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Summer Course in Fashion Marketing

Método: Presencial
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  • START DATE: JUNE 2020
  • DURATION: 3 WEEKS
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IED Istituto Europeo di Design - sede Milán

Summer Course in Fashion Marketing - Milán - Italia

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Agustin González
Summer Course in Fashion Marketing
  • Modalidad de impartición

    El Summer Course in Fashion Marketing se cursa en la ciudad de Milán.

  • Número de horas

    El programa se desarrolla en un tiempo de 3 semanas.

  • Titulación oficial

    El graduado recibirá una certificación oficial acreditando sus estudios en IED Instituto Europeo di Design.

  • Valoración del Programa

    El Summer Course in Fashion Marketing le enseña a captar los rasgos esenciales de una marca para poder desarrollar campañas de marketing y comunicación en el sector de la moda. Le enseña a entender como operan las empresas y los consumidores de productos de moda. Le ayuda a trabajar creativamente en la generación de campañas de marketing digital. Las clases teóricas se complementan con workshops, visitas a ferias y empresas del rubro.

  • Dirigido a

    Este curso introductorio al tema está abierto a estudiantes y profesionales de otras disciplinas que quieran acercarse al mundo del marketing de la moda.

  • Empleabilidad

    Lo aprendido en este curso le servirá para poder aspirar a trabajar en agencias de moda, comercios y marcas vinculadas al segmento de indumentaria masculina y femenina, en áreas de marketing y comunicación.

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Contenido:
Fashion MarketingSummer and Winter Courses - Milan

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.


  • ATTENDANCE: FULL-TIME
  • LANGUAGE: ENGLISH

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 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.

Study Plan.

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.

Fashion System.

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.

Distribution System.

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.

Visual Merchandising.

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.


Sales Techniques.

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.
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