HOSPITALITY DESIGN AND MANAGEMENT MASTERmedia.ied.it/documents/897796_MF13_HospitalityDesignManagement.pdf · model instantly made it a strikingly innovative institu- ... between

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2 > Master Florence - Hospitality Design and Management - Strategies for Tourism, Food and Wine

Istituto Europeo di Design is an international school of higher education for Design, Fashion, Visual Communi-cation and Management of creative disciplines. Establi-shed in 1966, long before the blossoming of the Univer-sities of design in Italy, its pragmatic, culturally rich model instantly made it a strikingly innovative institu-tion. Occupying a middle ground between the limitations on purely vocational schools and absolute academic abstraction, IED is the achievement of its founder and current President Francesco Morelli’s farsighted intui-tion, which he expressed in the synthesis of “knowle-dge and know-how”, the underlying thinking behind the IED project. Today, IED is an international university-level network with seats in Italy, Spain and Brazil. Starting from China, IED is now about to expand its international presence, paying special attention to the rising star countries of the new economy and continuing to pursue its constant-ly evolving cultural and entrepreneurial project. The Environment, Sustainability, Art, the Excellences of Made in Italy and the New Media are just some of the professional scenarios targeted by the new training cour-ses available at IED.

HistoryEven if IED keeps its Italian cultural matrix, nowadays it is also considered an international school, a place of culture and training with seats in Milan, Rome, Turin, Venice, Florence, Cagliari, Como, Madrid, Barcelo-na, São Paulo and Rio de Janeiro. The school organi-zes three-year post-graduate courses, specialization and professional development courses, advanced training courses and masters.Since 1966 IED has developed an innovative didactic methodology focused on the synergy between techno-logy and experimentation, and based on creativity, on the development of cross-disciplinary projects and inte-grated communication strategies, and on the different aspects of the market as well as on the new job profiles. A methodology nourished and enriched by the constant dialogue with professionals coming from all fields and working as teachers at IED.IED is member of different international academic insti-tutions and associations, among which Cumulus (Desi-gn Educational Network co-funded under the Erasmus section of the Socrates Program), ELIA (Europe-an League of Institutes of the Arts), IAA (International Advertising Association), FIYTA, IIE, EAIE and MEC-Bra-zil. Moreover, it signed partnership and student exchan-ge agreements with more than 40 of the most important universities in 21 countries around the world.

Vision In an increasingly globalized world, IED is positioned as the international school of higher education for all the creative professions, with a special focus on all the diffe-rent and latest adaptations of design. IED aims at contri-buting to the wealth generated by cultural exchanges between Nations, and at respecting diversity in nature and in the environment to train responsible future citi-zens of the world.

MissionTo develop our students’ creative talent by providing them with the conceptual, design and organisational tools they need to be proficient, competitive professio-nals in an interconnected world that presents increasin-gly arduous challenges.

IED Group

120.000 alumni

30% of foreign students

10.000 students per annum

11seats

100different nationalities

1.000training projects in partnership with the production system

100academic agreements

400acknowledgements and awards won by our students

1.900lecturers

600 staff members


Ever since its foundation, the mission and objectives that have driven the training experience at IED have remained unchanged. Every day, our training model builds new value on constructive confrontation, exchange and relations between business enterprises operating on a local and regional scale and internationally, communities of profes-sionals and the young people who represent the future. This is a virtuous relationship, based on students’ readiness and commitment to grow and learn through an unprecedented experience.Every year, almost 100 companies collaborate in training IED students in different ways so that they can access the job market.Research projects, creative competitions, workshops, special projects are the most common methodologies used in the IED-companies relationship. These are great oppor-tunities for the students to establish study and comparison relationships aimed at work and to participate in the society as full members of it.Thanks to its enlarged network including studies, compa-nies, institutions and partner universities, IED is not only a training institute but also an incubator for its studen-ts where they develop their business skills, as well as a showcase highlighting their talents.

