master's degree* · master programmes** · cycles de spécialisation*
Making fashion and luxury products desirable
Promoting what is fashionable and making products desirable is the work of the fashion promotion and communications expert. Fashion promoters define advertising campaigns and organise promotional activity through the most appropriate communication channels that reflect and represent the image of a brand, or luxury product. Professionals organise presentations, events, fashion shows, exhibitions, conferences, press office and public relations activities, utilising different methods of communication, media and marketing.
This one year postgraduate level Fashion Promotion, Communication & Media course (lasting 15 months in London and Paris - including internship - and 9 months in Milano and Firenze) trains participants in technical and theoretical notions needed to create a professional communication campaign through the study of fashion and luxury marketing management, public relations, social media and advertising. Understanding the connection between consumers, the product, and the markets in which they operate is key to producing a successful communication strategy.
During the fashion course participants learn how to respond to recent developments in media and communication. They explore the major theories and debates that dominate fashion promotion and evaluate different techniques applicable in creating and understanding the role of ‘image’ in fashion, as well as analysing historical and contemporary references. Particular emphasis is placed on public relations within fashion houses: from customer management to the identification of key industry players and celebrities, and from fashion show organisation to the management of press days, conferences and events. Looking at fashion advertising, editorial and creative direction in media, communication and promotion, participants evaluate and analyse trends in fashion styling, photography and journalism. They also gain an advanced knowledge of creative writing processes encouraging their own vision and professional preparation for various roles in the fashion industry which foster innovation, entrepreneurial thinking and problem solving.
The impact of new technologies has changed the face of communication and this course looks at finding the right balance between conventional or strategic promotional and marketing campaigns, and communication through new media including viral platforms, online blogs, magazines, and social media – also investigating the use of new media for commercial benefit. This course is aimed at participants that have previous undergraduate level study or similar, or proven work experience completing the course with skills in media and promotion for the fashion and luxury industries, with the ability to apply key fashion communication channels and theories across all written and visual media campaigns.
• Communication strategy and branding
• Engaging luxury customer
• Contemporary fashion communication and criticism
• Fashion and public relations
• Fashion advertising: traditional and innovative media
• Social media and digital PR management
• Contemporary issues in fashion
• Creative direction
• Communication, time management, leadership
• Professional research methods
• Art director/creative director
• Social media and web content editor
• Digital adv expert
• 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
*Participants who successfully complete the programmes taught in English in Paris and London will be awarded with a Master’s Degree by (Manchester Metropolitan University-UK; Master’s Degrees include a 12/14-week work placement. Participants obtain 180 credits upon successful completion of the MA course. All candidates should meet specific entry requirements (please check www2.mmu.ac.uk/international/ for international equivalents); for further details please do not hesitate to contact the information office at the chosen school.
** Students who successfully complete the programmes taught in Milano will be awarded an Istituto Marangoni certificate.
***Only in the London and Paris schools.