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Fall Semester: 30th August 2010 - 16th December 2010
Spring Semester: 24th January 2011 - 14th May 2011
MODULE 1: FASHION MANAGEMENT: A NEW DISCIPLINE FOCUSED ON BUSINESS INNOVATION
The role of Marketing in modern society is getting more and more crucial, particularly after the economic crisis started in 2008. The traditional approach and the belief of “the law of increasing return” are out of date and that we need a new, updated, forward thinking paradigm shift. This assumption is even more important for the “Fashion Marketing” which cannot be considered a scientific discipline at all and which need to be constantly updated.
This course has the aim of defining the new rules of Marketing and of Fashion Marketing in such a challenging scenario through the in depth analysis and the discussion of the most effective tools aimed at creating new skills for business innovation.
CREDIT HOURS 3.0
CONTACT HOURS 45
MODULE 2: BRAND MANAGEMENT
In the new scenario in which Marketing and Fashion Marketing are playing a new, strategic role, Brand Management represents the most important issue. Brands are indeed the new driving forces of economy and this concept is pivotal in fashion business. The approach to Fashion Brand Management derives from the most advanced theory in FMCG marketing but has its own specific and distinctive shape. Brand Management requires new skills and attitudes that will be discussed and delivered through an interactive learning process.
CREDIT HOURS 3.0
CONTACT HOURS 45
MODULE 3: FASHION RETAILING
Fashion Retailing is becoming day after day one of the most important drivers of strategic competitive advantage in Fashion Marketing Management.
CREDIT HOURS 3.0
CONTACT HOURS 45
MODULE 4: FASHION COMMUNICATION
This course is dedicated to a Fashion Communication, considering all the facets of this complex world. From advertising, to PR, to corporate responsibility, to sponsorhip, to events, to web and unconventional new media.
By being involved in a Fashion Communication Game, students learn by doing practical exercises in media planning, creative approach, selection of advertising partners.
CREDIT HOURS 3.0
CONTACT HOURS 45
NB: The fifth course is a 45-hour (3 credit) Italian language course.
Students will either take Italian 101 or Italian 102, based on their language abilities.
Spring Semester: 24th January 2011 - 14th May 2011
PROGRAM:
MODULE 1: FASHION MANAGEMENT: A NEW DISCIPLINE FOCUSED ON BUSINESS INNOVATION
The role of Marketing in modern society is getting more and more crucial, particularly after the economic crisis started in 2008. The traditional approach and the belief of “the law of increasing return” are out of date and that we need a new, updated, forward thinking paradigm shift. This assumption is even more important for the “Fashion Marketing” which cannot be considered a scientific discipline at all and which need to be constantly updated.
This course has the aim of defining the new rules of Marketing and of Fashion Marketing in such a challenging scenario through the in depth analysis and the discussion of the most effective tools aimed at creating new skills for business innovation.
CREDIT HOURS 3.0
CONTACT HOURS 45
MODULE 2: BRAND MANAGEMENT
In the new scenario in which Marketing and Fashion Marketing are playing a new, strategic role, Brand Management represents the most important issue. Brands are indeed the new driving forces of economy and this concept is pivotal in fashion business. The approach to Fashion Brand Management derives from the most advanced theory in FMCG marketing but has its own specific and distinctive shape. Brand Management requires new skills and attitudes that will be discussed and delivered through an interactive learning process.
CREDIT HOURS 3.0
CONTACT HOURS 45
MODULE 3: FASHION RETAILING
Fashion Retailing is becoming day after day one of the most important drivers of strategic competitive advantage in Fashion Marketing Management.
CREDIT HOURS 3.0
CONTACT HOURS 45
MODULE 4: FASHION COMMUNICATION
This course is dedicated to a Fashion Communication, considering all the facets of this complex world. From advertising, to PR, to corporate responsibility, to sponsorhip, to events, to web and unconventional new media.
By being involved in a Fashion Communication Game, students learn by doing practical exercises in media planning, creative approach, selection of advertising partners.
CREDIT HOURS 3.0
CONTACT HOURS 45
NB: The fifth course is a 45-hour (3 credit) Italian language course.
Students will either take Italian 101 or Italian 102, based on their language abilities.