Fashion Marketing and Communication

Major in Fashion Marketing

Three year Courses - Milan

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The completion of the BA (Hons) in Fashion Marketing and Communication is a valuable addition to one’s professional skill set and is made for those who have high personal objectives: developing creative talents must be the first step in becoming a specialist in this field, strengthening one’s project development and technical skills in order to feel confident about having a complete understanding of the economic environment, to judge its strong points, as well as to segment and monitor the market.

The course offers the opportunity to deepen the study of Marketing or Communication Techniques and Strategy.

Career opportunities - Fashion Buyer, Fashion Product Manager, Retail Specialist, Fashion Brand Manager, Fashion Consultant, Trend Forecaster

The Bachelor of Honours Degree awarded by the University of Westminster at IED, is valid throughout the European Community.


This Course is held also in: Barcelona -  Milan - 
  • Credits
  • Start date
    October 2017
  • Duration
    3 years
  • Attendance
  • Language

Contest – Professionals involved in fashion marketing are demanded to have a highly developed cultural background and high esthetic sensibilities, as well as the creativity needed to develop new ideas in order to promote the growth and constant renewal needed in a fashion company. In the world of fashion, the marketing department is of utmost importance: analyzing the market, tendencies and lifestyles, helping to guide the company in their approach to the public, planning and organizing the production, product launches, communication strategy and distribution of the collections.

Methodology and structure  - The BA Honours Fashion Marketing and Communication course is designed to encourage new perceptions and enhance understanding and involvement of the student on numerous levels, not only to ensure that they are provided with advanced technical knowledge and techniques but also the other skills necessary to achieve a high level of professionalism and be able to compete in the fashion marketing and communication industry upon graduation.

Fashion Communication means create and manage an integrated communication strategy, manage an ad campaign, deal with the media and relationships with those operating throughout the sector, organize events and fashion shows, but also be able to plan and implement a launch plan for a product, a designer or a brand.

On the other hand, a Fashion Marketing Manager trained in IED is a professional that focuses on publicizing and increasing awareness of a particular brand, such as designer labels or department stores.


  • Level IV

    • Fashion and Art

      The module provides a first approach to fashion culture through the study of basic contents related to the world of visual arts and historical events. A basic frame of references regarding Western culture (European and North-American artistic movements of the 20th century, Western fashion from the mid-19th to today) and a set of tools for reading it, will be provided.

    • Data Representation, Text and Image Editing

      The module introduces the students to computer aided representation and calculating techniques to create graphic and scheduling designs. It focuses on the major calculation program Excel to provide students with a support to main marketing tasks.

    • Fashion Marketing and Communication

      The module focuses on fashion marketing and communication concepts, practices, applications and research methodologies, thus covering the major topics of interest from a strategic point of view (target, positioning and brand values definition) and from an operational point of view (product, price, promotion and distribution policies). The main object of fashion, the product and its materials, is described through all its life cycle.

    • Fashion Management

      The module focuses on the basic elements defining the structure and dynamics of the hybrid fashion business at both company and systemic level. General operations alongside principles and tools of strategy management will be re-framed from the perspective of the fashion enterprises hybrid nature.

    • Marketing Techniques and Strategy 1

      MARKETING - The course provides a first approach to marketing role within a fashion company focusing on one main profession (merchandiser), thus leading to the development of a complete marketing strategy.

      COMMUNICATION - The module provides a first approach to the world of communication, its techniques and strategies (writing and developing a communication plan for the fashion industry) within the fashion sector.

  • Level V

    • Fashion Trends, Consumer and Language Culture

      The module focuses on the development of a more articulate and active approach on Fashion Culture. The module is designed to provide the fundamental tools to analyse the lifestyles and consumer trends that characterise the most advanced Western societies today.

    • Text Layout Organization, Video Techniques and Languages

      The provides students with a developed approach to computer aided Representation Techniques by using the Adobe Publishing Suite, acquiring notions at the roots of the contemporary audio-video expression, and working on the analysis, development and use of video for diverse communication purposes.

    • Fashion Communication Techniques and Digital Media Marketing

      The module provides an advanced approach to fashion marketing and communication through a set of in-depth contents related to the world of digital marketing and communication strategies (digital resources and content, strategy, consumer insights, transmedia and budgeting aspects).

    • Marketing Techniques and Strategy 2

      The module provides an overall overview of the fashion distribution system from wholesale pricing to product communication in POP.

    • Communication Techniques and Strategy 2

      The module provides students with an advanced approach to fashion communication techniques and strategies through a set of contents related to the world of fashion communication in a broad sense (events, digital resources and content, communication practical strategy).

  • Level IV

    • Visual Arts

      Students develop abilities to both deliver an articulate critique of today’s multifaceted culture and personally reinterpret it through the creation of a project that reflects the current evolution of aesthetics and perspective on the fashion world.

    • International Branding and Sustainability

      The course will cover the topic as relevant to the company as a whole; product design, sourcing and manufacturing processes, brand and marketing management; brand creation and development over time, with specific regards to the BRICS markets.

    • Business Modelling and Management

      The course provides a concrete insight into fashion business world by illustrating the main steps and requirements (competencies, skills and personality traits) to enter the fashion world and comply with the demands of the different functions and roles within this business.

    • Marketing Techniques and Strategies 3

      The module provides a professional approach to Fashion, through a set of high-level contents related to the world of fashion marketing in a broad sense, and a personal plan for the development of students’ future career.

    • Communication Techniques and Strategies 3

      The module provides a professional approach to fashion through a set of high-level contents related to the world of fashion communication in a broad sense, and a personal plan for the development of students’ future career.

    • Final Project

      The final project begins with a concept research, for which students are required to undertake an in-depth, relevant, and exhaustive investigation of the selected topic and to develop the research into a coherent project. The student has to define the target market, consumer insights, budget, marketing plan for their idea, including an overall graphic layout/identity.