Module 4: Targeting and Strategic Focus

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Module 4: Targeting and Strategic Focus

After analyzing the market context and consumer behavior, the fourth module addresses one of the most critical decisions in branding: the choice of focus. Every target selection implies a trade-off, and the absence of focus is often the primary cause of brand dispersion and inconsistency.

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SUPSI Course Overview

Panoramica

  • Titolo

    Module 4: Targeting and Strategic Focus

  • Crediti

    0.0 ECTS

  • Data inizio

    21 maggio 2026

  • Data fine

    21 maggio 2026

  • Termine d'iscrizione

    17 maggio 2026

  • Lingua

    Inglese

  • Costo

    CHF 220 *

  • Durata

    2 ore-lezione

  • Erogazione

    A distanza

  • Modalità di frequenza

    Serale

*Informazioni di dettaglio disponibili alla voce Ulteriori dettagli sui costi

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By the end of the module, participants will be able to:
•Select markets and targets consciously
•Understand the strategic value of focus in branding
•Assess the short- and long-term implications of target choices
•Manage real trade-offs between competing opportunities
•Apply prioritization criteria to brand decisions
•Avoid the most common mistakes in targeting choices

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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):
• Market selection
• Choosing who not to serve
• Focus as a strategic lever
• Short-term vs long-term choices
• Trade-off analysis
• Target choice simulation
• Prioritization exercises
• Common targeting mistakes

Work Project:
• Target & Focus Matrix
• Strategic prioritization framework

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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.

Course Text Info

Module 4, Targeting and Strategic Focus, guides participants through the process of selecting markets and targets, clarifying why deciding whom not to serve is as important as deciding whom to serve. The module introduces tools and criteria to navigate real trade-offs and make focus decisions that remain coherent over time.

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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 4: Thursday, May 21, 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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