STUDY PROGRAMME
FASHION DIGITAL MARKETING

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodology of visual communication

DISCIPLINARY FIELD
Brand design

CREDITS
8

APPROACH
Theoretical/project-based

This course enables the students to understand, develop and use the specific tools of Fashion Digital Marketing in the establishment, communication and marketing of a Brand, working on the creation and definition of a corporate identity that is effective in the digital world in terms of Brand Identity, Brand Equity and Brand Positioning. The aspects related to marketing also include a focus on the world of e-commerce.

The total CFA credits for this course are 8

Successful students will be able to:

· Analyse a brief and define strategies for positioning, targeting and media distribution.

· Contextualise brands in the digital world, adopting both a strategic and a digital outlook.

· Design, define and create effective corporate identities for the digital world.

· Identify the typical communication style of Fashion design

· Work in mixed teams in terms of professional roles and cultural backgrounds

The course introduces the idea of Branding, and examines its functions in digital and social strategies to define Brand Value and Awareness, hence fostering the creation and engagement of a community around an effective web, social media and e-commerce offer.

This is a theoretical/project-based course.

During the course, the students will carry out the following didactic activities, which may vary depending on the projects that will be developed:

• Front lectures

• Use of tutorials, videos or other media tools

• Exercises and revisions

• Workshops

• Individual or group projects

• Individual study or research

Assessment criteria may include:

• Written/Oral exam: questions on the programme, with an analysis of the multimedia strategy devised for the briefs presented at the course and developed in their creative aspects for the Integrated Campaign.

• Graded work: average of the evaluation received for the creative projects developed during the course, or to be presented at the exam for the students who have not attended the lessons.

• Submission of papers, projects and research work.

Further details on the specific tests will be given by each professor.