国际本科项目 – 欧洲深造选项1
4 Levels of 12 weeks
• 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.
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.
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.