Fashion Communication. More than a process, a compelling challenge to involve the customer. Fashion brands are leading the innovation, from the digital opportunity to the engagement challenge.
The Master in Fashion Direction: Brand & Communication Management goal is designed for students desiring to work inside the processes of communication, advertising and promotion of fashion brands, on different levels: product, brand, corporate, events, with a thorough knowledge of all the main business tools, from the press and PRs tools, to the digital tools, as well as printed traditional advertising.
Managing communication tools starting from the company DNA, heritage and strategy. From cultural knowledge, to management skills. In terms of didactical activity, besides lectures leaded by the excellent Faculties of Bocconi University, Polytechnic of Milan and Cattolica Universities, there will be also field laboratories and projects, where students will continuously interact with the leading Italian and international fashion companies (among them, Gucci Group, Gianni Versace, Giorgio Armani, La Rinascente, Hugo Boss, Jil Sander, Levi's, Max Mara Fashion Group, Miroglio Fashion Group, Ralph Lauren, Roberto Cavalli, Valentino Fashion Group, Vivienne Westwood). Field projects, the most compelling part of the Master's experience, are led by teachers and tutors, on a specific brief by companies' executive of solutions to collections' development issues or of developing new business strategies, and are preparatory to the final internship activity.
It is a one year part time program for those passionate about Advertising and Digital communications. One of the benefits is that students are given opportunity to demonstrate their skills to invited industry based guests.
It's a full time one year program with focus on Advertising field.
The learning outcomes of the programme are:
Students will be able to demonstrate the principals and processes involved in all channels of communications. This includes advertising, public relations, media, customer relationship management, direct marketing, consumer promotions, multimedia, new media and new channels in development.
Students will be able to demonstrate knowledge and advanced skills in idea generation, creative concept formation, planning and execution of advertising and marketing communication campaigns.
Students will be able to demonstrate full cognisance of the changing role of media management including media strategy, media planning, media consumer planning buying and analysis.
Students will develop a critical awareness of the processes involved in developing creative strategies including art direction, copywriting and integration of creative across all channels
Students will acquire a range of high level skills relating to the principals and processes involved in television, radio and print production as required in advertising campaigns, display, publicity, sales promotion and direct marketing campaigns.
Students will develop specialised techniques and abilities in the use of software packages for word processing, graphics, desktop publishing and statistical methods such as SPSS.
Students will be able to demonstrate competence in a range of advanced communication skills applied in varied and unpredictable situations.
Students will conduct a research dissertation which allows them the opportunity to reflect, scrutinise and engage intellectually with current advertising issues.
