STUDY PROGRAMME
FASHION DIGITAL MARKETING

AFAM CODE
ABLE69

DISCIPLINARY AREA
Marketing and management

DISCIPLINARY FIELD
Cultural marketing

CREDITS
8

APPROACH
Theoretical/project-based

This course analyses the way marketing develops within merchandising (product marketing), communication (on- and offline) and sales, in the framework of a specific target sector. Starting with market surveys, until the methods and techniques to present ideas to potential investors, through the creation of a business model and the understanding of a business plan, contemporary professionals will possess the necessary tools to give their projects a concrete financial perspective in the digital world.

The total CFA credits for this course are 8

Successful students will be able to:

• Understand and use the main methods and tools used today to assess the needs of a project in terms of time and cost, risk management issues, and main contexts where Project Managers and Project Leaders usually work.

• Create and understand business models.

• Understand and master the specific tools of Fashion Digital Marketing (including: budgeting, ADV planning and scheduling) through an original case history.

This course provides the students with the necessary basic tools to bring ideas to the market, with a full understanding of their marketability and prototyping logic (presenting product systems to companies; activating micro self-production chains; devising design-oriented enterprise activities), as well as the necessary skills to accurately investigate the client's needs in order to provide them with concrete answers and strategic project actions.

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.