- Docente: Mariachiara Colucci
- Credits: 6
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: First cycle degree programme (L) in Fashion Cultures and Techniques (cod. 8772)
Learning outcomes
At the end of the course, the student will have the basic knowledge related to marketing management and business strategies. The course will provide examples, and will handle the specificities of the fashion industry and its market. In general, the student will be able to: - understand the methods of analysis of markets and consumers; - know the tools and approaches used by managers to operate in the fashion market; - use the main theoretical tools useful to understand the basic mechanisms in business management.
Course contents
- The concept of enterprise
- Business definition
- Industry analysis
- Value chain
- The supply chain in fashion
- Competitive environment and segmentation choices in the fashion system
- The strategic positioning of fashion companies
- The role of the brand
- Communication of fashion, luxury and lifestyle
Readings/Bibliography
Economia e Gestione delle Imprese (Baroncelli-Serio) McGraw-Hill 2013: Chapters: 2, 3, 4, 5.
Marketing della moda e dei prodotti lifestyle (Cappellari) Carocci 2011: Chapters: 3, 4.
Le imprese del sistema moda (Saviolo-Testa) Rizzoli Etas 2005 (seconda edizione): Chapters: 3, 5, 6.
Teaching methods
Mostly lectures. Occasional seminars and case studies. The attendance and participation in the course is recommended.
Assessment methods
Written exam with a multiple choice test. The aim of the test is to verify the learning of the concepts (and not just the notions) presented in class: the student must be able to reason and to make connections among the different theoretical concepts. The test is held in the lab computer.
Office hours
See the website of Mariachiara Colucci
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.