FASHION AND DESIGN MARKETING
Learning outcomes of the course unit
a. Knowledge and understanding (knowledge and understanding)
The course aims to make known the business models that have established themselves in the field of design and fashion in Italy. It is therefore a matter of learning the designers' design logic also thanks to the in-depth study of business cases. In particular, students will be provided with knowledge that will allow them to: become familiar with the structural economic characteristics and competitive conduct typical of the "design industry"; acquire an interdisciplinary approach to be able to "dialogue" effectively with designers; learn the logic of managing collaboration with external designers effectively; understand the relationships between design, branding and distribution channels.
b. Ability to apply knowledge and understanding (applying knowledge and understanding)
At the end of the course the students will be able to apply the design management tools also in small and medium enterprises, to develop a marketing plan and a multimedia communication campaign for the launch of a new design product, to analyze the effectiveness of the marketing, distribution and sales policies in design driven companies.
c. Making judgments (making judgments)
The autonomy of judgment will be developed through the study of business cases and with an active teaching approach. The possibility of comparison with the company witnesses (entrepreneurs and managers) and with witnesses active in the professional world (designers and consultants) will further develop autonomy of judgment and will also be a moment of verification of the maturity and degree of autonomy achieved by the students. The planned balance between individual study phases and moments of collegial comparison can contribute to the growth of skills and the development of decision-making autonomy of the participants.
d. Communication skills
The active teaching methodology allows students to improve interpersonal communication skills, and to become familiar with new technological solutions. The organization of presentation of business cases by students also constitutes a phase of verification of the ability to communicate effectively.
is. Learning skills (learning skills)
The use of different teaching methods and the attention that will be given to the verification of the learning path during the course itself, the testimonies, the use of video, the stimulus to active participation and the development of solutions, the most possible customized, they should improve the learning skills of the students.
Course contents summary
The aim of the course is to clarify the most significant specificities of marketing in the fields of fashion and design. The economic and entrepreneurial path of Italian design and fashion companies has elements of uniqueness that require an in-depth knowledge of the economic history of the sectors. The educational path is based on the study of design driven companies and is aimed at clarifying the marketing strategies adopted.
The course also aims to train new professionals with a high degree of specialization with sectoral marketing skills necessary to ensure the competitiveness of Made in Italy design. The didactic activity, result of an intense research activity, will also make use of qualified company testimonies.
The course aims to present and clarify the specifics of business models that have established themselves in the design and fashion sector in Italy.
Economic meaning of design and fashion
The history of italian design
Design, marketing, fashion, luxury and style in Italy
Definition and economic purpose of design
The birth and stages of design in Europe and in the United States
The birth of design in Great Britain and the specifics of the English model of design diffusion
The development of design in Germany
The Thonet business case
The Higher School of Ulm (1954 - 1969)
The birth of design in the United States
Art, design and fashion in Milan and in Italy
Design-driven innovation strategies
The digital revolution and the new role of design
The ecosystem of Italian design
The conflict between marketing and design in the Italian ecosystem
Future scenarios of Italian design
The new areas of application of design
Edoardo Sabbadin, L'innovazione tra marketing e arte, G. Giappichelli Editore, Torino, 2018.
Teacher slide e note
Acquisition of knowledge: lectures made dynamic even by watching movies.
Acquisition of judgments: during the course the students will be stimulated to identify the merits and defects of the proposed models.
Acquisition of learning skills: for each topic we will start from the illustration of the problem to be solved and we will critically analyze the solutions adopted.
Assessment methods and criteria
The level of acquired knowledge, the ability to understand the most relevant contents of the course and the independent judgment will be checked through a final written test, with six open questions related to the basic contents of the course. The written test will also be aimed at verifying the ability to communicate effectively and concisely in writing and to have acquired a full mastery of the specific language. The student will have to demonstrate that he has understood, and be able to apply, the basic concepts of
each topic discussed.
The results of the examination are published on the Esse3 portal within ten days from the exam date. Students can view the written exam at the time scheduled for the student reception by the teacher.