The School of Arts and Humanities (FLUL)- University of Lisbon and ELISAVA (Barcelona School of Design and Engineering)- Universitat Pompeu Fabra present the Specialization Post-Graduate Diploma in Trends Management and Communication.
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.
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
Language: The course is thaught in English, which is the main language of this program (see FAQ). Knowledge of Portuguese and Spanish are only optional.
Schedule: 1st semester – Normal classes work in an after work schedule (1 to 2 days a week), between 18h and 22h – however, several activities and sessions take place beyond this schedule. The specific days of each unit is divulged at the begging of each semester.
Calendar: From February 2019 to May 2019 at Lisbon, June is dedicated for final assignments; From September 2019 to January 2020 at Barcelona.
The online application process is now closed. Informations in this link.
Tuitions for the 1st semester: 1000 euros.
Tuitions for the 2nd semester: 5950 euros.
Registration fee for the 1st semester: 2o euros.
Registration fee for the 2nd semester: 5oo euros.
* all fees and tuition values are still under review. Travel and stay expenses are not included in the enrollment and tuition fees.
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
1º Semestre – 19 de Fevereiro a 02 de Junho
» Comunicação e Sociologia de Tendências // Terça-feira // 18h-22h
» Tópicos de Cultura e Comunicação // Sexta-feira (a confirmar) // 18h-22h
» Laboratório de Branding, Coolhunting e Gestão de Tendências // Quinta-feira (Fevereiro a meados de Março) // 18h-22
* Os meses de Junho e de Julho são dedicados ao desenvolvimento dos trabalhos aplicados e de pesquisa por parte dos alunos, no âmbito de tutorias, apresentações e discussões.
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
1st Semester (February to July) in LISBON // Research and Analysis in Trends Studies // FLUL – School of Arts and Humanities, University of Lisbon.
2nd Semester (September to January) in BARCELONA // Applied Research and Project in Trends // ELISAVA, Pompeu Fabra University.
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)
The aim is to introduce and familiarize students with the emerging Trends Studies area from a cultural analysis and management 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, cultural management in a business environment and other domains of activity. The themes 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. The study of Cultural and Tribal Branding helps to contextualize the potential for the analysis of trends and culture.
Program contents: Module I: Trends Analysis // 1. Culture, Trends and Taste: Cultural and Trends analysis and interpretation models; 2. Coolhunting and Urban/Digital Immersion; 3. Sociology of Trends: Trendsetters and adoption of behaviors; 4. Trends DNA, Architecture and Archeology; 5. Trends Business and Networks; 5. Foresight and Innovation Management.
Module II: Consumption, Culture and Styles // 1. Cultural Management for Business: The Chief Culture Officer; 2. Memes, Zeitgeist and the Liquid Modernity; 3. Consumer Culture: Hyperconsumption and Sociology of Consumption; 4. Cultural and Tribal Branding.
It is intended to introduce and familiarize students with the main professional research practices in the field of Trend Studies, articulating Coolhunting, Branding and Communication, among other disciplines and practices. 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 of trends platforms, innovation reports or applied research projects associated with the syllabus . The lab explores Coolhunting’s methodology, as well as practices and methodologies associated with strategic communication and branding, in order to propose solutions for strategic or business briefings. The students will have contact with the various business typologies of exploration of the study of trends, developing practical challenges that pretend to simulate real works. This laboratory is articulated with the Trends and Cultural Management unit and it has a shorter workload due to the autonomous work involved in the CU.
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.
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.
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.
Frequently Asked Questions / FAQ
At the calendar level, the beginning of the course is scheduled for February 2018, with a break in the summer period, going through December with contact classes and until January for the development of the course project.
Nota that travel and stay expenses are not included in the enrollment and tuition fees.
A domain of english is mandatory, since students have to participate in english and develop most of the assignments only in English. Knowledge of Portuguese and Spanish are only optional.
* The units of the first semester take place in a bilingual regime (English-Portuguese). Although, in this first semester, classes take place in english, assignments may be delivered in Portuguese or English and some of the discussions may take place in both languages.
There are no specific school accomodations or scholarships for students from these program categories.