SPECIALISATION
Fashion design

DEPARTMENT
Design and Applied Arts

INSTITUTION
NABA, Nuova Accademia di Belle Arti - Milan Campus

ACCREDITED BY
Italian Ministry of Education and Research

TITLE AWARDED
First level Academic Master

CFA
60

LANGUAGE OF TUITION
Italian or English

COURSE DURATION
1 year

This course aims to train professionals in Digital Marketing to create specific content and strategies for fashion and lifestyle brands.

The course was created to meet the fashion industry's new and increasingly specific needs to carry out marketing activities on the web and social media to expand their commercial network, analyse market trends and forecast new ones to create new offers and profit opportunities.

By studying technologies, digital tools and media, the students can understand the fashion system in commercial, market, and user interaction terms, developing an individual, innovative, and (economically, environmentally, and socio-culturally) sustainable approach.

At the end of the course, the students will have the necessary skills to work within the Fashion System in: digital marketing at fashion brands and agencies, digital communication, content creation, and omnichannel management.

The course was created to meet the fashion industry's new and increasingly specific needs to carry out marketing activities on the web and social media to expand their commercial network, analyse market trends and forecast new ones to create new offers and profit opportunities.

The Master in Fashion Digital Marketing aims at providing the students with knowledge and tools to:

- Understand the basics of the profession;

- Understand the specific language and ideas of Digital Marketing in the Fashion and Luxury sector;

- Plan, schedule and carry out strategies for the Fashion and Digital system;

The front lectures, together with the workshops, will enable the students to develop their ability to work in a team and to individually manage different situations. The course brings the students in contact with the Fashion and Luxury system, giving them a chance to visit companies, trade shows and agencies where they can meet professionals and receive advice.

During the course, the students are engaged in different kinds of activities, according to the specific learning goals. The activities may include:

• Front lectures

• Use of tutorials, videos or other multi-media material

• Individual or group projects

• Individual or group study and research

• Active participation to classes through debates and presentations

• Exercises and revisions

• Classroom demonstrations

• Visits to companies and organisations in the relevant professional field

• Seminars and workshops with industry professionals or representatives

• Possible seminars on specific topics

• Individual sessions and tutoring

• Participation in national and international competitions

The achievement of the learning objectives is generally assessed at the end of the term, although intermediate evaluation may occur. Assessment methods vary according to the learning objectives being assessed, and may include:

• Oral exams

• Written exams

• Practical demonstrations

• Graded exercises

• Graded revisions

• Papers

• Comprehensive projects

• Presentations

The Academic Master in Fashion Digital Marketing is an intensive training programme, which analyses the development of the contemporary fashion system in terms of marketing, communication and culture.

The Programme is made by theoretical and project-based courses where front lectures will be followed by seminars and workshops on specific projects focused on learning, researching, analysing and managing data for agencies and companies in the Fashion and Luxury sector (Marketing and management, Digital applications for visual arts, Project methodology of visual communication).

Besides these courses, two theoretical ones in the form of front lessons and lectures will investigate the world of fashion communication and culture (Phenomenology of Styles, Phenomenology of Mass Media).

The cultural elements of the fashion language will enable the students to identify and study their target sector, developing their knowledge in terms of digital sociology, web semiology and history, and phenomenology of contemporary styles.

The economics and management knowledge will enable the students to: understand the foundations of digital marketing in terms of branding ad merchandising strategies (web, social networks, e-commerce); understanding and develop practical tools (budgeting, ADV planning and scheduling, industry-specific apps and software); understanding, analysing and interpreting data flow.

The communication knowledge will enable the students to understand the visual communication methodology to create, narrate and disseminate digital content that strengthens Brand Value and Awareness in terms of affiliation and community.

The course in Fashion Digital Marketing trains for professions such as: Digital Marketing Manager, Digital Project Manager, Digital Project Strategist, Digital Content Creator, Display/Advertising Creator, Web Marketing Manager, Social Marketing Manager, E-commerce Manager, Digital PR, SEO Manager, Web analytics/trafficker specialist, Inbound Manager, Community Manager.

Margaret Mark, Carol S. Pearson, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, New York; McGraw-Hill Education, 2001

Daniel Goleman, Emotional Intelligence: Why It Can Matter More Than IQ, Bantam Books, 1995

Georg Simmel, Philosophie der Mode, Berlin: Pan-Verlag, 1905

Chris Vogler, The Writer’s Journey: Mythic Structure for Writers. 3. ed. 2007

Joseph Campbell, The Hero with a Thousand Faces, 1949

Adrian Frutiger - Signs and Symbols: Their Design and Meaning

Pete Barry - The Advertising Concept Book

Stéphane Pinkas and Marc Loiseau - A History of Advertising

Ries, A. & Trout, J. - Positioning: The Battle for Your Mind

Kapferer, J. N. & Bastien, V. - Luxury Strategy

Kim, C.W. & Mauborgne, R. - Blue Ocean Strategy

At the end of the course, successful students will be able to:

• Discuss visual and marketing languages that come from other fields, and their contaminations into the fashion

• Evaluate theoretical and visual information to approach Fashion digital marketing projects with expressive tools that suit the contemporary context.

• Analyse the fashion marketing phenomenon as an articulated visual language, being aware of personal skills and style, interpreting and translating ideas into innovative, responsible, and sustainable projects.

At the end of the course, successful students will be able to:

• Interpret the innovative, creative and technical aspects of Fashion digital Marketing in order to successfully apply personal skills to innovative, technological and sustainable, and responsible productions.

• Translate personal projects in products and papers, consistently selecting materials and creation techniques.

• Develop Fashion Digital Marketing projects within different scopes, consistently representing them, complete with bills of materials and technical data sheets.

• Represent the artistic and technical side of projects, using a personal, original point of view

At the end of the course, successful students will be able to:

• Search for references to their projects, and develop ideas based on them

• Identify and apply methods and techniques that support the creation of complex projects in terms of design and representation

• Use a wide variety of artistic and industrial research channels to create supporting tools for the project

In compliance with the Qualifications Framework for the European Higher Education Area - QF for the EHEA, at the end of the first study cycle, students will have developed the following skills:

Knowledge and understanding: graduates must have knowledge and understanding in a field of study that builds upon their general secondary education, and must typically be at a level that, whilst supported by advanced textbooks, includes some aspects that will be informed by knowledge of the forefront of their field of study.

Applying knowledge and understanding: graduates must be able to apply their knowledge and understanding in a manner that indicates a professional approach to their work, and have competences typically demonstrated through devising and sustaining arguments and solving problems within their field of study.

Making judgements: graduates must have the ability to gather and interpret relevant data (usually within their field of study) to inform independent judgments that include reflection on relevant social, scientific or ethical issues.

Communication skills: graduates must be able to communicate information, ideas, problems and solutions to both specialist and non-specialist audiences.

Learning skills: graduates must have developed those learning skills that are necessary for them to continue to undertake further study with a high degree of autonomy.