The programme trains students in a wide range of disciplines necessary for a brand manager and positions in the field of market and non-market uses of trademarks. In addition to the training in Brand and Marketing Management, the programme comprises 1) courses covering the creative side of branding such as Brand Building, Online Branding, Lovemarks, etc.; 2) courses in the legal regulation of trademarks, advertising, marketing and copyright; 3) courses, practices and laboratory activities on trademark research, marketing and media research methods, market segmentation and positioning; 4) a weekly seminar taught by a guest speaker in which students meet established brand managers and advertising professionals; 5) integrated communication activities such as event management, public relations and advertising process management; 6) the semiotic, cognitive and sociological approaches to advertising communication analysis established in the Western tradition in recent years. The relevance of the latter substantiates the Advertising and Lifestyles Specialisation which provides extensive training on the contributions of leading social sciences and humanities not at the expense of practical training. The programme offers a preparatory module for holders of degrees in other professional areas an additional semester to holders of professional bachelor’s degree.