Postgraduate in Marketing and Fashion Communication

The Postgraduate in Marketing and Fashion Communication has as a main aim to train future professionals to identify, evaluate and select different market opportunities, establishing excellent strategies in the communication field and for a brand image, in a sector in which innovation is continuous and very competitive.

The fashion industry is subject to constant changes characterized by the existence- on a manufacturing level as well as in distribution or retail- of business and establishments of different sizes and resources. To define management systems and marketing strategies, communication and publicity for so different organizations is a complex task, as well as taking into account external factors like market globalization and price competitiveness due to the appearance of new distribution formulas.

All this requires expert professionals in management and marketing of fashion businesses, with the necessary knowledge and skills to find new ways that allow them to successfully manage these business areas, as to establish the markets and sectors in which a business can meet demand in a better than competitors, being able to develop the most suitable marketing mix and making its products the most popular among customers.

Aims

To know marketing strategies for positioning products in the market.
To use the most suitable communication channels in each moment.
To use publicity tools as a means of advertising a brand image successfully.

Syllabus

The postgraduate course has 18 credits: 150 theoretical/training hours and 30 hours used for carrying out a research project.

MODULE I: Fashion Marketing

Introduction to fashion marketing
Framework of the fashion market
Segmentation and fashion market positioning
The consumer of a fashion product
Market research in fashion marketing
Product policy
Price policy
Distribution policy
Communication and promotion policy
Fashion product marketing
Fashion marketing strategies
Fashion marketing planning

MODULE II: Fashion Communication: Processes and Strategies

The textile and clothing sector. Situation and business types
The communication process
Communication as a corporative function
Communication in marketing mix.
Communication strategy
Estimate management. Practical case.
Actions of communication below the line
Relations with the press. Publicity
Direct Marketing
Retail marketing. Trade marketing
Acts and events
Internet
The product as an element of communication: packaging / label
Endorsements/ celebrities
Street marketing
Sponsorship. Product placement

MODULE III: Publicity in Fashion

Introduction
The brand
The advertising concepts
The advertising market
The advertising creativity
Important decisions
Estimate management and its possibilities
Other advertising forms

Herramientas Personales

Secciones