Fashion Marketing and Communication Managers are specialists in maximizing a company’s visibility and market share who do so by gathering information from different sources, writing marketing and communication plans, and suggesting practical actions levering both on media and extra media activities. This figure can work directly for the company, for an agency, or cover a position in one of the operators involved in the implementation of a plan, e.g. a magazine. This job requires analytical and planning skills as well as the use of images and words for one single simple purpose: conveying unique messages that are clear and effective.
Above and below the line, conventional and unconventional, online and offline: these distinctions no longer exist because modern communication is integrated, and fashion, as a way of expressing an individual or collective identity is already the best means of communication. Moreover, following the economic crisis, it is clear that marketing cannot be taken as an infallible set of formulas, especially in fashion, where trends and changes in style always weight more than any type of numerical analysis. Therefore, since fashion is the most complete expression of society and human behaviour, simply understanding the complexity of fashion is paramount to marketing it.
Studying on a general marketing and communication course does not guarantee students a position in the fashion industry. Instead, attending the Polimoda Fashion Marketing & Communication course opens doors to a potential career in all fields. In fact, while Robert Polet, who came from Unilever, left Gucci years ago, Apple has recently hired Angela Ahrendts from Burberry, Paul Deneve from Yves Saint Laurent and Jacob Jordan from Louis Vuitton.
Make your plans!
Taught by teachers with direct experience in the fashion industry, this course perfectly integrates the three words contained in its title: Fashion, Marketing and Communication. Students gain experience of the typical working environment of a creative agency when completing two team projects that will form part of their portfolio. The mid-term is about planning the launch of a new fashion magazine, with its target readership, budget, table of contents, mock-up, and minimum two pages featuring both editorial and commercial contents. The final project focuses on writing an integrated marketing and communication plan for a company, including the use of media and extra media, and visualizing the key message in practice by using at least one of the media involved (e.g. video, packaging, installation, etc.). The program is very intensive but also includes a series of guest lectures and seminars, and students have free access to two important events: Pitti Uomo and Milan Fashion Week.
Sociology of Imaginary
Fashion Trend Forecasting
Fashion Business Intelligence
Digital Marketing & Communication
Styling and Digital Styling
Strategic Planning & Copywriting
Events, P.R., Press Office
Media Buying and Planning
Seminars and Guest Lectures
Fashion Writing and Journalism
Editorial Content Management
Fashion Blogging & Web Content Curating
Photography, Video and Sound
Visual Display, Packaging and Materials
Public Speaking Techniques
The course is open to graduates (or equivalent) holding a valid academic degree. Applicants with no academic degree but with significant previous experience in Fashion or Luxury will be considered. Written and spoken English is required.
Candidates will be selected after completion of a written test and an interview with the Head of Department.
Based on the student’s personal aptitudes and the skills acquired in the different teaching modules, students can aim for a career as:
P.R. & Press Office
Art Buyer & Media Planner
Social Media Manager
Digital Marketing Management
Web Content Curator