Summer and Winter Courses - Milan
- Attendance: Full-time
- Language: English
The course gives you 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-week course you 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.
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
The course is aimed at 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.
During the three weeks you will focus on marketing, design and merchandising in a seminar-based course with industry professionals sharing their experience in their area of expertise, which allows you to be in touch with the current thinking and the latest developments in the field.
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. Together with your classmates you will also complete personal projects on-site in different areas of Milan in order to prepare yourselves for your final project and presentation.
This course will allow you to understand the creative process in order to carry out specific project goals and will teach you to develop a communication strategy according to the goals and the budget set.
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 you 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 you how to work out and to anticipate operative actions and to analyse 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 you 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.
General introduction to the Italian market, through the analysis of the organisational 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 you 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 you analyse the distribution system within the fashion industry, becoming aware of the different distribution channels, of their market strategies and organisation system.
The course presents the fundamentals of visual merchandising. You 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 you 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 introduces you to the marketing of digital media aiming to develop your 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 analysing results.