Partner3M Italia, Aesvi – Associazione Editori Sviluppatori Vide-ogiochi Italiani, A2A, Absolut Vodka, ADI, Adidas Original, Adobe Systems, Agusta, Alberta Ferretti, Alcantara, Ales-si, Alfa Romeo, Alfaparf, Alitalia, Alviero Martini, Ambro-soli, Amex, Amnesty International, Apple, Apple Computer Italia, ASL Milano, Assorel, Autogrill, Barilla, Banco Alimen-tare,Benetton Group, Bmw Italia, Bic/Smoking, Binda Italia, Bombardier, Boscolo Hotels, Bulgari, BuyVip, Campari, Candy Hoover Group, Cappellini, Cariplo, Carrefour, Casa Bugatti, Coca-Cola HBC Italia, Comune di Milano, Condé Nast, Confindustria, Consorzio Cantiere Cuccagna, Conti-nuum, Cosmopolitan, Courmayeur Noir in Festival, De Agostini, Diesel, Dior, Dolce & Gabbana, Ducati, Duca-ti, Eastpak, Ed. Condè Nast, Edelman, Emergency, Fendi, Ferrarelle, Ferrari, Ferrero, Fiat, Fidenza Village, Fiera Rimi-ni, FondazionePeggy Guggenheim, Ford, Gianfranco Ferrè, Giorgio Armani SpA, Google, Grohe, Gusella, Hachette, Ideal Standard, Illy, Imetec,Kiko, Klaus Davi, Kraft Foods, Lamborghini, Lancia, laRinascente, Louis Vuitton, Luxotti-ca Group, Marni, Maserati, Mattel, Medici Senza Frontie-re, Meetic, Mondadori/Panorama, Moschillo-Falber, MSL Italia, MTV, Nestlé, Nokia, Piaggio, Poliform, Pommery, Prada, Pubblicità Italia, Rana, Red Bull, Rolling Stone, Samsonite, Siemens, Skoda, Smemoranda, Sony, Sport-max, Studio Azzurro, Studio N!03, Swarovski Int. d’Italia, Swatch, Terme di Milano, Timberland, Trenitalia, Triennale Design Museum, Triumph, Trudy, Unicef, Universal Music, Universal Pictures, Valentino, Vallè, Vodafone, Volkswagen, Warner, Whirlpool, WWF Italia, Yahoo, Yoox, Zelig Bananas.

ECONOMIA 3, Prato, 2011

Companies


IED Master CoursesA IED Master is mainly an experience which allows those who attend it to be absorbed in conceptual and project territories extending far beyond the premises and the rooms in which they are hosted. IED Master Courses have a flexible structu-re in terms of contents and are able to respond more effecti-vely to those who wish to excel both in creativity and mana-gement. The Master Courses are based on the principles of Italian design: spirit of curiosity and initiative, will of change scenarios thanks to technical skills and creativity.Conceived together with companies, IED Master Courses prepare students to face the labour market and to build their own professional identity combining different fields of know-ledge.According to the different levels of in-depth examinations, attendance, participants and length, IED Master Courses are divided into:

Professional Study Program The Master Professional provides know-how and tools to be used in professional activities. The Master Courses, either full time or part-time based, have three main goals: to provi-de methodological, technical, cultural and design tools rela-ted to the different professions; to develop the ability of applying what has been learned; and to manage the project complexity. Career prospects are focused on companies, design studios, and agencies. In particular, the professional profile could be that of a senior expert with both theoretical and practical significant skills, or of a manager, with a strong multidisciplinary approach, responsible for the development and integration of new products.

Research Study Program The Master Research aims at giving a correct methodology for both basic and applied research. The program intends to enhance and implement the ability of choosing, according to one’s own attitudes and professional goals, the most suitable education path and additional subjects, leaving space for experimentation, research and free exploration.

Advanced Study ProgramASP are short courses with different levels, from specialized training to advanced professional training, delivered either full time or part time. They are particularly appropriate for professionals wishing to develop their skills and to deal with the ever-changing needs of the production context from both a technical and creative perspective.

