Fashion Marketing - From Strategy to Branding .
Master - Milan.
Credits : 60
Start date : January 2017
Duration : 1 year
Attendance : full-time
Language : English
The Master in Fashion Marketing - From Strategy to Branding forms fashion management professionals able to face the new challenges of a world in rapid and constant evolution. In particular, the course covers the study of the most important aspects of fashion marketing management, the communication techniques - focusing on aspects of positioning strategies and brand management - the identity and consumer needs without neglecting the analysis of digital media .
During the course there is a creative approach and strategy with the goal of developing innovative thinking and experimenting new strategies in the area.
Career opportunities :
After the Master, the figure of Fashion Marketing Manager will have the ability to approach different fashion segments: it can work in the areas of Brand Management, Corporate Marketing, Business Development, Distribution and Retailing or at counseling and communication agencies.
Entry requirements :
The Master in Fashion Marketing - From Strategy to Branding is designed for Italian and foreign graduates in Fashion, Communication and Marketing, as well as young professionals with at least two years of experience in the field.
Structure and methodology :
The Master in Fashion Marketing - From Strategy to Branding is structured in complementary units that examine the study of the different activities such as planning and marketing management: the main objective is the study and analysis of processes and methodologies for a valid testing of Marketing and Branding strategies in the fashion industry.
The pathway of study 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 aimed at engaging the student individually or in group (projects, workshops, tutorials, case studies, use of techniques and simulative role playing, etc.), business projects , reverse mentoring. The training culminates in a project aimed at checking the skills acquired by students during the master by a final project.
The fashion industry is investigated as an historical and cultural phenomenon, from the development of the stylistic codes of the late twentieth century to the emergence of the avant-garde style of the twenty-first century. Students will analyse emerging talents, fashion weeks, communication through drafting paper or via the web.
The students will approach the fashion business, including manufacturing and cultural features , and will explore the interactions in the fashion industry. They will learn to prepare a marketing plan, to position, promote and strengthen the brand by creating an identity that has a distinctive role in the panorama of the fashion market.
In communication students strengthen the analytical and critical skills, in order to develop a communication strategy. The study of marketing and digital media allows the development of skills related to orientation, analysis, strategic planning, evaluation, and ability to define an effective brief.
In the design management unit, the students acquire the relationship between design and management and its importance within a company and its marketing strategy.
The Master ends with the presentation of the final project, a summary of all courses in which the student develops the insights gained during the educational pathway.
Goal of the course is to make students understand the value creation process in the fashion system. The course will put emphasis on the hybrid nature of the fashion business between manufacturing and cultural industry and on role of interactions and linkages within the fashion system among competences, activities and companies.
Market segmentation, demand segmentation: the different market segments, analysis of the critical factors of success. The segmentation of the demand according to behaviours or lifestyles. From the definition up to the launch of the product, the different steps in developing the fashion marketing mix and the marketing plan
FASHION BRAND MANAGEMENT.
Creation, management and development of the fashion brand. To link the concepts of Marketing, Customer Satisfaction, Brand and Branding from a “whole mind” perspective – highlighting the fact that “brand management” is not just a left-brain exercise - especially when it comes to fashion... culminating in the role of effective brand storytelling. How to position, communicate and strengthen the company brand by creating a distinctive brand identity in reference to the fashion market
This course aims to give students the knowledge on the communication theories, their application within the fashion system and the ability to build a communication strategy within this industry, improving analytical and critical skills. It aims further to ideate contemporary communication instruments in order to adopt also to communication a new strategic outline.
Fashion targeting is a refined and keen activity grounded on the skilful combination of different basic and advanced techniques. An ever-evolving competence that has to be learnt and trained thoroughly in order to address a specific consumer in the crowed fashion panorama.
DIGITAL MEDIA MARKETING.
How this digital revolution is affecting the way companies research, design, sell? What is the impact on Fashion and Luxury brands marketing? How strategies can comprise web and digital and how this tendency is transforming companies in “Social Enterprises”? The course focuses on a structured approach to marketing for and within digital media, as a key success factor for the 21st century fashion business challenges.
FASHION DESIGN MANAGEMENT.
A contextual overview is given by exploring the stages involved in the application of design to business. It provides student with an understanding of the relationship between design and management and its importance within an organization and its marketing strategy.?It explains how design management can relate to the cultural, environmental, political and social impact of an enterprise.
FASHION SOCIOLOGY AND TRENDS.
The complexity of a global market fed by local ideas and initiatives is growing, making forecasting really challenging. It is important to analyse the changes inside society, to study the sales processes, to listen to people’s wishes to change direction, and a lot more.
The course tells about contemporary fashion through ideas, thoughts and works of the icons who influenced the history of modern costume, and those “new” names who are going to write the future of fashion.
Working at IED:
A staff numbering about 400 people teams with our 1,200 professional practitioner lecturers to ensure that IEDfunctions smoothly in all 11 of its campuses in 7 different cities.
An extensive, dynamic international network has adopted creativity and multicultural awareness as its philosophy
If you want to be part of this community, send us your CV. Our head hunters will contact you as soon as a situation suitable to your profile becomes vacant.
IED teaching methods require that all the schools:
• forge strong bonds with the local production and operation systems in their regions;
• interface with their benchmark sectors;
• evolve depending on the growth standards of their underlying markets and professional situations.