FASHION AND DESIGN MARKETING
Learning outcomes of the course unit
The course objective is to clarify the most significant stages of the economic and entrepreneurial path of Italian design and fashion, clarifying the specifics and main features and differences from other models of design and fashion affirmation. More specifically, the educational path is articulated on the study of design driven companies and is aimed at clarifying the marketing strategies adopted.
The course also aims to train new professional figures with a high degree of specialization with sectoral marketing skills necessary to ensure the competitiveness of Made in Italy design. The didactic activity, which is the result of intense research activity, will also employ qualified business testimonies.
to. Knowledge and understanding (knowledge and understanding)
The course aims to showcase the business models that have come true in the field of design and fashion in Italy. This is to learn the logic of design designer design (external or internal), also thanks to the in-depth study of corporate cases. In particular students will be provided with knowledge that will enable them to: be familiar with the structural economic characteristics and the typical competitive conduct of the "design industry"; Acquire an interdisciplinary approach to "effectively" dialogue with designers; Learn how to manage collaboration with external designers effectively; Understand the relationship between design, branding, marketing mix, distribution channels, and sales activities.
b. Ability to apply knowledge and understanding (applying knowledge and understanding)
At the end of the course, students will be able to apply design management tools to small and medium-sized businesses, develop a marketing plan and a multimedia communication campaign to launch a new design product, analyze the effectiveness of Marketing, distribution and sales policies in design driven companies.
c. Making judgments
Judicial autonomy will be developed by studying business cases and with an active didactic approach. The possibility of confronting business witnesses (entrepreneurs and managers) and with professional witnesses in the professional world (designers and consultants) will allow for further autonomy of judgment and will also be a time to verify the maturity and degree of autonomy achieved by the students. The programmed balance between individual study phases and collegial comparison moments can contribute to the growth of skills and the development of participants' decision-making autonomy.
d. Communication skills (communication skills)
Active teaching methodology allows students to improve interpersonal communication skills and acquire familiarity with new technology solutions. The organization of corporate case submissions by students is also a step in the verification of the ability to communicate effectively.
is. Learning Skills (Learning Skills)
The use of different teaching methods and attention will be given to the verification of the learning path during the course, testimonies, the use of video, the stimulation of active participation and the development of the most customized solutions, Should improve participants' learning abilities.
Course contents summary
The first part of the course focuses on the analysis of the business models of companies that use design and fashion to innovate and differentiate their offer system. Lessons focus on design and fashion-led innovation strategies.
The course aims to provide answers to the following questions: What are the marketing features of Italian design-driven companies? What factors have led Italian companies to take on a leading position in the world of fashion and design? What are the main differences between the italian business model and the one of other countries? What are the new trends in design and fashion? What are the relationship between marketing and design? What are the most prevalent business models in fashion and design?
In the second part of the lessons will be analyzed case studies with insights aimed at understanding the role of the protagonists of Italian design: entrepreneurs, designers and managers. The second part of the course focuses on Design-Driven innovations and how to build a competitive edge with design and innovation that can create new markets. The leading design and fashion companies create new products that have a radical new meaning. The cases presented in the lessons will help to highlight how to innovate with the contribution of design and designers.
The third part is aimed at clarifying the sectoral specificities of marketing strategies adopted by leading design-driven Italian companies.
Text by the teacher
Verganti R.; Design Driven Innovation, Harvard Business Press, 2009.
Acquisition of knowledge: frontal lessons
Acquiring the ability to apply knowledge: exercises
Acquiring judgment autonomy: During the course students will be stimulated to identify the merits and defects of the proposed models.
Learning Skills Acquisition: Every topic will start from the illustration of the problem to be solved and critical solutions will be analyzed.
Assessment methods and criteria
Testing is done through a written final test.
The ability to learn the contents of the course, the level of knowledge gained, the ability to understand the most relevant content of the course and the autonomy of judgment will be verified by a final written test, with three open questions about the fundamental contents of the course. This first part of the learning process will have a weight of 2/3 (20 points out of 30).
The second section of the written test will focus on assessing the concrete ability to apply knowledge and will be carried out through the written discussion of a business case. This section of the survey weighs 1/3 of the total score (10 points out of 30) and will also be aimed at verifying the ability to communicate effectively and concisely in written form and to have mastered the specific language.