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Target - The course is designed for Italian and international graduates in Fashion, Communication and Marketing, as well as young professionals with at least two years of experience in the field.
Methodology and structure - The Master course is structured in complementary units dealing with planning and marketing management. The focus the study of processes and methodologies for an effective testing of Marketing and Branding strategies in the fashion industry.
The study pathway provides students with traditional classroom lectures and thematic discussions for the acquisition of established theories and methods. Furthermore, it includes laboratory and experimental design activities engaging students through business projects, workshops, tutorials, case studies, use of techniques, role plays, and reverse mentoring.
Fashion industry is investigated as a historical and cultural phenomenon, from the development of the stylistic codes of the late 20th century to the emergence of the avant-garde style of the 21th century. Students analyse emerging talents, fashion weeks, communication through drafting paper or the web.
Students approach fashion business, including manufacturing and cultural features, and explore the interactions in the fashion industry. They learn to prepare a marketing plan, to position, promote and strengthen the brand by creating an identity with a distinctive role in the fashion market.
During the module dedicated to communication, students strengthen their analytical and critical skills, in order to develop a communication strategy, while in the design management module they acquire an approach that blends design with management and the learn how to apply it to a marketing strategy.
The Master course ends with the presentation of a Final Project summarising the competences that students gained during the course.