B0715 - Seminars: Marketing and Management (Gr. B)

Learning outcomes

Students at the end of the seminar will acquire high standard knowledge and skills directly from experts in the fashion fields, alongside special lectures held by scholars and researchers.

Course contents

Seminar: Web Marketing for Fashion

Tutor: Stefano Zappi

The seminar offers students the opportunity to learn how to apply web-marketing practices to the field of fashion, focusing on the fashion industry. At the end of the seminar, the student:

- knows how to use the potentialities of the major social networks and search engines (Facebook, Instagram, TikTok, Google);

- understands the potential of social media as means of communication and listening to an audience;

- knows how to apply marketing tools to social media environments;

- knows how to build, plan and implement a social media marketing strategy;

- knows how to build, plan and implement a content marketing strategy, from the editorial plan to the content creation;

- knows how to run a social media advertising campaign through the major social platforms;

The course aims to offer a complete overview of the current state of the use of social platforms, search engines, data analysis and design tools for online marketing. The subjects will be declined from the specific point of view of the fashion industry, also touching on the analysis of the different types of communication that brands adopt on digital platforms.

During the course, various case studies will be illustrated to underline the practical and vertical applications of the concepts learned in the panorama of fashion.

As last, in order to consolidate knowledge and skills, students will be asked - partly during the lessons, partly at home - to produce small practical projects which will be the subject of discussion during classes.

 

Students with SLD or temporary or permanent disabilities. It is suggested that they get in touch as soon as possible with the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en ) and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.

Readings/Bibliography

At the end of each lesson, the Tutor will indicate a reference bibliography for the topics covered. The bibliography is to be considered completed by the course slides, which contain useful indications or links for further study. Slides and instructions will be sent to students by email after each lesson.

Teaching methods

The course takes place by alternating lessons partly of a theoretical nature, partly about case study analysis, discussions of the projects developed by the students and the production of small projects.

Assessment methods

The Sminar can be registered with a frequency equal to or greater than 80% of the hours, i.e. by participating in 24 out of the total 30 hours.

Students with SLD or temporary or permanent disabilities. It is necessary to contact the relevant University office (https://site.unibo.it/studenti-con-disabilita-e-dsa/en ) with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

Teaching tools

Powerpoint, videos, tools useful for web marketing.

Office hours

See the website of Ines Tolic