Amada Huamán
ahuamanz@pucp.pe
977 410 663

CENTRUM PUCP may make changes in the curriculum, or sequence of courses or professors, according to its policy of continuous improvement. If failure to comply with the required quorum, CENTRUM PUCP reserves the right to postpone the start of courses and programs.
  • MODULE I

    • Innovation, Creativity and Design of Visual Identity
      Carry out a general analysis of the construction and design processes of the graphic brand, as an element of symbolic representation of corporate identity. It presents the design process as a complex stage, which links the company’s image creation strategy with the technical-productive phases. The design project considers stages of research, communication, creativity, production and standardization, to ensure the effectiveness of the projected message based on objective parameters, and defined in a given brand strategy. Brand Anatomy. Symbology and semantics of the brand. Creativity and conceptualization. Creative process of brand development. Corporate graphic system. Semiotic Analysis of Trademarks. Brand validation. Brand standardization.
    • Brand Evolution and Trend
      Analyzes the history and aesthetic evolution of brands, promoting critical analysis of their symbolic form associated with the socio-cultural context that defines it. This module aims to present the concept of brand identity as a phenomenon directly related to its historical context, born as a formal response to the communication needs of the company in its process of linking with a certain group of consumers. In addition, it encourages the analysis of aesthetic and semantic trends that dominate the contemporary market. Topics such as The brand as a factor representing a social context will be reviewed. Evolution of the objectives and needs of the brands. History of the aesthetic evolution of brands. Types of marks. Contemporary trends in brand development. Brand Country Regional identity.
    • Strategies, Positioning and Branding Value
      It presents the main tools for value analysis and brand positioning that allow objectively defining opportunities for strategic identity development. In addition, it provides methodologies for the creation and development of branding strategies that respond to improving the projected company image. Brand research in the market. Market evaluation. Evaluate market performance. Brand Equity & Brand Valuation analysis. Brand positioning. Capture the customer’s top mind (Customer mindset). Marketing for brands. Types of brand strategies. Effectiveness of the applied strategies.
  • MODULE II

    • Design Thinking for Brand Design and Management
      This course focuses on the application of the Design Thinking process as a development model for innovation projects in the design and management of contemporary brands, presenting its main strengths for the development of projects with a high degree of innovation, competitiveness and value creation from design. Innovation methodologies from design will be reviewed. Introduction to Design Thinking. Design Thinking in the design and management of Brands. Empathize: Tools and processes. Define: Tools and processes. Devise: Tools and processes. Prototyping: Tools and processes. Test: Tools and processes. LEGO* SERIOUS PLAY* method for modeling ideas. Fab.Lab as support for quick iteration of ideas.
    • Corporate Communication and Image Construction
      Introduces the concepts of corporate communication and image creation, as an articulated construction of various social, strategic, symbolic, and linguistic variables that define institutional identity and that, in their interaction with the consumer, define a brand personality and experience. The topics of Introduction to communication will be reviewed. Corporate Image v/s Corporate identity. Brand experience. Brand portfolio and architecture. Brand personality. Symbolic brand structure. Brand analysis methodology. Strong Brand. Case Analysis.
    • Fundamentals in Corporate Finance
      The course introduces the participant to the world of finance, and develops a comprehensive vision of it, begins with a presentation of the environment of the financial system, operation of the money and capital markets, provides the notion of the value of money in the time, analysis of the financial statements under the formats of the NIFF’s, the criteria of financial evaluation of investments and the management based on value. The objective of this course is for the student to achieve an adequate Financial Analysis of the innovation that is being considered, validating ROI, NPV and IRR projections.
  • MODULE III

    • Design Team Management
      The course provides participants with an understanding of the coaching process and how to apply it to the management of design teams, where human resources should be the center of attention as the primary basis within the success of a project and the compliance of a product with the customer specified requirements. Furthermore, coaching is important to manage a team through the Tuckman phases, developing the self-organization, self-management and empowerment that different human resources need within a multidisciplinary team. The course will be developed with various dynamics and real project cases.
    • Strategic Image and Brand Management
      It integrates the strategic, tactical and technical stages of branding, such as value chain processes of design and brand management, placed at the service of an improvement plan and construction of a brand image and experience, strategically planned. Contents Analysis of opportunities for brand design and management. Design Thinking for brand design and management. Creativity and Innovation for the design and management of brands. Axes of identity management (Brand management). Brand Experience. Marketing plan to build Brand equity. Development of branding design and management project.

 

We invite you to participate in the Online SPOOC Course*: 
Ethics and Corporate Social Responsibility, dictated by Dr. Percy Marquina, Director General of CENTRUM PUCP.
The course is optional and at no additional cost.
* SPOOC: Specific Private Online Oriented Course

SPOOC: Ethics and Corporate Social Responsibility

Dr. Percy Marquina
General Manager of CENTRUM PUCP
Researcher / Professor
Distinguished for academic excellence and intellectual production
Read more

 

Summary of the Course:

The company’s role in sustainable development is based on achieving successful results in the economic, environmental and social fields. The relationship of the company with its various stakeholders is essential to achieve these results, with the proper management being that allows the company to grow the business in harmony with the environment and the society in which the company interacts.

The strategic implementation of Corporate Social Responsibility requires the knowledge and effective application of techniques and tools that facilitate the relationship with stakeholders and allow the entrepreneur to move from theory to practice with ethical and sustainable results.

In this context, the course seeks that the participant know the main aspects in the management of relations with his stakeholders with a view to their strategic management for the achievement of ethical and sustainable development.

Enter the course here

Achieving studies CENTRUM PUCP Business School is a very important personal decision that involves evaluating, known and accepted, among others, academic, economic, administrative and disciplinary conditions to be met throughout their period of studies, the degree of commitment and dedication necessary to successfully complete this great professional project. That is why, it is necessary to know the content of the following standards as well as take into account its importance, before starting the admission process. With the start of the admissions process, you acknowledge and accept this standard, and that from that moment can not be alleged ignorance of it.

Lizbeth Alvarado
ealvaradoa@pucp.edu.pe
965 486 724

Amada Huamán
ahuamanz@pucp.pe
977 410 663

DIRECTOR OF THE PROGRAM

Clara Rosselló

Professor Rosselló is a Master of Business Administration in General and Strategic Management, Maastricht School of Management, The Netherlands. Master in Strategic Business Administration, Pontifical Catholic University of Peru. B.A. in Graphic Arts, Pontifical Catholic University of Peru. She has international certifications among which stand out: CPCL Harvard Business School, Boston, USA; International Master in Leadership EADA Business School, Barcelona, Spain; Executive Program Customer Experience IE Business School, Madrid, Spain; International Program for Board Members EADA Business School, Barcelona, Spain. To date she is a member of the “Steering Committee” of the EFMD Americas Conference 2019-2021.

She has been Corporate Image Manager of Unique-Yanbal International for Ecuador, Colombia, Peru, Bolivia, Mexico and USA; Marketing Manager of Unique-Peru. He is currently Chairman of the Board of Directors of Comacsa, a leading non-metallic mining company in Peru, and a board member of Fundición Americana S.A. She is a specialist in Corporate Image, Marketing Management, Business Communication and Strategic Planning.