Learning objectives
The course aims to train new professionals with a high degree of sectoral specialization with marketing expertise necessary to ensure the competitiveness of one of the most important sectors of Made in Italy: the fashion system. The teaching activity, which is also the result of intense research on fashion sector, will also benefit from skilled business testimonials.
a. Knowledge and Understanding
The course aims to introduce business models that have emerged in the field of fashion. We will study the marketing management of fashion and do in-depth business case studies.
In particular, students will be provided knowledge that will enable them to: be familiar with the structural and economic characteristics typical of Italian fashion system, acquire an interdisciplinary approach and understand the relationships between innovation process, branding, marketing strategy, marketing mix, distribution channels, retail management and professional sales.
b. Ability to apply knowledge and understanding (applying knowledge and understanding)
At the end of the course students will be able to apply the tools of fashion management, to develop a marketing plan and a multimedia communication campaign for the launch of a new product. They will also be able to formulate an effective business marketing audit: evaluate the effectiveness of marketing policies, retail strategy and sales in the fashion industry.
c. Making judgments
Judgments will be developed through the study of business cases and with a very active approach to teaching. The possibility of confrontation with the company testimonials (entrepreneurs and managers) and designers and consultants will further develop their independence of judgment and will also be an opportunity to assess the maturity and the degree of autonomy achieved by the students. The balance between programmed stages of study and individual moments of confrontation collegial will contribute to the growth of skills and the development of decision-making autonomy of the participants.
d. Communication skills (communication skills)
As indicated previously the active learning methodology allows students to improve communication skills, taking advantage of new technological solutions. By organizing the presentation of case studies by students constitute a significant phase of testing the ability to communicate effectively.