B0710 - Communication Seminars (Gr. B)

Learning outcomes

At the end of the seminar (activity strictly pertinent with the objectives of the Degree Programme) the student gains competences and specific knowledge of the Fashion field.

Course contents

Aiming to offer to our students of the Third Year various teaching activities that may potentially disclose potential future opportunities in the field of Fashion, the Bachelor Degree in "Culture e Pratiche della Moda" has planned throughout the years a relevant number of Seminars and Workshops. These teaching activities are held by scholars working in the fields of Fashion Studies and the Humanities and freelance professionals who are experts in various fields strictly related to Fashion (web design, photography, analysis of texts and communication, creation of events, archives, fashion collections, fashion styling, computer science applied to fashion, and so on). Given their nature, which is often practical and typical of a workshop, our Seminars of the Third Year are limited enrollment courses with compulsory attendance.

 

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WORKSHOP "FASHION BRAND"

(LECTURER: CELESTE PRIORE).



Knowledge and skills: clarifying which are the competitors, what is the target audience and, above all, what are the interests, on which to develop an emotional relationship. It is a mistake to think that in communicating and promoting we can achieve our goals without an accurate strategic analysis.

Contents: a strategic plan (basic level), realised in team, will enable the students to recognise what the advantage and disadvantage points of the creative process are.

Strategic and SWOT analysis: (a) Positioning; (b) Fashion brand design

Readings/Bibliography

Suggested readings:

Federica Brancale “ Data-Driven Marketing”;

Seth Godin “La mucca Viola”;

Stefano Schirru “Link Building e Digital PR”;

Robert Cialdini “Le armi della persuasione”.

Teaching methods

Team collaboration for the realisation of a brand concept, through the following design and promotion techniques:



(1) Fashion design and briefing

- Editorial plan

- Communication and sales tools

- Content marketing planning



(2) Communication and promotion

- On Page - user experience and fundamentals of web design (CRO)

- Off Page - link building and digital pr

- Content creation.

Assessment methods

In the world of fashion marketing and communication, keeping up with our time is crucial to stand out, especially when consumer habits are constantly changing. After getting to know certain contents through contextual analysis, it is time to narrate.

(1) Fashion writing
- Knowing and writing content for production
- Knowing and writing content for sales
- Knowing and writing content for promotion.

(2) What is Brand Journalism
- Knowing and writing journalistic content
- What is a corporate newspaper
- How to make a House Organ.

 

At the end of the workshop the lecturer will assess the presence and commitment of the students, and their ability to work both individually and in a team.

Teaching tools

PC and Internet.

Office hours

See the website of Stefano Marino