BA (Hons) Fashion Marketing and Communication

Undergraduate Courses - Barcelona

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IED Barcelona is the only centre in Spain imparting the Bachelor of Arts (Hons) in Fashion Marketing and Communication validated by the University of Westminster.

The course enables students to develop the specific knowledge and master the digital production tools and skills required by future professionals in the management of Marketing and Communication within the vibrant and demanding environment that is the Fashion industry, including its most direct ecosystem of suppliers.

From a strategic, executive and eminently practical approach, students will learn about the functioning and management of brands at the service of the product and the company; from the creation to the execution of strategies, delving deeper into the approaches and techniques necessary to build and communicate corporate value that has an impact on their success. Technical knowledge of the product, the management of creativity and publishing activity will also be developed, including the creation, production and management of digital media and content.

The educational pathway combines lectures and practical sessions, workshops and master classes with professionals from the sector, as well as external visits to companies, museums, showrooms and art galleries.

  • Credits
    360 UK
  • Start date
    September 2022
  • Duration
    3 years + 1 optional year (Work Placement Year)
  • Attendance
  • Language


This course teaches students how to develop writing and articulation skills, along with capabilities of communication and presentation, negotiation and sale, self conscience and impact, as well as the aptitude for collaboration. The key work tools are research, conceptual development, visualisation and ideas prototyping, and projects presentation.


The first year of the course is focused on the acquisition of broad fundamental knowledge, building the confidence necessary to apply a wide range of specialist skills, evaluate information in order to identify the challenges and opportunities that underpin research strategies, and work in specific and varied contexts, both individually as well as part of a team, in an effective and proactive manner.

The objective of the second year is for students to generate original and practicable ideas through the analysis of concepts at an abstract level, analysing and evaluating information, while taking responsibility for defining and achieving results at personal and group levels. The knowledge acquired is applied in a more independent and mature way, responding to higher-level academic demands.

The third year is focused on reviewing the knowledge acquired from a critical perspective, as well as its consolidation and expansion in a structured and coherent manner. To do this, students are expected to make use of the specific skills required for the area of study, evaluating concepts and tests from multiple sources with a critical spirit and strategic vision, transferring and applying diagnostic skills and creativity in both the ideation and execution phases. Students should also express meaningful judgements in a variety of situations, as well take responsibility for setting and achieving personal or team objectives.

*The optional Work Placement Year offers students the possibility of gaining extended practical experience through a work placement in industry lasting between 35 and 52 weeks between Level 5 and Level 6. This Module is designed to allow the student to gain in-depth practical experience as well as personal and professional development within the established Placement Year framework.

Job Opportunities

- Fashion Editor
- Visual Merchandiser
- Press Office Manager
- Public Relations Management
- Product merchandiser
- Community Manager
- Fashion Consultor
- Design manager
- Product manager
- Fashion Event Organizer
- Fashion Journalist
- Entrepreneur
- Etc.
  • 1

    • Market Research

      The course aims to provide the necessary tools to cope with and analyse the market according to a client orientation logic and ensure that market research can be a tool that is useful on an operational level and not just in theory.

    • Fashion Marketing

      Starting from the basics of marketing in both theoretical and technical terms, the module deals with theories and strategies of commercial contexts, also covering the marketing mix and the role of businesses management in the establishment of a fashion brand.

    • Fashion Communication

      The communication chain and its applications to fashion Events of all types: from launching parties to runways, from select events to product communication, company blogs and customer care. Focus on Professional Presentations: Public speaking and portfolio creation to always manage company presentations, interviews and emphasize your skills correctly.

    • Textile Culture

    • Fashion Product

      Analysis of fashion system, production line and fashion product. General study of production line, sales and merchandising. Analysis of specifi c sectors of the fashion industry and their products. Basics on the creation of a fashion product, from design to fabric and up to the fi nished article.

    • Microsoft Office -Excel

    • Adobe Photoshop and Illustrator

      Laboratories to refine the skills in the Adobe Suite that will lead to a set of visual experiences and products. A project on a particular subject about the intriguing background of Florence.

    • Design Management

    • Fashion Publishing

    • Fashion Systems

    • Fashion Company Management

    • History of Art

    • History Of Fashion

      The evolution of styles and tastes in Western fashions from its origins to the mid- nineteenth century. In addition to providing a basic historical and cultural grounding, the course sets out to stimulate the development of the critical and analytical skills necessary for students to interpret contemporary trends.

    • Contemporary Fashion

      The course analyses the developments in contemporary fashion with the goal of identifying trends and modalities of communication in the fashion system. When studying trends and styles, the course touches upon historical cultural, social and economic developments in order to provide students with the tools necessary to understand contemporary fashion, its mechanisms, key personalities and the most relevant phenomena.

    • Fashion Merchandising

      By analysing the key concepts of brand management in fashion, the course gives awareness of the main distribution dynamics of a brand. It will cover the distribution system in fashion industry, unveiling its characteristics, typologies, professional figures, and commercial aspects. Starting from taxonomies of fashion merchandising, the course will provide students with key elements for the understanding of a distribution plan. This result will be achieved by analysing the different phases of the distribution system as key variable.

