Summer and Winter Courses - Milan
The course gives an overall view of the most important features of marketing, management and merchandising for the retail fashion industry with an emphasis on the Italian experience.
During the three-weeks program students learn about the importance of brand building and brand marketing, and explore specific features of fashion marketing, such as customer relationship management, digital fashion marketing, consumer behaviour, creative retailing, marketing strategy.
START DATE: JULY
DURATION: 3 WEEKS
Schedule: From Monday to Thursday during the first two weeks and from Monday to Friday during the 3rd week, on a full time basis (morning and afternoon) the course has a duration of 75 hours spread over 3 weeks
Target : The course is aimed at young students or professionals from other fields and who are interested in the field of fashion marketing and have no prior knowledge or experience in the discipline. Applicants need to show strong motivation and the ability to work in groups.
Methodology and structure - This course is a general overview of marketing and the preliminary part is an introduction to the Italian fashion industry.
Students will focus on marketing, design and merchandising in a seminar-based course with industry professionals lecturing and sharing their experience in their specific area of expertise.
Traditional methodologies and techniques such as brand analysis and management, trend research, as well as distribution, advertising and merchandising will be covered in depth and complimented by visits to showrooms and retail spaces. Students will also complete personal projects on-site in different areas of Milan in order to prepare themselves for their final project and presentation.
This program will allow students to understand the creative process in order to carry out specific project goals and will teach them to develop a communication strategy according to the goals and the budget set.
Experienced faculties are actively involved in course development which ensures that students are in touch with current thinking and the latest developments in the field.
Fashion Marketing, Marketing Intelligence, Fashion Brand Management:
The course is articulated in 3 different modules: the first part covers each stage in planning a marketing strategy, with particular focus on the specifics of the fashion sector; the second part focuses on the behavioural observational methodology and its unique contribution to data gathering; a third step focuses on branding and brand management, providing students with the key tools and methodologies to understand, position and develop a fashion brand within the marketing environment.
Fashion Trends and Social Phenomena:
The course explains how to work out and to anticipate operative actions and to analyze the way to apply them in the fashion world starting from the study of the different phenomena and social processes. This process of analysis will bring students to find out what the future changes of the different consuming scenarios are and which kind of transformation occurs in the relationship between people and products.
The objective of this course is to give a general introduction to the Italian market, through the analysis of the organizational structure within Italian fashion companies. Specific focus will be also given to the explanation of the entire pipeline and of the different steps to be followed for the creation and the production of a collection.
Communication and Advertising:
The aim of this course is to give a general introduction to the central role that communication plays in the fashion industry. It will furthermore enable students to develop conceptual, visual and written communication skills and explore a range of techniques in art direction, styling, retail design, fashion writing and advertising.
Through this course students analyze the distribution system within the fashion industry, becoming aware of the different distribution channels, of their market strategies and organization system.
The course presents the fundamentals of visual merchandising. Students learn to approach visual merchandising as a tool to support retail sales by creating environments to enhance growth, opportunity, and communicate brand image.
This course explores the fundamentals of selling and negotiation processes. During the course students explore the salesperson’s role, sales models and methodologies. Furthermore, specific focus will be given to improve the ability to build relationships, retain clients, to effectively negotiate and close deals.
Digital Media Marketing:
The course will introduce the students to the marketing of digital media aiming to develop their skills in terms of orientation, analysis, strategy design, evaluation, engagement, ability to define a correct brief. The goals will be achieved through studying and discussing theory, discovering best practices and discussing results.