Master in Management and Marketing of Fashion and Luxury(Formación Permanente)

FASHION DESIGN THEORY I

This course allows students to understand in depth the world of Design and Fashion, providing the key skills to analyze and recognize the styles and approaches that have characterized the fields of fashion and design. The module provides the tools to analyze the different steps that characterize the development of a collection, from the conception to the research and definition of the style, to the final positioning on the market.

FASHION DESIGN THEORY II

The course introduces students to the fundamentals of fashion design, their use and applications and act as a basis for courses in the following semesters. Topics covered will include: Theories & functions of clothing, Consumer demands, Fashion change and innovation. Fashion research & marketing, raw materials for fashion, product and design development, introduction to apparel production and accessory designing.

HISTORY OF COSTUME AND FASHION DESIGN

The course provides the basic skills and knowledge to critically analyze the history of fashion and luxury goods, with particular emphasis on the relationship between fashion and society, art, music, politics and advertising. Providing a historical-cultural excursus on the major trends emerging since the nineteenth century, the course will show the significant role played by designers of haute couture. The study of the fashion market in a globalized and international context will allow students to understand the relationships between designer, fashion, popular culture, business and the world of multimedia and journalism.

PRODUCT MANAGEMENT AND DISTRIBUTION

Marketing plays an increasingly important role in the company sales and distribution network. To be innovative in a constantly changing market, companies must adapt their promotion and distribution models and sales channels. At the same time, the customer and the reference market change continuously and the company must find the tools to adapt its communication, interaction and sales strategies. Through this course, students will receive a comprehensive understanding of the modern marketing techniques in order to improve company performance and forecast market changes.

DIGITAL MARKETING FOR FASHION AND LUXURY

This course introduces the concepts of Fashion and Luxury Marketing and analyzes the strategies to use digital marketing principles and techniques to launch or develop brands and products. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies in order to increase the brand value by nurturing the brand heritage and making it relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course

CORPORATE STRATEGY

This course focuses on the central questions in business such as how to lead an organization to the success and addresses this question from the perspective of a leader who heads a unit or an organization. The concept and frameworks that are rooted in the theory of strategy and management, will be analyzed together with key concepts related to competition and competencies, global business and collaboration. Strategic alliances, networks, diversification, global sourcing, and vertical integration will be presented as strategies to create value in a global context

FASHION AND LUXURY PRODUCT: BRANDING, MARKETING AND MANAGEMENT

The course aims to provide students with the tools to analyze and explore Italian fashion from the beginning of the twentieth century, up to the international post-war fashion, starting from the couturiers of the "Sala Bianca" to the extraordinary success of the brands today. The course focuses on the history of the most important fashion houses that have become synonymous with glamor and on the designers who have contributed to making "Made in Italy" an undeniable style brand all over the world. The study of today's fashion and its marketing techniques will make students able to explore the world of social media and its influence on "Millennials".

MANAGING BRANDS IN A DIGITAL CONTEXT

The digital and web world offers innovative management and business tools that allows the expansion of the sales and promotion network and the achievement of international markets. An effective management of digital marketing channels allows the organization and the fashion company to interact with its customers, analyze and monitor market trends, grow, evolve and increase the sale of its products. The course aims to provide students with the concepts and tools necessary to understand the main levers of marketing and web marketing and apply them to the fashion and luxury goods sector and to the promotion and sales chain.