FASHION AND DESIGN MARKETING
Learning outcomes of the course unit
a. Knowledge and understanding (knowledge and understanding)
The course aims to introduce business models that have emerged in the field of
fashion and design. It is therefore logical to learn the management of the design of
designers (external or internal), also thanks to the in-depth study of business cases.
In particular, students will be provided knowledge that will enable them to: be
familiar with the structural and economic characteristics typical of the competitive
conduct '"industrial design" and the Italian fashion system, to acquire an
interdisciplinary approach to be able to "talk" effectively with designer, learn to
manage collaboration with external designers effectively; understand the
relationships between design, branding, marketing, distribution channels and sales
b. Ability to apply knowledge and understanding (applying knowledge and
At the end of the course students will be able to apply the tools of design
management in small and medium-sized enterprises, to develop a marketing plan
and a multimedia communication campaign for the launch of a new product design,
analyze the effectiveness of political marketing, distribution and sales in design
driven companies (marketing audit).
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 witnesses
business (entrepreneurs and managers) and active witnesses in the professional
world (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
The course aims to provide answers to the following questions: What are the
specificities of Italian design driven marketing companies? What factors led the
Italian companies to take a leading position in the world markets of fashion and
design? What are the main differences of Italy compared to German and
Scandinavian model? What are the newest trends in design? What is the
relationship between marketing and design? What are the business models
prevalent in the industry of fashion and design?
The course aims also aims to train new professionals with a high degree of sectoral
specialization with marketing skills necessary to ensure the competitiveness of the
most important sectors of Made in Italy: fashion, design and quality furnishings. The
teaching activity, the result of intensive research specific, will also benefit from
qualified business testimonials.
The course focuses on the presentation and on a thorough analysis of the business
models of companies that use design to innovate and differentiate their supply
system. It focuses on strategies for innovation-driven design. One of the objectives
of the course is also to clarify the most significant stages of the path to economic
and business of Italian design, specificity and identifying salient features and main
differences compared to other models of diffusion. More precisely, the trail is
divided into two sections: the first is focused on business of fashion, and the second
on design driven companies. Will also be analyzed with in-depth case studies
carried out directly by the protagonists of Italian design: entrepreneurs, designers
Roberto Verganti “Design-Driven Innovation”, Harvard Business Press, 2009.
Learning skills (learning skills)
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.
acquisizione 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
Modalità di verifica
The assessment of learning takes place through a final
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.