VISION WITHOUT EXECUTION IS HALLUCINATIONThomas A. Edison

5 > Master Florence - Hospitality Design and Management - Strategies for Tourism, Food and Wine IED

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Master in Hospitality Design and Management - Strategies for Tourism, Food and Wine

Goals and contentsThe hospitality industry is based upon a rapport between hosts and guests which involves numerous variables. It is also perhaps the fastest growing industry internationally and plays an important role in the local, regional and global economy.Hotels, restaurants, resorts, and conference venues whether they be family-run, corporate or based on the latest trend are staffed by a diverse assortment of professionals from service-oriented “front of the house” positions to administration and management.In such a competitive and innovative industry the design of facilities, concepts and services is the cornerstone of both new enterprises as well as those seeking to reposition themselves on the global market. The concept of the brand extends far beyond the superficiality of themes and décor but extend to how design, services and concept come together.The Master in Hospitality Design has the specific objectives to develop mental and professional skills for the partecipants who want to became experts of Strategic Planning, Branding and Communication in the fields of Hospitality, Food and Beverages.The Total number of hours of the Master are divided as following: lectures, lab activities, project development in dedicates areas, didac-tic company visits as well as personal study. The Master ends with an exhibit of the participant’s final event and a Thesis project.The new campus located in Florence, is the ideal place to grant easy access to our industries for those who wish to explore the different elements of Tuscany and Italy. Partecipants are also required to explore local entreprises; The program is organized in a way that it offers plenty of eye-opening company contacts as well as continuous field experience.

Educational MethodThe Institute of European Design’s approach is a dynamic and experi-ential one:theoretical lessons are accompanied by their applications to the hospi-tality world with a hands-on approach. Participants will work along side companies on real projects and experience both in and outside of lectures the challenges and opportunities of the current market and develop creative solution through exercises that include role play and simulations. The Master focuses on a “learning by doing” approach that develops through frequent field trips to companies to directly understand the processes and policies used in the current industry.Lectures are taught by Tuscan as well as international professionals and experts who provide a transversal approach to the Hospitality field and focus on digital media communication strategies and their new innova-tive potential in hospitality, food and wine promotion for both local and internationally renowned resources.

Target The Master is open to post-graduates students from different fields who are interested in Food, Wine and Tourism. This includes graduates in Management, Hospitality, Communication, Marketing and Service Design, students with an associate degree in related fields such as Branding or Communication, as well as candidates who have significant professional experience in the field. The program is also open to further candidates interested in deepening their knowledge of Tourist attrac-tions, enhancing Local Resources, Brand or Project Management and Public Relations.

Professional Figures:The program develops professional skills for partecipants who want to become experts in the fields of Strategic Planning, Service Design, Branding or Communication Management in the field of Hospitality, Food and Beverages.The acquired notions will allow participants to operate in related to the fields of Hospitality, gaining specific knowledge in: Brand and Commu-nication management, Hospitality advisory - Service Design, New prod-uct launch; - Innovative services for hospitality, accomodation and cater-ing; - Event organization for cultural, touristic and economic purposes;- Updating and implementing internationalization processes; - Guest Relation - Public Relations and Digital Communication Management In collaboration with

http://www.klone.it/


Program The Master is composed of five modules: the first four modules are being taught, while the fifth is based on the student’s Final Project .

Module I: Design and ManagementDates: March - January. Objective: To explore the themes of design and management and how they work together. Focus on participants to employ lateral thinking ( “thinking outside the box” ) in approaching projects and problems.The module is comprised of three units:

Project Management Design Thinking Tourism Marketing

Instructional Methodology: The program combines traditional theory with course instructors with significant input from guest industry speakers who will provide students with practical real-life role-playing and problem-sol-ving exercises both individually and as a group. Site visits to local busi-nesses and industry-related structures play a large part in this module. (The methodology for how to address a problem for which there is no clear idea of what the end solution should look like.)

Module II: Brand Management and CommunicationDates: April - NovemberObjective: The main part of the program builds on the foundation of desi-gn and management. This module gives new “design managers” the tools, experience and knowledge base to create a “brand”.The module is comprised of the following units:

Building the brand experience Brand identity Brand Analysis Personal Branding Brand Strategy Brand positioning Public Relations and Hospitality

Instructional Methodology: The program continues with the basis of theory and role-playing exercises. Increasingly visits and talks by partner companies and industry professionals will serve as the basis for “real-li-fe” student projects.

