Comunicazione e Marketing per la Moda

Master Courses - Rome

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17th edition - The Master course in Comunicazione e Marketing per la Moda trains professionals who, in a company or an agency, are able to manage communication and marketing activities, facing the challenges of continuous market changes, since they have acquired a deep knowledge of the tools and a high creative and organizational versatility.

"The Master in Comunicazione e Marketing per la Moda is designed as a training course aimed at the culture of "knowing how to do" vs. "letting know". Particular emphasis is given to the most current trends: from digital to made-to-measure, from fast fashion to sustainability, from Made in Italy to the evolution of large international fashion groups”. 
Anna Neri and Alessandra Sales, Course Coordinators.

Partners of the Master course: Alberto Guardiani, Anna and Alex, Suite19.

  • Start date
    March 2019
  • Duration
    1 year
  • Attendance
    weekend
  • Language
    Italian

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Target - The Master course is aimed at those who hold a degree, even a three-year one, or an equivalent title, in humanities or in social, economic and scientific disciplines. It is also open to anyone who has equivalent professional experience in the disciplinary area of the course.

Methodology and structure - The Master course in Comunicazione e Marketing per la Moda allows the acquisition of a broad vision and deep understanding of the Fashion System, starting from the most famous international brands to the emerging ones, with a focus on the themes of Made in Italy, the "made to measure", sustainability, the digital consumer fashion.

The study plan is structured in quarters. In the first two the students acquire practical and theoretical skills concerning marketing and communication. The last quarter of the course is dedicated to the development of the Thesis Project, consisting in the implementation of a marketing and communication plan, based on a brief given by a company.

Through contributions from representatives of national and international companies, haute couture and fast fashion, students have access to a practical reading of the processes behind the conception, production, distribution and communication of products, with particular emphasis on current digital communication tools, in addition to the traditional ones.
Students also have the possibility to visit companies, learning live the operating methods and getting to know the company’s organization, as well as fashion museums and events of the fashion business.

In the next edition of the Master course students will have the chance to visit and listen at case histories of: Alberto Guardiani, Anna and Alex, Belotti Ottica Udito, Birik Butik, Bulgari, Calica, Campari, Carmina Campus, Elle, McArthur Glen Designer Outlets, Marcella Martinelli, Roberta Krasnig, Sartoria Giuliva, Sergio Rossi, Suite 19, Valentino.

Career opportunities - The Master course in Comunicazione e Marketing per la Moda trains professionals working in fashion marketing and communication, with job prospects both in companies and service agencies, such as advertising, events and public relations.

  • Syllabus

    • Fashion System

      A theoretical basis to bring students closer to the world of fashion, taking a look at the past, the present and future trends. From history of fashion and fashion photography, to the analysis of the current scenario, with a particular focus on trends.

    • Branding

      From the understanding the term branding and its corollaries (brand identity, brand image, brand essence, brand personality and brand reputation), to the analysis of strategies to build, maintain and renovate it with the use of marketing and communication tools.

       

    • Business Logic and Organisation

      Knowledge and analysis of the organisational structure of the main realities in the Fashion System: from structured companies to start-ups, to understand the logic of a company organisation chart. The course analyses the different operational activities of each job function, dealing with the peculiarities of specific roles and responsibilities: "who does what".

    • Fashion Marketing

      Theoretical class aimed at the understanding the specific vocabulary and marketing practices (market analysis, segmentation, swot analysis, marketing mix, target...) and a hint at the differences in the application of generic consumer goods compared to fashion products.

    • Fashion Communication

      The course goes behind the scenes of the actions analyses what’s behind the image of a brand: from the advertising campaign to the fashion show, the catalogue, the press release, the event. From the creative idea to the stylistic and technical components to realise products. This module has a strong creative connotation.

