22 July 2024
The course gives 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-weeks program students 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.
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.
EUR 2600: Enrollment Fee: 600 €
Tuition Fee: 2000 €