Module III: Service DesignDates: November - January Objective: Students will acquire and refine all the necessary capacities to successfully conceptualize a hotel or restaurant as well as design the “services” required for each type of activity. Much attention will be given to the study and use of the “Italian design system” for final project propo-sals. The module is comprised of two main units:

Concept and strategic design The HORECA design experience


Module IV: Web marketing and social media Dates: FebruaryContact hours:Objective: Students will learn how to create strategies and how to promo-te a Brand with the new technology of web. The module is comprised of the following units:

Social media marketing and communication SEO and web analytics E – commerce and social commerce Content management


Module V: Final ProjectDates: March Students will research and complete a complete brand report based on the parameters of one or more of the partner companies. Students with a specific professional focus may also develop their own brief upon the approval of the scientific committee at IED Florence. Students will present their final projects to the partner companies at the conclusion of the program and will be part of the selection process for the internship.

Industry InternshipDates: Spring / SummerStudents who successfully complete the program are eligible for an internship in the hospitality industry in Italy. Some internships opportu-nities are based on selection by the host company during the final indu-stry project presentation.

The Direction reserves the right to make any changes according to the needs of the teachers and of the School itself.


Course Coordinators Ilaria Legato

www.ilarialegato.comIlaria Legato is Director of IED Management Lab Rome, as well as an expert in Event Management and Public Relations for the Food & Beverage sector. She deals with the analysis, creation and implementation of communication strategies for the Hospitality world of several Italian companies. Ilaria also teaches Food and Beverage Communication.

Paolo Barichellawww.barichella.itFounder and Owner of Food Design Studio, Journalist, Lectu-rer and Writer. Paolo works in Communication Strategy and Design focusing on the theories and philosophies of Food Design. During his career Paolo Barichella has developed and consolidated significant experiences in the food technology chain and its processes, in combination with Design, senso-riality and engineering. Through in–depth studying and rese-arch in the field of Food Design he has become one of the most renowned international opinion-leaders of the field.

Some of the teachers who are involvedin the Master:Bencini Ivano - Hotel Service & Organization DesignerBernardi Michele - Mktg M&GCastelli Giuseppe - Creative Director Golden NoteDi Maggio Cristina - Custom SpecialistFaggi Fabio Massimo - Semiotic ConsultantGorelli Elvio - Director And Video Maker IWCA PartnerMarcialis Renato - Food PhotographerMazza Bill - Creative Director WineMerlotti Monica - Food DesignerMolin Nadia - Marketing Manager Klone SrlMorva Luigi - CEO BrandbuilderScarlini Luca - Food StorytellerSciadini Lorenzo - Coach ICFTani Simone - Economic Development Manager of Comu-ne di Firenze

Faculty Coordinator and Teachers

MOVINGkNOWLEDGETO GENERATEWEALTH Marshall MacLuhan


After meeting those students who successfully end their lear-ning pathway, Career Service submits portfolios to potentially interested external companies, arranges the selection inter-views aimed at activating stages (or training periods), colla-borations, and field projects, and ensures constant suppor-ting and monitoring activities.During the study pathway, IED trains students and provides them with the techniques and tools required to write their CVs, to tackle a selection interview, to realize their personal projects portfolio.The stage (or training period) is conceived as an on-site lear-ning and training period at one of the companies collabo-rating with IED. This period – lasting from 2 to 6 months - allows the students to apply the acquired tools and knowle-dge to a real professional project.Instead of a stage, students can be involved in a Field Project, i.e. a consulting project or an individual or group collabora-tion led by a teacher who acts as project tutor. The teacher supports the team in managing the company-customer rela-tionships, in developing the project, in preparing the final report and in presenting the results to the company in a real professional situation.Career Service IED manages the activation activity and if the selection interview is successful it monitors the training period.

Career Service

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IED Firenze - Via M. Bufalini, 6/r (Photo by: Paolo Cagnacci)


