Learning outcomes of the course unit
The course aims to train new professionals with a high degree of sectoral specialization with marketing expertise necessary to ensure the competitiveness of one of the most important sectors of Made in Italy: the fashion system. The teaching activity, which is also the result of intense research on fashion sector, will also benefit from skilled business testimonials.
a. Knowledge and Understanding
The course aims to introduce business models that have emerged in the field of fashion. We will study the marketing management of fashion and do in-depth business case studies.
In particular, students will be provided knowledge that will enable them to: be familiar with the structural and economic characteristics typical of Italian fashion system, acquire an interdisciplinary approach and understand the relationships between innovation process, branding, marketing strategy, marketing mix, distribution channels, retail management and professional sales.
b. Ability to apply knowledge and understanding (applying knowledge and understanding)
At the end of the course students will be able to apply the tools of fashion management, to develop a marketing plan and a multimedia communication campaign for the launch of a new product. They will also be able to formulate an effective business marketing audit: evaluate the effectiveness of marketing policies, retail strategy and sales in the fashion industry.
c. Making judgments
Judgments will be developed through the study of business cases and with a very active approach to teaching. The possibility of confrontation with the company testimonials (entrepreneurs and managers) and designers and consultants will further develop their independence of judgment and will also be an opportunity to assess the maturity and the degree of autonomy achieved by the students. The balance between programmed stages of study and individual moments of confrontation collegial will contribute to the growth of skills and the development of decision-making autonomy of the participants.
d. Communication skills (communication skills)
As indicated previously the active learning methodology allows students to improve communication skills, taking advantage of new technological solutions. By organizing the presentation of case studies by students constitute a significant phase of testing the ability to communicate effectively.
Course contents summary
course studies marketing strategies of leader fashion companies.
The course aims to provide answers to the following questions: What are the specifics marketing strategies of Italian fashion companies? What factors led Italian companies to take a leading position in the world markets of fashion? What are the main differences of Italy compared to USA models? What are the newest trends in fashion? What are the business models and marketing models prevalent in the industry of fashion?
The second part centers on studies of cases histories.
Romano Cappellari, “Il marketing della moda e dei prodotti lifestyle”, Carocci editore, 2011.
The use of different teaching methods and attention will be paid to the verification of the learning process during the course, the evidence, the use of video, the stimulation of active participation and the development of solutions, the most possible custom should improve the learning ability of the participants.
Acquisition of knowledge: lectures
Acquisition of the ability to apply knowledge: Tutorials
Acquisition of judgment: During the course students will be encouraged to identify strengths and weaknesses of the proposed models.
Acquisition of learning skills: for each topic you will start from the illustration of the problem to solve and analyze critically the solutions adopted.
Acquisition of technical language: while teaching you will learn the meaning of the terms used.
Assessment methods and criteria
The assessment of learning takes place through a final trial in writing.
The learning ability of the course content, the level of acquired knowledge, the ability to understand the most relevant content of the course and the independence of judgment will be verified by a final test in writing, with three open questions concerning the content of the basic course. This first part of the verification process of learning will take the weight of 2/3 (equal to 20 points out of 30).
The second section of the written test will focus on the assessment of the ability of practical application of knowledge and will be carried out by means of the written discussion of a business case. This section of the investigation weighs 1/3 of the overall grade (10 points out of 30) and is also aimed at verifying the ability to communicate effectively and concisely in writing and to have acquired a full grasp of the language specific.