Fashion Digital Management

Developing digital and social media strategies for fashion

Master's Course**

1 Oct 2019 - 5 Jun 2020
it · en
fees
enrolment fee € 5.500
 
tuition fee EU € 25.500
tuition fee non-EU € 27.600

** Courses taught in Milano are awarded an Istituto Marangoni diploma.

The impact of the digital revolution on fashion companies is paramount; fashion is fixed on being ‘plugged in’. From new ways of designing products and concepts, to the development of collections, distribution channels, marketing and communication; digital media influences all areas of the industry. The digital strategist of a fashion company is a well-rounded professional able to understand global and omnichannel consumers: they understand their tastes, trends, habits and behavior, driving the company forward to create new products or compelling ways to engage their followers in a unique customer experience via social media, digital PR, and influencers. This 9-month postgraduate level course provides participants with a complete framework in fashion company management and processes, focused around the impact and power of present and future digital and social media channels.

The course begins with an in-depth assessment of fashion as a social and cultural phenomenon, looking at past traits and future trends, combined with contemporary marketing skills. The study approach at this stage is purely strategic; the aim is to provide qualitative business expertise and innovative digital business models that can be applied to any setting, from multinational luxury groups to SMEs and new start-ups.

Participants move onto investigate in detail specific areas of the fashion business that have been re-shaped by digital means such as research and product development, the use of innovative materials, communication channels, and areas of merchandising, retail, and operational marketing. In terms of processes and methods the scope of the course is deliberately global, covering opportunities and success stories linked to different markets, locations, and countries. The course takes an extensive look at the new professions in the digital arena: from digital marketing, to social media managers and e-commerce specialists, all specifically focused to fashion, creative and luxury industries.

At postgraduate level the course is aimed at participants that have previous undergraduate level study or equivalent, or proven work experience with good analytical skills, together with a keen interest in digital tools (mobile, app, social media, e-commerce platforms) and a high level of computer literacy (Excel, PowerPoint, Word). Enriched with company based industry projects working to a real company brief, with guest testimonials, and study visits, participants graduate with a forward thinking media mindset and solid strategy ‘know-how’ in fashion digital management.

LEARNING FOCUS

  • Digital Technology in fashion
  • Digital Business models
  • Brand management & digital Brand management
  • Marketing
  • Digital Communication: social media & digital PR
  • Digital Research: big data / small data
  • Content management
  • CRM/SEO/SEM
  • E-commerce
  • Consumer Insight
  • Sociology, Fashion History, Culture

POSSIBLE CAREER PATHS

  • Digital Strategist
  • Social Media manager
  • Data analyst
  • Digital PR
  • Web editor
  • E-commerce merchandiser
  • Business development
  • Digital Media Sales
  • Programmatic advertising specialist


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