STUDY PROGRAMME
FASHION DIGITAL MARKETING

AFAM CODE
ABTEC38

DISCIPLINARY AREA
Digital technologies and applications

DISCIPLINARY FIELD
Digital applications for visual arts

CREDITS
8

APPROACH
Theoretical/project based

This course enables the students to learn, develop and use the specific tools of Fashion Digital Marketing (including: budgeting, ADV planning and scheduling, industry-specific apps and software), as well as to understand, analyse and interpret the data flow, increasing the awareness of target goals and range of uses (unconventional, social media and omnichannel).

The total CFA credits for this course are 8

Successful students will be able to:

• Use professional, discipline-specific language and identify design phases, professional roles and specific competences

• Use tools and research platforms to obtain data and information

• Process information and prepare a strategic synthesis-analytic report

The course examines the information which supports the role of contemporary communication agencies in their digital extension, and covers: strategic aspects of integrated campaigns and distribution logics; analysis of the architecture of people relations and ways of social media surfing, selecting and grouping sources and news; use of research tools, processing and implementation as a preparatory phase to the development of a creative brief.

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.