Contemporary Fashion and the Fashion System: contemporary aspects of fashion  –   evolution and trends  – social psychology of fashion – analysis and development of the fashion system as a whole

Marketing & Branding: vision e mission – goals – targets -  competition (offline) – competitive advantage  and marketing strategy – brand concept – constituent elements of the brand – branding models – brand  identity – brand image – brand awareness and brand equity – luxury fashion  brand

Communication strategies: goals – marketing  and copy strategy – business communication and the web – communication channels and media – media plan – fashion  & luxury new media communication

Web Marketing: marketing of the new tecnologies – online marketing plan – viral web marketing (SEM)  – online competition – designing the website – optimising positioning in the search engines (SEO - SMO) – website directory – online  advertising

Social media communication:– social networks and social media – from broadcasting to narrowcasting – digital branding – writing on the web – content management - digital P.R. – brand reputation management – web & mobile usability – online communication campaign

Art Direction: visual communication – evocative and symbolic value of the images – the advertising message from headline to body copy – copy writing – press, television and web campaign – photography, video and multimedia application – visual & graphic design

Relational, Presentation and Communication Techniques – IT (Office package) – Photoshop and Illustrator – Workshops – Seminars and laboratories

Project Work & Presentation

eligibility

The Master is open to graduates (or equivalent), undergraduates and professionals with at least 2/3 years’ experience in the sector. Intermediate level English proficiency is required.

admissions

The number of places on the course is limited. Candidates will be selected on the basis of:
• curriculum vitae
• aptitude test
• practical test
• interview for motivational assessment