Learning objectives
The course will gain a good understanding of the economic mechanisms that regulate the chain of fashion and design. The skills are developed with the teaching are interdisciplinary. <br />
Ultimately the course aims to provide knowledge to understand, analyze and manage the marketing policies of companies belonging to the fashion system and desing.
Prerequisites
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Course unit content
Stages of development of the fashion industry and desing in Italy <br />
The specificity of the fashion marketing management <br />
The communication system <br />
The relationship between manufacturers and retailers in the fashion system <br />
The fashion trade marketing <br />
Supply chain management, quick response and fast fashion <br />
The brand in the fashion and design system <br />
The brand equity <br />
The defense of the value of the brand and the problem of counterfeiting <br />
Full programme
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Bibliography
<p>Cappellari R. <em>Il marketing della moda e del lusso</em>, Carocci editore, Roma 2009.</p>
<p>Slides by the teacher</p>
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Teaching methods
The lessons include a active learning, analysis of cases and case studies presentation.
Assessment methods and criteria
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Other information
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