Titolo del corso: Fashion Business and Marketing
Ente erogatore: Istituto Marangoni - The School of Fashion
Canale formativo: Corso di formazione privato
Modalità di finanziamento: autofinanziato tassa di iscrizione € 4.000
retta scolastica € 8.500
tassa di iscrizione € 4.000
I professionisti delle aziende della moda e del lusso definiscono piani di marketing, organizzano eventi promozionali, creano strategie di comunicazione e pubblicità, mettendo poi tutto in atto. Pensato per coloro che desiderano affinare ulteriormente competenze già acquisite, mutare la direzione della propria carriera o intraprendere un’esperienza di formazione professionale all’estero in tempi ridotti, questo corso intensivo in fashion business & marketing di cinque mesi esplica concetti relativi alle strategie di business e di marketing specificatamente sviluppate per i settori della moda e del lusso.
I professionisti del business e del marketing della moda sono individui dalle molteplici abilità e ricoprono ruoli diversi all’interno del settore; il loro lavoro spazia dalla comunicazione al branding, dal management al buying, allo styling, al digital marketing, per citarne alcuni. Già in possesso di una laurea o rilevante esperienza nel settore, i partecipanti a questo corso valuteranno strategie di marketing del passato e del presente utilizzate da aziende leader nella definizione delle proprie scelte strategiche. L’attività di ricerca è di fondamentale importanza nell’analisi della concorrenza, incluso il monitoraggio dell’utilizzo di diversi strumenti di marketing, dai metodi più tradizionali alle tecniche di marketing digitale. Il tema della promozione sarà affrontato attraverso lo studio di diversi mezzi di comunicazione, dal fashion advertising alle tecniche di visual display.
Tematiche e contenuti
I partecipanti saranno incoraggiati a mettere in discussione la tradizione, individuando tattiche innovative e non-convenzionali già utilizzate da molti top brand. Contando sulla loro intraprendenza, nonché su spiccate doti di comunicazione creativa, impareranno come comunicare un messaggio autentico e difendere, nonché promuovere, l’azienda o la sua immagine, cogliendo anche le opportunità offerte dai nuovi media (social media e piattaforme virtuali). Il corso affronta le nuove attitudini della moda – quali il concetto di moda sostenibile – e le influenze di queste sull’attività, ma anche aspetti più tradizionali del business, come i nuovi metodi di gestione del rapporto con il cliente, negoziati, comportamenti di consumo, leadership, comunicazione professionale e tecniche di presentazione.
• Canali di comunicazione del marketing (moda e beni di lusso)
• Digital Marketing e nuovi media
• Fashion Business Economics
• Fashion Production Management
• Fashion PR, promozione e pubblicità
• Visual display e merchandising
• Metodologie della ricerca creativa e analisi del settore
• Storia della Moda
This Network of courses is mainly based around formal lectures, workshops, seminars and self-directed study and within this structure a range of approaches to learning and teaching is employed as appropriate to the situation. Industry experienced specialists and visiting specialist Lecturers (industry professionals) make valuable contributions and facilitate important links to professional practice.
Self-Directed Study > plays a major role in this programme, where students are expected to spend time researching and analysing subject matter independently to support and substantiate taught material.
Formal Lectures > form an integral part of the programme and with formal delivery of key information to the whole cohort. At this level it is expected that students will use the lectures as a stimulus for further study/reading.
Seminars > are used to build on themes taken from the lecture programme. Students are encouraged to make an active contribution by sharing in the argument and debate.
Visiting Lecturers > are invited to deliver specialist lectures to enhance the delivery of the units.
Individual Tutorials > are used when individual student work is being discussed or the guidance required is specific to one particular student. It is especially important in the dissertation phase and may be face to face, over the telephone, via e-mail or Skype.
Small Group Tutorials > enable students to discuss and plan their work in greater detail than is possible with larger groups. It encourages quieter students to develop their interpersonal and communication skills and helps consolidate leadership skills in others.
Video Presentations > are used to give a more in-depth understanding of a specific issue.
Case Studies > are used for detailed discussion of real-life situations.
Demonstrations > are normally of a technical nature and are necessary in certain subject areas.
