时尚商务

Fashion Business

本科阶段

进阶课程 十二周

(四学期)

学习重点

  • 时装体系、潮流预测和消费者市场
  • 潮流、文化运动和创新
  • 生产和制造流程
  • 时尚买手的角色
  • 营销策略与沟通技巧
  • 财务和管理
  • 时尚零售和数字化管理
  • 时装发展史
  • 创造性研究理论与实践

商务与创意管理
时尚商业管理专业人士精于时尚产品生产、传播、营销和零售等各个环节的情况,具备对行业的透彻理解。他们可以开展包括管理、品牌化、造型和数字营销计划在内的多种类型项目;他们是时尚商务领域的专家。时尚商务课程将向学员介绍时尚商务领域中战略性且以市场为导向的各主要方面;商业模式分析、运营战略以及市场营销。学员将了解奢侈品领域,从产品开发到客户关系管理(CRM)的方方面面,这也是当今商业成功的关键因素。他们会着重分析“新时代消费者”这一趋势以及其带来的影响,运用时尚营销以及沟通技巧参与到时尚产业的活动中。学员还会根据时尚以及奢侈品行业面临的问题,评估可持续数字化、多渠道营销带来的机遇,据此制定出满足未来时尚行业需求的有效商业计划。学员不仅能在课程中获得理论性的知识,还能将其运用到实践中。该课程鼓励他们充分运用批判性的思维,为今后事业发展奠定基础。

时尚商务课程包含四个学期的课程。从基础入门学习开始,逐步向高阶且全面综合的知识与技能深入发展。课程设计围绕“灵活学习”这一概念,学员可自选何时进阶至下一学期,自主掌握自身的学习进程和成果。在完成所有四个学期的课程后,学员将具备进军时装设计和时尚行业的必备技能。该课程适合希望成为时尚商务专业人士、自主创业、在时装设计和时尚行业或其他创意行业中担任管理岗位的学员。

时尚商务1(12周+12周)
课程首先教授时尚体系概览、商务实践原则、时尚营销、当下关键趋势以及研究方法。同时学员还会通过服装史课程的学习,培养行业所需的 辩证思维”模式。

时尚商务2(12周+12周)
第二阶段将着眼于买手领域,深入分析营销战略以及促销结构,同时学习重点为传播影响力,以及如何为时尚产品打造“渴求欲望”。该阶段还将培养学员的领导力以及商业营销发展的“思维定势”,这也是行业内的必备因素。

发展机遇
在课程结束后(完成四个学期),学员将获得宝贵的专业技巧和行业信息,可胜任全球时尚、设计和创意行业中的诸多商务和管理角色,或开展研究项目,参与初创公司或成熟公司的商业计划制定。

最终成果
完成整个阶段学习的学员将获得马兰戈尼学院毕业证书。

国际本科项目 – 欧洲深造选项1
学员在培训中心完成的本科阶段课程的学分,将获得马兰戈尼意大利米兰或佛罗伦萨学院的高度认可,学员可根据自身的需求与情况申请校际间转学,继续就设计、创意和研究领域进行深造。完成三年学习的学员将获得由意大利校区颁发的本科阶段毕业证书。

1) 申请第三年转校的学员,需参加文化与英语语言短期强化课程。更多详情敬请联系马拉戈尼上海。

Undergraduate Programmes
Progression Course
4 Levels of 12 weeks

Learning focus
• The fashion system, predictors & consumer markets
• Trends, cultural movements, innovation
• Production and manufacturing processes
• The role of the fashion buyer
• Marketing strategies & communications tools
• Finance and management control
• Fashion retailing & digital marketing
• The history of fashion to present day
• Creative research theory & practice

Managing Business & Creativity
Fashion business professionals work in production, communication, marketing and retail and must possess a thorough knowledge of the fashion panorama. They have the skills to work on a variety of projects including management, branding, styling and digital marketing plans; they are experts in the business of fashion. This certificate programme provides participants with a strategic and market oriented blend of the main perspectives in fashion business; looking at business models, operation strategies, and marketing, pricing and finance.. Participants will take a 360 look at product development in the luxury industry, as well as an introduction to CRM, key to business success today. They will analyse the ‘new consumer’, looking at key trends and influences, and gain a solid foundation in fashion marketing and communication techniques used by todays main players. The certificate programme also covers current issues in the fashion and luxury industries, such as developing sustainability, and digital marketing omnichannel; necessary to define an effective business plan to meets the demands of the future fashion industry. Participants gain a solid foundation in key business practice, and are encouraged to apply critical thinking to their own planning and project development.

Structured in four distinct levels or ‘blocks’, participants can choose when to build on their experience by progressing from one level to another, giving them complete control on their own progress and achievement. On successful completion of all blocks participants will have gained a solid base in business and marketing for luxury, to enable them to enter the industry, or to progress further in their studies to a higher level of comprehension and skill. The course is aimed at candidates who have the ambition to become business professionals, start their own business or work in management roles within the fashion design and creative industries.

Fashion Business 1 (2 ’blocks’ of 12 weeks)
The first part of the programme starts with an overview of the fashion system, and the principles of business practice, together with fashion marketing, current key trends and research methods. Participants are also introduced to the history of dress in order to gain a more reflective understanding and context to their studies.

Fashion Business 2 (2 ‘blocks’ of 12 weeks)
The second and final phase of the programme looks at the buying arena, pricing and finance, and progresses further in marketing strategies and the promotional mix, as well as investigating the power of communication and the creation of ‘aspirational desire’ in fashion products. The course also looks into leadership and developing a business marketing ‘mind-set’, necessary for key industry roles.

Opportunities
At the end of the course participants will have gathered a key business know-how and skills to be able to embark in wide variety of business and management roles within the international fashion, design and creative industries, or undertake a research project resulting in a business plan for a start-up, or for existing company development.

Final Award
Participants will be awarded an Istituto Marangoni Certificate

Progressing Abroad • European Study Option1
Participants have the opportunity to further excel in design, creativity and research, by completing their study pathway at one of Istituto Marangoni’s European schools in Milano, Firenze or Paris. On successful completion of that programme they will be awarded the 3-year Undergraduate Certificate from the chosen school.

1) The addition of a short intensive 6-week module of Culture and English Language is required for participants wishing to enter year 3 of Istituto Marangoni’s European Undergraduate Certificate Programmes. For full details and entry requirements please contact the chosen school.

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