IED Firenze High Tech / High Craft

IED (Istituto Europeo di Design) is a professionalizing institution offering education programs in different locations, the IED Florence campus is a hot spot for International and Italian students alike. Florence is the focal point of the Italian renaissance and home to an incre-dible cultural, artistic and architectural patrimony. The IED campus is located in Florence’s wonderful city center being only a moment away from the monumental landmark- Duomo di Firenze. This location allows our students to experience the amazing fast-paced city life of Florence as well as a professional, dynamic and interdisciplinary atmosphere that surrounds our students.Tuscany is usually known for its gorgeous landscapes rather than its companies but it is in fact one of the most active areas in Italy for Design, Fashion and Communication. There are several industrial areas such as the Leather district of Santa Croce, the Textile district in Prato, the Carra-ra Marble mines, the Crystal companies of Val d’Elsa, the Nautical indu-stry of Versilia and the Bricks of Impruneta. Companies such as Gucci, Ferragamo, Roberto Cavalli, Emilio Pucci, Prada and many others choose to produce their lines in Tuscany and make it the heart of “Made in Italy” products. The IED Florence curriculum is tailored to Florence’s and Tuscany’s regio-nal resources with the goal to make IED the school of excellence for high technology and craftsmanship. In every field, be it Visual Arts, Design, Fashion or Management, the school offers educational programs meant to integrate the regions know-how with new technologies: a mix of “hand made” and insightful innovation.The IED experience is unique in that it offers face-to-face professional interaction to every student. IED ensures for all students to get a real sense of the professional working world giving students them the oppor-tunity to actually work with real companies located in Florence and Tuscany and providing them with the best exposure to their area of inte-rest. Students are thus motivated, inspired, and successful during their study experience.

Alongside the professional relations IED Florence provides students are also given the opportunity to interact with Italian students. This allows our students a perfect exposure to the beautiful Italian culture, langua-ge, and work-task at hand. Having a huge range of students from all over the world makes the IED Florence campus a fun, active, and unforgettable learning experience. The ability to create such a professional and educational environment for IED Students comes from our well renowned faculty who work in the Desi-gn world. This allows our students to create wonderful connections with the professors creating a very open learning atmosphere. IED Florence strives to provide students with the best capability to beco-me great professionals by stimulating them to produce great work, under-stand time commitment, interact with companies on a professional level, and be exposed to Italian culture.

IED Firenze Master CoursesIED Master Courses have a flexible structure in terms of contents and are able to respond more effectively to those who wish to excel both in crea-tivity and management. The Master Courses are based on the principles of Italian design: spirit of curiosity and initiative, will of change scenarios thanks to technical skills and creativity.Visiting the labs, the study areas, and the technological infrastructu-res, and living the atmosphere that makes the training experience at IED unique is the first step to understand the world of the post-graduate trai-ning. Fix an interview so that you can visit the school premises and see the projects of those who chose the pathway you are interested in and who are now working as professionals in Italy and abroad.

IED Visual Comunication Graphic Design E-Commerce - Design and Management

IED Moda Fashion Events and Public Relations

IED Management Lab Hospitality Design and Management

Strategies for Tourism, Food and Wine Arts Management Focus on Exhibition and Festival

Advanced Study Program

IED Design Lighting Design - Progettare la Luce

IED Management Lab Marketing Territoriale

Strategie per il Turismo e L’enogastronomia


Learning, designing, participating, competing, producing and establishing relationships through labs, equipped classrooms, and services addressed to the students. Thanks to the classro-oms where theoretical lectures are held, to the common areas at students’ disposal, and to the support of the specialized staff, IED built a network of efficient structures and services in order to translate knowledge into practice.

Classrooms, Common areas, LibrariesIED classrooms are equipped with the devices required for training and research: computer with Mac OSX and Windows operating systems, projectors, and audio devices.In order to complete the learning experience started in the clas-sroom and to allow those who wish to apply what they lear-nt inside the structure, IED offers its students common areas equipped with Wi-Fi connection.Books, newspapers, magazines, and audio-visual material are a useful support for learning and research and are available for consultation and loan. LaboratoriesLaboratories are an essential support to the didactic activi-ty and all of them are equipped with high-tech devices. The structures available at IED Firenze are listed here below.

Leather goods LabThis is a space devoted to creating fashion accessories and clothing details in leather, equipped with sewing machine and working tables.

Tailoring LabThis is a space equipped with machinery for the technical

construction of paper models and articles of clothing, which are essential for giving shape to ideas. The equipment inclu-des sewing machines, cutting and stitching, ironing stations (with irons, ironing boards and mobile suction arm), working tables and dummies.

ModellingStudents can use this lab to check up on their design ideas and learn how to use the technical tools necessary for expe-rimenting, representing and communicating their designs. An important part of the applied course teaching takes place here: students use the machines and equipment here under the guidance of workshop technicians and assistants.

