- Docente: Francesco Verdinelli
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Fashion Studies (cod. 9067)
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from Jan 30, 2023 to Feb 28, 2023
Learning outcomes
At the end of the course, the student is expected to acquire the concepts and is familiar with the techniques related to the strategic management. In particular, the course has three main objectives: 1) to allow the student to gain an understanding of the appropriate conceptual tools, available to managers, to analyze the industry structure and to operate in the markets; 2) to allow the students to understand how to create value for the market and for the company; 3) to introduce the characteristics of the fashion system and the basic management issues for fashion companies.
Course contents
The course aims to understand and synthesize the key concepts and techniques of strategic management, with a specific focus on the Fashion System and with a particular reference to branding techniques in the digital age.
Specifically, the course contents are as follows:
- Definition of strategy
- Definitions of fashion and luxury
- The Customer Centric approach: creating and delivering a value proposition for fashion brands
- Industry Analysis
- Business resources and capabilities: The role of the brand for fashion companies
- The Unique Selling Point and sources of competitive advantage
- Tribalism meets semantics: industry and customer segmentation in the fashion industry.
- Lifestyle Branding: brand diversification and extension strategy.
Readings/Bibliography
R.M. Grant “Contemporary Strategy Analysis”, 8th edition, Wiley. Chapters: 1, 3, 5, 7, 13.
E. Corbellini and S. Saviolo, “Managing Fashion and Luxury Companies”, 2012, Rizzoli Etas. Chapters: 1, 2, 6, 7, 8, 14
Teaching methods
Lectures, discussions of case studies and other materials. Students are asked to partecipate in group works.
Assessment methods
Written exam with open ended questions.
Mark scale:
<18 Fail.
18-23 Pass.
24-27 Good.
28-30 Distinction.
30 e lode Great Distinction.
Teaching tools
Dispense del corso e modelli operativi su fogli di calcolo fornite dal docente.
Office hours
See the website of Francesco Verdinelli