Summer Course in Fashion Marketing
The summer course in Fashion Marketing shows how all those who work in a fashion marketing and communication department need to be capable of responding to relevant subjects such as defining new business models, consolidating the “brand” value or looking for new consumption trends in order to be able to face them fastly. All things considered, their work is to define the global strategy so other professionals (designers, advertisers, product managers, interior designers, window dressers, …) develop their work jointly, directing their efforts to a common challenge with clear and agreed goal
In the last years, fashion industry has been immersed in a deep and fast transformation process of its productive and organisational structure, provoking relevant changes in the industrial model that has been characterising developed economies during the last 25 years. At the moment, there is clear intensification process of the worldwide competence, which has constrained the sector (both huge companies and entrepreneurs) to make its functions much more professional to respond to the new competitive environment.
The course objectives are:
– Enhance business creativity.
– Provide the student with the necessary skills to face real situations in the field of fashion with a coherence and professionalism.
– Consider the requirements to develop an integral fashion marketing and communication plan: from production to commercialization, analysing commercial and/or sales opportunities (direct sales or by means of showrooms, distribution networks, etc.), passing through assessment for every phase of strategic management: anything related to brand identity and image, international expansion, collaborator research, communication, among many others.
The development of didactic sessions, modules and activities of this Summer Course want to simulate the whole process and professional management inherent in a fashion project. In this way, the course is structured in different types of sessions:
– Theoretical lessons:
Bring professional information, up-to-date, as well as fundamentals to face the projects posed along the course. In addition, the program provides an extensive bibliography and attached documents with complementary readings.
– Experimental lessons: case studies
In a professional context, to analyse and deepen into experiences performed by in-sector companies, is an essential learning. It is not about imitating their strategies, but analysing their fundamentals, applications, repercussion, market, etc., to deduce enough knowledge and analysis to face own challenges with confidence and knowledge.
– Experimental lessons: projects
The goal of every Summer Course at IED is to end up developing professional projects, and that is why, all through the course, several practical exercises will be developed, revealing that the follow-up of the course is performed by “work in progress” dynamics. This activities will become a relevant initial contact with real cases that we can find in the professional world.
Some of the subjects, which have a high practical content, will be performed by workshops, practicing fundamental elements such as well-planned work teams, observing the defined briefing for each session.
Throughout the course, didactics will be completed with professional lectures, which put in touch our students with professionals from top-leading companies of the field. Undoubtedly, it is a unique opportunity to learn and contact with professionals from the different fields of fashion.
This course is conceived for graduates in fashion design and marketing interested in enhancing their knowledge to go into the sector of professional industry. Salespersons and sales managers who want to acquire a technical knowledge of the field of fashion so they stand out among other professionals. Creatives for several areas (graphic, interior and product design) looking for a broadening in their proposals for clients and interested in applying brand image, fashion production and trends. Creatives and advertising planners on a quest for innovative proposals for their clients in the field of fashion, within brand image and its different applications (events, packaging, labels), as a distinguishing element.
Degree in Business Administration with an MBA from the prestigious ESADE business school. Since 1990 she has been involved in strategic consulting projects for various areas of the fashion industry with private companies and public associations. Ms Buhigas has been a member of the ESADE Marketing and Management Department education committee. Since 1998, as a founding member of FACTO Estrategia, she has continued to work with the professional sector as a strategic consultant, as well as cooperating with IED Barcelona on various educational projects.
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