    • Fashion Marketing Project

    • Fashion Journalism

      The subject will give to the students the understanding of the key elements in editing publications: written contents, photos and design. The meaning: basic semiotics elements for analysis of images and design, design an edition in publications though the years and analysis of different editing styles. The students will be able to produceand edit publications for different formats.

    • Fashion Communication Project

    • Academic writing workshop

    • Great teams create fabulous projects workshop

  • 2

    • Advertising

    • Bellow the Line ( PR Events)

    • Digital Media Marketing & Communication

    • Budgeting

    • Adobe In Design

    • Video Languages

    • Video Techniques

    • Semiotics

    • Sociology

    • Lifestyle & Trends

    • Distribution System


      Analysis of the distribution system within the fashion industry: the different distribution channels, their market strategies and organisation system.

    • Retail Management

      The course is conceived to train professionals capable of giving life to a marketing plan containing new strategies and techniques. It is focused on the elements that determine and influence the purchasing experience of luxury goods consumers and has the aim of going into depth with the figure of Luxury Retail Store Management focused on managing the point of sale. During the course students will study how to determine a collection budget, analyse fashion stores’ financial performance, and develop management strategies to open and consolidate directly owned, franchising, and online boutiques.

    • Fashion Buying

      The course will analyze the buyer’s role within the fashion system: the professionals he/she relates to, typical activities, basic tools and personality features that best characterize the profession. Starting from an overview of the different types of fashion buying, the course will focus on the peculiar tasks of a buyer within the retail department of a high-end fashion/ luxury brand or as a wholesale/independent client purchasing from a fashion/luxury brand.

    • B2B and B2C Communication

    • Editorial Office

      Creation of an editorial office and production of a fashion magazine on print media or online. It will present topics related to current events and trends and include images students will have to find, reportages and articles.

    • Event Organization

      The necessary elements to create a succesful event: from tailoring the project to selecting locations, logistics, permits, catering and invites; everything an event manager needs to know.

    • Fashion Show

      The parade as the top expression of a brand style. How to plan a parade. The press office and its way of relating to the various actors in a parade: planning with the National Chamber for Italian Fashion, fashion designers, stylists, casting, location, make up artists, directors, music designers.

    • Digital Identity

    • Public speaking

    • Exploring Fashion History

    • Basic of Data Visualization

  • 3

    • Strategic Brand Management

    • International Markets

    • Marketing Ethics

    • Business Plan



    • Fashion Photography

      A transversal view of beauty and how fashion is communicated through images. A path of beauty and fashion perception analyzed through the most significant contributors of the field.

    • Fashion in Music and Cinema

    • ​Fashion Styling

      Fashion system and agenda, key factors and dynamics in the fashion industry, styling, image management, personal styling.

    • Marketing Strategy

      Marketing elements; Brand and Marketing Developments; Competitive Advantage; Project methodology and creativity

    • Personal Development Skills

    • Communication Strategy

      The main idea is to introduce students to the world of fashion communication by transferring all the knowledge and tools of strategic communication that allow students to design the direction of their own projects, to identify market opportunitiesand change them into a competitive advantage. Students will also see the different scale of each project, the people involved in each case, elements, media and materials that are normally part of each case (Press presentations, Ad Campaigns,PR, internet…). Students will be taught how to evaluate every project and how to develop specific strategies for each case. They will work on a system based on real samples/experiences.

    • Art Direction



Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Cristina Lastra

Cristina Lastra
Her collaborative nature and passion for sharing ideas and knowledge have made consulting and especially teaching, a natural outlet for years of accumulated experience and expertise in Brands and Communication. Cristina is in her element developing young talent and enjoys contributing to new, innovative projects and helping them come to life, particularly in creative industries.   

Gabriela Pedranti

Gabriela Pedranti
Gabriela Pedranti holds a Bachelor of Arts degree in Communications from the University of Buenos Aires and a MA in Contemporary Cinema and Audiovisual Studies (Pompeu Fabra University, Barcelona). She’s been a lecturer at IED Barcelona since 2005 and from 2014 to 2018, she was the BA (HONS) Fashion Marketing and Communication Course Leader (validated by the University of Westminster) there. She also teaches at UPF. She’s worked as a communication consultant, journalist and translator/interpreter. She's the co-founder of SemioticaStudio, a cultural insights and semiotic research agency + network.      

José Guerrero

José Guerrero
After a period of training in the world of art and image, he began his professional activities in the fields of fashion and advertising, collaborating in creative departments as project coordinator for companies: Fulkrum (United Kingdom), Dcco-Levi's Europe, Ufo Denim (Italy) and Women'secret (Spain). He has also been in charge of the direction and management of communication projects (50_easy magazine) dedicated to the world of trends.

Edoardo Fano

Edoardo Fano
Italian law professor in London, UK (1992-1995) ; professor and legal consultant Intellectual Property in Barcelona and Milan (1996 -present) and EU projects in developing countries (2004 - today : Kazakhstan , Chile , India, Croatia); arbitrator WIPO ( Switzerland) for the settlement of disputes between trademarks and Internet domain names.

Jaume Vidiella

Jaume Vidiella
Fashion and beauty editor, Fashion Design Degree. Combines his activities of edition with styling and visual merchandising as well as teacher in topics of style and trends. He has collaborated with prestigious national companies and design studios as well as with emerging designers and for specialised magazines. Coordinator of the CSP in Fashion Styling.