COURSES TITLE: Fashion Marketing MODULE CODE ... - KEI

COURSES TITLE: Fashion Marketing
MODULE CODE: MIED409 CREDITS: 3 US Semester Credits
SCHOOL AND DEPARTMENT: IED Moda
MODULE LEADER(S):
Silvia Zancarli
HOST COURSE: IED. Fashion marketing and communication
SUBJECT BOARD: Moda Lab
SUBJECTS
Fashion Product
Merchandising
Project 1 – fashion marketing
ASSESSMENT:
Intermediate coursework submission (40%) -
Fashion marketing project with presentation (60%) -
EMAIL:
s.zancarli@milano.ied.it
SUMMARY OF MODULE CONTENT
The course focuses on applying the previously learned marketing fundamentals into a complete fashion marketing
strategy: from research to a draft plan.
MODULE AIMS
The module aims to:
- Provide students with the basic hard and soft skills to deliver a marketing strategy based on a specific briefing
LEARNING OUTCOMES
At the end of the module students will be able to:
1. Develop a marketing project in accordance with a specific brief
2. Understand the value of research, segmentation, selecting objectives and defining an action plan to achieve
marketing goals;
3. Work on a specific marketing project from start to finish, controlling all relative parts and presenting a basic
marketing overview
INDICATIVE SYLLABUS CONTENT
- Usage of basic marketing research
- Consumer trends
- Synthetise stimuli into a project idea
- Development the idea
- Feasibility of the project
TEACHING AND LEARNING METHODS
Theoretical and practical exercises
Discussion of real case studies
Student research and presentations
Weekly lectures
ASSESSMENT RATIONALE
Students are required to submit a fashion marketing project as a response to a briefing given by the teacher plus
showing evidences of capacity to summarize concepts using a class presentation: CWK6 (L.O. 1, 2, 3) – this project
will have an intermediate project submission: CWK5, to evaluate project evolution (L.O. 1, 2, 3) such project will
explore all marketing tools studied within previous subjects
Assessed work is expected to show:
- A basic understanding and delivery of a marketing project towards a briefing
- A basic creative and professional approach towards research and marketing
- A capacitiy to work on a specific marketing project from start to finish

- A basic ability to work in record project execution to evaluate work in progress performance
- Individual presentation skills;
SOURCES
Essential Reading
R. Patrick Cash, Chris Thomas, John W. Wingate, Joseph S. Friedlander. Management of retail buying– Ed. John Wiley
& Sons Inc., 2006 (Hobokey, NJ, USA)
Davis Burns L., Bryant N.O., The Business of Fashion, Designing, Manufacturing and Marketing, Fairchild, 3rd ed.
2007 Balestri A., Ricchetti M., The Rationality of the Fashion Machine, in: Malossi G. (ed.), 1998
Thomas, D., Deluxe: How luxury lost its luster, The Penguin Press, 2007
D.H. Kincade, F.Y. Gibson, Merchandising of Fashion Products, Prentice Hall 2009 Easey, M., Fashion Marketing,
Wiley Blackwell, 2010
Additional References
Agins T., The End of Fashion, How Marketing Changed the Clothing Business Forever, Harper&Collins Publishers,
1999
Balestri A., Ricchetti M., The Rationality of the Fashion Machine, in: Malossi G. (ed.), 1998
Black S., Eco-Chic, The Fashion Paradox, Black Dog Publishing, 2008
Brown S., Turley D., Consumer Research: Postcards from the Edge, Routledge 1997 Caves R.E, Creative Industries:
Contracts Between Art and Commerce (ch. Introduction, ch.11, 12), Harvard University Press, 2000
Davis Burns L., Bryant N.O., The Business of Fashion, Designing, Manufacturing and Marketing, Fairchild, 3rd ed.
2007
Foot J., Milan Since the Miracle, City, Culture, Identity, Berg Publishers, 2001
Frey N., How to do it, Interview to Paul Smith, in G. Malossi (ed.), 1998
“Fashion Buying&Merchandising Management”, T. Jackson, D. Shaw, Palgrave M.S. 2001
R. Patrick Cash, Chris Thomas, John W. Wingate, Joseph S. Friedlander – “Management of retail buying” – Ed. John
Wiley & Sons Inc., 2006 (Hobokey, NJ, USA)