Module 3: Market, Consumer and Context

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Module 3: Market, Consumer and Context

After clarifying the brand’s role as a decision-making system and analyzing the internal dynamics that support or limit its effectiveness, the third module shifts focus to the external context. No branding decision is effective without considering the market, consumers, and the conditions in which the brand operates.

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SUPSI Course Overview

Overview

  • Title

    Module 3: Market, Consumer and Context

  • Credits

    0.0 ECTS

  • Start date

    May 7th, 2026

  • Finish date

    May 7th, 2026

  • Registration deadline

    May 3rd, 2026

  • Language

    English

  • Fee

    CHF 220 *

  • Duration

    2 Tuition hours

  • Performance method

    Online learning

  • Attendance

    Evening

*Detailed information available under Additional Cost Details

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By the end of the module, participants will be able to:
•Analyze the market in relation to brand decisions
•Distinguish between informative data and actionable insights
•Recognize trends, weak signals, and perceptual biases
•Assess the role of brand heritage and perception within the market context
•Select data that are truly relevant for branding
•Extract key insights from both qualitative and quantitative data

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• Brand Manager
• Marketing Manager
• Design Manager
• Creative Directors
• Entrepreneurs
• Branding and Marketing Consultants

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Professional experience in branding, marketing, design, or communication.
Ability to understand content in English.

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Live / video (1h30):
• Decision-oriented market analysis
• Consumer insights vs data
• Trends, weak signals and distortions
• Heritage and perception
• What data really matters
• Quick data harvesting methods
• Qualitative vs quantitative research
• Insight extraction from real data

Work Project:
• Mini research plan
• Key market and consumer insights

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The SAS Brand Design Advanced Specialist is an 8-module program designed for professionals working at the intersection of design, marketing, and management, who wish to acquire a clear methodology to understand, govern, and justify the role of the brand in business.

Modules can be taken individually. Completing all 8 modules, along with the submission of a final work project, grants access to the exam for the SUPSI certification, with the allocation of ECTS credits.

The final work project is not a theoretical exercise but the result of a progressive process: in each module, participants develop documents and make decisions that collectively form a single final project.
Each module includes 1.5 hours of live lessons, supporting documentation, and practical exercises, and provides a certificate of attendance.

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Module 3 – Market, Consumer and Context introduces a decision-oriented approach to market and consumer analysis. The module helps distinguish data that are useful for decisions from redundant information, and real insights from mere observations, providing practical criteria to read the context without falling into analysis paralysis.

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• Theoretical online lectures with opportunities for questions and discussion.
• Documentation provided at the end of the module.
• Work project optional for certification purposes.

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SUPSI Course FC Dates

Module 3: Thursday, May 7, 2026.

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From 6:00 PM to 7:30 PM.

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SUPSI Course FC Locations

The online sessions will take place via Microsoft Teams.

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Dipartimento ambiente costruzioni e design

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CHF 220, including electronic teaching materials.

SUPSI Course FC Contacts

SUPSI Course FC Responsibles

Gianluigi Fragomeni
Enrico Rossi

SUPSI Course FC Teachers

• Gianluigi Fragomeni, Brand Strategy & Market Growth Leader
• Enrico Rossi, Senior Lecturer in Brand Management

Course Contact

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