STUDY PROGRAMME
FASHION DIGITAL MARKETING

AFAM CODE
ABTEC37

DISCIPLINARY AREA
Project methodology of visual communication

DISCIPLINARY FIELD
Project methodology of visual communication

CREDITS
8

APPROACH
Theoretical/project-based

This course deals with communication elements to enable the students to understand the methods of contemporary fashion storytelling to create, tell and disseminate digital content and strengthen the Brand image in terms of affiliation and community.

The total CFA credits for this course are 8

Successful students will be able to:

• Analyse and decode the constituent elements of fashion storytelling: consistency with brief and positioning strategy, use on different media.

• Design complex content using an integrated approach (idea, tools, devices) keeping consistent with the brief, creativity and use of different media and devices, as effective for the nature of the product or its target.

• Express a systematic and experimental vision through innovative content and new aesthetic interpretation as an alternative to conventional models.

• Develop digital fashion communication projects that are specific to a field of reference

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

This course covers: devising and designing an integrated campaign, with a focus on its use in the digital world as effective for Brand, product, and target; dealing with and coordinating the roles that are involved in the project (art and copy, strategic planner, photographer, digital artist, etc.). The course goes in-depth on the necessary skills to foster a systemic and experimental vision through the creation of innovative content and new aesthetic interpretations as an alternative to conventional models.

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.