Building identity, managing, consolidating, valorising and communicating the brand
| COURSE DURATION | 4 Years (comprised 3 Month-internship) Attendance is mandatory |
| START DATE | October |
| APPLICATION DEADLINE |
10 September - EU citizen |
| ADMISSION EXAM | |
| COSTS | €. 8500,00 per year €. 180,00 Examination Fee at Polimoda €. 300,00 On-Line Examination Fee €. 200,00 Registration Fee for student VISA (if necessary) |
| DEPARMENT | Media & Communication |
| LANGUAGE | Italian |
Fashion changes, consumption evolves and becomes increasingly branding-oriented, the markets expand, companies have to address profound changes and communication is affected by radical transformations.
The brand acquires increasingly broad values that go beyond the intrinsic aspects of the products, the aim being to become a global brand in a position to address new markets, to develop and to grow. The fashion company needs to be able to win over the customers’ loyalty and garner esteem and prestige on the market, with investors and with the media.
The aim of this course is to train specialised professional figures in a position to address the new scenarios with appropriate tools and approach the different areas of a project for strategic construction and communication of the brand in an innovative and evolved manner.
The throbbing heart of a communication process is brand equity, that is the entire set of elements necessary for the construction of the brand and its identity.
The study programme will concentrate on in-depth exploration of the corporate strategies, marketing and branding, the problems of contemporary communication, with particular focus on corporate communication, corporate organisation and management, as well as all the aspects related to institutional communication, advertising, digital communication and all the other levers of communication (P.R. – Events etc.)
The course also aims to furnish a broad overview of the evolution of fashion, its relationship with communication at various levels, the psychology and evolution of consumption, analysis of the target and its buying behaviour and customer relationship management techniques, advertising strategies and the definition of the corporate communication campaign.
Brand Manager
Communication Manager
Account
Web Content Manager
Digital Strategy Planner
P.R. Manager
Press Office Manager
Events Manager
ELIGIBILITY
The course is open to candidates with secondary-school diplomas or equivalent. Knowledge of Italian is required.
HOW TO APPLY
The number of places on the course is limited. Candidates will be selected on the basis of:
• aptitude test
• practical test
• interview for motivational assessment
1st year : KNOWLEDGE (Cultural Platform)
Fashion Culture – Fashion Iconography – Fashion Business – Business Economics – Business Management and Organisation – Social Psychology of Fashion and of Consumption – History of Advertising and Communication Media – Fashion and Communication – Sociology of Communication and of Social Networks
Research Laboratories – Seminars – Workshops – Visits to Fairs/Shows/Museums
2nd year : SKILLS (Mastery of professional skills)
Brand Management – Communication Models and Techniques – Socio-Semiotic Analysis of Advertising – Consumer Motivation – Market Research – Advertising Techniques and Media Strategies – Marketing Communication – Fashion Photography
Case History Analysis Laboratories – Seminars - Workshops – Visits to Fairs/Shows/Museums
3rd year : APPLICATIONS (Using and applying the skills)
Fashion Luxury branding – Fashion Brand Communication – Corporate Communication – Media Planning – Advertising – Web Marketing – Digital Communication – Budget of promo-advertising Investments– Public Relations – Digital P.R. and Press Office – Events Organisation
Project Work (Laboratory) – Seminars – Workshops – Visits to Fairs/Shows/Museums
4th year : PROFESSION (Enhancement of knowledge, personal skills and experience)
Advertising, Digital and Integrated Communication Projects – Corporate Communication Projects – Projects in collaboration with Companies – Writing Workshop – Workshop on the Circularity of Communication – Negotiation – Preparation for Job Interviews (CV) –
Workshops with Sector Experts – Project Work
Generic Training Units:
IT (Windows – Power Point – Excel), Photoshop/Illustrator, Presentation and Relational Techniques
At Villa Favard, a series of seminars with illustrious guests and experts for a direct evidence from the Fashion System.
More information
Information Request
Admission Request
Enrollment Fees 2013/2014 (PDF)
Admission Exams (PDF)
Polimoda Scholarships
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It is not necessary to take an entrance exam, you will need to send your CV so that we can be sure of the participants’ level of qualifications and motivation. What are you waiting for? Book your Polimoda Summer Course!
