Não serão abertas novas turmas em 2019 e posteriormente. Os conteúdos da Pós-graduação foram transferidos para o Mestrado em Cultura e Comunicação

The Specialization Post-Graduate Diploma in Trends Management and Communication has an innovative character in the area of ​​Trends Studies. Along with the methodology of Coolhunting, it promotes a new vision about the consumer(s) and their behavior patterns within certain cultural contexts, with a view to develop better innovation strategies in various fields and with a plural set of applications.

In today’s world driven by consumption and the rapid change of ideas and interests, it is important to understand how trends in the social environment arise and their impact on the economy.

Profs. Nelson Pinheiro Gomes and Jorge Rodriguez Nieto.

Course: Specialization Postgraduate Diploma in Trends Management and Communication

Duration: 1 academic year (2 semesters)

Place: 1st semester in Lisbon;  2nd semester in Barcelona (travel and stay expenses are not included in the enrollment and tuition fees, see FAQ).

Credits: 60 ECTS

Vacancies: 10

Language: The course is thaught in Portuguese and English, which is the main language of this program (see FAQ).

Schedule: 1st semester – two sessions of classes (4 hours each) per week. Classes may take place during work hours.
2nd semester – Tuesday, Wednesday and Friday, from 5 p.m. to 9.15 p.m (to be confirmed).

Origins of Applicants:

Based on the last five editions of the course, the following source data of the candidates were extrapolated:

Basic Training Areas: Social Sciences (≅30%); Business Sciences (≅25%); Humanities (≅20%); Arts and Design (≅15%); Others (≅10%).

Geographic Origin (based on the last two editions): Brazil (≅50%); Portugal (≅40%); Other European Nationalities (≅10%).

Professional Experience (based on the last three editions): + 5 years (≅35%); + 2 years (≅30%); Newly graduates (≅35%)

Projetos e Áreas de Intervenção:

Com base nas últimas cinco edições do curso, foram extrapoladas e organizadas por número de projetos as principais áreas temáticas nas quais os estudantes desenvolveram os seus trabalhos:

Marketing e Branding; Comunicação Estratégica; Moda; Gestão Cultural; Turismo, Eventos e Gastronomia; Design; Comunicação Social; entre outras.

Exemplos de Projetos:

Juliana Kastrup e Renata Santiago // 5ª edição // Projeto Recreart

Rita Trindade       // 4ª Edição // Projeto Through Objects – Design Trends

Catarina Martins // 2ª Edição // Projeto Mapa do Graffiti na Amadora

Alfredo Orobio    // 2ª Edição // Projeto Away to Mars

Trends Studies go beyond the normal forum of marketing, communication, culture, market and consumer studies, fashion, sociology, and economics. Indeed, they are the transdisciplinary culmination of all these areas with a focus on understanding the nature of the wills, desires, and behavioral patterns of individuals and social groups. In this program we will study trends in a broad spectrum perspective, with an innovative character worldwide, focusing on various products and areas such as design, advertising, tourism, clothing and image, cinema, music, sports and television, among other everyday economic and political patterns. The purpose of this course is to provide learners with the tools they need to identify a trend, understand their birth and prescribers, agents, life cycle, stage and audience(s), and how to communicate and interpret, applying results to the design of projects and solutions. This,  in parallel with the promotion of analytical skills and the development of applied innovation projects, strategies and pieces of communicatios, and in articulation with the clues provided by the study of trends. Another objetive is to use the various insights provided by the Humanities, Social Sciences and Design and apply them in practice in the design of business, social or cultural projects. The course aims to build a bridge between the strong theoretical framework that the School of Arts and Humanities provides and the applied project framework that our partner school  offers. In this sense, this training receives students from the most different areas with various interests and ideas on the paths they ambition to follow, developing projects in one of the branches of Trends Studies. As such, this Specialization Postgraduate Diploma guarantees a constant follow-up and tutorial approach to each student.

