73069 - Fashion Strategies and Marketing (1)

Course Unit Page

Academic Year 2018/2019

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.

At the end of the course, the student possesses basic knowledge and techniques related to marketing and business strategies. The course will contain examples, and will deal with the specificities of the fashion business and their market. In general, the student is able to: - understand the methods of analysis of markets and consumers; - know the levers at the disposal of management to operate in these markets; - use the main theoretical tools useful to understand the basic mechanisms in business management.
At the end of the course, the student possesses basic knowledge and techniques related to marketing and business strategies. The course will contain examples, and will deal with the specificities of the fashion business and their market. In general, the student is able to: - understand the methods of analysis of markets and consumers; - know the levers at the disposal of management to operate in these markets; - 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