Fashion Marketing

Summer and Winter courses - Milan

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Fashion Marketing is a multidisciplinary course that explores the various components that make up this important and exciting sector of the fashion industry. Students will focus on marketing, design and merchandising in a seminar"based course with industry professionals lecturing and sharing their experience in their specific area of expertise.

Traditional methodologies and techniques such as brand analysis and management, trend research, as well as distribution, advertising and merchandising will be covered in depth and complimented by visits to showrooms and retail spaces. Students will also complete personal projects on"site in different zones of Milan throughout the program to prepare them for their final project and presentation.

  • Start date
    July 2017
  • Duration
    3 weeks
  • Attendance
  • Language

Level and Pre"requisites: Introductory course; no previous studies within the field are required.

However students are encouraged to familiarize themselves with the major themes that will be presented:

Milan Fashion Week , Italian Designers, Italian Fashion Reading List

Learning Outcomes: Research and acquisition of theoretical and practical knowledge of different typologies of Italian fashion industry; Acquisition of the knowledge of the latest trends of Italian fashion industry; Experience working as part of a multinational student team through negotiation and collaboration to complete the final project; Understanding of the creative process in order to carry out specific project goals; Acquisition of key tools and methodologies to understand, to position and further develop a fashion brand at a basic level within the present rapidly changing marketing environment; Acquisition of the knowledge to develop a communication strategy according to the goals and the budget set; Acquisition of time management skills to develop own learning and work independently.

Topics Covered: Fashion marketing, marketing intelligence, fashion brand management; Digital media marketing; Fashion trends and consumption scenarios; Fashion system; Communication and advertising; Distribution channels; Visual merchandising; Sales techniques.