Fashion Marketing Management

The Science of Fashion

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Fashion Marketing Management is an applicative program that reconceives the idea of marketing by going to the heart of the matter. The course forms a Marketing Manager who understands the peculiarities of the fashion industry and can convert an idea into a perfectly working machine. They are able to develop, merchandise and distribute the right product for the right market, and are an essential figure to secure the business of any fashion company today.

The Undergraduate in Fashion Marketing Management is 70% Business, 20% Communications and 10% Vision. There is vertical progress, from learning the basic skills in the first year to the most metric and performative abilities in the third, and then in the master’s level of the fourth year when soft skills and a sense of leadership are developed. Horizontal progress is guaranteed with two projects per year, executed to a level to include in a personal portfolio.

Courses are run by teachers who represent the Tuscan legacy of textile and leather production as well as by lecturers from all over the world. Fashion Marketing Management students have access to monthly guest lectures, an immense library and the computer labs. Field trips to companies, fashion shows and trade fairs in Italy and Europe, as well as applied projects with companies, are all organized throughout the four years.

Candidates with a secondary school (high school) diploma or equivalent are eligible and selected after the admission process. English language proficiency is required. Lessons take place from October to June, and amount to a total of 600 contact hours. The course is completed with an internship in a fashion company at the end of the fourth year. Each academic year is worth 60 credits.

Study Plan

First Year
Fashion System; Contemporary Fashion; Textile Science; Fashion Product Management; Fashion Marketing Management; Consumer Behaviour; Business Intelligence; Fashion Operations.

Second Year
Craft to Business, Textile Industry, Materials Procurement; Colour & Trend Lab; Product Development; Collection Planning; Strategic Marketing; Business Administration; Start-up Management.

Third Year
Fashion Merchandising; Market & Sales Development, Retail Management, Fashion Buying; E-Commerce, Event Management, Product Communication; Visual Merchandising; Industry Project.

Fourth Year
Brand Management; Legal Affairs; Financial Management; Project Management; Global Merchandising; Commercial Direction; Company Culture; Corporate Communications; Design Thinking; Human Resources.

Learning outcomes

Upon successful completion of the undergraduate course, students will be able to:

  • Convert a new idea into a complete marketing plan, from overall objectives to budgetary considerations.
  • Evaluate the key analytical frameworks to merchandise and distribute a product for the right market.
  • Apply key marketing theories, frameworks and tools to solve marketing problems.
  • Persuasively communicate, from a business pitch to international integrated advertising campaigns.
  • Establish a professional data-driven presence online incorporating all the UX and social key disciplines.

Career Opportunities

Based on the student’s personal abilities and skills acquired, Fashion Marketing Management graduates qualify for jobs in fashion production (Product Developer, Product Manager, Merchandiser), fashion companies (Marketing Manager, Financial Manager, Operations Manager), in distribution (Retail Manager, License Manager, Sales Manager), and to be a freelance Project Manager or entrepreneur in the fashion and luxury fields.

Inside the Industry