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  MASTERS IN INTERNATIONAL FASHION MARKETING
Content
This is a very specialised masters course designed to train professional figures to work in Italy and abroad who can deal with the main corporate, commercial, and analytical problems of companies in the fashion sector wanting to enter the international market. The main trend in the fashion industry is for interest in the following new and main foreign markets:
- China
- Russia
- Japan
- USA

TARGET
The course is open to graduates or undergraduates with a strong inclination towards studying international markets who are potentially interested in gaining work experience and/or doing on-the-job training in Italian companies wanting to develop their business by entering the international market. All or part of the work experience can also be done abroad. As a result, good understanding and spoken English is required and knowledge of a second language is preferred.

GOALS
To train experts who can study, analyse and spot the possibilities on foreign markets, by extending their field of vision towards different markets through practical case studies. The goal will also be to give students the skills to analyse trends and understand the psychological mechanisms involved in buying, brands, loyalty, and how shopping centres are used in the particular countries, and the differences caused by delocalising Italian products abroad. The study programme will consist mainly of the following areas:
1. Specific knowledge of the fashion sector, alongside business skills in managing complex processes, and dealing with buying, retail and communication.
2. In-depth study of international marketing techniques and understanding markets, as well as brand analysis policies, including in-depth study of real case studies.
3. Finding out about the most important local cultures (Russia, China), by studying the main linguistic, cultural, traditional and social factors of these markets, their relationship with fashion, companies and the world of work. The relationship between the target market and Italy, buying quirks and motivation also from a psychological viewpoint.  
 
Program Content

Due to the high degree of specialisation, the masters is strongly oriented towards analysis, research and hands-on practice in projects carried out throughout the course. Students will do interdisciplinary projects, both in workgroups and with tutors (international marketing laboratory). All the projects will relate to one of the foreign markets being studied, and will deal with fashion and other connected sectors.


 MODULE 1:
History of Contemporary Fashion (general notions and the international development of fashion houses)
Notions of International Marketing (product – price – distribution – penetration)
International Applied Marketing Laboratory (project tutoring)
Market and Applied Research (international research methods for the work projects)
International Fashion Business (panorama of the fashion sector in terms of retail and buying)
Products and Materials (studying and researching fibres – yarns – textiles and products)
Trend Setting (managing style research projects – study of world cultures)
IT Tools (Excel - Photoshop - Illustrator)
Language and Culture: Russian and Chinese (focus on Russia and China)


 MODULE 2:
International Marketing (client studies - SWOT analysis - queries – international promotion and communication)
International Applied Marketing Laboratory (project tutoring)
Visual Communication (visual communication principles for project management abroad)
Communication Psychology and Sales Relations (client relations and motivation – staff management)
Visual Merchandising (sales outlet structure: exporting brand and product culture)
International Business Plan (researching and making a BP)
Fashion Events (communication and promotion – researching, planning and organising events: conventions, fairs, congresses, exhibitions, etc. )
IT Tools (Excel - Photoshop - Illustrator)
Language and Culture: Russian and Chinese (focus on the USA and Japan)
 
Eligibility  
The course is open to graduates or undergraduates with a strong inclination towards studying international markets who are potentially interested in gaining work experience and/or doing on-the-job training in companies abroad. Good understanding and spoken  English is required and knowledge of a second language is preferred. .
 
Employment Opportunities  
The aim of the course is to train highly qualified professionals who can work abroad and cover roles in sales, retail and buying as well as market analysis for possible corporate strategic development.
 
Admissions  

The course is for a limited number of students. The maximum number of participants is 20.
For admission onto the course, the selection process consists of:
- Assessment of CV, any work experience, subject of thesis;
- Psychological and motivational test and interview;
- Exam to assess English language skills.


 
Course duration  

The masters course consists of 1,300 hours of structured teaching with lessons on theory, laboratories, workgroups (for a total of 700 hours) and 6 months’ on-the-job training (for around 600 hours).
Attendance is obligatory from Monday to Saturday. Students are not permitted to be absent from more than 20% of the course duration.
In order to be admitted to the on-the-job training, you must meet the attendance levels and pass a final exam.
Those who successfully complete the training (teaching and on-the-job training) will be awarded a Polimoda Masters certificate.
Due to begin 14 April  2008 - Duration 22 weeks



ON-THE-JOB TRAINING
Italian and EU citizens
For all students from Italy or from other EU member states, the period of on-the-job training is guaranteed and obligatory in order to obtain the Polimoda diploma.

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Cost  
 
You can find information regarding the cost of the course here!
 
 
 
Short Term Accommodation and general information

POLIMODA,
VILLA STROZZI, VIA PISANA 77,
50143 FIRENZE
TEL 055 7399628 FAX 055 700287
info@polimoda.com


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