Studio / Workshop / Laboratory / Practical Sessions > may be used to enable the creative and practical skill development of the student in an environment which simulates that of industry.
Group and Team Work > requires students to operate as a member of a group or team and they usually have clearly identified roles. The emphasis is on collective responsibility, individual responsibility to the group and joint decision-making.
Study Trips > give students the opportunity to go outside the institute’s environment to enhance their understanding of specific subject material. If assessment is dependent on information collected whilst undertaking the study trip, the trip would be considered mandatory. The cost of study trips can be either the responsibility of the student or on occasion included in the annual study fee. If the visit is within the city students pay for public transport. This will be outlined at the beginning of any unit where such a trip is foreseen.
Verifica degli apprendimenti
The assessment strategy for the programme has been designed to incorporate a variety of assessment methods to enable all students to demonstrate their learning in a fair and comprehensive manner.
Formative assessment > is used as an interim review of student work undertaken at key points during particular units. It provides an indicative measure of progress, allows students to consider their work in relation to that of their peers, allowing students to agree with staff any adjustments that are necessary to make in order to satisfy course requirements. It is designed to help improve student performance. It does not contribute to the final unit mark. Formative assessment always makes reference to the learning outcomes and or assessment criteria of that unit.
Summative assessment > Provides an evaluation of student progress and learning during an entire unit, generates a unit mark, constructive feedback and confirms the conditions for referral and retake.
Peer and Self-assessment > requires students to assess their own work and that of fellow students. It encourages:
• a sense of ownership of the process of assessment;
• assists the student to become an autonomous learner;
• helps to develop a range of transferable skills;
• makes assessment part of the learning process rather than an adjunct to it.
Portfolio Assessment > is used to assess a variety of projects that have been developed throughout the unit.
Practical and Class Based Projects > allow the students to demonstrate their understanding of a specific subject area and application of practical areas of the programme.
Written Reports > are required in some study areas, where a clear and structured brief is provided and the students are asked to submit work to be marked independently and anonymously by staff.
Formal Examinations > will be used in some subjects to permit students to demonstrate their understanding of a subject within a constrained timeframe.
Presentations > are used in some subjects to allow the student to develop their professional communication, presentation skills and to argue critical reflection and interpret findings.
Fail 0-44 The student will not have demonstrated proficiency in intellectual thought. The learning
outcomes of the unit will not have been achieved. The content will be descriptive rather than analytical.
Marginal Fail 45-49 The student will have demonstrated a basic proficiency in intellectual understanding
in most but not all elements. Some of the learning outcomes of the unit will have been achieved at threshold level. The content will be descriptive rather than analytical.
Pass 50-59 The student will have demonstrated evidence of critical thinking. All the learning outcomes
of the unit will have been competently achieved. There will be some substantive and developed evidence of understanding.
Merit 60-69 The student will have demonstrated intellectual thought that includes critical thinking,
analysis and the ability to draw conclusions and make recommendations. All the learning outcomes of the unit will have been achieved at a good level.
Distinction 70 -100 The student will have achieved all the learning outcomes of the unit at an excellent or
outstanding level showing clarity of understanding, analysis and evaluation.
Requisiti in entrata
Admission is based on the reasonable expectation that the student will be able to fulfil the objectives of the programme and achieve the standard required for the award.
Admission requirements are listed below.
Candidates must have a sufficient command of the English or the chosen language of the course to be able to meet the requirements of the programme in every respect.
When considering the suitability of an applicant for a place on the programme the Admissions team will usually take the following factors into account:
• the applicant’s qualifications (High School Diploma or equivalent school certificate);
• the applicant’s personal statement;
• a portfolio of work (if appropriate to the subject).
The Admissions Manager coordinates and supports the subject specific Programme Leader and the Director of Education in dealing with interviews and portfolio assessments (where appropriate).
(Admission requirements are subject to change in order to comply with entry requirement regulations).
• Buying & Branding Manager
• Business Developer
• Import/Export Manager
• Marketing Director
• Product Manager
• Retail & Strategic Manager
Articolazione del corso
Innovative Fashion Strategies
Product, Price & Budgeting
Luxury and Brands
Retail in the Fashion Business