Fashion Promotion Communication and Media

Promuovere ciò che è alla moda e rendere i prodotti desiderabili è il lavoro dell’esperto di comunicazione e promozione moda. I fashion promoter definiscono campagne pubblicitarie ed organizzano attività promozionali attraverso i canali di comunicazione più appropriati, i quali riflettono e rappresentano l’immagine di un brand o di un prodotto di lusso. Questi professionisti organizzano presentazioni, eventi, sfilate, mostre, conferenze, attività di ufficio stampa e relazioni pubbliche utilizzando diversi metodi di comunicazione, media e marketing.

Questo corso annuale post-laurea in Fashion Promotion, Communication & Media (della durata di 15 mesi a Londra e Parigi – inclusivi di periodo di stage – e di 12 mesi a Milano e Firenze) offre ai partecipanti nozioni tecniche e pratiche necessarie per la creazione di una campagna di comunicazione professionale attraverso lo studio degli aspetti di marketing management nella moda e nel lusso, le pubbliche relazioni, social media e pubblicità. Comprendere le connessioni esistenti tra i consumatori, il prodotto e i mercati in cui essi sono inseriti è fondamentale per produrre una strategia di comunicazione efficace.

Durante il corso, i partecipanti impareranno a rispondere ai più recenti sviluppi nel mondo dei media e della comunicazione. Esploreranno le principali teorie e i dibattiti che dominano l’ambito della promozione della moda e valuteranno diverse tecniche applicabili al processo di creazione ed alla comprensione del ruolo ‘dell’immagine’ nella moda, ma analizzeranno anche riferimenti storici e contemporanei. Particolare enfasi sarà posta sul ruolo delle pubbliche relazioni all’interno delle case di moda: dal customer management all’identificazione di attori chiave e celebrità e dall’organizzazione di una sfilata alla gestione delle giornate di stampa, conferenze ed eventi. Guardando alla pubblicità della moda, direzione creativa ed editoriale nei media, nonché alla comunicazione ed alla promozione, i partecipanti valuteranno ed analizzeranno i trend del fashion styling, della fotografia e del giornalismo. Acquisiranno anche conoscenze avanzate nell’ambito dei processi di scrittura creativa, stimolando la generazione di una visione personale e di una preparazione professionale adatta a ricoprire i diversi ruoli nel settore della moda che favoriscono innovazione, pensiero imprenditoriale e capacità di problem solving. L’impatto delle nuove tecnologie ha cambiato il volto della comunicazione e questo corso cerca di trovare il giusto equilibrio tra campagne di marketing e promozionali, di tipo convenzionale o strategico, e comunicazione attraverso i nuovi media, incluse le piattaforme virali, i blog, le riviste e i social media – investigando anche l’utilizzo dei nuovi media a scopi commerciali.

Questo corso è rivolto a partecipanti con precedente formazione accademica o comprovata esperienza lavorativa nel settore. Al termine del corso, essi avranno acquisito competenze per la gestione dei media e delle attività promozionali nel mondo della moda e del lusso, avranno la capacità di utilizzare i principali canali di comunicazione e le teorie sulla moda in qualunque tipo di campagna pubblicitaria.

Questo corso è anche disponibile in formula Executive Training.

Strategia di comunicazione e branding
• Coinvolgere un cliente del lusso
• Comunicazione della moda e criticismo oggi
• Relazioni pubbliche e moda
• Pubblicità della moda: media tradizionali ed innovativi
• Social media e digital PR management
• Questioni contemporanee nella moda
• Direzione creativa
• Comunicazione, gestione del tempo, leadership
• Metodi di ricerca professionale