Curriculum / Study Plan

General Curriculum:

1st Semester (28 January to 10 May 2019) in LISBON // FLUL – School of Arts and Humanities, University of Lisbon in articulation with the Culture and Communication Program. CURRICULAR UNITS: Trends and Cultural Management + Research and Professional Practices Lab of Trends, Communication and Branding.

2nd Semester (September 2019 to February 2020) in BARCELONA // ELISAVA, Pompeu Fabra University in articulation with the Coolhunting – Design and Global Trends Program. CURRICULAR UNITS: Methods for Trends Analysis and Coolhunting + Trends and Business Project.

The curriculum was designed to allow the development of critical and analytical skills and, as well as project and professional practice. The curricular units are divided into seminars, creative laboratories, workshops and business simulations.                                                                                                                                      .

1 Academic Year (2 Semesters)

Theme for 2020: “Trends Studies: Concepts, Models and Practices”

Credits: 15 ECTS / 1st Semester / FLUL – Lisbon

The aim of this unit and theme is to introduce and familiarize students with the emerging Trends Studies area from a cultural analysis perspective through the review of texts and case studies. In this way, the student develops important intellectual and professional skills at the level of coolhunting, the analysis of trends, and cultural interpretation that can be applied to a business environment and other domains of activity. The topics approach how trends work in the social environment and how they regulate the cleavages and the relations between groups and individuals. In addition, we will study the evolution and nature of consumption and hyperconsumption in contemporary society and its effects on the adoption of trends and fashions, through the analysis of theories and the latest academic and business models.

Program contents:                                                                                                                                                  1. Culture, Trends and Taste: Cultural and Trends analysis and interpretation models; Coolhunting and Urban/Digital Immersion; 3. Sociology of Trends: Trendsetters and adoption of behaviors; 4. Trends DNA, Architecture and Archaeology; 5. Trends Business: Reports, consultancy and Networks; 5. Fashion sociology; 6. Lifestyles, tribes and subcultures; 7. Memes, Zeitgeist and the Liquid Modernity.

Theme for 2020: “Strategic Management of Culture: culture and business”

Credits: 15 ECTS / 1st Semester – FLUL Lisbon

The seminar starts by introducing students to cultural management – from cultural production to the creative industries and the strategic approach. It is intended to introduce and familiarize students with the current research regarding the strategic application of cultural analysis at a business and institutional level. Students learn how to apply cultural research – textual analysis and ethnographic methods – to study contexts and develop strategic insights that can be applied in the generation of innovation.

Program contents:

1. Cultural Management: cultural production, creative industries and the strategic approaches; Cultural Analysis: textual and ethnographic approaches; myths, narratives and meanings; communication and advertising as sources for analysis; branding and cultural branding; strategic analysis of culture; strategic innovation.

Students are organized into groups and peers and, through the simulation of a business environment in a tutorial environment, develop a set of projects, contents and activities within the framework strategic cultural management. The lab explores multiple methodologies, as well as practices associated with strategic communication and branding, in order to propose solutions for strategic or business briefings.

Credits: 15 ECTS  / 2nd Semester – Barcelona ELISAVA

This curricular unit is organized into several workshops.

This module helps people with no experience in this field to develop skills, and also serves as a refresher course for those who have been involved in research projects. Includes ethnography, visual anthropology, sociology, market research, net-hunting and other strategic research areas.

Presents cases and initiatives from professionals who have to deal with trends in various industries and pop culture.

On-site work in various cities in order to develop perception and research abilities.

They help students to learn the relationships between trends and business from the point of view of clients and companies. Promotes the dialogue between the researcher and the client.

Allows students to connect research skills with collaborative and innovative thought philosophies.