PC and MAC Computer LabsIED Firenze has 4 computer labs (including 3 with MAC and 1 PC). Each laboratory is equipped with free broadband Inter-net, video projection, scanner and printer (where necessary for teaching). The computer labs are also available for students outside of lessons, the software used are internationally reco-gnized and constantly updated to the latest release. Among the major software houses: Adobe, Autodesk, McNeel, Apple, Avid, Propellerhead, Waves, Microsoft, Native Instruments, Ableton, ToonBoom, Cycling ‘74, Troikatronix.

Equipment and loansIED puts some equipment at its students’ disposal that, if available, can be borrowed after lectures to develop special projects or to support examinations or didactic activities. For example, IED can lend Reflex cameras, Full HD video cameras, microphones, digital recorders, etc.

Facilities and Laboratories



Practical Information Starting Date: April 7, 2014 Location: IED Firenze Duration: 1 year, full-time Attendance: Compulsory, full time Language: English Fixed Maximum Number: The admission to the Master course is limi-

ted to a maximum number of participants defined according to the didactic needs - together by the Master Office and the Coordinator.

Master DiplomaAt the end of the Master’s course all enrolled students will receive a Certi-ficate of Attendance. To obtain the Master’s Diploma Certificate in Hospi-tality Design and Management – Strategies for Tourism, Food and Wine the student must sit and pass all interim exams and have demonstra-ted commitment in developing a successful final thesis. An examination board comprising the coordinator of the Master’s, the Head of the School, the Client and part of the teaching staff will give the student’s final grade marked on a percentage scale of 100 which will be recorded on the certi-ficate.

How to EnrollEntry RequirementsStudents intending to enrol must be in possession of a bachelor’s degree or similar qualification (diplomas from private schools at University level) or have considerable professional experience in the area of study. Appli-cations are also welcome from undergraduates who will be completing their degree before the Master’s start date. For a complete understan-ding of the contents of the teaching programmes in IED Master’s courses students should have the minimum language requirements of B2 (QERCL) for courses in Italian and B2 equivalent to IELTS 5.5 or TOEFL IBT 68 for courses in English. Students who are not mother tongue must present a valid language certificate or request a language assessment interview with

IED. Courses take place throughout the year. Enrolment must be comple-ted 30 days before the beginning of your chosen course.

To start your admission procedures click on APPLY NOW on the course webpage or go to http://ied.edu/application-master-courses

Upon receipt of your login credentials, you can complete the form with your personal information and send, among others, the following docu-ments:a. Letter of motivation in the language of the chosen course;b. CV with description of work experience;c. Copy of valid Bachelor Degree or equivalent Diploma, translated into Italian or English.

Selection ProcedureThe selection is based on the assessment of the Curriculum Vitae - followed by a motivation letter - and of the projects portfolio.The admission is defined by the Master course Coordinator.

Fees Total fees amount to €15.500,00 divided as follows:

€ 3.000,00 Enrolment fees, € 12.500,00 Tuition fees.

For information on payment methods, grants and funding please contact the Admissions Centre.Please note that loans may also be available for students, payable in 6 interest free instalments or in 12 instalments on a low interest rate for Italian students. Every year IED also promotes competitions for student grants. For further information see http://creativecontexts.com

Admissions CenterAt every IED school the Admissions Centre offers constant assistance and support to students and to anyone requiring information on courses or activities at the Institute. By contacting the Admissions Centre we can help you find out more about what IED has to offer and help you choose the course best suited to your needs, providing detailed information on how the courses are organized, their contents, objectives and future job prospects.

AccommodationFor out of town students, or those looking for a place to live we provi-de a list of rooms and flats to rent. Most of the accommodation available is within easy reach of IED schools. The list is periodically updated and copies are available at the reception of each school. IED also has web space available for those looking for or offering rooms or flats to rent. .For further information: http://www.ied.edu/florence/info/accommoda-tion

Open DaysOpen days are held where you can meet the coordinators, business part-ners and IED staff, take a look around the school, and find out more about the contents and professional opportunities of a master’s program at IED. For further information contact IED Firenze.

For information:IED FirenzeVia M. Bufalini, 6r 50122 FirenzePh+39 05529821

http://www.ied.edu/application-master-courses

Documents

HOSPITALITY DESIGN AND MANAGEMENT MASTERmedia.ied.it/documents/897796_MF13_HospitalityDesignManagement.pdf · model instantly made it a strikingly innovative institu- ... between