Digital Communication and Marketing in Fashion | © Proyecto: Nelav. Estudiante: Valentina Siervo

Language

English

Start date

January 2023

Frequency

Part-time

Fruition

Online

Duration

11 Months

Credits

60

The fashion phenomenon responds to the digital challenge, facing the readjustment of its rules.

Social changes, new technologies, social networks, consumer evolution and the democratization of fashion have led brands to rethink their communication and marketing strategies. For many, this “digital age” has been an opportunity to make themselves known, position or even reinvent themselves. The identity of a brand is a key factor to define a comprehensive and coherent strategy, not only in the design of each collection, but also in the business model, the types of products or its target audience.

It is therefore vital that all departments work towards a single goal and give the brand recognizable and common values, thus reinforcing its positioning in a dynamic and interactive environment like the current one. On the basis if this premise we understand the importance of good communication strategies in any fashion and lifestyle business, regardless of size or position. Whether it is part of the luxury retail sector or a small artisan business, it needs an identity.

We are all aware of the significance of the media and the power of influence that has reached this sector, hence the importance of the Master in Fashion Digital Communication and Marketing, which offers a comprehensive vision, from the foundations of traditional communication to the current digital ecosystem, which will bring us to concepts such as digital communication, blogging platforms, social networks (Flickr, LinkedIn, Vimeo, YouTube, Twitter, Facebook, Instagram, Pinterest, etc.), management tools and analysis, etc., providing students with the skills needed to become effective and multidisciplinary professionals.

Information to decide

  • Set solid foundations in the field of communication and, in particular, in the peculiarities of the fashion industry
  • Understand the interrelationship of the various sectors involved in the relationship between Fashion and Digital Communication
  • Understand the digital environment and its impact, challenges and opportunities from the perspective of communication and marketing

  • Manage, build and moderate communities that are generated online around a fashion brand and lifestyle with the necessary skills to manage a strategic plan for social media

  • Understand and master major digital tools, devices and platforms

  • Master the techniques of fashion e-marketing

Graduates in the different branches of communication, marketing, fashion, journalism and design who want to redirect their professional career towards the digital sector. Professional experience will be an asset.

Professional Opportunities

  • Communication Officer at a fashion, beauty and lifestyle company
  • Communication and Digital Marketing Consultant at communications, events and PR agencies
  • Fashion and lifestyle media professional
  • Head of Communication at institutions or foundations in the field of fashion and lifestyle
  • Director of Digital Communication
  • Social Media Manager
  • Social Media Strategist
  • Digital Manager
  • Community Manager
  • Brand Content Manager
  • Communication Manager at fashion e-commerce platforms
  • Web Store Manager

Syllabus

DIGITAL STRATEGY

Digital Strategy

Digital Marketing Plan and Digital Business Models Digital



DIGITAL MARKETING: FIRST PHASES OF RELATIONSHIP WITH THE USER

Customer Journey

SEO/SEM

Social Paid Media

Display y Adserving

User Experience UX

Social Media Strategy



DIGITAL MARKETING: ACTIVE RELATIONSHIP WITH THE USER AND TRANSACTIONALITY

E-Commerce: Marketplaces

Mobile and Desktop

Customer Service and Social Media

RTB and Programmatic

Customer Loyalty: Email Mkt & Mkt Automation



FASHION CULTURE

Contextualization of Fashion: Evolution and History

Cultural References, Sociology and Trends

Beauty: Industry and Communication

Textiles and Fashion Design

Branding



FASHION CURATION

Storytelling

Audiovisual and Fashion Film

TV and RADIO, PODCASTS

Writing for Fashion and Lifestyle



FASHION BUSINESS

Fashion Industry Introduction: Business Processes and System

Fashion System and Process: Industry and Market

Sustainability and Eco Fashion. Technical Fabrics: Innovation at the Service of Fashion and Corporate Clothing



FASHION COMMUNICATION AND MARKETING

Fashion Communication Plan: Strategy, Tools and tactics. Communication Designers

Living Fashion Experience

Personal Branding and Communications Skills

Event Management: From the Showroom to the Fashion Show. Design, Coordination and Events Management



MASTER FINAL PROJECT

Master Final Project

Faculty

Rubén Sáez Carrasco

Course Coordinator

News