90848 - Fashion Strategies and Marketing

Learning outcomes

At the end of the course the student have the basic knowledge related to marketing management and business strategies. The course provide examples, and handle the specificities of the fashion industry and its market. In general, the student is 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 course program will deal with the general marketing concepts, relating them to the specificities of the fashion industry.

The main topics of the course are summarized below:

1) Marketing processes and the construction of valuable relationships with the consumer

2) Marketing strategies

3) The analysis of markets and consumers

4) Segmentation, targeting and positioning

5) Fashion cycle

6) Brand equity

7) Retail and trade marketing

8) Operational and strategic marketing applied to product and brand heritage

9) Digital marketing

Readings/Bibliography

1) “Principi di marketing”, Philip Kotler, Gary Armostrong, Fabio Ancarani, Michele Costabile, Pearson Italia, Milano Torino 2019 Students have to study only chapters 1, 2, 3, 5, 6, 7 e 9 of this book

2) “Fashion marketing”, Isabella Ratti, Dario Flaccovio Editore s.r.l., Palermo 2019

3) “Heritage di prodotto e di marca”, Fabrizio Mosca, FrancoAngeli s.r.l., Milano 2017 

Teaching methods

Frontal lectures on the topics indicated above, with the support of multimedia devices. Professionals working with companies operating in the fashion industry will be invited to lecture and to contribute thanks to their experience, by tackling some of the topics to be dealt with during this course.

Assessment methods

Students will sit a written exam using the EOL platform at the IT labs in Via Domenico Angherà 22, Rimini.

In case the sanitary situation will not allow to access the informatics labs, students will sit an online oral or written exam using the EOL platform.

The written exam will consist in 15 questions, formulated on the basis of the material stated in the syllabus.

For every question, four possible answers will be suggested from which students should select the one they believe to be most correct.

Evaluation for all students to be examined is based on 30 points. The result is calculated by subtracting from 30 the sum corresponding to possible errors and/or missing answers.

For every correct answer, 0 points will be subtracted, whilst 2 points will be subtracted for every wrong or missing answer.

Students will have 15 minutes to complete this written test.

Students wishing to improve the result obtained in the written exam will have the possibility to take an oral exam, to integrate their written exam. In this case, the minimum mark obtained in the written test must be 26 and the final grade will be given by the mathematical average of the two marks obtained in the written exam and the oral exam.

We would kindly ask all students who register on the exam lists, to unsubscribe if they decide not to sit the exam or are unable to do so. Your cooperation is essential to guarantee optimal organisation of the exams and to ensure that students who are present do not have to wait unnecessarily.

In the event of an oral exam being taken, top marks will be given if a student demonstrates the ability to present the material in an organic, comprehensive and conscious way also connecting it, if possible, to knowledge gained in other classes. Further criteria for top marks will regard the capacity of analysis and reasoning, language quality and development of a personal point of view, which may even be critical, on the topics dealt with.

A satisfactory result will be given if a student demonstrates good knowledge of the topics treated during class, a good ability to express ideas and if the student develops a personal approach to some of the aspects treated.

A sufficient result will be given if a student demonstrates minimal knowledge of the course contents, without showing a personal approach to the aspects treated and without always using the proper terminology.

A negative result will be given if even minimal knowledge of the course contents is missing and if the student uses an inadequate form of expression.

Teaching tools

PowerPoint slides and videos will be used during lessons

Office hours

See the website of Luca Fabbri