About this course
This master’s is designed to train future professionals in the areas of brand management, merchandising and communication, specifically in the areas of fashion and luxury. Given the advanced nature of the course, candidates must have previous undergraduate study in marketing, economics or similar, or proven work experience in the field.
The basic units of the curriculum are devoted to understanding the logic of the markets for fashion and luxury and consider how the structure of the main segments should be viewed in order to meet the needs and desires of consumers. The marketing mix and its construction through working with the client-target becomes the basis on which to plan the development strategy of the brand. The study of the styles of the past, the analysis of current trends and forecasts of the issues related to ‘future-fashion’ will enable participants to understand how aesthetic expressions and interpretations of social and cultural trends affect the process of collection development. The course will also detail the primary methods of social research, the market and their practical application in the field.
As part of this specialist course, participants will address the interpretation of economic, commercial, marketing and communication logic specific to the luxury sector. They will also analyse how companies in the fashion-luxury market develop their own interpretation of brand positioning and devise special strategies in the management of the brand. The topic of the characteristics of the products and their distribution will be addressed with the aim of creating environmental innovation and competitive advantages for companies in the sector. The course is carried out through lectures, group work and individual project work. Learning outcomes include:
- Analyse segments of supply and demand within the fashion and luxury market and evaluate their nature and main characteristics;
- Apply interpretative models and management methods to support key strategic and operational marketing activities;
- Locate competitive dynamics and develop appropriate strategies to successfully compete for market share;
- Develop a rigorous but original approach in the management of brands in the fashion-luxury sector;
- Acquire a critical and creative approach, combining them with an entrepreneurial vision both in business logic and in the development of professional skills.
Optional language courses (1 month, € 2.500):
- Fashion French
Note: Students who successfully complete the programmes taught in English in Paris and London will be awarded with a Master's Degree by MMU (Manchester Metropolitan University). Students who successfully complete the programmes taught in Milano will be awarded with an Istituto Marangoni certificate.
- Diplomas from Universities or graduate schools.
- One letter of recommendation from a university teacher or employer.
- Candidates enrolling to certain creative masters programmes need to present a portfolio. The portfolio must show skills in drawing by hand, as well as their creativity and technical or computing skills. The portfolio should consist of at least 10-12 drawings, photos or slides, supported by a brief description regarding the personal contribution to the development of the project.
- A brief autobiographical description in which the student narrates the reasons for applying at Istituto Marangoni and to the masters programme; in which s/he describes their personal interests and aspirations, any award or recognition won, and all relevant information for the selection process.