    • Public Relations

      Definition of a PR plan/schedule according to the short, medium, and long term business strategies. Presentation of techniques and best practices to launch new collections, relaunch evergreens and promote brand awareness. Study of the press office activity, the organisation of fashion shows and corporate/institutional or local events (concept, planning, staging), and content management.

       

    • Final Project

      The Final Project is developed by groups of students starting from a brief launched by a company in the middle of the Master course and supervised through periodic meetings by the teachers and the company who commissioned it. Each group simulates the constitution of a communication and marketing team with its strategic figures, for the implementation of a communication plan. 

       

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.

Anna Neri - Course Coordinator

Anna Neri - Course Coordinator
Founder and CEO of the jewelry brand Anna e Alex. In 2006 she left the job as International Marketing Manager at Bulgari for nurturing her talent as Independent Designer. After her graduation in Business Administration at the University of Southern California she pursued a MA in International Marketing at the University of Pittsburgh. Her passion for sharing her knowledge with students is evergreen since 2009.

Alessandra Sales - Course Coordinator

Alessandra Sales - Course Coordinator
She is currently running the jewelry company co-founded in 2006 with Anna Neri, named Anna and Alex. She worked at Bulgari as Corporate Press Office Manager for Jewelry, Watches and Accessories, then as Corporate External Relations Director responsible for worldwide press office activities regarding all product categories and sponsorships, celebrity endorsement, cinema product placement etc. She has also worked as Consultant for Boscolo Luxury Hotels; Enigma Gianni Bulgari; Marcadé.

Emanuela Pignataro

Emanuela Pignataro
Global Manager for Digital, E-commerce and External Relations at Canali. He acquired a deep knowledge of the digital world and fashion, covering various executive roles in communication marketing working at Microsoft (MSN), CondeNast UK and Yoox Net-A-Porter Group.

Maria Carolina Profilo

Maria Carolina Profilo
Head of Marketing and Development at MAXXI Foundation. After working at Bulgari in Rome, she became Head Palazzo Grassi start-up, the François Pinault Foundation, in Venice. She has been Worldwide Manager for External Relations at Furla and Fondazione Furla, dedicated to the discovery and promotion of young talents in art and fashion design.  

Francesca Romana Secca

Francesca Romana Secca
Responsible for relations with fashion designers and the calendar at Fashion Weeks and Project Manager for Altaroma. She worked as Press Office and Event Manager at Maison Gattinoni, also dealing with external relations.

Alessandra Airò

Alessandra Airò
In 2010 he launched Little Snob Thing. He wrote for Style.it of the Condé Nast group before arriving in Mondadori as It-blog for the magazine Grazia. He constantly collaborates with brands such as Louis Vuitton, YSL, Fendi, Nike and L'Oreal.  

Gloria Biondi

Gloria Biondi
She deals with Corporate Social Responsibility. After gaining experience as Press Office and External Relations Manager at the Swatch Group and Bulgari, she decided to focus on CSR projects starting a professional career in the non-profit, within the Telethon Foundation. She worked for the Luxottica Foundation, OneSight, in Europe & MENA.

Fabiola Cinque

Fabiola Cinque
Communication Strategies Consultant for several customers and Director of the lifestyle magazine MyWhere.it. She also writes for the costume blog of Formiche.net.

Roberta Krasnig

Roberta Krasnig
Photographer. She works between Rome, Paris and Milan. Her photography focuses mainly on celebrities’ portraits and fashion, but also including advertising and architecture. Her works have been published by Vanity Fair, Officiel Paris, Officiel Italia, Vogue Japan, W Korea, Haper's Bazaar Brazil, Cosmopolitan, Io Donna, Grazia, Gioia, Glamour, D Repubblica.

Luisa Simonetto

Luisa Simonetto
Editor-in-Chief of Elle, she took her first steps at Donna, one of the magazines that launched Italian ready-to-wear. Fashion is for her a magnificent obsession, which became authentic love when she began to give it a closer look. Through her reports and intervies, she never stopped documenting the evolution of fashion.