Credits: 15 ECTS / 2nd Semester – Barcelona ELISAVA

The main objective is to use the various insights provided by the Humanities, Social Sciences and Design and to apply them in practice in the design of strategies, projects of business, cultural or social, through the methodologies of Trends Studies. The students will be guided, in group, in the development of an applied project that promote the reflection on the skills and knowledge developed and its design application, in close conjunction with an entity registered with the course. The nature of the project is in line with the briefing presented by the partner organizations.
We develop research projects related to companies and government, in three main areas: Corporate Innovation, Innovation for SMEs and Social Innovation. We have worked with real projects for Doctors Without Borders, Hewlett Packard, Artemide, Lékué, Telefónica, Cirque du Soleil, Nike, Barcelona City Council and ACCIÓ among others, as well as internal transformation projects such as La Biblioteca Enric Bricall library, Elisava Admissions System, MIDI Global Network, Elisava Alumni etc.


Professional Orientation

Coolhunting and Trendwatching are considered two of the areas and skills of the future! This course prepares Chief Culture Officers (CCO) capable of articulating activities with departments of communication, marketing, design, innovation and strategy. In this sense, the main general skills to be acquired are:

– Creation of strategies and narratives of brand communication;

– Observation and structured analysis of real and virtual manifestations of daily life;

– Observation and analysis of patterns of behavior and mindsets;

– Ability to generate strategic insights and incremental and disruptive innovation;

– Advanced cultural analysis;

– Advanced understanding of sociology of consumption and / or sociology of fashion;

– Conceptualization, development and communication of innovative ideas;

– Leadership of multidisciplinary teams;

– Creation of solid concepts resistant to change.


These skills allow the development of various professional activities:

– Department of Communication / Marketing / Strategy / Innovation;

– CCO- Chief Culture Officer; – Trends Marketeer and Coolhunter Professional;

– Trends Analyst and Cultural Manager;

– Manager of Innovation and Forecaster in Consumer Culture/Behavior.

This postgraduate course aims to develop technical, scientific and professional skills in the field of Trends Study, Coolhunting, Communication and Project management. The objective is to allow students to apply these skills in the future in their area of ​​election and, mainly, to associate these new skills with the basic profile that each candidate brings, or to new profiles that they wish to develop. The combination of this knowledge and skills generates Chief Culture Officers capable of: identifying and monitoring complex trends; understand current convergences and cleavages to create forms of communication based on interactivity and narrative; apply trends in brand building, determining whether they are resistant to the future; develop multi-sector projects based on Trends Studies; understand emerging social, cultural and consumer patterns; apply Coolhunting methodology and trend analysis, identifying business opportunities; to observe possible evolutions in concepts and patterns of social behavior and consumption.

This postgraduate course is an opportunity for all those with a degree in Social Sciences, Business Sciences, Humanities, Arts and Design, or even others. The course is very oriented to the practical application of concepts and to the current problematization of cultural and consumption reality, with a focus on forms of communication. The Specialization Postgraduate Diploma in Trends Management and Communication promotes opportunities for students to develop practical projects for the application of Humanities, Social Sciences and Design and are encouraged to work in teams to create innovative ideas, simulate an entrepreneurial work environment, and develop market-oriented projects.

As far as internationalization is concerned, today our program is internationally recognized, drawing from a combined history of over 10 years in the field, and benefiting from relations with important schools and teachers from countries working in the area, such as the Netherlands and Brazil. In recent years, both school programs have developed a mobility of professors and the development of international weeks with partner schools, where knowledge, methodologies and results cross. Students, upon entering the course, are put in contact with a working group and an international platform, contacting other colleagues, teachers and specialists and developing professional skills associated with the management and communication of trends networks, along with demanding and serious Coolhunting techniques.

Further Studies

The Specialization Postgraduate Course in Trends Management and Communication is associated to  the Program in Culture and Communication at FLUL. Upon sucsseful completion of this course, folowing two curricular semesters, students may apply to continue their studies at another program, or at our partner school. For more information you should contact the coordination of the specialization postgraduate course.