Fashion Management
(Fashion Merchandising and Marketing Management)
La Prima Universita Digitale Italiana
in collaboration with Mahan Business School
Guglielmo Marconi University is the first and most prestigious online University in Italy, officially recognized by the Italian Ministry of Education. It is considered among the best institutions in the framework of e-learning, for its standards and quality of Education, for its constant relationship with the labour market and thanks to the cooperation in the framework of research and science with a series of important research centres and international institutions.
Masters and Advanced Professional Programs
Guglielmo Marconi University offers different study programs that are aimed at integrating knowledge and skills in different professional sectors and areas of interest, meeting undergraduate and postgraduate students’ need to complete their educational path as well as to pursue their professional growth. All the activities provide a contribution to the promotion of the students’ career improvement.
Course Detail
Course language: English
Course type: Online
Center organizing the course: Guglielmo Marconi University in Collaboration with Mahan Business School
Course type: part-time
Duration of the course: 4 to 5 months
Awarding center: Guglielmo Marconi University, Italy
Total hours of the course: 60 hours + 42 hours (prerequisite)
Start of the course: February 2023
Accrediting center: Italian Ministry of Education, Research and Innovation
Overview
The fashion industry has always expressed a great economic and creative potential, particularly in Italy where it represents a historical sector of excellence. Thanks to the manufacturing and tailoring tradition as well as the creativity and the innovative ability of its great designers, the “Made in Italy” label has found in the fashion industry an important vehicle for its growth, both from the cultural/artistic and the economic/commercial point of view. The Fashion Merchandising and Marketing Management was designed by Marconi University to capitalize the value of the Italian styling tradition and to improve professional training and refreshment in this ever-evolving sector.
Learning Objectives
Like all the programs at Marconi University, the Fashion Merchandising and Marketing Management is based on a concept called “Outcomes Based Learning”. This breaks up the educational experience into the categories of knowledge and ability, identifying the things a student should know and be able to do upon completion.
The program is structured to train professionals to meet the needs of internationally renowned fashion designers, through an innovative approach combining theoretical knowledge with practical experiences. Virtual laboratories, case studies, lectures and testimonies given by experts in the field ensure a highly practical and operational approach which emphasizes the Italian creativity and management system that made the fashion sector an excellence in the world.
Module1 : Brand Management
This module looks at the varied aspects that have shaped the luxury industry in the past five years,
with a modern take on several issues that are relevant to luxury brand management today, taking
in account themes like classic PR and brand extensions.
- Different and converging business models in luxury brand management
- Lifestyle vs heritage brands
- The bain & Co Luxury Report 2016
- Understanding strategic approaches by interpreting financial reports of conglomerates
- Trending categories in the luxury industry
- The importance of a strategic approach to business development to create solid and durable brands
- Brand extesion and its strategic functions
- Business practices in the creative industry
- The value proposition of luxury brands
- The role of classic PR in luxury
- The role of the CEO
- Brand life cycle in luxury
- Successful repositioning throughout the years: Gucci
- Louis Vuitton and diversification
- The creative director - Personalities Vs branding
- Chanel and discrimination of products
- The current communication approach of luxury brands and the arts
- Digital strategies for luxury brands
- Designing luxury experience
- The new luxury consumer
Module2 : Contemporary fashion promotion and distribution
This module looks at the contemporary approaches of promotion and distribution, taking in consideration the recent developments that have supported growth for luxury and fashion brands, like the proactive use of the online resources in terms of delivering not only products but experiences.
- Introduction to contemporary fashion promotion and distribution
- Iconic products
- Competing against Fast Fashion
- The store as part of the communication mix
- See now buy now - an explanation
- Considerations on revitalising dormant brands
- Communication as a key strategic factor for the success of luxury brands: Burberry
- The digital tools for luxury brands
- Luxury brand communication
- The Omni-channel strategy
- Luxury brand sponsorship and celebrity endorsements
- Luxury brand DNA – The value of the brand
- The historical and cultural perspective of luxury
- Brand evaluation
- Contemporary luxury and fashion PR
- Luxury brands, global clients and products
Module 3: Industry Analysis
This module looks to combine the classic and fundamental aspects of luxury and fashion brand management along with examples of modern management that looks at the future of the industry.
- The Anti Laws of marketing
- The identity prism
- Brand stretching
- Building global brands
- The analysis of key external factors that influence the luxury industry
- Future developments of the luxury industry
- Case study 1: HERMÈS
- Case study 2: The British luxury market
- What recent changes brought business to implement marketing strategies?
- Who buys where: decripting cross-border luxury demand flows
- The future of advertising for luxury brands (Part 1)
- The future of advertising for luxury brands (Part 2)
- Luxury 2020: the trends that will shape the future luxury market
- WeChat fashion and luxury campaigns: 10 case studies
- Views on the biggest challenges we see shaping the fashion and luxury sectors
- 15 Luxury brands winning with content marketing
Outcomes and Professional Profile
The program was developed for those looking for professional training and refreshment in the field of fashion conception and design, in the realization of the fashion product, in the management and valorization of a fashion factory through appropriate communication and promotion strategies.
More specifically, the expert in Fashion Merchandising and Marketing Management will be able to follow the whole process of the fashion industry, from the products planning and design tithe marketing, promotion and communication activities (e.g. fashion shows, showrooms, magazines, etc.)
He/she can manage the entire fashion product lifecycle until its distribution and introduction to the targeted market.
Scientific officer of the course
- Professional doctorate (DBA) in business management from Tehran University
- Post MBA, MBA in brand management from Michigan Advertising School, Turkey
- Marketing and advertising manager of Jaro and Sinbad companies, Turkey
- Branch manager at Marka, Alfa and Data advertising and branding agencies, Turkey
- Designer and copywriter of the branding program of the Megapars project, Shariati Cup project in Tehran
- An exemplary professor of tourism marketing, chosen by the tourism organization and the Tehran Guides Association
- Teaching advertising management and brand management courses
- Lecturer of brand management, brand leadership, advertising campaign writing and media planning courses in Raitel, Mohoram Aul, Iran Khodro, Sada and Sima companies.
Consultation and Admission Form
Total duration: 60 hours + 42 hours (prerequisite)
Tuition fee: 2000 $