Welcome

Congratulations on your admission to the Master of Science in Branding & Communication (BCO) at emlyon business school.

Word of Welcome from Klaus HEINE, Program Director

*To Those Who Dream Big,

In today's business environment, launching a business requires building a brand at the same time – and building a brand means developing a strong brand identity and meaning. This is exactly the need this program addresses. As a future entrepreneur, indie professional or marketer, you will learn to create powerful brands that don’t just sell, but matter – brands that connect, inspire, and spark change. In doing so, you will also grow into a communication expert – someone who knows how to shape the aura and soul of a brand, and how to craft the narratives and stories that could turn even an ordinary white T-shirt into an object of desire.

Our program rests on four powerful pillars that shape tomorrow’s brand leaders. It begins with Entrepreneurial Spirit & Creative Branding, where you become a maker of ideas and ventures that disrupt, inspire, and drive growth. The second pillar, Digital Mastery, equips you to harness AI, data, and emerging technologies to enhance brand experiences. The third pillar, Content Strategy & Intellectual Depth, turns you into a content architect – capable of creating meaning, not just media – by combining storytelling, consumer psychology, and cultural insight. Finally, Purpose & Ethics guide you in connecting brands to meaningful causes.

The focus on purpose is not just about sustainable practices, but above all about identifying a higher-order reason for existence – one that allows a company to stand out while making a positive impact. The aim is to inspire and support you in discovering your own purpose – in life, in your career, and in the brands you bring to life.

My vision is for this program to feel like a Design Thinking workshop: creative, a bit unconventional, fun, and optimistic – yet always grounded in theory, professionally rigorous, and highly practical – encouraging you to craft brand experiences that resonate deeply across industries and cultures.*