Learning objectives
The course objective is to clarify the most significant stages of economic and entrepreneurial path of Italian design, clarifying the specificity and the main characteristics and differences compared to other models of affirmation of the design. More precisely, the trail is divided on the study of design-driven companies and is designed to clarify the marketing strategies adopted.
The course aims also the purpose to form new professionals with a high degree of sectoral specialization with marketing expertise necessary to ensure the competitiveness of Italian design. The teaching activity, the result of intensive research specific, will also benefit from skilled business testimonials.
The course also aims to train new professionals with a high degree of specialization with marketing skills necessary to enter the most important sectors of Made in Italy: fashion, design and furniture.
a. Knowledge and Understanding
The course aims to introduce business models that have emerged in the field of fashion and design. We will study the management of design 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 industrial design and the Italian fashion system, acquire an interdisciplinary approach to be able to do business effectively with designer, and understand the relationships between design, branding, marketing, distribution channels and sales activities.
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 design management in small and medium-sized enterprises, to develop a marketing plan and a multimedia communication campaign for the launch of a new product design, analyze the effectiveness of political marketing, distribution and sales in design driven companies (marketing audit).
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 witnesses business (entrepreneurs and managers) and active witnesses in the professional world (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.