Overview
Marketing is one of the most important ways for fashion brands to accelerate the connection they have with their consumers. A fluid, dynamic and omnichannel approach is what new digital marketing strategies require to help brands grow. Competition is tougher than ever before and time is of the essence. Speed, creativity and out-of-the-box ideas are what fashion brands need to stay relevant in business and reach as many consumers as they can.
Fashion marketers must create interest and buzz around the fashion products they’re trying to sell, making noise while also respecting a brand’s values and budget and developing the world around the product in its current society based on current consumer needs and desires. Conversational, influencer marketing, live streams, recommerce & rental strategies are just a few of the many techniques used by fashion brands to stay relevant and gain new and loyal consumers while incorporating authentic corporate social responsibility strategies.
Fashion marketing is about making the right decisions and reaching the finish line first.
Course
The Undergraduate in Fashion Marketing Management in partnership with Microsoft Garage is an applicative program, revisiting ideas and shaping managers who are focused on digital transformation with the ability to secure the business of fashion companies. The course focuses on the peculiarities of the fashion industry, teaching students how to develop, merchandise and distribute the right product for the right market and audience.
This program shapes managers capable of coordinating the Production and Purchasing, Operations, Merchandising, Buying, Retail and Marketing areas, converting ideas into a perfectly working machine able to generate greater performance and profitability as well as achieve customer satisfaction.
New generation managers must work on integrating new leadership trends in order to manage future companies and reach the maximum potential for creatives within a fashion business environment. They must also understand digital transformation, know how to create tool sets for Metaverse experiences to offer highly personalized content experiences and grasp experiential marketing.
Vertical progress is offered throughout the course, starting with basic skills in all areas during the first academic year to metric and performative abilities in the second year. Once students’ soft skills and sense of leadership are developed, master’s level learning is offered in the final year. Horizontal progress is guaranteed with two projects per year, as well as the development of a personal portfolio. Applied projects with companies are organized throughout the three-year program.
Classes are organized with teachers from the industry as well as guest lectures and workshops with outstanding professionals from the fashion system who will be invited to talk, inspire and empower our students. This unique and hands-on learning experience includes field trips, midterm projects and a mandatory final project.
Each academic year includes a total of 600 hours of instructional activities and grants 60 Polimoda credits. The acquisition of credits is contingent upon passing individual subjects.
The course can be completed with an internship in a fashion company at the end of the third year.
Partnership
Microsoft Garage
The Microsoft Garage delivers programs and experiences to our employees, customers, and partners that drive collaboration, creativity, and experimentation. Our motto “doers, not talkers” continues to be the core of what we are. The Garage attracts people who are passionate about making a difference in the world. They are relentlessly curious and lifelong, hands-on learners. By actively participating in the creative process, regardless of success or failure, each person gets the opportunity to gain valuable insights, increase their knowledge, and learn diverse perspectives.
Curriculum
The curriculum of the Undergraduate in Fashion Marketing Management includes a range of subjects that will help students develop their skills and knowledge in the field. Some of the key topics covered include:
- Fashion Marketing: coordinating of the different areas of a fashion company in order to obtain greater performance and profitability as well as achieve customer satisfaction
- Report & Data Production: trends and data analysis applied to the different international markets leading to innovative ideas
- Fashion Analysis: international players, products and services
- Fashion Management: leadership & change management
- Product & Production: product development & supply chain management
- Merchandising & Buying: merchandising & buying techniques
- Fashion Retail: store & e-commerce management
- Finance: financial analysis of international fashion and lifestyle companies
- Fashion Entrepreneurship: start-up management, growing & scaling start-ups
- Career Orientation: the decision-making process on career paths
- Soft Skills: interpersonal skills and cultural awareness
Requirements
In order to be eligible for this course, you will need to be selected after the admission process.
Basic requirements are:
- Curriculum Vitae (CV) with motivation letter
- English language proficiency
- Secondary school (high school) diploma or equivalent
Careers
Based on individual character and acquired skills, you can become the next:
Marketing Manager
The Marketing Manager is responsible for managing marketing activities through seamless coordination and implementation as well tracking the results and consistently evaluating their effectiveness and value. As well as improving client data quality in order to improve Customer Relationship Management (CRM) strategies and action plans to grow the customer base and improve top client penetration.
Strategic Planner
The Strategic Planner is responsible for creating specific business strategies, implementing them in the fashion and lifestyle world and executing the plan to help companies achieve their overall long term strategic goals. A key focus is effective data management which can be applied to customer insights or customer relationship management.
Product Marketing Manager
The Product Marketing Manager is responsible for managing a product portfolio while shaping innovative product strategies through analyzing sales data, market trends with competitor research, while maintaining the brand values and commercial objectives, designed to increase product visibility, presence and results. There is also the need of identifying new opportunities in order to maximize the potential.
Furthermore, you can become a Fashion Merchandiser or Operations Manager.
Student works
