Learning objectives
a. Knowledge and understanding (knowledge and understanding)
The course aims to make known the business models that have established themselves in the field of design and fashion in Italy. It is therefore a matter of learning the designers' design logic also thanks to the in-depth study of business cases. In particular, students will be provided with knowledge that will allow them to: become familiar with the structural economic characteristics and competitive conduct typical of the "design industry"; acquire an interdisciplinary approach to be able to "dialogue" effectively with designers; learn the logic of managing collaboration with external designers effectively; understand the relationships between design, branding and distribution channels.
b. Ability to apply knowledge and understanding (applying knowledge and understanding)
At the end of the course the students will be able to apply the design management tools also in small and medium enterprises, to develop a marketing plan and a multimedia communication campaign for the launch of a new design product, to analyze the effectiveness of the marketing, distribution and sales policies in design driven companies.
c. Making judgments (making judgments)
The autonomy of judgment will be developed through the study of business cases and with an active teaching approach. The possibility of comparison with the company witnesses (entrepreneurs and managers) and with witnesses active in the professional world (designers and consultants) will further develop autonomy of judgment and will also be a moment of verification of the maturity and degree of autonomy achieved by the students. The planned balance between individual study phases and moments of collegial comparison can contribute to the growth of skills and the development of decision-making autonomy of the participants.
d. Communication skills
The active teaching methodology allows students to improve interpersonal communication skills, and to become familiar with new technological solutions. The organization of presentation of business cases by students also constitutes a phase of verification of the ability to communicate effectively.
is. Learning skills (learning skills)
The use of different teaching methods and the attention that will be given to the verification of the learning path during the course itself, the testimonies, the use of video, the stimulus to active participation and the development of solutions, the most possible customized, they should improve the learning skills of the students.
Prerequisites
- - -
Course unit content
The aim of the course is to clarify the most significant specificities of marketing in the fields of fashion and design. The economic and entrepreneurial path of Italian design and fashion companies has elements of uniqueness that require an in-depth knowledge of the economic history of the sectors. The educational path is based on the study of design driven companies and is aimed at clarifying the marketing strategies adopted.
The course also aims to train new professionals with a high degree of specialization with sectoral marketing skills necessary to ensure the competitiveness of Made in Italy design. The didactic activity, result of an intense research activity, will also make use of qualified company testimonies.
The course aims to present and clarify the design and fashion business models.
Full programme
The economic and social mining of fashion and design
The specificities of the concepts of design, fashion, style and luxury
The history of Italian fashion and design
Companies that have contributed to changing the competitive paradigms in the fashion and design sector
The economic purpose of design and aesthetic innovation
The evolutionary phases of design in Europe and the United States
The entrepreneurial ecosystem of Italian design and the success of Milan in fashion and design in Italy
Design Thinking and the method developed by IDEO
The design-driven innovation model
The digital fashion revolution and the digital revolution in design
The future scenarios of Italian fashion and design
The new areas of application of design
Bibliography
Edoardo Sabbadin, L'innovazione tra marketing e arte, G. Giappichelli Editore, Torino, 2018.
Teacher notes and slide on Elly
Teaching methods
Acquisition of knowledge: lectures made dynamic even by watching movies.
Acquisition of judgments: during the course the students will be stimulated to identify the merits and defects of the proposed models.
Acquisition of learning skills: for each topic we will start from the illustration of the problem to be solved and we will critically analyze the solutions adopted.
Assessment methods and criteria
The exam includes a written test with 5 open questions and 5 multiple choice questions. During the written test, the use of any type of notes, textbooks, mobile phones, computer media and the like is prohibited.
The final written test will have a maximum duration of 60 minutes.
The final written test is assessed with a score from 0 to 15 (to be added to the mark of the Fashion and Design Marketing module).
Honors will be awarded to those particularly deserving students who, in addition to having met the necessary requirements to obtain the full evaluation, in carrying out the test have overall demonstrated an appreciable systematic knowledge of the subject, an excellent ability to apply the knowledge acquired to the specific problem in question, a significant autonomy of judgment, as well as particular care in the formal drafting of the paper.
The exam results are published on the Esse3 portal within two weeks of the exam date.
We want to evaluate both the applicative skills of the knowledge learned during the course by and verify the learning of analytical and managerial knowledge and their correct understanding.
Other information
- - -