Learning and Teaching Methods:
Course teaching methods are mainly based around formal lectures, workshops, seminars and self-directed study and within this structure a range of approaches to learning and teaching is employed as appropriate to the situation. Industry experienced specialists and visiting specialist Lecturers (industry professionals) make valuable contributions and facilitate important links to professional practice.
Self-Directed Study > plays a major role in this programme, where students are expected to spend time researching and analysing subject matter independently to support and substantiate taught material.
Formal Lectures > form an integral part of the programme and with formal delivery of key information to the whole cohort. At this level it is expected that students will use the lectures as a stimulus for further study/reading.
Seminars > are used to build on themes taken from the lecture programme. Students are encouraged to make an active contribution by sharing in the argument and debate.
Visiting Lecturers > are invited to deliver specialist lectures to enhance the delivery of the units.
Individual Tutorials > are used when individual student work is being discussed or the guidance required is specific to one particular student. It is especially important in the dissertation phase and may be face to face, over the telephone, via e-mail or Skype.
Small Group Tutorials > enable students to discuss and plan their work in greater detail than is possible with larger groups. It encourages quieter students to develop their interpersonal and communication skills and helps consolidate leadership skills in others.
Video Presentations > are used to give a more in-depth understanding of a specific issue.
Case Studies > are used for detailed discussion of real-life situations.
Demonstrations > are normally of a technical nature and are necessary in certain subject areas.
Studio / Workshop / Laboratory / Practical Sessions > may be used to enable the creative and practical skill development of the student in an environment which simulates that of industry.
Group and Team Work > requires students to operate as a member of a group or team and they usually have clearly identified roles. The emphasis is on collective responsibility, individual responsibility to the group and joint decision-making.
Study Trips > give students the opportunity to go outside the institute’s environment to enhance their understanding of specific subject material. If assessment is dependent on information collected whilst undertaking the study trip, the trip would be considered mandatory. The cost of study trips can be either the responsibility of the student or on occasion included in the annual study fee. If the visit is within the city students pay for public transport. This will be outlined at the beginning of any unit where such a trip is foreseen.

Assessment:
the assessment strategy for the programme has been designed to incorporate a variety of assessment methods to enable all students to demonstrate their learning in a fair and comprehensive manner.
Assessment Methods:
formative assessment is used as an interim review of student work undertaken at key points during particular units. It provides an indicative measure of progress, allows students to consider their work in relation to that of their peers, allowing students to agree with staff any adjustments that are necessary to make in order to satisfy course requirements. It is designed to help improve student performance. It does not contribute to the final unit mark. Formative assessment always makes reference to the learning outcomes and or assessment criteria of that unit.
Summative assessment > provides an evaluation of student progress and learning during an entire unit, generates a unit mark, constructive feedback and confirms the conditions for referral and retake.
Peer and Self-assessment > requires students to assess their own work and that of fellow students. It encourages:
• a sense of ownership of the process of assessment;
• assists the student to become an autonomous learner;
• helps to develop a range of transferable skills;
• makes assessment part of the learning process rather than an adjunct to it.
Portfolio Assessment > is used to assess a variety of projects that have been developed throughout the unit.
Practical and Class Based Projects > allow the students to demonstrate their understanding of a specific subject area and application of practical areas of the programme.
Written Reports > are required in some study areas, where a clear and structured brief is provided and the students are asked to submit work to be marked independently and anonymously by staff.
Formal Examinations > will be used in some subjects to permit students to demonstrate their understanding of a subject within a constrained timeframe.
Presentations > are used in some subjects to allow the student to develop their professional communication, presentation skills and to argue critical reflection and interpret findings.

Programme Specific Assessment Criteria
Fail 0-44 The student will not have demonstrated proficiency in intellectual thought. The learning outcomes of the unit will not have been achieved. The content will be descriptive rather than analytical.
Marginal Fail 45-49 The student will have demonstrated a basic proficiency in intellectual understanding in most but not all elements. Some of the learning outcomes of the unit will have been achieved at threshold level. The content will be descriptive rather than analytical.
Pass 50-59 The student will have demonstrated evidence of critical thinking. All the learning outcomes of the unit will have been competently achieved. There will be some substantive and developed evidence of understanding.
Merit 60-69 The student will have demonstrated intellectual thought that includes critical thinking, analysis and the ability to draw conclusions and make recommendations. All the learning outcomes of the unit will have been achieved at a good level.
Distinction 70-100 The student will have achieved all the learning outcomes of the unit at an excellent
or outstanding level showing clarity of understanding, analysis and evaluation.

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:
• three years degree or equivalent;
• the applicant’s qualifications;
• the information given in supporting academic references;
• 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).

• Art director/creative director
• Social media and web content editor
• Esperto Digital adv
• Digital marketing manager
• PR and communication manager
• Media planner

Contemporary Fashion Communication and Criticism
Strategic Branding and Innovation Management
Contemporary Issues in Fashion
Social Media and Digital PR Management
Creative Direction
Research Methods