Fashion Business, Communication and New Media

In un mondo dominato dai media, la capacità di comunicare e connettersi con il consumatore attraverso tecniche e canali mediali di varia natura è una delle competenze più ricercate ed importanti nei settori della moda, del lusso e della creatività.
Questo corso triennale full time offre un’ampia base di istruzione sui principali canali di comunicazione contemporanei, inclusi strumenti informatici, video, stampa di immagini e riproduzioni, senza tralasciare le tecnologie più innovative, al fine di creare e rendere efficaci le strategie di comunicazione aziendale specialmente per i mercati della moda e del lusso. Per proporre una strategia di comunicazione media di successo, è fondamentale comprendere le relazioni tra prodotto, consumatore target e collocamento sul mercato.
Questo corso dinamico trova modi per instaurare il ‘buzz’ necessario ad incrementare il riconoscimento della marca, rispettando al contempo l’immagine del brand e qualunque limitazione dettata dal brief assegnato o dal budget del piano di comunicazione. I partecipanti seguiranno un’approfondita analisi dello stile, comprendendo come linguaggio, immagini e suoni possono influenzare le emozioni e i comportamenti del consumatore, definendo e disseminando ‘tendenze’ della moda come fonte di ispirazione non solo per l’abbigliamento, ma anche per gli accessori ed in tutte le aree dei settori lusso e creatività. Analizzando casi esemplari nell’ambito della moda, delle immagini e della fotografia del presente e del passato, i partecipanti impareranno a catturare ed incorporare la magia della moda e del lusso in video, piattaforme web e social network. Comprenderanno la filosofia, l’evoluzione e l’importanza dei social media in ambiente business, e impareranno come piattaforme quali Facebook, Instagram, Pinterest e Twitter siano utilizzate per rappresentare un’organizzazione, promuovere un prodotto o un brand, e quanto si prestino ad essere potenti strumenti di connessione al consumatore attraverso la creazione di fedeli seguaci.
Il corso si focalizza su competenze editoriali per attività di PR e stampa inclusi il fashion writing e il copyediting, ma anche pianificazione media, direzione creativa e shooting fotografici di moda – bilanciando perfettamente l’attività tra nuovi media e mezzi di comunicazione tradizionali. Attraverso lo studio della semiotica, i partecipanti analizzeranno il mondo della comunicazione verbale e non verbale, imparando a trasformare semplici gesti in conversazioni promozionali efficaci.
Questo programma è parte del percorso di studi in fashion business. Partendo dal fashion business come materia di insegnamento cardine, i partecipanti si specializzeranno nell’aria di interesse prescelta (comunicazione e nuovi media) posizionandosi come esperti di settore con un profilo professionale altamente specializzato e ricercato.
Questo corso è disponibile anche come BA (Hons) degree quadriennale (con anno sandwich)* **.

• Social Media per il business
• Media tradizionali e digitali
• Pubblicità e strategie di marketing
• Implementazione di una campagna pubblicitaria
• Fashion Brand e branding
• Fashion writing & copy efficaci, editoriali
• Comunicare attraverso immagini, stile e semiotica
• Photoshop Lab e Graphic Design
• Prospettive culturali contemporanee, trend e forecasting
• Strategie contemporanee di fashion photography & video
• Portfolio e comunicazione visiva
• Teorie e Tecniche di Design Research

Programme methods:
The programme is designed to facilitate the development of a student who will be highly employable and will allow them to investigate and develop their strengths.
The programme will present students with a variety of approaches to learning and assessment strategies that will promote intellectual, imaginative, analytical and critical judgement.
It will allow students to develop understanding as well as their presentation and communication skills, which they will be able to demonstrate in a variety of forms.
A combination of different learning and teaching methodologies are employed in order to promote reflective learning and develop generic transferable skills.
Methods include:
• projects to encourage independent learning through investigation, enquiry and problem solving;
• group project to enhance interpersonal and collaborative skills;
• tutorials and group tutorials to facilitate shared experiences and best practice;
• seminars, formal lectures and workshops;
• study, trips, external projects and competitions present the students with another dimension to their leaning experience;
• guest speakers provide the students with a full, broader and real prospective to their specialist field of study.
Students will have the opportunity to demonstrate their achievement of the intended learning outcomes through a variety of tests appropriate to their field of study.
Course Specific Assessment Criteria:
The methods of assessment used give breadth and depth, which allow for both the formative and summative assessment of every student at each stage of the programme.

Assessment methods to support learning:
The programme uses a balanced assessment system, both summative and formative as an integral part of gathering information on student learning. Different forms of assessment can, and where appropriate should, be used to test different types of skills and learning.
Formative Assessment:
Formative assessment informs both teachers and students about student understanding at a point when timely adjustments can be made. In formative assessment students could be involved in the assessment process. These formative assessment situations will also give students an opportunity to learn to critique the work of others. Some of the instructional strategies that will be used formatively include the following:
• criteria and goal setting: asking students to participate in establishing what should be included in criteria for success;
• self and peer assessment: With peer evaluation, students see each other as resources for understanding and checking for quality work against previously established criteria;
• student record keeping: helps students better understand their own learning as evidenced by their classroom work. This process
of students keeping ongoing records of their work not only engages students, it also helps them, beyond a “grade,” to
see where they started and the progress they are making toward the learning goal.
Summative Assessments:
These assessments are a means of gauging student learning, at a particular point in time, relative to established marking criteria.
Summative assessments > can occur during as well as at the end of each unit and concentrate on specific evidence of student work, examples as follows:
Portfolio Assessment > is used to assess a variety of projects that have been developed throughout the unit.
Practical Coursework > allows the students to demonstrate their understanding and application of practical areas of study.
Written Reports > are required is some study areas, where a clear and structured brief is provided and the students are asked to submit work to me marked independently and anonymously by staff.
Formal Examinations > are required is some study areas.
Presentations > are used in some subjects to allow the student to develop their professional communication and presentation skills.
Student Projects > are used when the student is required to submit work to be marked independently and anonymously.

Course Specific Admission Requirements
Admission is based on the reasonable expectation that the student will be able to fulfil the objectives of the programme and achieve the standard required for the award.
Admission requirements are listed below.
Candidates must have a sufficient command of the English or the chosen language of the course to be able to meet the requirements of the programme in every respect.
When considering the suitability of an applicant for a place on the programme the Admissions team will usually take the following factors into account:
• the applicant’s qualifications (High School Diploma or equivalent school certificate);
• the applicant’s personal statement;
• a portfolio of work (if appropriate to the subject).
The Admissions Manager coordinates and supports the subject specific Programme Leader and the Director of Education in dealing with interviews and portfolio assessments (where appropriate).
(Admission requirements are subject to change in order to comply with entry requirement regulations).

• Digital Marketing Manager
• Media planner/Media manager
• Communication Manager/Director
• Marketing Manager
• Multimedia Content Designer
• Social media Editor/Manager

Course structures
Fashion Business Communication & New Media three-year course
Year 1
Introduction to the Fashion Business
Alpha Marketing
The Luxury Fashion Product
Principles of Business
Year 2
Visual and Emotional Branding
Marketing in the Luxury Sphere
Fashion Lab Project
Finance and Management Control
Year 3
Omnichannel Distribution
Honours Project Fashion Business
Future of Fashion