SPECIAL TOPICS IN MARKETING

概要

In examining the marketing and management of fashion industries, this course takes a multi-disciplinary approach that covers various aspects typical of a social phenomenon such as fashion. Analyzing fashion from different points of view allows students to develop a basic understanding of this industry and its main challenges and drivers to become able to choose a possible future specialization in fashion or a role in this industry. Starting from the development of modern fashion to the current global business model, the three main expressions (or categories) of fashion will be covered through emblematic stories in haute couture, prêt-a-porter and fast fashion sectors. After this general detailed discussion and the presentation of current fashion sectors' status, the main brands’ strategies and their challenges will be examined to get to the formulation of the most applicable marketing strategies to acquire the “neo-customers” of fashion.

目標

To gain an understanding of the economics and marketing of fashion and the dynamics that today affect firms operating in this industry. Students will be encouraged to conduct independent research and present their findings in class on a regular basis, both individually and/or in group. By adopting an interactive approach, this course aims to allow students to be actively engaged as if they were able to set strategies for a fashion company in today’s competitive environment, facing mutating customers' behaviors, through guided brainstorming, discussion, and case studies.

授業外の学習

Readings, case preparation, and preparation for assignments, report, and presentation is required outside of class.

所要時間: On average 190 minutes per session